How to Effectively Execute A Remarketing Strategy

Remarketing is the process of targeting customers that already visited your site or showed interest in your products. These visitors browse your website but don’t follow through with converting. Remarketing is a digital marketing strategy that provides you with the opportunity to bring these leads back to your website and turn them into conversions. With remarketing, you can retarget your ads for different types of conversions. But converting doesn’t always mean sales.

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For example, you can remarket to people for other convertible actions, like subscribing to an email list or filling out a form for an event. Remarketing helps you get your audience’s interest back no matter where they are in the conversion funnel. You can create personalized pay-per-click (PPC) ad campaigns or emails that get your audience to come back to your page and consider converting.

Social media platforms offer a variety of retargeting options. We’ve listed them below to help you design your paid social retargeting campaign.

• Contact list: Uses data from your CRM system or customer contact list to connect with these customers on Facebook or Instagram.

• Website visitors: Inserts the Facebook pixel (similar to the JavaScript code mentioned earlier) to create a custom audience based on people who have visited your site. The website traffic data can be used to show people ads for things they’ve demonstrated interest in on your website.

• App users: Use the Facebook pixel to target people who use your app to inspire them to return to a game or view items they may be interested in purchasing.

• Dynamic Ads. They can be used to promote products to people who have already expressed interest in your website or app. You just need to upload your product catalog to Facebook or Instagram and set up the campaign once. It will work continuously to find the right people for each product and remind them of items they viewed but didn’t buy.

Here are ways to retarget on Twitter: 

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• Lists. They can be used to target relevant influencers based on emails of current customers or Twitter names.

• Web. Target people that have visited your site using the Twitter website tag or Twitter’s Official Partner Program.

• Mobile apps. Reach groups of people that have taken action inside your mobile app, such as an install or sign up, using conversion tracking.

YouTube is the second largest search engine and allows advertisers to perform video remarketing. It reaches viewers based on their past interactions with your videos, TrueView ads, or YouTube channel.

Pinterest is perfect for shoppers who love to use Pinterest for visual ideas such as home decor, clothing, kitchen, and more. They offer engagement retargeting, and it reaches pinners who have interacted with your Pinterest campaigns in the past with personalized content. You can create an audience based on pin clicks, comments, saves, close-ups, or based on their interest in a specific pin.

The KBB is a service that keeps track of the prices of various vehicles in various conditions as an aid for those looking to purchase a new or used vehicle. When users click on the KBB site, they can browse categories of cars, specific vehicles within the category, and specific aspects of the vehicle to read about their quality and reviews. KBB harvests this data and will run targeted ads on Twitter and Facebook later, promoting specific concerns about specific vehicles to the users known to be interested in those specific topics. 

For remarketing campaigns with significant audience sizes, it’s helpful to segment your audience. Segmenting your audience allows your team to create hyper-targeted campaigns for specific users, which can make your ads stand out. As an example, if your company operates globally, you may segment your audience by location. Now, you can create personalized ads that highlight the user’s location, as well as address location-specific concerns or unique selling points (USPs). For instance, maybe you offer free international delivery.

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In another scenario, your team may segment your audience to target users in different stages of the buying funnel. Users that spend a long time on the page receive purchase-focused ads, while users with a shorter time on a page get information-focused ads. With segmentation, you have dozens of options that you can use in your campaign.

Omnichannel targeting relates to the ability to attract and maintain consumers’ attention on the many devices they use. In essence, it is done by monitoring ever-changing consumer behavior and capitalizing on it. The goal is to engage customers with highly relevant and targeted messages on desktop, mobile apps, mobile web, and tablets. However, this may be easier said than done. 

Conversion tracking for remarketing is set up in the same way as standard AdWords campaigns; however, you should be aware that if you choose to import goals or e-commerce tracking from Analytics to be tracked as conversions in AdWords, they will not track View-through-conversions. This is limiting because remarketing tends to contribute to a strong level of View-through-conversions, and there will be no visibility of this if you choose to import goals or e-commerce tracking from Google Analytics to be tracked as AdWords conversions. Due to this, we recommend using a standard AdWords conversion tracking code for conversion tracking with remarketing.

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A remarketing campaign, like any other advertising campaign, requires proactive management. Launching and leaving your campaigns can result in lackluster performance and results, which doesn’t help your business. For the best results, your team should check-in and review your campaign every week. As a part of these check-ins, you want to look at key data points, like your cost-per-click (CPC), number of impressions, CTR, and number of conversions. It’s also helpful to look at your cost-per-conversion because it’s an excellent way to demonstrate the value of your campaign to business leaders.

If you decide to A/B test, it’s essential for your company to test one change at a time. Testing multiple updates at once can result in a false positive, which doesn’t help your team when it comes to determining why a campaign, ad group, or ad performed well.

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For example, if your team updates your ad copy and targeting, you won’t know whether your refined targeting or revised copy generated the changes you saw, like an increase in clicks or click-through rate (CTR).

That’s why it’s essential to test one change at a time.

If you have a large remarketing audience, your business can often determine the impact of a change fast. In comparison, a smaller audience will require additional time due to its size. No matter your audience size, it’s critical for your team to make changes and assessments with data.

This is possibly the most fundamental of all remarketing best practices. It’s the difference between lightly reminding audiences about your brand and stalking them until they hate you. You can find it in the Settings tab of your campaign, and you can set it at the campaign, ad group, or ad level. Choose whether to set it on monthly, weekly, or daily limits. When deciding what level to set your frequency capping at, you should consider how many remarketing campaigns you have or how many ad groups there are within your remarketing campaign if you only have one campaign.

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Assuming you have multiple campaigns, I’d recommend around two impressions per week, per campaign. This means that if you have five campaigns and a user is a member of at least one list in all the campaigns, the maximum exposure they would receive is 14 impressions per week. This is quite high, but the likelihood is that not all users will be on a list within each campaign, so the average frequency will be less.

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Once your campaigns have been running a while and you have significant data, you should review the reach and frequency data within the Dimensions tab. Here you can see how often visitors are served one of your remarketing ads and assess whether you think it’s too often and whether your frequency capping needs adjusting.