Remarketing is a smart way to reconnect with website and landing page visitors who may not have made a purchase or converted on your CTA (call to action). Remarketing allows you to place your targeted ads in front of a very specific defined audience of previous visitors as they visit other pages on the web.
Start remarketing on Facebook and Google. Using dynamic product ads (DPAs) to place the product (and other similar products) your visitor looked at on other webpages they are visiting is a super genius way of staying front and center with your potential buyer.
No, Laverne. Don’t retarget all of your website visitors who didn’t convert. Start your remarketing campaign by targeting only 1, at most 2, audiences. This allows you to measure, refine, repeat until you get the best results. You’ll learn a lot, then go after the next audience group.
I would also consider a filter that segments your audience by “depth” of engagement with your website. Pages that indicate your buyer may be ready for a purchasing decision are the About Page, Plan or Product Pricing Page, adding a product to the cart and abandoning it. Experimenting with this filter or segment will enable you to learn more about your prospective buyer’s pre-purchasing habits.
Develop an audience or campaign that targets your audience after a specific amount of time since their last interaction. For instance, 24 hours, 7 days, or 14 days after the targeted audience visited your landing page.
Test different graphics, videos and content to see what gets the most response. Measure. Refine. Repeat.
Create a segment by filtering it down specific dates or holidays they visited your site. This kind of audience will also include people who aren’t your normal customer or buyer persona. Use this tactic to market to them over a holiday, especially all the holidays in Q4.
Do it early enough and with a savvy enough ad and you’ll likely not only outperform your previous predictions, you’ll capture new buyer personas.
With the information and intel you’ll gain from these remarketing campaigns, you will be able to expand your other marketing campaigns. For instance, you’ll have information about potential new buyer personas or segments. Now take your data and expand your search marketing and inbound marketing campaigns. You’ll be able to bid more strategically on these new segments because of what you have learned.
You don’t have to spend a lot of money to get started. The most important thing is to do it. Start small. Invest more as you acquire data that allows you to increase your results, while decreasing the cost per conversion.
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