What is Personalized Remarketing?
We all want our websites to convert. However, it may not be possible to get the kind of conversions you are looking for. This is where personalized remarketing plays a key role. Therefore, we have compiled this article to explain personalized remarketing.
Most of the traffic that comes to your website will not convert or even take an action you’d like them to take. It’s just an unfortunate fact of life. Today’s consumers have access to a staggering amount of information and tend to do a lot of research before taking action. As marketers, it’s our job to ensure that our brand stays top of mind until ready.
To stay front-and-center, we need to ensure that we deliver relevant messages to them both on and off our websites. You can use various tools to do this, but recently we did a webinar that focused on combining the power of Marketo’s Real-Time Personalization. In addition, Google’s Remarketing can help accomplish these tasks. When these technologies are combined, they provide the ability to serve beautifully focused ads that better convert your past website visitors. But before we get into that, let’s take a step back and define what Real-Time Personalization and Remarketing mean to marketers and how they use them:
- Real-Time Personalization allows you to personalize your website content based on data about the visitor or the company they work for. For example, if you sell software and a visitor comes to your website, you can change the customer logos you display on your homepage to show similar companies in their industry and present them with a relevant case study.
- Remarketing: serves ads on other websites based on a visitor’s behaviour on your website. We’ll use an eCommerce store as an example here. Let’s say a visitor comes to your website and looks at walking shoes but doesn’t purchase them. You can then show them ads for those shoes or similar shoes as they browse other websites to bring them back to your store.
Now, let’s bring these tools and examples together and see what happens:
Let’s stick with the healthcare industry example and assume your website sells uniforms and accessories. Real-Time Personalization identifies a visitor on your site who works in healthcare and shows them the best-selling hospital uniforms on your website. The user skips those and goes right to the shoe section, browses a bit, and then leaves to watch a YouTube video.
Now that the visitor is on a different website, Remarketing comes into play. An ad network, like Google’s, identifies them as a part of your remarketing audience, using your personalization segment data, and shows that person an ad for your best-reviewed work shoes by healthcare professionals. Hopefully, that ad, or the next, will light the fire that leads the person back to your site to buy those shoes.
This basic example illustrates the benefit of combining Real-Time Personalization and Remarketing. Delivering this type of targeted ad has helped us, at Marketo, double the conversion rates in our personalized remarketing campaigns versus our standard remarketing campaigns. And this is just the beginning—there is a massive opportunity for expansion and optimization ahead.
How Personalized Retargeting Drives Conversions and Loyalty
Digital marketing is not only about driving traffic to your website. You need to convert visitors into customers and build customer loyalty.
97 out of 100 visitors will leave an average e-commerce store without converting. This is where retargeting comes into the picture. You can display relevant ads to visitors and re-attract them to your site using retargeting. But it’s essential to personalize the messages we show. Luckily, most retargeting platforms make that possible. We can even display the products they were checking out in our store.
Personalized retargeting is a must-have for all stores — not only in the online world. Think about it: in a physical store, employees do the same. When you try to find the perfect pair of shoes and have already tried 10 of them, and you’re tired and unsure what you want, they won’t let you leave without the perfect shoes. So instead, they include a personalized, in-person retargeting: “How about giving another try to the first one? I think it looked amazing on you.”
It would help if you did the same while using onsite or offsite retargeting.
What’s the difference?
Offsite retargeting: Today’s most popular pay-per-click platforms, Facebook and Google AdWords, provide high-tech offsite retargeting (or remarketing) solutions with advanced targeting options. Both of them allow you to show specific ads to past visitors, including highly-targeted ads for visitors who have visited the cart page on your website. It is a powerful way to remind your visitors about the items they have abandoned while browsing the Internet outside of your website and social channels.
Onsite retargeting: Onsite retargeting is designed to remarket visitors before they leave your site. Like Facebook and Google remarketing ads, you get a second chance to recover from abandoning visitors. However, unlike traditional remarketing, your offer is displayed while visitors are still on your site.
Now let’s see the most effective techniques to display personalized retargeting messages that drive conversions and loyalty.
How do you use retargeting to drive conversions and loyalty?
