Facebook recently surpassed 2 billion users. These days, meeting someone who ISN’T on the social network seems odder than encountering someone who is a regular user. As a Chattanooga TN marketing company, Riverworks Marketing Group is always looking for ways to help our clients with their online advertising, especially when it comes to something as ubiquitous as Facebook has become. One way we achieve this is through Remarketing Ads.
Remarketing, also known as retargeting, is a form of online advertising that puts your website to work building an audience elsewhere. Most websites will only convert about 2% of the people who visit them to buy something or give over their contact information. By installing a special piece of code on your website, you gain additional opportunities to keep your brand in front of this bounced traffic after they leave.
We’re sure you’ve experienced this yourself already: You browse a product you’re thinking about buying, but for whatever reason, you abandon your online shopping cart without making a purchase (this happens about 70% of the time). Maybe you wanted to comparison shop first. Maybe you were on the fence about whether to spend the money right then and there. Later, visiting other web pages with banner ads, you notice that very same product is advertised.
No, it’s not a coincidence. It’s careful targeting to better cater to your unique interests and needs as a consumer. Web ads can be a nuisance if they are promoting something you could care less about, but brands gain the ability to direct relevant products and services at us through remarketing. The aim is to bring the visitor back to your website and convert them into a sale.
Taking it even further, Facebook can reach people who visit specific pages on your website and mimic those people to create audiences of people who haven’t yet visited your website but have followed interests like those who have.
Riverworks can help brands create custom audiences that match their marketing objectives, then craft relevant messages in ads depending on the type of audience targeted. For example, an audience for each major landing page or product category for a business.
The point of all this? Getting them back to your website to complete a purchase or give over their email address to receive your email newsletter, finding new people who’ll find your website worth visiting and getting more value from new customer acquisition campaigns by excluding your existing customers.
Some other really cool things we can do include…
- Geofencing. This allows us to use the GPS signal in smartphones to define a virtual boundary around a real-world geographical area. Imagine for a moment that you own a restaurant and want to reach someone riding in a car on his or her way to dinner with the family. Your ad or a push notification can alert them about a daily special once they get within a certain distance of your restaurant (or your competitor’s restaurant!).
- Gain Your Competitors’ Customers. Yes, brands can use remarketing methods to go after potential customers who have shopped at a similar store. Which makes it more important than ever to be reaching out to your own customers because someone else may be doing it.
- Exclude certain audiences. Some people are already going to be fierce advocates for your brand. Your budget might be better spent reaching out to people who aren’t already members of your fan club. OR targeting those best equipped financially to afford what you have to sell if it is a luxury item. Conversion tracking allows us to stop sending ads to customers that have already converted.
- Remarketing to Upsell. You can show customers items that go with products they’ve already bought. Brands are more profitable when they can retain an existing customer rather than constantly acquiring new ones. Perhaps you only want to remarket to those who have spent over a certain amount on a previous purchase.
- Give people a reason to complete the sale. If someone abandoned their shopping cart before making the purchase, perhaps the shipping cost was too high at the time. Retargeting those users with a coupon or free shipping might convert the transaction.
- Take Advantage of Birthdays, Anniversaries and the Season. You can target someone with an upcoming special day to come celebrate it at your restaurant, for example. Or give an incentive for someone to spend their Black Friday cash on a product they almost bought back in October.
- Use Surveys to break respondents into different remarketing lists. You may put two people in different groups based on the answers given in a survey.
- Target with service reminders. Has it been a while since someone called to get a haircut? You can show them banner ads reminding them its time for a trim.
- Turn one-time customers into repeat customers. A special promotion on a certain night of the week might involve enter-to-win contest cards that bring someone to a dedicated page that then reminds them weekly that Wednesday is karaoke night.
Remarketing and geofencing isn’t about bombarding users with unwanted messages wherever they go. The point is to reach more people, not drive them away. About half of individuals visit a website 2-4 times before they actually make a purchase, so you’re simply making it easier for them to find something they needed more time to think about. You’re reaching them when they’re most likely to buy.
If you’re not using Facebook ads and Google AdWords, you really should take a look at them. They are the most direct way to reach your prospects today. Remarketing is a strategy we recommend to compliment AdWords, targeted display ads and content marketing. Call us at 423.710.3866 or email [email protected] for more information.
Copyright: olivier26 / 123RF Stock Photo
Copyright: boygointer / 123RF Stock Photo