Remarketing and retargeting

Retargeting and remarketing gives you another chance to reach your potential customers that are interested in your product and win them over.

Someone visiting your website is just the first step in locking down a sale. Most times, the first visit doesn’t translate to a conversion, even if they made it all the way to the checkout. A study by Outbrain found that only 2% of people make a purchase after their first visit on a site. Your target audience might be doing research in the early stages of the buyer decision-making process, or maybe they’re simply not ready to part with their money at that stage in time.

In this case, you have two choices. You can let the other 98% of potential customers leave and hope they will remember you. Or, you can retarget and remarket to them to stay top-of-mind. Retargeting and remarketing are based on the same principle with the same goal. And these two are often used interchangeably to describe targeting previous visitors to your website. You might even hear Google refer to retargeting as Google Remarketing — confusing, we know! To clear it up, here are the differences between the two.

Retargeting allows you to track individual pages on your website and see which users visit and spend time on those pages without converting. You can make them part of your audience — and get in front of them again and again on other websites and platforms they browse, such as YouTube, Google Display Network (GDN) or Facebook. When they’re ready to convert, you’ll be their go-to brand.

On the other hand, remarketing works by targeting your previous site visitors through their email addresses with hyper-relevant email marketing campaigns. It could be an email to remind a customer there are items in their shopping cart, or a special promotion to incentivize them to hit “checkout”. These visitors have already shown interest and intent to buy. Your remarketing campaign gives them a powerful nudge in the right direction.

It’s much easier to preach to the converted. Remarketing and retargeting give you that power. Done right, these two weapons are some of the biggest in your PPC arsenal — helping you slash your CPC and fuel revenue growth.

Retargeting is a powerful way to serve up relevant, tailored ads to people who are interested in your brand, and keep your brand visibility sky-high. Create different groups based on the pages your visitors browsed, or the actions a potential customer had on your site.

For example, you could create a “black dresses” retargeting group for audiences that have visited pages related to black dresses. This means you can retarget these visitors and create ads that are highly relevant to promote exactly the product they were looking for. Another common tactic is to create a remarketing group for every person who added items into their cart, but didn’t checkout. Then, simply send an email campaign reminding them to complete their purchase.

The first step in remarketing is working out which pages you want to tag for your campaign. These should be high-value pages that show you the visitor is really interested in buying, like your product page or checkout page. Next, work out how you want to retarget these customers. There are lots of platforms to choose from, but social media like Facebook, or search engines like Google, are the most popular. Google even lets you run retargeting ads on the GDN, Google Search Network and YouTube for maximum exposure.

The possibilities are endless. It takes some serious know-how to weave every element into a solid strategy and campaign that will smash your sales targets. That’s where OMG comes in.

Our Gurus bring together all the moving parts to create a retargeting and remarketing campaign that maximizes conversions and lowers your CPC. We use an evidence-based approach, expertise and team of global Gurus to gets results. That’s why thousands of large and small businesses trust us to help them increase sales and boost brand visibility.

Remarketing is extremely effective because you’re targeting people who have already shown an interest in your brand. A retargeting agency like OMG can help you get more bang for your buck, and shoot your conversion rates through the roof.

The more ad impressions a prospect sees, the more likely they are to convert. Retargeting can drastically increase clicks and conversions — much more than other display or search ads. They’re more personalised, targeted and relevant to the user. This ultimately equals a higher conversion rate and sales, sales, sales! You’ll also wind up with a lower CPC, cheaper cost per impression, and an impressive ROI for your online ads.

But it takes time to get traction. Retargeting and remarketing requires careful planning to ensure your strategy and targeting are spot on. Our Gurus dig deep to understand your target audience, where they come from and the places they go. Then, we use this to create a hyper-targeted strategy to convert prospects as they move around the web. After this, it’s all about optimization. Using the results of your campaign, we improve your campaign to find the sweet spot between CPC and maximum brand awareness.

And remember: there’s a fine line between adding value and stalking your customers. Customers can quickly get annoyed if they see the same ad again and again, everywhere they go. We engage retargeting best practices, like adding burn pixels and frequency caps, prevents your potential customers from getting frustrated and burnt out on over-advertising.

We’re not going to lie — it isn’t for every brand. Remarketing and retargeting work best when there’s a critical mass. Your website needs a steady and significant audience in order for remarketing to truly deliver revenue-boosting results. If you don’t have the numbers, it’s best to focus on growing your traffic with an SEO, PPC or Facebook ad campaign.

No two customers are alike. Different target audiences spend time on different platforms. Some ad types also may be more effective than others, depending on which stage of the buyer journey your audience is at. The types of remarketing and retargeting cater to this, so you can reach your potential customers with a message that resonates with them.

Remarketing and retargeting with Google includes display ads on the Google Display Network, search ads on the Google Search Network and video ads on YouTube. You can also retarget customers on Bing, Facebook, Instagram and via email marketing.

Retargeting campaigns are generally categorized into five different types. Standard ads involve showing a display ad to past visitors as they navigate the vast online world. This could be as they browse search engines, GDN apps, or Google search. This is the most basic type of ad, and the most straightforward to execute.

Dynamic remarketing is another option if you want to get more targeted and customize your message. These are tailored to the specific stage of the buyer journey — for example, targeting a potential customer with an ad for a specific product after they visit that product page.

You can also use remarketing lists for search ads (RLSA) as part of your regular search marketing campaign. This method means you’ll bid higher on Google search ads for certain keywords if a customer has already visited your website.

Then there’s video and email remarketing. Video remarketing takes place on YouTube, and targets previous website visitors with a pre-roll ad or an ad during the video. Email remarketing, on the other hand, works in two ways. You can target leads who have opened an email from you, and show them display.ads as they browse the web. The other method is to send an email to visitors who have reached completed a certain action or browsed a certain page on your site, and nudge them to convert.

At OMG, our Gurus are experts in all types of retargeting and remarketing. Our whole model is built on putting your goals and growth as our #1 priority. We’ll use the right retargeting platforms and methods for YOUR customers, and tailor the message to make it stick. In other words, we’ll land you some serious revenue and a killer ROI.

Retargeting and remarketing ads are pretty simple. You add a “tag” (aka some code) to specific pages on your website. This uses cookies to add visitors to your remarketing list. From then on, you can retarget these customers with relevant ads and encourage them to come back and show you the money.

Easy. We offer a FREE $2,000 Digital Audit and Strategy Session, where we focus on helping you identify actions that supercharge your digital marketing.

Simply fill out the form below to get the ball rolling. Then one of our Growth Gurus will set up a 30-minute strategy call to learn more about your business. After we’ve learned more about you, we’ll send through a 50+ page audit covering SEO, PPC and social media advertising PLUS a 6 month game plan, tailored to your business.

Best of all, it’s free. We promise. No fine print — just revenue and results.