How to find the best remarketing strategy
Remarketing is a very powerful strategy but it is also one of the most expensive strategies. So you want to make sure you are doing it right!
First of all, let’s just clarify what remarketing actually is. Remarketing is a marketing strategy that maintains contact with potential customers after having visited your business or website. It is a reminder to those people to come back to your website and make a purchase.
The purpose of remarketing is to maintain the attention of the people who previously have expressed an interest in your business rather than just trying to raise awareness or gain attention from a ‘new audience’. The main purpose is to make people who have previously visited your website come back and hopefully buy your product or service.
Exposing users to ads over time will make them more likely to click on your ad and actually convert. In fact, conversion rates increase the more a customer sees an ad. The click-through-rate will decline over time, but the people who actually click on your ad after being exposed to it a few times have actually become twice as likely to convert.
Remarketing may be particularly important for B2B marketers. In most cases, a sale takes 6-8 touches before generating a viable lead. This number will, of course, differ depending on the business but gives a rough idea of how many times a potential customer may need to be exposed to your ads before converting.
Where can I do remarketing?
Remarketing comes in many shapes and sizes. There are many options on the market but with a few dominating players with Facebook and Google being the biggest. Have a look beneath to get an overview of what differentiates them.
Google ads Remarketing:
Google Ads (previously known as Google AdWords) is one of the more common platforms for remarketing. Google Ads, allows companies to remarket through their platform by creating remarketing lists with a set of rules. You can either target all the visitors who’ve visited your website or you can target visitors who visited a specific page on your website or completed a specific action.
Then Google will show ads to those visitors on websites across the Google Display Network. According to Google, the Display Network reaches more than 90% of all internet users globally across 2 million websites. This number is ever changing though.
Google Ads is split into two separate networks, the Search Network and the Display Network.
- The Search Network: Is a text ad that shows in the search engine
- The Display Network (RLSA): Is when display ads are placed on websites across the internet.
Facebook remarketing works similarly to Google ads. The main difference is that here the ads are shown on Facebook instead of on websites from the Display Network.
Website visitors are ‘tagged with a code’ meaning that whenever someone visits your website and then go on Facebook then will be exposed to your ads.
Consider which ‘frame of mind’ you want to catch potential customers in. Sometimes it might be better to catch them on social media but for some companies, it might be better to expose users when doing active Google searches.
Another important factor to take into consideration is the price. The price can vary a lot between the two. It is recommended to test it out to find out what works best for you.
Set your remarketing goals:
In order to create a successful remarketing campaign, it is important to know exactly what action you want your potential customer to do. Remarketing can be done in several ways but there are generally three overall remarketing campaigns that you may want to run:
- Campaigns for people who visited your website without taking the desired action
- Campaigns aimed at people who didn’t see a page you wanted them to see
- Campaigns for people who didn’t finish your check out process fx. abandoned a cart
How long to do remarketing?
It can be quite tricky knowing how long to continue a remarketing campaign. A period that is too short might result in disappointing results and running the remarketing campaign for too long may result in spending too much of your budget on obtaining unsatisfying results.
It is a good idea to test for how long your remarketing campaigns remain profitable. This is a very individual matter as it is a question of the individual business sales cycle and simultaneously being a matter of branding.
You can also use Canectos remarketing feature to find your ideal remarketing period depending on your target pages. It also tells you the best remarketing sources.
The best way to find the ideal remarketing strategy is to sign up for a free Canecto account and then simultaneously run remarketing on different networks. Then once you receive your first free report you will know the best duration to run your remarketing campaigns and which platform to spend your money on.