Retarget visitors who leave without buying
The main goal of retargeting is to get visitors who left without purchasing back to your site. You can quickly achieve that by segmenting your audiences into several remarketing lists.
You can create remarketing lists for each product category in your store. This kind of list building will help you personalize your remarketing ads since now you know what they are interested in.
In many cases, visitors leave without buying because of the unexpected or high costs. However, those people who visited your product pages already showed some interest in your products, so it’s worth considering retargeting them while offering free shipping or a discount like ShopBop did in the example below.
How Does Remarketing Work?
Remarketing works by placing cookies on the devices of visitors to your website who meet your criteria (s). Then, their cookie ID is added to your retargeting audience list.
Once the cookies are placed on a visitor’s website, you can track their activities and navigation on your website. This helps you understand the time they spent on particular pages, which allows you to analyze what the user is interested in.
Now that you know what your user is interested in, you can show him some adverts around it and offer some special incentive to get him to make a purchase.
Similarly, you can remarket to your existing customers, announce upcoming sales/discounts, and push them by giving them a members-only sale. Here, you will be using your current customer database and segregating them depending on the campaign objective.
Remarketing can be done using tools/services like Google Ads, Facebook Ads, Facebook Pixel, MailChimp, etc., which will be covered in the sections below, so make sure to stick to the end.
Lastly, to ensure complete understanding, let’s take a look at an example.
Imagine you run an e-commerce store that sells clothing. One of the hottest selling products in your “wide-legged jeans.” Now, with remarketing, you may develop a “Wide-Legged Jeans” audience based on visitors and their behaviour on this product page.
You’ll be able to show these visitors highly targeted display ads that promote your wide-legged jeans. But, of course, you already know what they’re looking for, so you use a unique offer like free shipping, 10% discount, or buy one get one free to entice them to make a purchase.
And bravo. This is precisely how a remarketing campaign works.
Below are just a few of the benefits of remarketing, which have motivated multiple businesses to use it.
Top 5 Benefits of Remarketing That Make It Supreme
1. Enables Brand Recall
Consumers browse your website for several reasons but do not take action (purchasing a good or service). Perhaps they found a better deal, forgot about your website, were casually browsing your options, or wanted to take their time before making a decision.
Whatever the reason, your customers must remember you, and the final goal is always to promote call-to-action(CTA).
With the power of remarketing, you can use these tailored adverts to remind individuals about their previous interests – especially if they’re looking for related products. This helps in increasing brand recall.
So even if they don’t make an immediate purchase, they will remember your brand the next time they decide to buy that product/similar products.
It is no secret that all-in-all digital marketing is a very cost-effective method of marketing that shows commendable results. And so is the case with remarketing. The cost for remarketing campaigns is not very pocket-burning and not expensive for the kind of results that have been recorded.
According to CMO, 25 % of viewers like to see retargeted advertising, and retargeting website visitors are 43 % more likely to convert. This brings us to our next benefit.
3. Higher ROI
Retargeting customers who have already visited your website and expressed interest in your business will almost certainly save you money because they have higher intent when compared to reaching out to a bigger audience that might or might not be interested.
Thus, you will be investing in customers most likely to buy and which in turn will recover your investment and give you higher profits.
4. Improves Ad relevance
Remarketing is that marketers can provide ads based on previous actions. Remarketing works so well that according to MotoCMS, cart abandonment can be reduced by 6.5%, and online sales can be increased by almost 20%.
If customers are more likely to see ads that suit their interests, there are higher chances that they will take action.
5. Specific Targeting Options
One of the significant advantages of remarketing ads is targeting those interested in the product or service through different features.
According to Google, you can create different remarketing lists, for instance, those who have added something in a cart but did not check out.
Those are a few of the benefits associated with remarketing.
After being aware of what remarketing is and the fantastic benefits it has to offer, hang in there if you want to find out how to do remarketing using various channels.
Remarketing is here today, and we are all participating in this, whether we shop at the local big box home hardware store or the local grocery store. Remarketing can drive customers back to your website, increase loyalty and increase sales.
Article compiled by hughesagency.ca
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