Remarketing: Adapting to Rising Tides
Omni-channel shopping is becoming the norm in the digital era. 81% of consumers search online before making purchasing decisions, while 82% of smartphone users consult their phones while making a purchase. So, if you’re running PPC campaigns you need to to be remarketing as well as marketing because you’re unlikely to catch a customer the first time they hear about you.
This is where remarketing comes into power – it allows marketers to reconnect with people who have visited their websites, or used their apps, by displaying relevant ads to them across different channels and devices. This, when working properly, should push the conversion rate up to the next level by following leads until they make a purchase.
As we said earlier, remarketing allows marketers to show relevant ads to people who have visited their website or used their apps, even when they are on different channels and devices. If you are running PPC ads you can easily get started by adding a remarketing tag (a snippet of code that you get from Bing Ads or AdWords) to your mobile app or the pages of your site, creating your remarketing lists with custom rules and parameters, and building your campaigns using the lists.
Benefits of Remarketing
- Increased touch points and strengthened impressions: Now you can reach people after they have visited your web page or used your app, generating many more touch points, showing them relevant ads when they are visiting other related websites, searching for your business, or using other apps.
- Customized audience lists for specific goals: Tailor your lists to your advertising goals. For instance, create a “Demo Request” list to show ads to the people who requested for demos or watched videos on your product page but didn’t complete a transaction.
- Real-time data indicating your campaign performance: You’ll have insights into how your campaigns are performing and where your ads have been shown in real time.
- Efficient pricing and easy ad creation: Both Google AdWords and Bing Ads remarketing services are dedicated to offering you a better user experience. Tools that allow you to easily craft ads and create high-performance campaigns with automated bid strategies like ROAS (return on advertising spend) and target CPA (cost-per-acquisition) are available at no extra cost. With remarketing, ads often cost less than general PPC ads.
Chris Hoag, Sr. Account Manager at Bing Ads, Kendall Todd, Sr. Account Manager at Metric Theory, and MJ DePalma, Sr. Global Channel Marketing Manager at Bing Ads, shared some insights about remarketing, as well as some hands-on strategies on how to build remarketing campaigns. Here are some takeaways we picked up from the discussion:
Major vs. micro conversion
“A micro conversion is an action taken that is not your final conversion event (purchase of product or service), but is an event that indicates interest and intent, such as a newsletter sign up or white paper download,” says Kendall Todd. Micro conversions can be critical, as they guide your audience one step closer to the bottom of the marketing funnel – and what could help to generate more micro conversions? Remarketing.
What remarketing techniques work for low traffic websites?
“Cast a wide net to ensure you can hit that 1,000-member threshold (the threshold for running any remarketing campaign on Bing or AdWords) so you can start as soon as possible but also look to run concurrent audiences that visit important pages on your site or interact with your content – they may take a while longer to hit that threshold but will be worth it when they do” said Chris Hoag.
Build your lists and layer them with creativity
Think about the concept of omnichannel marketing. You can build lists of leads from your Social Media pages, SEO, loyalty programs, video or chat experiences, etc. These are likely to be very different people. So be creative about your remarketing campaign. Don’t just create a one size fits all ad. Try and tailor the ads to the different places these people might have come into contact with your brand.
As well as Bing and Google’s PPC platforms, you can also use more sophisticated targeting tools like AdRoll. AdRoll adds another layer of sophistication and brings all of your retargeting efforts into one place. So you can track the same customers over multiple different platforms while measuring the results all in one place.
Remarketing is as much of an art as it is a science. But you can make good use of it to reconnect with people who’ve come across your brand or product, create micro to macro conversions, and make your business appear omnipresent.
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