Yes, so maybe that headline gives remarketing a bad name. But we’re actually all for it. If done well, there’s real value in remarketing to visitors who have taken time to view your website, PPC landing pages, Facebook page, etc. Since only about 4% of people convert on their first visit, remarketing provides a powerful way to reengage those who have previously interacted with your company.
Remarketing requires inserting a small amount of code onto your website and then once a visitor lands on a particular page, you follow them around (with targeted ads you’ve created, of course!) More specifically, once the visitor has left your site and then goes back online, whether to Facebook, into his or her email or to a particular website your remarketing efforts, in the form of a small ad usually, give the person a reason to revisit your website.
By revisiting your website, we actually mean a specifically designed landing page with the offer/information they’re looking for. That’s the key to remember — you have to remarket purposefully. It requires a strategy that incorporates your other marketing channels as well and provides a clear path to engagement.
You can actually chart it out. List all the marketing channels you utilize to sell your products/services along with the current offer you are running in each. Next, underneath each offer list where you are directing each offer to. Ideally, you do not have all the traffic from your offers going to your homepage.
Side Note: You don’t want to do this because people want to see related information from your offer the second they click through to your website. If they don’t, they’ll leave immediately and you’ll experience a high bounce rate. For example, a builder may be offering garages for $199/month. The interested visitor wants more information on garages. If the offer leads to a page talking about new home plan designs, the visitor will leave disappointed.
Create landing pages that talk about your offers, it will increase your conversion rates. Also, now use this information for your remarketing ads. Go back to your chart and you can see the remarketing ads you need to create under each channel that should be reiterating the details of each specific offer. This is actually really important. Remarketing ads can get annoying especially, when they are not targeted. They won’t work if you’re just following someone around with generic information.
And if you really want to get their attention, sweeten the deal. Try developing a limited time offer for one of the channels that’s even better than your first offer. From our example above, it might mean offering garages at $179/mo until the end of the month. Now, you’re creating urgency to revisit your site and get the deal done.
This highly targeted approach is also necessary in light of Google’s new ad setting features that went into effect as of this summer. According to a June Google Safety and Security announcement, Google is trying to create a better user experience by giving them greater control in two categories – Ad Settings and Mute This Ad.
Under Ad Settings, Google added a new section about Reminder Ads (that’s retargeting for all us marketers). A user can see who is providing them with reminder ads and Mute them for 90 days. The tool also now functions across devices, so if a user mutes an ad on their desktop it now exempts them from seeing it on their phone too. Google plans to expand this control to work across more apps and websites that work with Google to display ads.
This is another highly important reason you have to produce dynamic engaging ads — you have to help your remarketing ads from getting muted. A strategic approach to landing pages can make all difference. If you need help designing and executing results-oriented landing pages, contact us today.