Ever since the internet’s dawn, the business world has changed drastically.
It has revamped how people buy, and businesses sell.
But perhaps the recipient of the most considerable change has been marketing.
Gone are the days when you, as a business owner, were powerless once people stepped out of your store.
E-commerce’s integration with digital marketing has crafted the possibility of giving customers a chance to reconsider your business.
If they close your page, the story isn’t over.
With the power of ‘remarketing, you can re-engage that customer and give persuasion another try.
What is a Remarketing Ad Campaign?
Remarketing campaign, sometimes called retargeting campaign, is the act of using paid ads to target people who previously interacted with your business.
The objective is to aid them in moving forward in the customer journey and possibly making a purchase.
It’s not only limited to your previous customers but anyone who has shown interest in your products or services by engaging with your content.
This can include anyone who:
- Visited your website
- Follows you on social media
- Googled you
- Interacted with your ad
- Subscribes your newsletter
- Previously bought from you
It’s also essential you choose the right type of remarketing for your business.
Types of Remarketing Ad Campaigns
To craft an effective remarketing ads campaign, you must understand the different types and often use them simultaneously for best results.
These are the five main types:
This involves showing ads to people who googled terms related to your business or if they visited your website but exited soon afterward.
The ad will usually remind them of you or compel them to check you out.
These are tailored to the online behavior of the user. For example, if someone adds items to their cart on your website but doesn’t checkout and closes the tab instead.
These ads can target them with exactly what they had in the cart, enticing them to continue their shopping journey right where they left it.
Remarketing Lists for Search Ads (RLSAs)
This feature provided by Google Ads allows you to display tailored ads to users who have been on your website or application.
These are used in two ways:
- You can target users who visited your website in the past
- You can target users who have been customers in the past and have recently revisited your website.
These are targeted ads in the form of videos. They are shown to anyone who has seen your videos or has visited your website.
You can display them on YouTube as skippable ads or at the side with video suggestions.
This uses personalized emails sent to potential leads.
Email remarketing utilizes browser cookies to capture information about visitors.
You can then send follow-up emails to users who visited your website without making a purchase.
You can also display remarketing ads to users who open your emails.
Whatever form of remarketing ad campaign you choose, follow our guide below to ensure you’re maximizing its utility.
Utilize All Social Media
Don’t leave any stone unturned.
You must use all the major platforms in your social media campaign to enhance your remarketing strategy for maximum reach.
Spreading your message across various channels will increase the effectiveness of your remarketing ads campaign, targeting customers wherever they are.
You can have hundreds or even thousands of people interacting with your business, and it’s doubtful they’ll all be together on just a single platform.
That’s why you need to switch it up and ensure you cover all the places your next customer might be in.
Don’t know how to advertise on social media? Check out The Beginner’s Guide to Social Media Advertising in 2023
Be Compelling in Your Ads
You have to be wary that this is your remarketing campaign, with emphasis on the ‘re.’
So, you have to be more specific and avoid targeting the masses as you do with traditional marketing campaigns.
Use high-quality imagery, and always include a call-to-action like ‘’Shop Now’’ or ‘’Learn More’’ to entice the reader.
Show them what they like, different from what you want them to see.
Its ability to segment the audience to maximize effectiveness makes or breaks a tremendous remarketing ads campaign.
Ensure your ads are reaching the correct segment of your audience. Otherwise, you’ll do more harm than good.
For example, you wouldn’t show someone an ad for designer shoes if they browsed wallets on your e-commerce site.
Instead, utilize the tags smartly and prepare ads for specific segments specifically.
Optimize your Ad Campaigns
It’s crucial to take steps to maximize the potential of your ads. You need to persistently make real-time changes to ensure your ads are customer-centric.
This includes but is not limited to:
- Keywords. You must use the right keywords in your campaign to drive relevant traffic. If your keywords are not producing the required results, change them immediately.
- Audience preference. You gain information about your audience’s preferred media by utilizing a remarketing campaign with different media channels.
- Audience behavior. Using tools like Google Optimize, you can differentiate between your marketing campaign’s weak and strong points and make changes accordingly.
- Channel Priority. You need to separate the best-performing channels from the rest and invest more time and money into them to drive tangible results.
- Conversion optimization. Always keep an eye on your conversion rate. Immediately make changes in your campaign if it dips below the industry average or your benchmark.
Maximizing the utility of your remarketing ads campaign is fundamental to the customer journey and will pave the way for overall business success.
So, keep optimizing your campaign and make it more data-driven.
Don’t Overdo it
Remember, minimal effort for maximum results.
The purpose of a remarketing ads campaign is to re-engage the user in a natural way so they make the decision to reconsider your brand.
Never try to go beyond the limits and annoy the customer with non-stop targeted ads.
This will drive them away to your competitors, and the next thing you know, you’re fueling revenue for someone else rather than yourself.
Instead, be subtle and strategic in your approach.
Don’t irritate them; educate them.
To ensure your remarketing campaign is not self-destructive, keep in mind the following:
- Always make data-backed decisions and never plan your remarketing campaign based on assumptions.
- Keep optimal intervals in your ads. Your audience shouldn’t be bombarded with multiple ads at once. Give them time to contemplate and understand when and where your ads will do the most.
- Never forget your calls to action. As Bill Gates once said, “Content is king.” Make sure you’re calling them out to make a decision in your ads.
- Identify your selling points. The customers you target in a remarketing campaign are often indecisive between brands. Make sure you stand out by showcasing what you do differently than others.
- Be brief and to the point. Reengaging customers are already aware of your business, so don’t inform them again. Instead, try to be compelling in the briefest form possible, as sometimes a simple reminder is enough to convert leads.
Grow Your Remarketing Ad Campaign Today
While we have equipped you with enough knowledge to maximize your remarketing ad campaign, you can always hire professional assistance for guaranteed results.
Luckily, Brand Genious has all the tailored solutions available for all your unique needs.
Contact us today and give your remarketing ads campaign a head start.