Someone just landed on your website. They spend over 3 minutes browsing your new winter collection and eventually add a pair of boots to their shopping cart. Fantastic! But then – they just leave, without ever checking out. What happened? Did they change their mind? Did they get distracted? Did their browser crash?
The average percentage of abandoned shopping carts lies at around 69%. You might never know why a seemingly interested shopper left your site without buying anything. But what you can do is get them to come back and give your product another chance.
This strategy, known as remarketing, has become a popular tool in digital advertising and is used to gain conversions, increase brand awareness and strengthen SEO. Statistics show that many page visitors don’t convert simply because the timing isn’t right. Giving them more opportunities to consider your product later on is a great strategy to get back what you missed out on.
However, many business owners make mistakes with their remarketing tactics and, instead of gaining customers, they end up but with a group of people who feel stalked and annoyed. There is a fine line between good and bad remarketing, so we created this guide to help you stay on the good side.
Be Picky – Target only quality visitors
Don’t just remarket to anybody who ever came across your site. Many people simply have no use for your product, don’t like it, or can’t afford it.
Don’t waste money on trying to get a woman to buy the beard oil she was considering giving her now ex-boyfriend. It won’t happen, no matter how many glamour shots of smoothly bearded men you present to her.
Okay, but how can you be sure you’re only remarketing to quality visitors?
Exclude people who
- immediately bounced
- spent less than 10 seconds on your site.
- don’t live in the right place (if you only ship to Canada, don’t target someone in Australia)
Target people who
- spent 30+ seconds on your site
- visited several pages on your site
- have the right interests and demographics. On Facebook and Twitter you can combine remarketing with custom targeting based on interest. Targeting someone who has viewed your site, has interests related to your product AND has the means to afford it = the perfect combination for a converting customer.
Segment your audience
So you’ve singled out only quality visitors. The next step is segmenting your audience based on how far they got in your funnel. They had different reasons for leaving, and will need different reasons to come back.
If they didn’t get as far as the checkout:
- Consider directing them to a non-lead generating page that focuses on brand awareness, offering information about your business and products. This gives skeptics a chance to find out more without feeling pressured into buying something. In the long run, this can turn them into loyal, quality customers.
- Give them an incentive to come back. Offer a promo code or discount, which can go a long way if price was the deciding factor.
If they had a product in their cart:
- Increase your bid! These people already know what they want and might just need an extra push, well worth the cost.
- Use dynamic remarketing to display ads of the product they were interested in for increased efficiency.
- Give them an incentive to check out. Shipping cost is often a deciding factor, so consider giving them a a discount.
Stay top of mind without being annoying
There is some disagreement about the best practices when it comes to frequency capping. This refers to the amount of times your ad is shown to the same person. Some claim that this will backfire and make people hate you for pestering them with your ads, others insist that conversions go up with impressions. Since audience fatigue is a threat, we recommend limiting ad impressions to a reasonable amount.
With membership duration, you can choose how long to “follow” someone with your ads for. Target customers with intervals that make the most sense for your product. Daily targeting might work for food delivery, while three months are more appropriate for products that need to be replaced or restocked within that period, such as pet food.
Remarket also to converting customers
So you got someone to buy your product. Amazing! But you’re not done with them just yet. Many people think of remarketing as a way to regain lost shoppers, but it’s also a great way to get repeat customers. However, don’t blast them with ads of products they already bought!
Upsell and cross-sell to converted customers by targeting them with ads for related or, later on, improved products. Someone bought your headphones? Display ads for your headphone cases to them! If someone bought your boots in February, retarget them in May, when they might want to invest in some of your sandals.
To keep cost low, remember that remarketing is your chance to use broad-match keywords! They are cheaper and, in this case, still only target interested potential customers.
If done well, remarketing can be an easy way to achieve a high ROI and build brand awareness. If conversions are still lacking, consider revamping your landing page for more success.
Need help with your remarketing campaigns? Search & Gather is a digital marketing agency that specializes in PPC. Don’t hesitate to contact us if you are looking for affordable help with Paid Search, Paid Social, or Online Conversion.