With all the money spent on attracting new customers, remarketing makes a lot of sense. Typically, the cost of maintaining loyal customers with advertising is much lower than the cost of acquisition. How can you build a successful remarketing campaign? What is involved in keeping past clients happy and getting people to come back again?
Define Your Goals
Remarketing can accomplish many things for your business. It can keep previous customers engaged with your products and services. It can give you another shot at attracting visitors who bounced from your website. It can improve your brand recognition and local reputation.
Before starting a remarketing campaign, it’s helpful to identify which of those goals are most important for your business. The answer affects the direction of the campaign and determines which potential customers you’re targeting with your efforts.
Build Your Audience
The next step in effective remarketing is building out your target audience. This is needed to take advantage of services such as Google Display Network. GDN can show specific ads to people who have previously visited your website. The content of the ads depends on the products that the visitor checked out, purchased, or expressed an interest in on previous visits.
People fit nicely into audiences with similar purchasing habits and interests. Google banners can appear in many places across the web, showing your products to past clients or visitors at opportune moments.
Don’t forget about recurring purchases and subscriptions. Some friendly reminders listing all of the great benefits can help people decide to resubscribe.
Choose Remarketing Parameters
Remarketing tools such as GDN give you a lot of flexibility for setting the parameters to look for with each audience. You can adjust the settings to take into account purchase history, search intent, site behavior, topic, page location, and similar areas
For example, if you’re focusing on which page people visited, your remarketing campaign would be different for product pages versus blog posts. People visiting a product page — especially if they bought something or stopped at the checkout — have already progressed far down the conversion funnel. They just need a gentle nudge to buy again or shop for a similar item that meets their needs.
On the other hand, visitors to your blog posts are learning about a topic but haven’t shown purchase intent yet. Connecting them with a product or landing page related to the blog topic would be more appropriate.
To learn more about our strategies, contact us today and we’ll schedule an appointment to meet with you to learn more about your goals. Our services and capabilities were designed to help busy professionals like you meet your marketing and growth needs.
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