How to Strategically use Remarketing to Convert Leads
Imagine this: you launch a paid social media campaign to generate leads. You allocated a lot of your marketing budget towards it. You get a decent amount of conversions, but not the results you were expecting. Your campaign reached over 100,000 people, but converted at less than 2%, making your cost per lead (CPL) way too high. Do you:
- Move on to the next campaign and assume your targeting or ad copy was off base?
- Give up because that channel obviously doesn’t work for your audience?
- Have a remarketing strategy in place to reach the same audience who had shown some interest?
If you answered “C”, we’re on the same page here. While A and B may be true, if your campaign generated a ton of impressions, it may be that the people who saw your ad just weren’t ready to complete your call to action (CTA) just yet. They might need more information about you, your business, or your CTA – which is where remarketing comes into play.
What is a remarketing campaign?
By definition, remarketing is an online marketing technique that enables advertisers to reach out to visitors who already visited a website. Remarketing allows you to re-engage audiences that you already reached, and continue to educate them..
Why is it remarketing important?
Remarketing is important because it gives you another opportunity to get a conversion. It keeps your business and product at the top of the audience’s mind. Having multiple places where you can remarket to your customer gives you a better chance at conversion.With every paid marketing campaign you launch, you should also have a remarketing campaign in place as safety net.
Difference Between Remarketing & Retargeting
For those who have heard of retargeting ads and may be confused on the difference. Neil Patel describes it best: “I see remarketing more as an umbrella term for marketing to the same prospect multiple times, whereas retargeting really is targeting online ads at the same traffic again and again” (Patel). In this sense you can use various channels to remarket, but when it comes to digital ads you will be remarketing through retargeting ads.
How to Create a Remarketing Campaign
There are various types of remarketing campaigns you can use depending on your marketing strategy. Here’s how to create a few of the most common:
Google Display Network
With the Google Display Network, you are able to place graphic ads in front of those who may have already interacted with your business and/or product through a website visit, app use, YouTube video or if they are apart of your customer list. One typical use case is if a consumer might have been looking at a product, but did not put purchase the item. You can set-up remarketing to then serve them a graphic ad of that product they were looking at to stay top-of-mind to the consumer.
Here’s how you can set-up a Google Display Network Remarketing Campaign:
- First, make sure you have a Google Ads account set-up.
- Then, go to Tools and click Audience Manager then in Audience Lists you’ll see a tab for Remarketing.
- Then select who you would like to remarket to you can choose from website visitors, app users, YouTube users, customer list or a custom combination.
- Fill out the audience criteria which you can select if they visited a certain web page and select the duration of previous visitors (i.e. 30 days, 60 days)
- From there, set-up a Google Display Network campaign. Select the goal.
- Select the audience you created in the Audience Manager.
- Create an eye-catching creative that will get the potential lead to convert.
You can also create remarketing campaigns in Facebook through similar methods as the Google Display Network.
- First, create a custom audience based on traffic from your website by placing a Facebook pixel on the various pages you want to have it gather data from.
- Access the pixel by going to Tools in Facebook Ads Manager then click “Pixels” under “Events Manager.”
- Click “Add Data Source” then “Facebook Pixel”. Facebook will provide instructions on installation steps.
- After you’ve installed the pixel, create a campaign centered around the audience you have built with your Facebook pixel. You can create a custom audience of those who have visited specific web pages within a time period.
- Then, create relevant ads tailored to that audience, their actions and what you can assume about their interests.
BONUS! Organic Remarketing through Email
If you have had email campaigns in place, you can use more emails to re-engage your readers.
- Using most modern email marketing technology, based on previous email campaigns you can segment subscriber lists into those who have taken action (like opening emails or clicking on a link) and those who have not.
- Once you segment your subscribers into lists, send a remarketing email to those who have not interacted with your previous emails, and give them an added benefit or piece of content that could get them more interested in becoming a customer.
“I already have remarketing campaigns, what else could I be doing?”
Well, do you have remarketing campaigns aligned to the phases of your buyer’s journey? Similar to having content aligned to the buyer’s journey, you should create remarketing campaigns aligned to the journey as well.
You can align remarketing campaigns to the buyer’s journey by creating campaigns based on various pages that the prospect might have visited.
If the visitor only visited the home page of your website (awareness phase), you could retarget them to learn more about your business (interest phase) – steadily moving them along their journey to purchase. If the visitor was on the products/services page of your website (consideration phase), but did not complete a purchase or fill out a form, you could serve them an ad to encourage them to finish that final step.
Remarketing campaigns can work as a safety net to ensure no leads slip through the cracks and you are fully optimized for marketing success. By implementing strategic remarketing campaigns, you will see an overall increase in your conversion rate, and thus better ROI from your marketing spend.