A lot of local businesses work hard on their marketing – sharing updates on their social media channels and promoting their website. However, many drop the ball when it comes to re-engaging viewers who weren’t ready to complete an action the first time they visited.
Research shows it takes most consumers on average 8 encounters with a brand’s product or service before they make a purchase. Therefore, it’s important to build a way of remarketing to these people and bringing them back in (before they forget and move onto your competitors), into your marketing funnel.
What is Remarketing?
Remarketing (also known as retargeting) involves showing ads across the internet or on a specific platform (like Facebook) to people who have viewed your website.
By creating remarketing lists via the different platforms for example, Google Ads and Facebook, you can decide who you want to target. You may decide they need to of spent a specific amount of time on your site, viewed a certain number of pages, added something to the cart however, didn’t purchase, or just visited a certain page.
By pinpointing the audiences which matter and creating lists, you can then create custom ads which encourage users to come back to your site. For example: someone who added something to the cart, however, didn’t purchase might be persuaded with a discount code.
Dynamic remarketing is a more advanced form of remarketing that uses a piece of code which identifies interaction attributes against a list (feed) of your products. Personalised advertisements can then be shown to users across the internet or on specific platforms (like Facebook) which contain products they have looked at on previous visits.
For example: Have you ever put something in your shopping basket on Amazon, left without making a purchase and then received an ad while you browse other sites reminding you to purchase. If you have… you’ve been remarketed to!
While this may seem like an e-commerce only feature it can also be done for businesses within the Education, Travel, Recruitment or Real Estate industry or simply a local business with deals they want to promote.
How Using Remarketing Can Benefit Your Local Business:
1. Brand Exposure – The more a potential customer is exposed to your brand, the more likely that they'll choose you when it's time to make a purchase
2. Flexible Budgets – Whether you have £1 or £100 to spend, there is no minimum budget for creating a remarketing campaign
(Please be aware lower budgets can mean restraints on whether your ads can show and the results you receive.)
3. Higher Conversion Rates – Website visitors who are retargeted with display ads (a type of Google Ads advertising) are 70% more likely to convert on a retailer's website*
How to Set-Up Remarketing:
Local Business’ Shouldn’t Wait to Try This!
Whether you’re not sure if remarketing (Facebook or Google) is right for you or you currently just don’t have the marketing budget. Make sure to install the required tags on your website and start collecting lists.
What If I Build Lists & Don’t Use Them
Don’t worry lists keep themselves up-to-date by using the amount of time you specified people should be kept on the list.
For example: If you set a 30-day limit and don’t use the list for a year, only the people from the last 30 days will be on it when you’re ready to start your campaign.
6 Tips for Creating a Successful Remarketing Campaign:
1. Be Specific About Who You Want to Remarket To
While you can just target everyone, who visited your site with a generic ad it’s important to get more targeted. Sit down and really work out who’s important to you, is it someone who added something to the cart but didn’t convert or someone who spends 3 minutes reading your blogs.
Here are some ideas to get you started:
- People who put something in the cart however, didn’t convert
- People who viewed specific pages or product categories
- People who viewed a certain number of pages
- People who used a specific device
- People who’ve visited the site multiple times in a set time period
2. Don't Show Ads to People Who've Already Converted Unless it's to Upsell
By not creating targeted lists you can show your ads to everyone and by everyone, I mean people who have already completed a desired action. Meaning you may be trying to convince them to do something they’ve already done. Therefore, it’s important to make sure you exclude them from lists unless you are trying to get them to purchase a bolt on product.
For example: They purchased a new computer now you can retarget them with an offer for the accessories (a mouse, keyword, screen, case, etc.)
3. Be Consistent with Offers and Branding Throughout
Make sure people know it’s your brand when they click through from an ad to your landing page.
For example: If you’re using a specific colour theme on your landing page or promoting a particular offer in your content, make sure it reflects in your ad. It’s all about keeping things consistent and being transparent with what you’re offering people and the action you want them to take.
4. Check Where Your Ad is Placed Across the Web and Remove Low Performing Sites
When using a system like Google Ads which offers remarketing that places ads across a network of websites, it’s important to remove low performers.
Consider removing placements where your ad has shown that have a low CTR (click through rate) or don’t convert. You may also want to remove general sites which don’t fit with your brand.
5. Don't Stalk Someone, Set a Frequency for your Ads to Show
While people these days are very aware that their activities on a website can and are being tracked, it’s important to avoid your ad showing too frequently. Promoting the same thing can become irritating, that’s why platforms like Google Ads and Facebook both offer a frequency capping capability, which means you can control how often your ads show to individuals on your remarketing lists. When creating a remarketing campaign this is one setting you shouldn’t forget!
6. Avoid Ad Fatigue - Test Creatives
Make sure to regularly change ad creatives (text and images) within your campaigns. Keep it fresh and engaging to encourage users to take your local business’ desired actions.
Let Us Do It for You:
Having trouble deciding on a target audience? Don’t have time to keep ad creatives fresh?
Let us do it for you.
At Talkativeonline we have a team of experts trained in both Facebook and Google Ads remarketing (including dynamic) who can set-up and manage your campaigns, lists and feeds.
Digital Marketing Assistant / PPC Specialist
For over 5 years, Jess has been Talkativeonline’s digital marketing assistant and PPC specialist. She can often be found in her natural habitat (the production office) writing content (you can see some of her work on Talkativeonline’s blog), creating graphics, analysing data, creating targeted PPC campaigns and training clients.
Outside her role at Talkativeonline, Jess is a great lover of food, board games, comic books and Dungeons and Dragons. If you look up ‘nerd’ in the dictionary, you’ll find her picture there.