Welcome to the second part of our two-part blog series on Converting Lost Traffic with a Remarketing Campaign Strategy. In this blog, we will continue from where we left off in part one, and will cover what type of support you will need to launch a remarketing campaign – whether it is internal or outsourced to an agency – as well as best practices and tips of what to avoid when launching your digital remarketing solutions.
To re-cap from part one of this blog series, remarketing occurs when online advertising is targeted to consumers based on their previous internet actions, in situations where these actions did not result in a sale or conversion. Simply put, it is targeted advertising that your leads will see while they browse the web, keeping your brand front and center in their minds, hopefully when it comes time for them to make a purchase.
Why do we remarket? To recapture some of the 96% of individuals who leave a website before converting. As we mentioned in part one, a customer will visit a site 2-4 times before making a purchase, so remarketing helps seal the deal and turn this indecisive lead into a customer.
If you are still trying to determine which remarketing platform will work best for your business, read part one of this blog series; we review the different platforms and the pros and cons of each. If you have already read part one of this blog series, keeping reading to find out what you need to know about executing your digital remarketing solutions.
Remarketing Campaign Strategy: The Team
Many companies think that in order to launch a remarketing campaign strategy, they will need an extensive team or need to hire a world class agency and spend big bucks – but this is not always the case. The size of your team will be dependent on the size of your company, your budget, and resources. If you are a smaller business and don’t have the necessary resources, you may consider outsourcing your remarketing needs to an agency. Regardless, it’s good to know that a strong remarketing strategy will require the following resources:
Online Campaign Management: A resource who has extensive knowledge in online campaign management. This person should be familiar with paid search and other forms of digital advertising, and should also have the ability to write ad copy.
Creative Services: A resource who can run the creative side of your advertising. This starts with producing a creative brief. Once approved, this role involves designing banners and landing pages, as well as understanding important campaign elements, such as what to do with a tracking pixel or code snippet.
Budget Strategy: Before you run your ads, you must be clear on your budget in order to determine the channels that will support your strategy. Your budget determines the spending limits for your digital advertising and individual campaigns. Therefore, it’s better to have your budget constraints in mind and track your budget appropriately. If you don’t have this expertise in-house, this is something you can outsource with an agency, as they usually can be a good source of expertise in this matter.
Data Analysis: (Almost a must-have) Your digital remarketing campaign will have a better chance of succeeding if you have a resource available to analyze the data, assess the effectiveness of various ads as well as the campaign as a whole, and then make recommendations for future ads accordingly. This increases your chance of a higher ROI.
Social Media Advertising: If you will be creating and paying for social ads, you need someone who has experience with various social media channels, such as Facebook, Twitter, and LinkedIn.
Video Production: If you will be creating video ads, you need someone who specializes in video production, editing, and formatting.
6 Best Practices for Your Remarketing Campaign Lists
Now that you have determined which remarketing platform you are going to use, and have your team in place, it is time to determine who you will remarket to. Creating your audience list is very important because these are your most suitable leads and who you are sending targeted ads to, so getting it right is really important. Some best practices to keep in mind when developing your list include:
- Exclude people who have spent less than 10 seconds on your website – there is probably no interest there
- Create exclusion lists for people who purchase a product so they won’t be shown ads for that particular product
- Use the product’s lifecycle as membership duration for your exclusion list, so when they need your product again, ads will be automatically sent to them
- Create an audience list for organic traffic and social media-sourced traffic, this traffic might respond better to a certain type of ad
- Combine audience lists to hone in on specific customers; for example, you may find that people on two of your existing lists are prone to click and buy from a specific promotion, so you create a custom combination list of the two existing lists
- Use Remarketing List Search Ads (RLSAs) to create search engine advertisements that take into account where the searcher previously visited your website; this allows you to alter bids for search queries coming from people who have visited your website before
5 Things to Avoid in a Digital Remarketing Campaign
Eager is good, but we want to ensure that we aren’t too overzealous with our remarketing efforts, so that we don’t turn off our potential customers. Here are some tips of what to avoid:
- Avoid inundating your prospects with ads – The best practice is to show prospects your ads up to three or four times
- Avoid irrelevant placements – It is important to show your ads on sites that contain content relevant to what you’re offering
- Avoid adding negative placements to your remarketing campaigns to focus their targeting – This can be damaging for your brand if your products are showing up on irrelevant or unwanted places
- Avoid repetitive messages – Keep your ads fresh and routinely updated; you should have three to four ads running at the same time
- Avoid not using frequency caps – Using frequency capping is essential, as this caps the number of times that a lead is shown your ad – you don’t want to annoy a potential customer
So there you have it, remarketing campaign strategy in a nutshell. Choosing the right platform that works for your business, ensuring the proper team is in place, following our digital remarketing solutions best practices, and avoiding common campaign blunders will set you on your path to converting more lost traffic into sales.
Finding Your Digital Remarketing Solutions with TPM
If you’d like more information on digital remarketing solutions, or would like some help starting your remarketing campaign strategy, our team at Total Product Marketing is here to help. Contact us today and let TPM help you convert lost traffic with a remarketing campaign strategy.