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How To Use A Remarketing Strategy To Get More Leads

Don't let past visitors escape your marketing grasp. If you want to increase your leads and gain more sales, consider remarketing to those visitors you thought were gone for good. Here's your guide on all things remarketing.

As time goes on, cutting through the noise online is becoming more and more complicated, making authentic lead generation a real challenge. But when you partner your digital strategy with the right tools, your arsenal becomes a powerhouse for conversions and traffic.

Enter remarketing campaigns: the ultimate way to entice past visitors back to the same landing page, capturing lost traffic and turning them into returning customers.

In this guide, we are discussing everything to do with Google Ads and its retargeting campaign options, allowing you to power up your marketing strategy and sales funnel for hard-hitting results. We'll cover:


What is remarketing?

In a nutshell, Google remarketing is hyper-focused on users who have visited your website or used your app before, but for some reason or another, decided to stray away. When these people visit other websites, they see ads representing your brands and services, in which they had once shown interest. The aim is to capture their attention and entice them with enough incentive to complete their transaction - or maybe spend even more.

If you're unsure of the power of a remarketing campaign, consider it this way: approximately 97% of website visitors never return to the landing page again, unless enticed with "reminder" ads. So ultimately, without this tactic backing up your online presence, you're losing out on an enormous amount of potential conversions that may very well have gone off to a competitor brand.

This form of lead generation is highly effective for brands that are also trying to reel in more interest to a special offer or promotion.


How does remarketing work?

Remarketing utilizes a special code that's attached to each page of your website or within your mobile app. This code contains a list of all the people who have previously visited this page, along with information about the device used and its location. When someone visits another site with remarketing ads enabled through the Google Display Network, he sees an ad from you - the brand running a retargeting campaign.

Additionally, the system operates through applying contextual relevancy, so that when a user is viewing something on the web with a similar theme, the ads are served up at the right time.

For example, let's assume a user browses through an eCommerce site and decided not to buy anything at that point in time. They head off to a different website, which is not entirely different. With remarketing, the original website can catch these users and encourage them to finish their purchase.

remarketing graphic


When is the best time to use it?

There is no hard and fast way to determine when the best time is to adopt these kinds of marketing campaigns, but there really isn't ever a bad time.

To ensure you get the most bang for your buck and best performance, though, we recommend asking yourself these questions:

  1. “How much do I need to increase my sales to offset the cost of remarketing?”

  2. “When are my customers most likely to convert?”

  3. “Will retargeting existing customers boost future sales more than new customers?”

At the end of the day, it's to you. Just remember that using retargeting campaigns to grab your previous website visitors back can be a powerful way to generate high-quality leads when done correctly. In most cases, it gives you the chance to win over audiences who you otherwise would have lost altogether.

Remarketing vs Retargeting: same, same but different

Confusingly, remarketing and retargeting are used interchangeably, but there are key differences to keep in mind. They both carry the same end goal but vary when it comes to the baseline strategy. At their simplest, retargeting involves showing ads to those who have already interacted with your website before.

In comparison, remarketing usually serves up these ads through email. It uses the intention of persuading users to head down the buyer's cycle - i.e. emailing a previous customer to upgrade their service or to buy an add-on.

The other big difference comes down to the use of lists and tags. Tagging users with a piece of JavaScript code - called a cookie - after browsing your site is called "retargeting" because you are targeting them again with your advertisement message. Meanwhile, you can create remarketing lists (RLSA) through Google Ads to tailor your campaign specifically to target those who have visited your site. So, while the official term for Google's system is 'retargeting', it does use 'remarketing' lists as well.

Confused? Understandably. So, let's put it this way:

  • Remarketing: Typically email-based or on various other platforms.

  • Retargeting: Uses search ads to target previous website visitors again (hence, 'retarget'). This can also be in the form of Instagram or Facebook retargeting ads, not just on the Google Display Network.


Understanding the many types of remarketing

Display remarketing

Display remarketing is a form of online advertising that allows you to market to potential customers who have previously visited your website but did not purchase anything the first time around. It is an extension of search engine marketing, where your retargeting ads are shown on other people's websites alongside the search results for related keywords.

