Advertisers often worry about the creepy “Big Brother” factor in regards to remarketing. What moral code is an advertiser breaking if their ads follow a user around the Internet?
Really, remarketing ads tell users, "I care enough to follow you around until you notice me! I will take the time to mildly stalk you because my product/service is just what you need – you simply may not know it yet!"
Typical remarketing campaigns feature “Come Back to (Insert Client Name) – And we’ll give you a great deal!” type of messaging. This directly acknowledges that the user has visited your site, they didn't convert, and you're willing to give them a special offer to come back.
If you aren’t trying this creepy/caring tactic, give it a shot. Monitor your click-through rate and conversion rate. If it works for your campaign, keep doing it! If it doesn’t work, try another method.
Similarly, you want your audience (and clients) to feel like your ads are everywhere. You want your potential customers to say at some point, “Who are these guys? I see them everywhere online!” With that thought, hopefully the user clicks on your ad and converts.
Remember, a moment of relevancy can occur for many reasons, such as:
- An ad may display a keyword that is important to someone.
- A familiar product image may appear in the ad.
- There may be a compelling offer that grabs their imagination.
- An ad may highlight a brand or website that they are familiar with (your website!) to grab their attention.
There are numerous ways to make your ads noticeable, actionable, and relevant to your audience.
If at First You Don’t Succeed – Try Something Else
The possible reasons that someone doesn’t convert on your site are countless. However, with remarketing, you can get in front of these non-converts again and try to re-spark your relationship. Try to understand why someone didn’t convert on your website – and determine how can you address this issue with your remarketing campaign.
For certain remarketing campaigns, you can propose the conversion action that the user didn’t originally complete like, “Buy our stuff!” Or, if your conversion action is lead generation focused, you can drive users back to your contact form to see if they will convert upon a second or third encounter with your brand.
However, one strategy that has worked well in the past is mixing up your conversion actions.
For example, we worked with a client that sold high-end, high-cost security software. This isn't the kind of purchase you make on a whim. We determined that users may not convert simply because the product is so complex and they don’t know what to choose.
With our remarketing campaign, rather than send users back the product page, we sent these return visitors to a lead generation page with a headline similar to, “Still Need Security Software? We can help you choose the right system!” This way, visitors could request a follow-up from a sales representative. This worked so well that we started sending more users in our general campaign to a lead generation page.
You may be able to send users back to your product page for another shot at getting them to buy, but you may want to test getting more creative in order to engage your return visitors again.
Pictures Really Are Worth a Thousand Words
After someone visits your site, they should be relatively familiar with your company logo, brand, product, and perhaps even other graphic features. This is why image ads work very well with remarketing campaigns.
For example, if you sell organic dog toys, and you remarket to visitors who didn’t purchase on your website, your ad may follow this rough concept (for a skyscraper ad):
- Company logo
- Headline: Come back to Chewy Puppy & Get Free Shipping!
- Short list of two benefits
- Show images of organic dog toys
- Call-to-action (“Buy Now!”)
- Company logo
The images in this ad are going to convey so much more than words. The user should be familiar with your logo, company name, and product – so display all of these elements in your image ad and this will be relevant to the user because they have visited your website previously.
These are just a few tactics you can use with your remarketing ads. You can get really creative with your content and conversion action with remarketing ads.
Honestly, you will try strategies that are successful and some that aren’t – but you have to keep on testing to find those new strategies that give your campaign a lift. Give some of the strategies in this article a try! Happy testing!
Optimising Digital Marketing Campaigns with Search, Social and Analytics
At SES London (9-11 Feb) you'll get an overview of the latest tools, tips, and tactics in Paid, Owned, Earned, Integrated Media and Business Intelligence to streamline your marketing campaigns in 2015. Register by 31 October to take advantage of Early Bird Rates.