Every day, your website likely has many users who leave your website without completing a valuable action. This can include users who abandoned their cart without checking out, fail to fill out a form, or scroll through your entire website without clicking that enticing “Call for Pricing” button.
These types of users are a natural occurrence for most websites and most businesses. It’s a simple truth - Not every website visitor is going to land you a sale or a valuable conversion.
But what if I told you that you can reengage with these non-converting users and encourage them to re-visit your website and complete those valuable actions?
This is the basis of Remarketing, and it can be an invaluable asset to your SEM Campaign!
Excited to learn more? I bet you are! Let’s take a deeper look into Remarketing and how it can benefit your business!
What is Remarketing?
As previously mentioned, Remarketing allows you to serve ads to users who previously visited your website to encourage them to re-engage with your business and complete a valuable action.
Through Remarketing, you can interact with users who were close to completing a valuable action and serve them content to help them take those last few steps to get you a conversion. Combine that with the familiarity these users already have with your brand, and you get a highly efficient campaign that nets you conversions and sales that were previously lost!
Say you own a website that sells handbags. A user adds a bag to their cart but doesn’t complete their purchase and leaves your website. With Remarketing, not only can you serve ads to that specific user, but you can also show them an ad for the exact same handbag they were about to purchase with a 10% off coupon code to encourage them to complete their purchase!
Remarketing can have a variety of applications to benefit your business with varying degrees of personalization to the end user to get your SEM Campaign more conversions!
Creating Lookalike Audiences
You can take your Remarketing Campaign a step further and create a new audience based off users who previously visited your site. This audience looks at the demographics, interests, and online habits of your current website visitors and creates an audience of brand new users who are more likely to take an interest in your brand and better engage with your business!
“With Great Power, Comes Great Responsibility”
While creating a Remarketing campaign can be a useful asset to your organization, it will only truly provide value if it’s setup and configured properly.
Have you ever searched on the internet for an impulse purchase, talked yourself out of it, then saw so many ads for that item that you started to get annoyed? That’s Remarketing turned up to 11.
An oversaturation of ads can cause users to dismiss your product or cause them frustration with your brand. In addition, some users don’t like the feeling of ads seeing what they do and following them across the web and could see your Remarketing campaign as an invasion of their privacy.
On top of that, the previously mentioned Lookalike Audiences can cause your campaign issues if not properly maintained. While these audiences can help you expand your reach and get you in front of highly engaged users, it can also exhaust your monthly budget quickly.
It’s important to keep a close eye on your Lookalike Audiences to ensure they are producing conversions that validates your level of investment. If not, your budget may be better spent on your original Remarketing audience instead of audiences that looks like it.
The Big Question - Is Remarketing Right for Your Business?
Yes! Almost any business can justify a reason to reengage with previous site visitors to keep their brand top of mind and encourage additional site actions from former users.
The degree to which you can apply Remarketing to your SEM Campaign will depend on:
- If you have a product/service that previous users can purchase again.
- Have multiple steps in your buying process that present additional opportunities to reengage with dropped users.
Creating a well thought out Remarketing strategy can help your business get valuable conversions you may have missed out on and introduce your brand to new, highly-engaged users!