Do you diligently nurture your leads by providing them with educational and valuable content that you feel they will need, at exactly the right time in the customer journey, or direct them to your site, only to lose them before the sale? If this sounds familiar, don’t worry! 96% of individuals leave a website before converting and 49% of individuals visit a site 2-4 times before they actually make a purchase. Would you be interested in knowing how you can find this lost traffic and convert these leads into a sale? Well you can, with a proper remarketing campaign strategy.
What Is Remarketing?
Remarketing (also referred to as “retargeting”) is a form of online targeted advertising by which 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, it helps remind your leads about your business, keeping your brand front and center and in their minds when it comes time for them to make a purchase.
Remarketing should be an essential component of any marketing program as it can improve marketing results, including:
- Increase conversion rates
- Improve ROI
- Reduce cost per impression
- Develop brand awareness
If you are unfamiliar with remarketing, you may be wondering how you are able to know who has visited your site and left, as well as what customers have taken action on your site but haven’t converted yet. Well, we’ll explain how it works.
How Does Remarketing Work?
Remarketing is a cookie-based technology that uses JavaScript code to anonymously ‘follow’ your audience while they browse on the internet. You place code on your website (this code is unnoticeable to visitors and doesn’t impact performance) and when a new visitor comes to your site, the code drops an anonymous browser cookie. When your visitors search the internet, the cookie will let your retargeting provider know when to distribute ads, sending ads only to people who have previously visited your site. The potential customers will receive ads about your company – keeping your brand front and center in their minds.
As mentioned above, 49% of individuals visit a site 2-4 times before they actually make a purchase, so remarketing helps bring customers who have shown an interest in your product or service back to your website, and hopefully increase the chance that they purchase from you.
Digital marketing makes this a possibility because it creates opportunities to target customers through ads on various devices and channels; allowing marketers to target larger audiences, in real-time. Let’s face it, your buyers are constantly on digital channels, so what better way to target them.
Digital marketing allows marketers to target the exact audience that’s most likely to purchase their products and/or services with the help of marketing automation tools and advertising platforms that work simultaneously. So, if you are sold on remarketing, what platform will work best for your business? Let’s explore some of the best known platforms.
AdRoll
Quick Facts
- Established in 2007
- Used by Moz, Levi’s, Red Vines, and Salesforce
- Works with Facebook Exchange, Google, Yahoo, and Microsoft; reach 98% of sites on the Internet
- They offer site retargeting with both contextual and behavioral targeting built in
Cost
- Starter Package: No minimum spend amount
- Plus Package: 10k spend comes with a dedicated account manager
- Pro Package: 20k spend comes with creative, engineer, and product development assistance
Pros
- They have a complete self-service interface, transparent conversion tracking, and excellent customer service
- They have good targeting techniques, like customer segmentation and geo targeting allowing you to target or exclude site visitors based on their actions, create groups of users based on purchase intent, and set up advanced conversion tracking rules
- For sites with over 60k unique visits per month, LiquidAds allows advertisers to personalize each impression based on the product pages
Cons
- Not ideal for companies that want to do search retargeting, as the focus is on site retargeting and contextual targeting (targeting based on the category of your site and similar sites rather than on search query)
- You have to spend at least 5k a month in media to get a dedicated account manager, creative guidance, and A/B testing capabilities.
ReTargeter
Quick Facts
- Established in 2009
- Their forte is heavy traffic sites, aimed at sites with over 30K unique visitors per month
- The platform can be integrated closely with KISSmetrics, and SlideShare
Cost
- Two main packages:
- One for site retargeting
- One display focused on targeting via demographics, location, or content verticals
- Both packages start at $500, and scale up from there based on the number of visitors you target and impressions
Pros
- Excellent customer service
- Every client has access to a dedicated account manager, regardless of their spend level
- You can create target ads according to the demographic, geographic location, income, or intent of your customers
- You can choose from a variety of options; for example, retargeting visitors who have browsed your website, leads who have subscribed to or have opened your newsletter, or people who’ve engaged with you on social media
- You can use frequency capping and limit the number of advertisements your users get a month, to avoid annoying your customers
Cons
- Costs scale up very quickly: Costs start at $500 but for a site with 50k visits a month you will be paying between 1.5k – 2.5k
Chango
Quick Facts
- Established in 2008
- Allows you to target visitors who have performed recent searches on Google, Yahoo, and Bing
Cost
- The minimum cost (including media costs) is $10k
Pros
- Specializes in search retargeting (rather than site retargeting like the above vendors)
- Great team of experts and good customer service
Cons
- Full-service option and no platform for the customer to use; less control for the client
Quick Facts
- The service can be set up easily from inside your Google AdWords account
- Simple to use: Add the remarketing tag to your website, build your ads, set up your campaign, and start remarketing
Cost
Pros
- They have an extensive display network with more than a million websites, videos, and apps, so there is opportunity for successful retargeting
- Very customizable, as it provides the ability to create remarketing lists for search ads, as well as the ability to tailor your keyword bids and ad text for highest value prospects
- This is a simple solution for users who are comfortable with the AdWords platform
Cons
- Users can opt out of seeing your retargeting ads by adjusting their settings
- It is limited to the Google Display Network and doesn’t offer any Facebook retargeting options
Start Your Remarketing Campaign Strategy with TPM
The bottom line is that there are several remarketing platforms out there, but finding the one that will work best for your company depends on the size of your site, your budget, and the resources you have available to execute your remarketing campaign strategy.
If you would like more information on remarketing, stay tuned for the second part of our two-part blog series on remarketing. In our second blog, Convert More Traffic Using Digital Remarketing Solutions, we 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 on what to avoid when launching a remarketing campaign strategy.
If you’d like more information on remarketing 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.