A massive 83% of consumers use the internet in order to learn about products and services prior to making a purchase, making display remarketing extremely powerful. If they didn't happen to convert the first time they navigated through your site, you can convince them to through compelling ads that remind them why they should.

So, how does it work?

As we said above, display remarketing involves using paid advertising to reach users who have visited your site. Google Ads is one of the best platforms to run these types of campaigns and tracks traffic with cookies through the Google Display Network.

When someone visits your website without making a purchase, they are tagged as a potential lead or customer in your remarketing lists, which you can then target for your ads. It's here that you can serve them up crucial information about products or services and persuade them into finishing what they started.

Search remarketing

This is where those handy remarketing lists (RLSA, remember) come into play. Essentially, these lists allow you to serve up your retargeting ads to people who have input specific search queries via Google. Using RLSA, you can specifically tailor your ad to people who are more likely to be interested in your website or app, even if they haven't previously interacted with your brand. For gaining new audiences and customers, this is a huge way to generate leads.

What are remarketing tags in search ads?

just like we noted before, these tags are bits of code – like pixel tags – that enable website owners to place cookies on a visitor’s browsers, based on their past activity on a site. These 'cookies' are ‘crumbs’ left by these users, enabling website owners to track their site activity; the visitor’s ID is then saved to each relevant remarketing list.

Here's how it works:

If someone searches for keywords related to your business, RLSA creates an anonymous list based on their search activity. Then, when they're browsing other websites in Google's Display Network, they may see your ad if you're also advertising on Google products like AdWords, YouTube, or the Google Display Network.

Google remarketing

Source: Blue Winston

When using RLSA, you can create unique remarketing lists

For example, suppose you sell men's clothing online and you're running an ad for a men's dress shirt. If someone searches for "dress shirts" on Google Search and then visits <http://www.example.com/mens-dress-shirts>, you can use RLSA to show them a targeted ad for men's dress shirts from your website the next time they visit Google Search or one of its properties on the network.

Email remarketing

There are many ways to tailor remarketing campaigns to suit your lead generation goals through the use of your email database. Since you have access to customer data, using your email list is a great way to reach people with relevant content that will nurture them and help you win over a conversion (hopefully).

At the end of the day, remarketing emails will help you land more sales and ROI from your list by providing valuable offers and reminders to people who have already expressed interest in your products, or have purchased from you before. You can also create different audience segmentation and groups depending on their behavior and the sequence you're distributing. When you're after a solution that lets you get really granular with your remarketing strategies and sales funnel, this is it.

Dynamic remarketing

Dynamic remarketing through Google Ads allows you to create groups based on specific actions people take on your site. You can create remarketing lists for people who visited a certain page, downloaded a particular file, or even abandoned their cart. This will allow you to show them an ad once they start browsing other websites so they remember your site and come back when they're ready to purchase. Think of this as a more targeted and refined way to use a retargeting strategy.

What makes this sophisticated approach to dynamic ads so effective is the fact that it shows your customers the ad that is most relevant to them at that moment. These ads are also much more likely to be acted upon since the buyer has already shown interest in your product or service by visiting your site. In the end, it will help you re-engage with possible customers and increase the likelihood of closing a sale.

Video remarketing

Video remarketing is a form of retargeting that gets your product in front of your customers on sites like YouTube. Unlike other forms of retargeting campaigns, however, it's a bit more complicated, and the process is lengthier. You'll also have to get all content approved by YouTube first before any campaign can go live.

The trade-off? YouTube remarketing attracts 15% of video viewers to watch the entire ad from start to finish. While that number may not seem staggering, that's 15% of users that may not have known about your product or service at all.

Essentially, this retargeting strategy is so effective because it gives your potential customers an opportunity to review your product in greater detail than they could with just a simple image. It also may give them the push they need to finally make their purchase, especially if video content is more their 'thing'.

Social media remarketing

In this category are solutions like running a Facebook retargeting campaign, which is one of the most powerful ways to reach customers on social media platforms. It allows you to show ads to retarget customers who have already visited your site or viewed your products, providing you with a great opportunity to re-engage them with content that is relevant and useful.

