Regardless of your industry, the fact remains that without customers, you don’t have a business. The reality is that no matter how good your ecommerce offering is, customers won’t always land on your page and immediately make a purchase. Sometimes they will add to their cart and exit the page before completing the purchase, and other times they won’t even get that far.
What’s needed from you as a business is to draw the user’s attention back to your website, and specifically the products they were browsing.
What Is Remarketing?
Remarketing (also known as retargeting) is a method of converting customers who previously left your website without purchasing anything.
Some of the most common reasons why customers do not convert include:
- First visit and unsure about your website’s credibility
- Too many distractions meaning they don’t complete the purchase
- They cannot find what they are looking for
- They postpone the shopping until later but end up forgetting
- They head to a competitor website
Did you know that it costs 5x more to acquire a new customer, versus retaining existing ones? Remarketing sits somewhere in the middle since the customer is familiar with your brand but they haven’t yet converted, or they have previously but they abandoned their cart on their last visit.
So, the aim of remarketing is to get them over the finish line by reminding them of what they have left behind in an enticing manner.
How Does Remarketing Work?
Every time a visitor browses different pages of your website the information is stored via cookies. At a later date, advertising platforms can pull this information up to display the products or services from your website that the user browsed on your website. Where the adverts will be displayed includes on search engines, social media platforms or news websites. Essentially, any website or platform that contains advertising may offer remarketing services, in which your products or services then appear on.
The beauty of remarketing is that the products directly correlate with what the user has searched for. Therefore, it offers a higher chance of success that the advert will be appealing enough that they will click it and land back on your website to complete the purchase.
Setting Up A Remarketing Campaign
If you’re familiar with how PPC works, remarketing follows a similar strategy in that it uses a platform such as Google Ads to set up and manage your campaigns.
Firstly, you’ll need to set up an audience for your campaign. The options for the audience include website visitors, mobile app users, customer emails, or YouTube users. In this instance, website visitors would be the most appropriate, as you are looking to bring back people to your website who have already visited it. You can then select further options such as visitors who visited a specific page.
You then need to select what type of campaign you want to create such as search network with display select, search network only, shopping, video or a universal app campaign. Each of these options will mean your ads are displayed in different locations, allowing you to customise where would be most effective for your brand.
There are several other stages and options you need to toggle, but eventually, you will then reach the section of launching your remarketing campaign. You will need to select between target and bid or bid and allocate a budget for your campaign.
Once the remarketing campaign is launched, it should be closely monitored to ensure its effectiveness. Namely, how many additional conversions the remarketing campaign is bringing in, and the ROI this created for your business.
Remarketing Services In Nottingham
We’re only just scratching the service when it comes to remarketing, seen as the best campaigns are strategically set up with your business and its goals in mind. If you would like us to take a look at your website, specifically how we can help you streamline your ecommerce offering and create remarketing campaigns, then you’re in the right place.
Imaginaire Digital is a web design and brand agency based in Nottingham. We also cover Mansfield, Derby and Leicester. Some of the services we provide include website design in Nottingham, SEO, PPC, Google Ads management, social media marketing, lead generation and much more.
You can even get a free website review from our specialists. Just head over to our free website review page and we’ll take a look!
By
Charlie
