Here’s a scenario: a potential customer comes to your products page through a paid ad, spends around seven minutes clicking on individual products, clicks on the photos, looks back and forth on the webpage… and then leaves without making a purchase.
What was it that made them leave? Did something come up? Were they not convinced enough to purchase a product? These are the kinds of questions a digital marketer will ask their clients.
In a brick-and-mortar setting, you can’t chase a customer in an attempt to get them to buy a product, but you can do that in the digital marketing space.
Check out these four remarketing strategies that deliver results:
1. Refine Targeting
Design a campaign that only targets those who came to your webpages through organic or paid search, but didn’t convert.
You can create a remarketing campaign for every active search campaign you have; this way, when a user visits your site through a PPC ad, you already have a remarketing campaign in place to bring them back.
2. Avoid Displaying Remarketing Ads on Unrelated Websites
When it comes to display advertising, you’re essentially following the user wherever they go, but do you really want to be visible on all the websites they visit?
Does it make sense for you to be remarketing a laptop on a website that discusses beauty and haircare products? Probably not.
When you advertise on unrelated websites, you risk looking a little “spammy” and can put off potential buyers.
Marketers have the option of excluding specific categories from their display campaigns, so their ads don’t show on unrelated and unwanted (e.g., sexually explicit) websites.
3. Set a Frequency Cap
We’ve all been to websites where we checked out a product or service, and didn’t make a purchase for whatever reason, and now, the ads from the website follow us everywhere we go.
Contrary to what many marketers think, bombarding users with tons of the same ad reduces response rates. Displaying an ad everywhere the user goes online causes “banner burnout,” and the user becomes indifferent to the ad. Eventually, you’ll just be wasting money on impressions.
Instead of displaying your ads everywhere, add a frequency cap to limit the number of times they’re shown to a single user.
4. Tailor the Ad Copy
The ad copy on your remarketing ads needs to be different from the copy on the paid search ad that initially brought them to your webpage.
Your ad copy for the main campaign was successful at attracting the user, but once they were on the page, they weren’t convinced to make a purchase—this is where your remarketing ads come in.
A good remarketing ad should have a copy that highlights features and benefits, and persuades them to take another look.
Do you think you can benefit from implementing remarketing strategies? Let Mediaforce help you out.
We’re a full-service digital marketing agency that offers PPC, web design and SEO services. We serve clients across New York, Ottawa, Vancouver and Toronto. Call 613-729-0500 for more information.