Remarketing, also referred to as retargeting, can be instrumental in meeting our customers’ business goals. It’s achieved by digitally advertising to people who have previously interacted with a business online (e.g., visiting its website.) The buyer’s online journey is more complex than ever, and user experience has become increasingly important. In today’s online world, it can take multiple website visits to spur a conversion. Remarketing is a “second-chance” at getting a conversion from a customer who left the buyer’s journey before a conversion.
There are a lot of different remarketing strategies out there — such as enticing past visitors with a promotion code or targeting past purchasers to order again. Below, we’re sharing some ways we use remarketing to help our clients meet their micro and macro conversion goals.
Remarketing with Facebook takes some of the guesswork out of digital advertising. You’re able to target people who have already interacted with your page and have shown some interest — which means they have a high likelihood of converting. What makes Facebook remarketing so great though is having the option to reach people who have interacted with your business, both on and off the platform.
While it’s great to target users who visited your website, customization can go further. For example, targeting people who took certain actions on your site, such as abandoning their cart. On top of that, e-commerce businesses can benefit from a dynamic campaign — which shows exact products the user interacted with on the site. Another option is to upload an email list of people who have given you their information, but have yet to purchase or use your business’s services.
Within Facebook, you have the ability to remarket to users who interacted on a certain business page. Whether someone watches a video, likes your page, or interacts with you on Instagram (who is owned by Facebook), there are several methods of re-reaching these people to further them along your business funnel using Facebook.
Note: Facebook Pixel is needed for remarketing on the platform.
Google is another platform that has incredible remarketing capabilities, allowing you to target users on several of the Google networks. Similar to Facebook, you can upload customer lists and use dynamic remarketing to show products that your potential customers viewed specifically.
Unique to Google, you can use remarketing lists for search ads (RLSA) and retarget people who have been to your site later while they are searching Google or have interacted with your Youtube videos. This can be great to reach people again while they are in their research phase.
After we analyze which platforms will work best to achieve our client’s goals, we make sure some form of campaign measurement tracking is set up (such as the Facebook Pixel) to help us determine the true value of our efforts.
As with all advertising efforts, strategies that include a variety of platforms and campaigns for different goals are the most successful. If you’d like to learn more about Remarketing, reach out via our contact page. Our co-owners, Nikki and Matt, will be in touch.