Contact Jen to learn about how we can deliver results for you.
Contact Jen to learn about how we can deliver results for you.
Remarketing (aka “retargeting”) can be a strong performer in many marketing plans, but it may not always be the right fit. Whether you do a ton of digital advertising or are new to it, you need to weigh a few key considerations before implementing remarketing for your business.
First, let’s get our terms straight. When we say retargeting/remarketing, we mean ads that are displayed to a user based on their past interactions with a brand.
Some popular uses of remarketing:
Should remarketing be a part of your media mix? These five steps will tell you.
Can people take the next step with your service or your product via your website (can they apply for enrollment, purchase something, subscribe to something, etc.)? Remarketing tends to work best when there is some online conversion.
If your potential customers tend to weigh many different options during the research process, remarketing may work to keep your brand top of mind. The longer the decision process and the more your customers potentially have to invest in your product or service, the more helpful remarketing could be in supporting your marketing mix.
Does your organization provide high-cost item or something that can only be purchased once? If you are “selling” a 4-year degree, a water heater that lasts 15 years, or another high-ticket item, you can segment and remarket to website visitors who have been to specific pages on your site or added a product to their cart.
Ask your users for input by conducting in-person or online research. Uncover why users aren’t converting on your site.
Do you have a significant volume of users reaching your website from channels like organic search or awareness-focused media channels like TV, radio or display ads? Segmenting them into different groups based on how they first came to your site, or based on the pages they visited, can help you increase conversions. The more relevant your remarketing content, creative and the page you send them to, the higher your chances of success.
Remarketing is a great way to get qualified leads to come back to your site. It can help “close the deal” if a user left because they weren’t ready to make a choice or needed some more information first. But, if the reason a user left your site without converting can’t be solved with additional advertising, a retargeting tactic won’t work. For instance, if a user came to a banking website only to find the financial product they’re looking for isn’t offered, remarketing ads won’t convince them to open an account.
For the ROI-focused marketer, remarketing can be very a valuable tool. But understanding how and when to use this marketing tactic is crucial. When smartly planned and executed, retargeted ads can drive down cost per acquisition and make your marketing plan more effective.