Don’t Make These Remarketing Mistakes

November 13, 2018

Many companies are seeing great success and improved efficiency by changing their digital marketing strategies. One addition to an already great digital marketing strategy that maybe you haven’t thought about is remarketing. Remarketing means you’re targeting customers who have viewed something on your site or showed interest in your products. It’s a way to reconnect with customers who could’ve been looking at your products but not sealed the deal. Remarketing can work really well but if you are considering it for your brand, there are some common oversights to look out for.

Think about scale

Your site analytics data will be able to give you an idea of how many monthly visitors you get to your site as well as your social media accounts. You can also use this to gauge the number of repeat visitors you get coming back to view your content. You may find that your remarketing audience is smaller than you had anticipated. If in your 30-day window, your audience is small, try extending your remarketing window to two or three months out.

Don’t assume the worst

If someone did not complete a transaction on your site, don’t assume that they did not find what they were looking for. In fact, many people will be researching what they need to solve a specific issue, and they may discover they require something different than first expected. If this is the case, it will create a need for a different service. It is important to cross-sell or upsell your products or services to cater to this audience. To remarket to these users, set up a sell message as well as a cross-sell or upsell message. These customers will keep you in mind for future solutions if you show that you have more to offer than what they originally came to your site for.

Don’t include repeaters

Remember that someone who just purchased your product or service will probably not need to do so again in the near future. Unless you are looking to cross-sell to these users, you can safely exclude users who have purchased your service within the last 1-2 weeks. Think about consumption time for your service; also consider seasonality, location, and target return on investment to know when to remarket to your repeating customers.

Consider your long-term remarketing

Remarketing is not just a short-term tactic to get recent site visitors to come back and consider your product again. Loyalty is key; show possible clients that you are still providing services that they may have looked into several months ago. Consumption patterns and seasonality play into this as well, so keep temporal aspects in mind again when remarketing in the long game.

Remarket through search

By remarketing on search, you will still be remarketing to users who have been to your site. These users may have seen your remarketing ads before on display or social media, but using search is also a good opportunity. Users may be in-market for your product or service for more than a few days, weeks, or even months. Serving ads while they are doing research allows you to be there when they are ready to convert.

If you have questions about remarketing or anything else digital marketing related, we’re always here.

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