In sales, the adage is that you have to go through 6 no’s to get a yes. That is why it is so incredible that most websites believe they can sell to a customer on their first trip to their site.
The reality is most prospects are not ready to purchase when they first come to your site. They are just browsing and getting a feel for what you offer.
That is why you have to ensure that you do not just let them visit your site and leave. For the majority of digital marketers that has meant getting visitors on their email list. While this is effective, you only capture a percentage of visitors to your site.
Conversely, remarketing allows you to track all of the visitors to your website.
That is because remarketing captures a prospects IP address to advertise to them again in the future via Facebook, Google, and other remarketing ad services.
For the purposes of this article, we want to focus on Google and Facebook remarketing. That is because Google’s Display Network (search and search partners) reaches 90% of users worldwide.
Furthermore, Facebook’s has 1.4 Billion users. Last month for the first time, 1 Billion users logged in on the same day.
Between the two of them, you can rapidly generate targeted traffic to your website. Below we discuss how to use remarketing on Facebook and Google for your business.
1. Remarketing code
While the process differs based upon the advertising service you use, remarketing generally requires you to incorporate a snippet of code on your website.
This code matches your website visitors with Google and Facebook users.
For example, Facebook uses a pixel. You can customize your pixel to customize the audience you want to attract on your website. Common custom audiences include website visitors, previous Facebook ad conversions, and website conversions.
Focus on analyzing specific actions users take on your sales funnel. Then you can create targeted ads for those users.
Set up your Google remarketing codes through Google Ads or Google Analytics. You then generate a code for each website page. It works similar to the way you place the Google Analytics code on your website.
2. Make them want to return
While it is great to go after repeat business, this also presents some challenges as well. As we discussed in Remarket, Re-engage, and Convert, you have to enthral them into returning to your website.
Do not just expect prospects to return, because they visited your website previously. Instead, understand their motivations so you can ensure that their needs are met on their return visit.
To do this, give them something novel to find upon their return that holds their attention.
For example, do not use the same ads you used to get new visitors to your website. Instead, create a new set of ads for your remarketing campaign that generates curiosity for your prospects.
3. Frequency Caps
Heads up! The research on frequency caps is very mixed.
First, according to a recent study from Search Engine Journal, one marketer found that displaying the ad up to 7 times per day increased their conversion rate.
While over time this decreases, they argued that remarketing allows users to finish looking through your website as they browse the internet. It is a gentle reminder to return to your site for more information.
Conversely, other marketers found that maxing frequency caps at 5 per day works best, but in some cases, it should be as low as 1 per day.
The truth is that you need to test what works best for your market. Try not to be obnoxious with your remarketed ads. That way, your prospects will not feel like you are a used car salesman.
4. Improving your relevance and quality score
Another hidden benefit of using remarketing ads is that they increase your relevance and quality scores. This thereby decreases the Cost-Per-Conversion.
If you are receiving lower quality scores from Facebook or Google, then you can increase your remarketing campaign budget to improve those scores.
This is a good way to balance any campaign you are doing to keep your costs down.
5. Combine Social Demographics with Remarketing
One last item. Google has a number of cool tricks up their sleeves. However, social media is one of the few places where consumers willingly give up personal information.
From their bio to the groups they join to their daily posts, it is a record of who we are. Therefore, if you want to supercharge your remarketing campaign you should combine it with your social media demographic targeting.
This way you can decrease the audience that sees your campaign to only the most super targeted prospects.
Remarketing is one of the most powerful advertising strategies to hit the web since the beginning of PPC campaigns.
It gives marketers the ability to not only connect with their audience, but also keep them in their sphere of influence long enough for them to purchase products on their website.