Remarketing or Retargeting can mean many things to different people. It is all the buzz right now and rightly so. Deciding how to build your remarketing campaign can be dependent upon your goal and budget. When putting a remarketing strategy into place, don’t forget to follow it through and make it an integrated part of your complete marketing strategy.
What is Remarketing?
Remarketing is the ability to connect with visitors to your website who may not have made a purchase. Remarketing allows you to place targeted ads in front of this audience as they browse around the internet. There are a number of platforms one can use to remarket to those who discover your brand and website. Some of the more popular platforms are the following:
Google Adwords – Google Adwords remarketing campaigns are the most popular and common. These campaigns are easily set up by simply placing code behind the pages you want to target and then funneling visitors from select pages or all pages into a campaign. For instance, if you want to target visitors to your page that sells “Shoes”, an ad that displays your “Shoes
will follow that visitor. The idea is to remind these visitors of your brand and website so that they will come back.
Adroll – Adroll is a software that remarks not just within the context of Google. Adroll works much the same way as Adwords does but has a broader audience. Adroll isn’t cheap but works nicely.
Email Remarketing – Email remarketing is awesome as the concept is this: Once a visitor has been on your website or even placed items in their shopping cart, but did not complete an action – they are sent an email reminder. More than $300 billion dollars are lost in e-commerce sales from abandoned shopping carts. Email remarketing has proven to generate nearly four times more revenue than those who don’t use email remarketing. Email remarketing can be highly specified to the item last looked at. Email remarketing also requires lead nurturing and drip campaigns which are carefully planned over specific amounts of time and with specific messages.
Facebook Remarketing – Facebook remarketing is a bit different. Facebook remarketing campaigns are limited to the lists you upload into Facebook which means taking your email list and targeting this list through Facebook ads. Because people have shown interest in your product or service, targeting such a list is often effective in converting these people into Facebook followers from which further ads and branding can be made toward.
Building it So They Will Come
Before you get too far ahead with remarketing, you will need to focus efforts on getting people to your website, otherwise you won’t have anybody to remarket to. The art of building Discovery as we call it can rest on channels such as social media, SEO, PPC, print ads, and even email. If you don’t have the numbers of visitors you would like, make sure these pieces are put into place first before you set up your remarketing campaign.
Today, social media is one of the more affordable ways to drive visitors to your website. Advertising within social media realms and working social media platforms can be more effective than PPC – it all depends on your market and product/service. If you are in a highly competitive market, lowering your PPC budget and increasing your social media spend may be the best solution. Keeping your PPC campaigns running is important in grabbing the remarketing options Google offers.
Best Remarketing Strategy?
The best remarketing strategy will depend on your business but we have discovered for smaller businesses Email Remarketing is the most effective. There are a number of ways you can set up your email remarketing campaign and there is even software companies that will help you automate everything with an easy-to-use dashboard. If you aren’t selling millions of dollars worth of product yet, we suggest simply setting up email campaigns through MailChimp and using rules with their autoresponders. The email campaigns will remarket those who give you their email information, which is a little different than planting a cookie on their site and following them around with ads but it is more personable and affordable.
So what will your marketing strategy look like for 2015? It’s time to make some real money and grow your business, be sure your company is in the game the right way.