With the right remarketing strategy you can retarget the people who might already be interested in your product and therefor get a much higher conversion rate than with your normal Adwords.
In basic it’s a way to tag visitors to your website and target them later on with some kind of advertisement at a later time. Typically you use the Google Adwords Display Network to show your ads on other websites, if the user has already visited your website.
It’s the same marketing principle you might be using already if you have a newsletter for your customers. Your customer has already visited your website, so he or she is interested in your product or service, and with a newsletter you can retarget the potential customer.
When the Remarketing started years ago, the businesses tried to retarget the people who almost bought something from their website. Maybe they left the shopping basket just before buying something.
But now you can use a lot of different Remarketing strategies.
The Seven Types of Effective Retargeting
I found this awesome Infographic at Chango.com. Click the image to see it larger.
The classic remarketing
This is good old fashion classic remarketing strategy. Typically you have had a visitor who started the sales funnel. When the visitor is loading the page, it will place a cookie right on the visitor’s computer.
Your remarketing campaign will check out the visitor’s computer to see, if the little cookie is on the computer. If it finds your cookie, it can show a banner ad.
Your ad is retargeting a person who has already been interested in your product and this will (almost always) guarantee you a high click through rate (CTR) and you will get some high quality web traffic for a low cost.
Remarketing for excluding visitors
If your visitors are very unlikely to convert more than once to your product, it might be a great idea to exclude the visitors from seeing your ad, if they already have bought your product.
Maybe you only have one product (only one book in your web shop), or a very expensive product like a car (and the customer will only buy one car right?) or can only use one iPhone.
Remarketing for profiling and upselling
If somebody has bought a car from you, they might later on be interested in buying some new wheels from you too. So if you have accessories or similar or related products you can use this strategy.
This could increase your CTR, and therefor your quality score will get higher, and your cost per click will get lower. By the way remember that the quality score from Google Adword is calculated separately for the Google Display Network.
Remarketing for introducing new products
When it’s time to introduce a new product you may want to remind your customers that you have got this new product. Maybe it’s time for a replacement of their old product.
Using this strategy will ensure that you are targeting interested people in your online marketing strategy.
This remarketing strategy is based on more advanced remarketing strategies.
You can choose between a lot of difference criteria’s
- You have to visit specific pages on a website
- Maybe your language setting has to be English (or Danish or Swedish)
- Other technical details about your computer or browser
- Your IP-address has to be from a specific country
- Arriving from a specific homepage or campaign, URL,
- Maybe have typed a specific keyword in the search engine
- Or any combinations of all these.
You can use tags from other websites to decide if your banner is going to be shown or not.
Let’s say that somebody has bought an iPhone on a competitor’s website, and then your remarketing strategy is “not to display your banner ad” if you are selling Android phones.
It is unlikely that somebody who has just bought an iPhone will buy an Android a week later (yeah yeah yeah.. I know it is possible but very unlikely right?)
You really have a lot of combinations – so you can target the customers and get only the customers you think will buy your products.
I hope this could give you some inspiration for your next remarketing campaign. There are a lot of possibilities using remarketing. And with a little creativity you can try new ways to market your products.
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Good luck with your remarketing campaign.