Remarketing is one of the most effective digital marketing strategies to encourage conversions and close more sales.
This approach may seem simple, but it is essential for any company that wants to make the most of its sales opportunities.
Next, we’ll explore what remarketing is, how to do it effectively, and how it can be used to increase conversions.
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What is remarketing
Remarketing is an online marketing strategy that consists of re-impacting users who have previously interacted with your website, application or even with your content on social networks.
This approach aims to increase brand exposure, strengthen customer engagement, and most importantly, close more sales.
For example, if a potential customer visits your ecommerce and adds an item to the cart, but does not complete the purchase, with remarketing you can send them specific ads related to that item, reminding them to complete the transaction.
What is the difference between remarketing and retargeting?
Before we dive into effective remarketing tactics, it’s crucial to understand the difference between “remarketing” and “retargeting.” Although both terms are often used interchangeably, there are some key differences:
Remarketing : This term is primarily used in the context of email campaigns that focus on re-engaging customers with personalized content.
Retargeting : Instead, this refers more to online strategies that use ads to reach users who have previously interacted with your website or application.
That being said, here are some guidelines for effective remarketing:
Segmentation : Separate your customers into different segments based on their behavior, interests and level of commitment.
Personalization : Remarketing ads or emails should be highly personalized to make them more relevant to the user.
Opportunity : Temporality is essential. Impact users at strategic moments, such as shortly after they abandon the shopping cart.
Special offers : Use incentives like discounts or free shipping to make the offer more attractive.
How you can use remarketing to increase conversions
Now that you have a clear idea of what remarketing is and how it can help your business, let’s dive into some practical tips to make your remarketing efforts even more effective.
1. Define your Objectives
Before launching any remarketing campaign, it is essential that you know what you are trying to achieve. Do you want to increase sales, improve customer retention, or perhaps both? Having clear objectives will help you measure the success of your campaign.
2. Research your Audience
Know your customers and website visitors well. Use analytics tools to understand their behavior, demographics, and interests. This information will allow you to create more personalized campaigns.
3. Use Audience Segmentation
Not all users are the same, so your remarketing strategy should not be either. Segment your audience into specific groups based on behavior on the website, previous interaction with the brand, the stage of the purchasing cycle they are in, among others.
4. Create engaging content
The content of your ads or emails must be relevant and attractive. Use high-quality images, eye-catching headlines, and a clear call to action to motivate the user to make a decision.
5. Limit the frequency of ads
While remarketing is effective, it’s also possible to overwhelm your potential customers if you see your ads too often. Set limits to avoid ad fatigue.
6. Adjust bids based on behavior
If you’re using platforms like Google Ads for your remarketing strategy, consider adjusting your bids based on user behavior. For example, you might be willing to pay more for a user who abandoned the shopping cart than for someone who only visited the home page.
7. Test and adjust regularly
Remarketing campaigns are not a “set it and forget it” solution. It is crucial to regularly review performance and adjust tactics as necessary. Conduct A/B testing to identify which approaches are most effective and adjust your strategy accordingly.
8. Comply with privacy regulations
Make sure you comply with laws and regulations related to user privacy, such as the GDPR in Europe. Inform users about how their data is collected and used and give them the option to opt out.
9. Integrate multiple channels
Don’t limit yourself to a single platform or type of media. Use a combination of display ads, emails, social media advertising, and more to reach your users effectively.
10. Analyze and measure ROI
Finally, be sure to measure your campaign performance with relevant key performance indicators (KPIs). This includes click-through rate (CTR), cost per acquisition (CPA), conversion rate, and return on investment (ROI).
What element is used to create a remarketing list?
To carry out an effective remarketing strategy, you need to create a “remarketing list”, which is basically a list of users who have previously interacted with your platform.
This list is generally created using cookies or tracking pixels that are placed on the user’s browser when they visit your website.
Here are some specific tactics to increase conversions:
Abandoned Cart Remarketing : Send emails or show ads to those users who have abandoned their shopping carts.
Upselling and Cross-selling : If someone has just made a purchase, you can use remarketing to sell complementary products or services.
Customer Loyalty : Use remarketing to keep your current customers engaged, offering them special offers or showing them new products.
A/B Testing : Perform A/B testing to optimize your ads and remarketing emails and improve conversion rate.
Analysis and Measurement : Use analysis tools to measure the ROI (Return on Investment) of your remarketing campaigns and adjust your strategy accordingly.
Remarketing is a tool that, when used effectively, can result in a significant increase in conversions and sales.