Pay-per-click ads give you the ability to target hyper-specific audiences and drive them into your marketing funnel.
Let’s share the bad news first: On average, only 2% of visitors convert during their first visit.
The good news is that you don’t have to lose all hope of selling to the 98% of users who didn’t convert. In fact, you can build a strategy specifically for converting people who left your site the first time.
The technique is simple and yet effective.
It’s called remarketing.
In this post, we’ll be explaining what remarketing it, what it looks like, and how it can improve your marketing ROI.
What Is Remarketing?
Also known as retargeting, it’s all about getting interested visitors to come back. If you’ve ever scrolled through an ecomm site without buying a product, you’ve probably been retargeted.
Remarketing ads are personalized for people who already visited a website, which increases ROI by getting more conversions from a pay-per-click ad spend.
But why?
It’s simple logic, really. Who is more likely to convert? Someone who is almost definitely interested in what you’re selling, but who got distracted in the moment and forgot to finish the transaction, or someone who has never clicked on your ad or visited your site before?
Remarketing is all about honing in on warm prospects.
But How Does Remarketing Work?
- Step #1: A user visits your website or consumes your content.
- Step #2: They get tagged with a cookie.
- Step #3: They get automatically added to a remarketing list.
- Step #4: They start seeing your ads everywhere.
And ta-da! You can now remind your visitors of the product they were so interested in while they’re browsing the internet, scrolling through social media, or using their favourite apps.
Cool, isn’t it?
Why Should You Use Remarketing?
Retargeted customers are three times more likely to click on your ad and four times more likely to convert than new customers.
Not only is this form of online advertising very effective, but it’s also cheap—you pay only when people click on the ads, and the cost-per-click is relatively low.
So, if you’re still wondering why you should use remarketing, here are five ways remarketing can improve your ROI:
#:1 Boost Brand Recall
People leave web pages before clicking the ‘buy’ button for several reasons:
- It’s their first visit and they’re a bit sceptical
- They get distracted
- They postpone the purchase and eventually forget about it
- They are interested but want to check out the competition
But thanks to remarketing, you can continue to expose your brand to your target audience even after they’ve left. You’ll be top of mind when they’re ready to buy. If the first time wasn’t enough, the second time’s a charm!
Building awareness will help separate you from the competition and boost your industry reputation. Potential customers will start associating your brand name with your field of expertise.
#2: Increase Conversions
Did you know that retargeting increases conversion rate by as much as 150%?
Believe it or not, it’s not so different from dating.
You’d be more comfortable going out with someone you’ve already had a great evening with than going on a blind date, right?
The same goes for remarketing.
Building relationships and trust with your prospects automatically increases chances of conversions. By showing people what you have to offer, you build trust in your brand. You’ll be the first thing that comes to mind when your potential customers think about buying a similar product.
We all know that people hesitate when it comes to spending money. Even you. Hell—even me. So it’s only normal for you to help them take action.
People sometimes keep using the same brand not because it’s the best, but just because they’re familiar with it and trust it.
Remember, one of your greatest weapons is repeated exposure, so make sure you use it.
#3: Target a Specific Audience
Remarketing is about attracting people who are already interested and are a good fit for what you offer.
These personalised ads aren’t like normal ones because they highly depend on what people do during their visit. Users who just read your homepage and leave won’t get the same ads as the ones who add a product to their cart.
Retargeting ads can contain offers, coupon codes, discounts—anything that’ll make them want to visit you again.
#4: Reach Your Competitors’ Clients
When you use remarketing, your ads start popping up on a customer’s browser after they’ve searched for a particular keyword.
You know what that means right? You can reach people that visit websites that are highly related to your product—like your competitors’ clients (insert cackle here).
#5: Associate Your Company With Bigger Brands
Here’s a common myth: If your prospects leave your site without taking action, they’ll never come back again.
That, dear friends, is nonsense.
Remarketing allows you to target a wider audience across the most popular websites, which keeps the spotlight on your brand. Your non-converting visitors could already be on another website right now and still see your banner ads that are luring them back towards your site.
By now, I’m sure you already know that remarketing is always a good idea.
Conclusion
Remarketing gives you unlimited targeting power and makes your brand easily reachable.
And as they say,out of sight out of mind. If people don’t see your brand again, chances are they’ll forget about you. In this digital world, you need to be seen over and over again to be remembered.
68% of agencies and 49% of brands are already reallocating their budgets to retargeting.
And you? What are you waiting for?
