Digital marketing has enabled us to come a long way, especially in terms of a diversified marketing strategy. However, targeting customers at various stages of the customer lifecycle is challenging and complex.
Every intervention and decision you’ll make has various implications, benefits, and potential issues. It’s important for companies to take relevant action and changes. The goal is more than drive random organic website traffic. You should ask yourself the following questions.
- What are my conversion goals?
- How can we increase sales?
- What incentives are we offering to returning customers?
This is where strategies such as Google Ads remarketing comes into play. It allows you to connect with high-intent users who are familiar with your brand. Retailers like Tirendo were able to increase conversion rates by a whopping 161% through remarketing strategies.
How does Google Ads remarketing work?
Remarketing works by allowing you to target people who have already engaged with your brand organically through your website. Or they have engaged with your company’s advertisements, promotions, and interactions on other websites.
The high-intent users could be people who’ve successfully completed transactions and purchases. They already have formed a type of brand loyalty. Conversely, they could also be people who didn’t carry out the intended action, abandoning their carts or leaving the website. They could also be people who simply browsed your website and took no action or didn’t visit a specific targeted website page or promotion. Seeing as how, on average, 79.17% of users across sectors abandon their carts before completing a transaction, there’s a lot of room for improvement.
How does remarketing work?
Remarketing works by allowing you to target people who have already engaged with your brand organically through your website or through other advertisements, promotions, and interactions.
These could be people who’ve successfully completed transactions and purchases, and thus, have already formed a type of brand loyalty. Conversely, they could also be people who didn’t carry out the intended action, abandoning their carts or leaving the website before doing much. They could also be people who simply browsed and took no action or didn’t visit a specific targeted page or promotion. Seeing as how, on average, 79.17% of users across sectors abandon their carts before completing a transaction, there’s a lot of room for improvement.
How to best use Google Ads remarketing
There are five ways to optimize your Google Ads remarketing. They include the following:
1. Build a cohesive remarketing list
If you’re not doing this already, you should. It’s simpler than you realize. Cookies are a great way to access user information with their knowledge, collecting relevant data about them. Depending on demographics, browsing patterns, consumer behavior, and their place in the buyer’s journey, you can compile various or singular lists to help make the process easier.
You must have at least 1,000 unique users within a given time frame to create a remarketing list for search ads (RLSA). These are typically more qualified and well-versed users, allowing you to be more specific and aggressive in your marketing techniques.
With your remarketing list ready, it’s simpler to know how to target specific customers. From pay per click (PPC) ads to sponsored posts on social media, you’ll be able to figure out the best approach and phrasing.
2. Target all visitors to your website
Don’t focus on only a few website visitor who have abandoned their shopping carts or those who browsed certain product categories. Instead, classify, group, and remarket to them all in different ways.
3. Bring variation to the products shown
Don’t overload customers with the same product. Instead, get innovative. You can upsell products that pair well together. For example, earrings can complement a dress. Or show a diverse product range that they’d be interested in. Knowing your customers well is imperative. Analytics tools are incredibly valuable in helping you target the right products to the relevant people.
Knowing demographics, interests, hobbies, and preferences helps you build a customer profile and buyer persona. This allows you to market and remarket effectively. If you know you attract a specific niche, appeal to their sensibilities with your products.
It’s about showcasing what you know that will appeal to them based on data, evidence, and patterns that are available to you. Present that to the people you’re marketing to. Building connections, using emotion, and focusing on the language are all a part of this process. You’ll want them to feel noticed and heard so you can draw them in.
4. Offer innovative incentives like discounts
A some point during any given year 93% of shoppers will use a discount. Why wouldn’t they? Discounts are always appealing to hear about for shoppers who want to get their money’s worth.
This is one of the best ways to fix cart abandonment. If your website had users who browsed, added products to their cart, and left before finishing their transaction, you can bring them back with specific ads. Showing them the same product, providing them with incentives, offering coupons, discounts, and time-based promotions is a great way to get things going.
It doesn’t have to be a major discount, especially if you’re a small business. But 80% of customers said they find encouragement in making a purchase when offered a discount.
5. Have frequency capping for your ads
This is especially relevant for remarketing because balance is everything. Showing your ads too frequently will irritate customers. If you don’t show them enough, it will lead to forgetfulness. Finding a balance can be tricky and takes time. When it works, it’s well worth the effort.
Setting frequency caps will limit the number of times your ad is displayed. It allows your customers to think about it and take action on their own. You don’t want them to feel ‘chased’ and stalked by your brand because that’ll only drive them away.
Digital marketing can be difficult to navigate and challenging for business owners who are unfamiliar with it. With Google Adwords and various other tools within access, it’s become significantly easier for individual users and firms.
You can also work with professional marketers and search engine optimization (SEO) experts to handle your marketing strategies. Using data-driven techniques, up-to-date methods, and trends, it’s significantly effective at driving traffic and increasing conversions across your website. In fact, 57% of SEO experts believe content creation is the number one method to drive website traffic and attract new and old users.
With all this said, however, it’s crucial to be realistic about outcomes and expectations when remarketing. It’s not a standalone strategy and requires several other actionable measures simultaneously. As a business, your approach to digital marketing should be multi-faceted. You should use different techniques, platforms, and tools that are available to you.
This guest blog article was written by Joseph Dyson who is a SEO manager at Search Berg, a digital marketing agency that works with a range of business to business (B2B) and business to consumer (B2C) clients to create their digital marketing strategy.