Remarketing – Those eerie ads that follow you around or another caring way for advertisers to get your attention?
As a marketing professional, we like to think about remarketing as another caring way to let users know that we value their business enough follow them. Remarketing allows advertisers a second chance at gaining a user’s business when they don’t originally convert from a traditional pay per click campaign. One great thing that advertisers can do is set different criteria for specific remarketing goals. For example, one could target users who have placed an item in the shopping cart, but didn’t check out. There can be numerous reasons why users abandon their shopping carts and remarketing campaigns provide another great way to turn a non-converting user into a conversion.
Some best practices include mixing up your creative messaging. Instead of copying over your normal ad creative, try to find other ways to grab a user’s attention. This can include wording like “Sorry we missed you…..” or “Come Back to us and get 10% off!” Often ads will focus on that the user was on their site and/or provide another incentive to come back. Incentives can vary depending on the advertiser’s vertical such as a straight percentage discounts for a retailer or a free consultation for high ticket items.
Another benefit to remarketing is the ability for the use of graphics. This is a great way to help with brand recognition and give users the feeling that the Advertiser is everywhere. So be sure to have your company logo ready to go!
TEST TEST TEST! There isn’t one sure fire way to have a successful remarketing campaign, but testing different strategies and goals can help you find the right direction to move in. Remarketing can be a great way to fill in the gaps of a traditional pay per click campaign and be a great way to add more conversions for you site!