If you're already targeting people based on past website behavior, you might be surprised by the results that you can get with Facebook's advertising platforms, especially when it carries 1.84 billion active users. Yes, billion

Facebook retargeted ads work by displaying promotions in users' feeds, based on their past browsing or searching activities of your visitors. Additionally, you can target visitors who have visited specific pages on your site, have added items to their cart but didn't complete the checkout process, or haven't purchased anything at all. The best part is that these ads are only displayed to people who have already visited your site; therefore, you aren't wasting money targeting people who aren't interested and never will be.


Source: Perfect Wedding Guide


How much does remarketing cost?

The cost of remarketing depends on many factors, including audience size, industry, and the number of ad groups you need for your retargeting ads. The more specific your campaign, the cheaper it will be.

At a glance, these defining factors include:

  • Bid amount: How much you’re are looking to pay for each click, action, or every 1000 impressions.

  • Strategy: What action will trigger a cost - i.e. a click.

  • Targeting: Who are you looking to serve ads to?

  • Campaign schedule: When you intend on your serving your ads.

  • Landing page experience: Whether or not your page meets expectations.

  • Click-through rate: Number of users who click on your ad, divided by users who saw it

  • Frequency cap: How often will users see your ads during a limited timeframe?

  • Audience membership duration: How long is a user considered a part of your 'remarketing' audience.


wordstream client data table


The (many) benefits of remarketing

There's no arguing that B2B remarketing and B2C retargeting are some of the most powerful ways to target a custom audience and nurture leads in more ways than one. It's also one of the most powerful ways to reel in prospects that otherwise would have been lost altogether.

If you don't quite believe us, consider these statistics:

  • Retargeting ad strategies beat all other placement strategies with a rate of 1,046% efficiency.

  • Retargeting strategies reduce cart abandonment by 6.5%

  • You can increase website traffic by a massive 700%.

Breaking it down further, we've listed more advantages of this form of lead generation below.

Capitalize on lost traffic

Any loss of traffic and leads for those potential customers who were interested in your offering but didn’t take the plunge, can be turned into an opportunity to capitalize on. They may never return to the same page on your website again, but if they do end up going to Facebook and you happen to have social media retargeting set up, you instantly gain another chance at winning them over as customers.

It's important to note, though, that the customer who initially left your website without buying may not convert instantly when shown your ad. They may need some time to think things over but they will likely come back eventually. And if you have the right retargeting strategies in place, advertising to them can be one of the most effective ways of securing new and existing customers.

Target those who have previously shown interest

Using a remarketing strategy is a great way to increase your customer list size by reaching out to those who have already shown interest in your offering. Sometimes as consumers, we just need another reminder that we were interested in something in the first place.

Keep your brand top of mind

If you’re a small business that doesn’t have a great deal of cash to put towards advertising, B2C and B2B remarketing can be a simple and effective way to increase leads and sales. It will help you build up your audience over time so that your brand is always the first thing they think of when they need services or products that you specialise in.

And as long as you can create ads that are interesting enough to get people interested, there won’t be any limit on how many leads you can build up. Once that happens, it’s up to you to work hard to convert them into new customers or clients. In our books, that alone is a big win for affordable marketing that's also available on a wide range of platforms and websites across the huge online realm.

Affordable and diverse

Finally, there's a lot to love about remarketing and its lead generation capabilities even if you were to only look at its influence on the average sales funnel. With the ability to back up your landing pages with traffic across various platforms and allow you to keep CPCs low, there's not much going against this technique.


Summing it all up

If you were to walk up to a random person in the street and ask them to give you a hug, chances are they might say no. But after a date or two with them, asking them again might mean you get a good, old cuddle when you politely ask for it.

The same goes for retargeting strategies and the behavior of your target audience online. When a prospect decides not to purchase something, they usually only need careful reminders to convince them that they do, in fact, need what you have on offer.

At the end of the day, it's all about building brand awareness, loyalty, trust, and relationships, which comes with lead nurturing. Search campaigns like this are hugely beneficial for brands looking to reel back audiences and convert customers they otherwise would have lost, all the while keeping costs on the lower side.

What more could you want when it comes to generating leads that are truly interested and relevant to your brand?

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