Whether it’s remarketing to people who have added something to their shopping cart but not completed the transaction, or remarketing to those who have simply visited your website, it’s an important part of the overall digital mix to ensure that you are keeping your products (and your brand) at the front of the customer’s mind.
Remarketing, also known as retargeting, is a strategy used to re-engage with users who have previously interacted with your website, app, or other digital assets. The goal of remarketing is to bring back potential customers who have shown interest in a product or service but have not completed a desired action, such as making a purchase, signing up for a newsletter, or filling out a form.
As there are several kinds of remarketing, you’ll need to consider which method(s) are most suitable for your business. This will depend on how your target audience behaves. The 3 main remarketing methods are as follows:
Search remarketing, also known as “RLSA” (Remarketing Lists for Search Ads), is a form of remarketing that targets users with personalised search ads based on their previous interactions with your website. When users who have visited your site before perform relevant searches on search engines, your tailored ads appear, increasing the chances of conversion as they are already familiar with your brand.
Display remarketing involves showing targeted display ads to users who have previously visited your website or engaged with your digital content. These ads appear on various websites and social media platforms that are part of the ad network, reminding users of your products or services and encouraging them to return and complete a desired action.
Email remarketing involves re-engaging with users through personalised email campaigns. When users provide their email addresses or interact with your emails, you can segment them into specific lists and send tailored messages or offers, encouraging them to revisit your website or complete specific actions like making a purchase or signing up for a service.
Frequently Asked Questions about Remarketing
Remarketing is most effective when done thoughtfully. Avoid bombarding users with excessive ads and frequency capping to prevent annoyance. Tailor ads to be relevant and valuable to users to maintain a positive experience.
To create effective ads, personalise the content based on users’ previous interactions, highlight special offers or incentives, and use eye-catching visuals. A/B testing can help you refine your ads for better performance.
Most major digital advertising platforms, including Google Ads and Facebook, support remarketing. These platforms offer tools to create and manage remarketing campaigns effectively.
Track key metrics like click-through rates (CTR), conversion rates, and return on ad spend (ROAS). Analyse audience engagement and segment performance to optimise your campaigns.
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