Remarketing or retargeting is a marketing technique where you target consumers who have either already shown interest in your website or your niche. While remarketing is somewhat controversial as tracking the consumers is a bad idea, it offers high ROI and allows you to touch base with potential customers who would otherwise never become customers. Remarketing is a valuable strategy, and you can integrate it into your pay-per-click or cost-per-click campaigns to improve your business and your sales.
#1 Boost Your Conversion Rate
The average Google AdWords conversion rate varies between 0.89% and 2.70% depending on the network you are using according to Search Engine Watch. Remarketing allows you to increase your conversion rate and your click-through rate by targeting consumers that you already know that are interested in your products. While the exact increase depends on how well you target the ad and your niche, re-marketed ads see a much higher average conversion rate than standard ads.
#2 Connect with Your Website Visitors
HubSpot showed that for the average website, 96% of traffic is not ready to buy. Whether visitors are doing research, shopping around, or just looking for information, they might have your product or service in mind, but they do not yet have the motivation to commit. Remarketing allows you to connect with them later after they have made more decisions and are more likely to make a purchase.
#3 Show More Relevant Ads
Relevance is the currency of the ad network. Remarketing allows you to target consumers who you already know are interested in your business because they have already looked something up that is relevant to you. Showing more relevant ads improves your click-through rate, your conversion rate, and the overall quality of your ad campaign. While you still need to target new consumers as well, remarketing can allow you to connect with potential customers who are not necessarily part of your primary demographic, as well as find new demographics.
#4 Familiarity is a Powerful Marketing Tool
Most consumers will not click on a standard ad as they do not react to it the first few times they see it. Remarketing works in a way that consumers will likely see the ads a few times before clicking. While the exact rate varies depending on the industry, you can research your own and set frequency caps to ensure that you are not showing the ad too many times to the same person. In one study, remarketing improved branded searches by 1046% because the consumers remembered the brand that was marketing to them.
#5 Remarketing Compensates for Poor Landing Pages
The average landing page converts at just 2.35%, but remarketing can help boost that rate by reminding potential customers why they clicked on the ad in the first place. Here, you can use clever calls-to-action (CTA) to remind viewers that you can still solve their problem or that you still have what they are looking for. The trick is to understand your audience so that you know why they were looking at your page.
#6 Reduce Your Cost-Per-Click
Remarketing ads can cost as little as a quarter of CPC, so you can save a great deal by adding remarketing to your strategy. Remarketing offers a high conversion rate and a lower cost per click, both of which are beneficial.
#7 Target Who Sees Re-marketed Ads
Google AdWords makes it easy to customize who sees your ads. For example, you can choose to target consumers who have been on your website, those who have looked at specific products on your site, or based on the user’s search history. You can also remove people from your remarketing campaign when they convert or make a purchase. Better targeting increases your conversion rate, which boosts sales.
#8 Learn More About Your Customers
Remarketing allows you to gauge customer loyalty, see who is actually buying your products, and ascertain how many times your consumers view your products before buying them. Remarketing allows you to target your existing customers as well as anyone showing interest in your niche or products, so you can use the data to learn what your customers are looking for, where they are in the buying process when they find you, and how likely they are to buy from you again.
#9 Improve Ads
Remarketing allows you to use customized ads to respond to users on your site. In short, it allows you to include custom CTA tailored to the user’s action so that you can be more personal, friendly, and real inside of an ad. That is especially important for banner ads, which some people do not usually trust. And, by constantly testing and changing your ads, you can keep your click-through rate high. Why? Retargeter shows that ad conversion drops by about 50% after five months of rotation.
#10 Boost your Sales
Remarketing allows you to market to a different audience and one that is already interested in your products or services. If you create great ads, you can boost your sales, and sometimes at a much lower CPC than with standard search marketing.
Remarketing is a powerful tool that you can use to connect with people who are interested in your products or services. While some retain reservations about remarketing because it involves tracking consumers, carefully targeting ads, and limited the number of times they show to the same person, actually offers value to the consumers. More importantly, a well run remarketing campaign can provide lots of value to your business.