Editor's Note: This blog post was originally posted in October 2014 and was rewritten and updated with new content in August 2023.
Over the last 20 years, a customer's journey to purchase has changed. These days, many purchases occur online, but that doesn't mean they happen faster. According to a recent study by Stackla, user-generated content is 8.7 times more impactful than influencer content. And 70% of consumers say that it's important for brands to offer a personalized experience.
Consumers are smarter and more informed than most businesses would like. They scour the Internet for every last review they can find. They check out your main competition, and then they track down competitors you didn't even know you had. The key to success is getting consumers back to your site after they've done their research (of course, the other key is having a user-friendly website that converts, but we'll assume you've got that!).
Remarketing lists are crucial elements in your marketing efforts, allowing you to cater your search ads to people who have previously visited your site or used your app. By utilizing platforms like Google Ads, Facebook Ads, and Instagram Ads, you can build a tailored remarketing audience. This isn't just any ordinary list, but a carefully curated collection of potential customers who have shown an interest in your products or services.
What if we told you (in our best Morpheus voice) that there's a way you can entice previous visitors to return to your website? In this blog, we break down the 4 reasons why you should consider remarketing:
1. Google Remarketing Strategies: Keep the Conversation Going
50% of shoppers browse a website up to four times before they make a purchase. By serving display ads to users who have visited your site and navigated away, you are staying top of mind throughout the buying cycle. It's very important that your brand pops into the customer's mind at the moment they make a purchase decision, and remarketing enables you to be present when it matters most.
Your approach to remarketing should be dynamic. Dynamic remarketing involves tailoring your ads based on the specific products or services visitors viewed on your site. This type of remarketing is particularly effective in re-engaging potential customers, as it serves them with personalized ads directly related to their previous interests.
2. Grow Your Brand Awareness with Remarketing Campaigns
Boosting your online brand awareness is a huge component of remaining top of mind with your customers. If consumers are aware of you both before (via display ads), they visit your website, and after (via remarketing), chances are they'll view you with a higher degree of trust and credibility. When push comes to shove, emotions play a role in final purchase decisions, which means the more a consumer thinks they know and trust you, the more likely they are to buy from you.
Online advertising is continuously evolving and becoming more personalized. Email remarketing is one of the marketing efforts that allows you to reach your audience in a more personal way, right in their inbox. Similarly, video remarketing lets you show ads to people who have interacted with your videos or YouTube channel. Both strategies can keep your brand at the forefront of the consumer's mind, thereby boosting brand awareness.
3. Increase Website Conversions with Tailored Ads: The Benefits of Remarketing
The majority of your website visitors will stop by once and never return. The users who do find their way back to you are the ones you have the best chance of converting. One way you can increase your chances of converting a returning visitor is through remarketing. People usually have reservations or barriers to purchasing. If you spend time getting to know your audience and have the correct analytics in place, you'll discover some of the common issues your customers have. By addressing some of these barriers to purchase with your remarketing ad messages, you'll have a stream of returning visitors who are primed to buy.
Don't forget about search remarketing, too. It’s a more targeted approach that shows your ads to people who have previously visited your site as they conduct subsequent searches on Google. It’s a powerful way to re-engage those potential customers and guide them back to your website.
4. Maximizing Value from Your Remarketing Campaign & Google Display Network
On average, Google display and remarketing campaigns are the most cost-effective methods of increasing brand awareness and generating a higher conversion rate on your digital property. Cost-per-click or per-impression models allow you to name your price, and targeting options enable you to choose exactly who gets to see your ads. And the best news of all? The moment you notice an ad isn't driving the desired result or is getting too expensive, you can make instant changes. Remarketing is a great fit for many businesses, which is exactly why you should consider a trial campaign for your brand!
One of the benefits of remarketing is its flexibility. From customer list remarketing, where you use data like email addresses to match users on Google, to retargeting campaigns on various social media platforms, you can choose the types of remarketing that best fit your business model and audience. Remarketing to people across different channels broadens your reach and increases the chances of conversions.
In conclusion, remarketing is a powerful tool that can help boost your brand awareness, increase website conversions, and make your marketing budget go further. By keeping the conversation going, growing your brand awareness, addressing common barriers to purchase, and utilizing different remarketing channels, you can entice previous visitors to return to your website and convert them into loyal customers. As the customer journey continues to evolve, it's important to stay ahead of the game and utilize all available marketing tactics to stay top of mind with your customers. So why not give remarketing a try and see how it can benefit your brand?
Contact your WSI expert to help you get started with remarketing!