Remarketing (also called re-targeting) is a way of getting previous users to come back to your website. There are 2 core reasons why you would like to do this.
- Landing potential customers
- Keeping existing customers in the loop
Landing first-time users to your site and make them come back is a priority to many business owners. On average, a user will visit a website 5 – 7 times before they are ready to make a purchase. The reason is a combination of them being prepared to buy your product and for them to be prepared to trust you as a brand.
This means you must work actively with your user base to make sure they are coming back enough times for you to be able to actually close the sales.
The other reason you should do re-marketing is to target your existing customer base. It is always much easier for you to sell extra to a customer who already knows your website, then to a new one that has to learn what you are about.
Re-marketing is an excellent way of reaching your existing user base. If possible, it should always be combined with e-mail marketing as a part of the engagement with your existing customer base.
Remarketing can be done through several platforms such as Google Adwords and most social media platforms. They allow you to expose users who’ve previously visited your website with ads.
Effective, but expensive
Remarketing is a useful, but also costly, strategy. The cost of a remarketing click is usually significantly higher than what the cost-per-click for a first-time user.
A typical scenario is that an Adwords first time click can cost as little as 3 cents, where a re-marketing click can cost up to 50 times more.
You must focus on your optimal length
Therefore, it is essential to know the optimal remarketing period. This ensures that you don’t run the remarketing campaigns for too long and waste money that could otherwise be spent on other areas of your site. Subsequently, it provides that you convert as many users as possible within the timeframe.
Know when to stop
The key is knowing when to stop. If you continue for too long targeting users who will never end up being your customers, then you are wasting money with nothing to show for it. On the other hand, you will not want to stop too soon because you risk losing potential valuable sales.
Finding the right balance
Finding the right balance is key. Not stopping too soon, or too late. This information is not available in Google Ads or any other supplier platform. Their interest is to make you spend money on their platform, so they will never tell you when to stop.
Get help from the Growth Report
The Growth Report tells you what your ideal re-marketing period is for each of your target goals. All you have to do is set the right length in your ad platform, and you will know that you are spending your money the most efficient way.
Should you focus on Remarketing now?
Making sure that your remarketing efforts are run the most efficient way is a no-brainer that you should do as soon as possible.
However, you need to put all your activities into perspective and focus on the areas that have the most growth potential to you. Use the Web Management part of this site to learn how to do this in a structured way.
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