How to use remarketing and retargeting to increase your conversions and retention
Have you ever visited a website, browsed some products or services, and then left without making a purchase? If you have, you’re not alone. According to Google, 96% of website visitors leave without converting. That’s a lot of potential customers who are interested in what you offer, but not ready to buy yet.
But what if you could reach out to them again and remind them of your value proposition? What if you could persuade them to come back and complete their purchase? What if you could turn them into loyal and repeat customers?
That’s where remarketing and retargeting come in. These are powerful digital marketing strategies that allow you to show relevant ads to people who have already interacted with your website or brand. By doing so, you can increase your conversions and retention rates, boost your brand awareness and loyalty, and maximize your return on investment.
But what’s the difference between remarketing and retargeting? And how can you use them effectively for your business? In this article, we’ll explain everything you need to know about these strategies and give you some examples of how to use them.
What is remarketing?
Remarketing is a broad term that refers to any marketing activity that targets people who have already engaged with your brand in some way. This could include email marketing, SMS marketing, push notifications, or social media marketing.
For example, if someone signs up for your newsletter, you can send them a series of emails that offer valuable content, discounts, or incentives to encourage them to buy from you. Or if someone downloads your app, you can send them push notifications that highlight new features, updates, or offers.
Remarketing is effective because it allows you to build a relationship with your prospects and customers and keep them engaged with your brand. It also helps you to segment your audience based on their behavior and preferences and tailor your messages accordingly.
What is retargeting?
Retargeting is a specific type of remarketing that involves showing ads to people who have visited your website or app but didn’t convert. Retargeting ads can appear on various platforms such as Google Display Network, Facebook, Instagram, YouTube, or other websites that partner with ad networks.
For example, if someone views a product page on your website but leaves without adding it to their cart, you can show them an ad that features the same product and a compelling call-to-action. Or if someone adds a product to their cart but abandons it before checking out, you can show them an ad that offers free shipping or a discount code.
Retargeting is effective because it allows you to reach people who have already shown interest in your products or services and remind them of the benefits of buying from you. It also helps you to create a sense of urgency and scarcity and overcome any objections or doubts they might have.
How to use remarketing and retargeting for your business
Now that you know what remarketing and retargeting are and how they work, let’s look at some best practices and tips for using them for your business.
- Define your goals and metrics. Before you start any remarketing or retargeting campaign, you need to have a clear idea of what you want to achieve and how you will measure your success. For example, do you want to increase sales, leads, sign-ups, downloads, or repeat purchases? And how will you track your conversion rate, cost per acquisition, return on ad spend, or customer lifetime value?
- Segment your audience. Not all visitors are the same. Some might be more interested or ready to buy than others. Some might have different needs or preferences. Some might have different levels of engagement or loyalty. That’s why you need to segment your audience based on their behavior, demographics, interests, or other criteria and show them relevant ads that match their stage in the buyer’s journey.
- Create compelling ads. Your ads should be eye-catching, clear, and persuasive. They should also match the look and feel of your website or brand. Use high-quality images or videos that showcase your products or services. Use catchy headlines and copy that highlight your value proposition and benefits. Use strong calls-to-action that tell your audience what to do next.
- Test and optimize. Remarketing and retargeting are not set-and-forget strategies. You need to constantly monitor and analyze your campaigns and see what works and what doesn’t. Use tools like Google Analytics or Facebook Pixel to track your performance and conversions. Test different variables such as ad formats, placements, audiences, messages, offers, or landing pages. Optimize your campaigns based on the results