Retargeting
Remarketing and retargeting garner a lot of eyeballs in the digital advertising arena globally. Digital marketing agencies in Dubai too feel that digital advertising is incomplete without retargeting and remarketing. An important trait of online advertising, retargeting ads are essential for digital marketing initiatives across multiple search and social channels.
In fact, we can easily say that remarketing ads help around 70% of marketers to increase their sales. Not just that, retargeting campaigns can boost conversion rates by up to 150%, making them highly efficient at turning leads into customers.
Retargeting?
Why Retargeting?
Retargeting is designed based on customer psychology in mind. Studies show that only about 2% of customers convert on their first visit to a website after clicking on an ad, including social media ads.
Usually, a user journey over digital platforms has multiple touchpoints or strategically designed milestones to guide a user to initiate a desired action, i.e. downloading a mobile app, purchasing a trending fashion dress, or registering for an event.
Since it is proven that most target audiences don’t convert in the first go, remarketing helps brands improve their conversion window, improve desirability, evoke interest and eventually lead to action or conversions.
Works?
Works?
How it Works?
Remarketing works simply by targeting users who have interacted with a website, app, or other digital platforms but haven’t converted. It builds up on the idea of re-engaging them with different product or service facets and inspiring the target segments to take desired action, i.e. conversions.
It can be referred to as a nudge or reminder about an offer or an event entry booking, etc. triggering target segments to buy or book instantly.
Technically, website development agencies in Dubai and globally use ‘cookie tracking’ to foster remarketing. A cookie (a small piece of data) is placed in a user’s browser, allowing the remarketing system to track their behavior on the site. This cookie stores information about the pages visited, the products viewed, and actions taken, like adding items to a shopping cart during a website’s browsing session.
This cookie data can guide marketers create a remarketing audience list segregating users who meet specific criteria. Say, remarketing data can be classified into users who
visited certain product pages
abandoned their shopping cart
visited the website but didn’t complete any action
These lists can be accessed over advertising platforms such as Google Ads or Facebook Ads. Marketers can, then, design creative campaigns to target these users.
Multiple Platform Targeting –
To return soon and convert
Did you know? Retargeting ads have a 10x higher click-through rate (CTR) compared to regular display ads. Retargeted ads engage users who are already familiar with the brand. Marketers must cap this opportunity and design an effective remarketing campaign that reaches the customers and reminds them about their interest across various browsing sessions, maybe over multiple devices.
The next step is to make a media bouquet to target users via:
Display ads
on websites that are part of an ad network like Google Display Network
Social media ads
on platforms like Facebook, Instagram, or LinkedIn
Search ads
that appear in search engine results
The content of the ads is often personalized based on the user’s previous interaction, showing products they viewed or reminding them of an incomplete purchase.
The content of remarketing ads can be customized, keeping the level of customer journey or touchpoint in mind. Product-specific ads, Dynamic ads, Discounts, and incentives promotions can promote special discounts or promotions to entice the user to return and complete the purchase.
The marketers also follow the crossover of mobile and desktop ads simultaneously as a part of the cross-platform strategy to reiterate brand recall value. It also works across different platforms (social media, search engines, apps), ensuring broad exposure.
Frequency
Frequency
Ascertaining Frequency
–
A Thin Line
Marketers can set frequency caps to limit how often users see the remarketing ads to avoid overwhelming or annoying them. Remember, excess of everything is bad, including remarketing. So, PPC managers must continue these campaigns over a specific time duration after the user leaves the site, for a few days or weeks, depending on the product and sales cycle.
Remarketing
Remarketing
Remarketing for Growth
–
Tracking Conversions
Remarketing campaigns can be tracked and optimized using metrics like click-through rates (CTR) and conversion rates to assess performance.
At Pen the Thoughts, we believe that each advertising has the potential to grow 10X and more, if remarketing is followed effectively in tune with PPC campaigns or Google Ad campaigns. Get your own remarketing campaign’s insights…
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