Remarketing is a great way to market your business. Until the internet, if someone came into your store and looked around but then left without buying, there was no way to be sure you’d see them again.
However, remarketing lets, you reach out to people who aren’t sure if they want to buy from you. The power of remarketing means that when someone visits your website but doesn’t buy anything, you can now show up again in their mind through the power of this. Your advertising on other websites can target them and hopefully keep you in their minds long enough for them to make the conversion they want.
It already sounds like a great way to market your business. Remarketing can be challenging, but there are ways to make it easier and get more people to buy from you. You can do this here.
1. Set Goals
As with any good marketing campaign, setting goals is the first step to an excellent remarketing plan. These ads are for what? It will depend on what kind of business you run. It will also depend on where you live. If you run an e-commerce shop that sells cheap things, you might be trying to get someone to buy something.
Some businesses have longer sales cycles, like B2B consulting firms. Your ideal conversion might not be to make a sale for these businesses but to get someone to sign up for your service. Instead, it might be getting someone to give their email address in exchange for a free ebook.
No matter what kind of business you run, you should set obvious goals for each remarketing campaign. Instead of making one ad that you hope will reach a wide range of people, it’s better to set a few specific goals and then make a few different ads that speak to each goal.
2. Decide where you want to put your ads.
The remarketing process can be done through search engines like Google or through social media sites like Facebook. Once you know what you want to achieve, you can start to think about which platforms are best for your ads.
Advertisement on social media is a significant benefit because you are more likely to get likes and shares, comments, and reposts from people interested in your brand. You can also use it for retargeting people who have already visited your website, which makes it even more likely that they’re already interested in your brand. It is not the case with search engine marketing, though. It will keep track of your customers as they visit any ad partners with the search engine you use to find them. It means that your audience will see your ads all over the internet, not just on the social media site you’ve chosen to use.
One platform is not enough for you. There’s a lot of value in being seen by your audience over and over again. Before most people decide to do business with a brand, they need to see it seven times. So the more times you can get your name in someone’s eye, the better.
3. Decide Who You’re Writing For
Then, after you’ve thought about your goals, you can start to figure out and group your audience. Let’s say that you own a clothing store that has both a brick-and-mortar location and an online store, like this one. If you want to break down your audience, there are many ways to do that.
You can divide and target based on where you are. For people who have visited your website and live within a certain radius of your store, you can target them with ads about your store. Those who live on the other side of the country won’t be interested in these ads. Instead, those people should see ads for your e-commerce products.
People who have been to your store and looked at your men’s clothing options can be retargeted with messages about your menswear options. You can also target people interested in women’s clothing with those messages. You can even retarget customers who have done certain things on your website. People who have put things in their cart on your site and then left without buying them can have your campaign only show up to them.
Your goals for each campaign will naturally align with a particular group of people. Starting your campaign by figuring out who you want to reach ensures that your ads only show up to people who are most likely to be interested in them. It means that you’ll get the best return on your investment from your campaign.
4. Decide what kind of work you want to do.
It’s time to choose your creativity after setting your goals and deciding who you want to reach with your message. When you write good content, you need to know who your audience is and speak to them in a way that fits your brand.
When it comes to content, some tools can help you be more efficient with doing things. Use responsive ads if you want people to keep coming back to your site after they’ve already seen your ad. With responsive ads, you put in all of your different creative elements, like different headlines, copy, and images, and Google runs them in different ways so that they can figure out which ones work best. To make sure your ads have as good a chance as possible of being a success, they’re going to run the best ads for you.
5. Run Your Ads and Keep an Eye on the Results
It is the last step. You need to start running your ads! The good news is that advertising platforms provide detailed analytics so that you can accurately measure the success of your campaigns. Analytics lets you see how many people saw and clicked on each ad. As long as you have this information, you can change your plan as you go along.
If there are ads that aren’t working well, you might want to change the creativity. If retargeting doesn’t work on certain websites, you can ask Google not to show your ads on those websites anymore. Making changes and pivoting as you go is a big part of long-term success with your retargeting.
Remarketing is an excellent way for you to get back in the minds of people who have already shown an interest in your brand. When you take things one step at a time and develop a real plan for reaching out to different parts of your audience, you can make campaigns that make a lot of money.
Please check out our Small Business Guide to Paid Search if you like this post.