Remarketing is fast becoming old-hat. So many online companies are using some sort of remarketing or retargeting strategy these days that it can no longer be considered new and exciting.
However, there are ways you can use remarketing to stay ahead of your competition. And I suggest now that you cannot afford not to. Because as soon as everyone starts doing the same thing, it stops working.
Everyone gets started in remarketing by doing the same thing. They place a pixel on their site (which pixel depends on the company that you are remarketing with: Google, Facebook, Adroll, Retargeter, etc.). Every visitor to your site who does not convert (buy something) begins to see ads driving them back to your site.
One step above the basic strategy is to target your visitors based on interest. If you have different products or services, create campaigns that are specific to what that visitor was looking at. The more specific your ad, the better it matches what that visitor was looking for, the more likely they will be to respond to your retargeting ads.
Even More Creative
Now that you have different campaigns for different products, you can get even more specific with your targeting by incorporating where each visitor is in the buying lifecycle. You know what pages they looked at, how many times they have been to your site, where they came from, etc. Using that information you can create targeted messages for people who are doing their initial research vs. those people you can safely assume are ready to buy. And as a bonus, you can also create a remarketing campaign for your existing customers aimed at getting them to come back and buy again, turning them from a casual shopper to a loyal customer.
As with any other form of digital marketing, remarketing is not a set it and forget it activity. There are a number of things you should be doing on an ongoing basis in order to get the most out of your efforts.
First, you should be testing your ads. Run A/B tests with different imagery and different messaging to see what leads to the highest ROI.
Next, constantly monitor where your ads are having the greatest impact. Optimize your campaigns by running them on the sites that are generating the most clicks or sales instead of spending money on sites that don’t help you.