Using a Remarketing Strategy to Increase Conversions

remarketing written on sticky note

Let’s say you were shopping on a clothing website. You viewed several different shirts, but left the site without making a purchase. The store wants to make sure you return and purchase those items, so they use a technique called remarketing. This technique allows companies to reconnect with the people who have already shown an interest in their brand through advertising.  


There can be quite a lot to understand about the process of remarketing, so it’s crucial to have a good understanding of it to be successful with this type of advertising. It can become the holy grail for your business’ digital strategy, overall leading to more conversions and a higher return on investment.  


What is a Remarketing Strategy?

Remarketing is a strategy in digital advertising where a company targets users who have interacted with their company online before. These interactions could be from visiting their website, a previous purchase, or interacting with them on social media. These users are then targeted with customized ads using special tracking tools while they browse other sites or scroll through social media. 

The Benefits of Remarketing Ads

It’s wise for companies to display ads to people who have already shown an interest in their products or services, rather than a brand new prospect. By targeting these already interested individuals, the retailer can increase their brand visibility, elevate the chances of conversion, and maximize their return on investment. Utilizing remarketing allows businesses to curate their ads to be specific to these individuals (also known as refined targeting) making the shopping experience more personalized and enjoyable.

Overall, showing ads to an audience that has already shown interest can keep the brand fresh in their mind and make them more likely to buy from the company. This approach can help retailers turn a missed conversion opportunity into a second chance, ensuring they get the most out of their advertising.

Types of Remarketing Campaigns

When it comes to remarketing, there are serveral different options to choose from that have different impacts. Consider where your target audience spends their time online and select the type of remarketing that will reach them effectively. By doing so, you can get better results from your advertising and make the most of your budget. 

Here are the types of remarketing to choose from: 

  • Search Engine: Targets ads to users based on their previous search activity. 
  • Display: Showcases display ads to visitors of a website or app. 
  • Social Media: Reaches users with ads based on their prior interactions on social media platforms. 
  • Email: Sends targeted ads (by email) to individuals who have previously interacted with a company’s online presence.
  • Dynamic: Presents dynamic ads showcasing products or services viewed or searched for in the past. 

Each type of remarketing campaign uses different information and targeting methods to reach customers and get them to make a purchase. Doing so helps make the ads more effective and increases the chances of making a sale. 


infographic of remarketing explained

How Does Remarketing Work?

Understanding the concept of remarketing can be simple; however, nailing down the details can be a bit tricky. But that’s why we’re here. So let’s break it down.  


When remarketing, a company collects information about a user’s behavior on their website or app using tracking tools like cookies or pixels. This information helps the company group users based on their actions and create personalized ads for each group. 


These ads are shown to users as they surf the web on sites within the same advertising network, such as Google Ads or Facebook Ads. The company keeps an eye on how well the ads are working and makes changes to improve their performance over time. By showing relevant, personalized ads to people who have already shown interest in the company’s offerings, remarketing increases the chance they’ll make a purchase. 


Best Practices for Your Retargeting and Remarketing Strategy

Now that you understand the basics of remarketing, it’s time to focus on the details and make your strategy more effective. 

First, it’s crucial to divide your audience into smaller groups based on their actions and interests. By creating personalized ads that address each group’s unique needs and interests, you can increase the chances of engagement or conversions with your ad. This process can be done by showing ads related to products or services they’ve shown interest in.  

It’s also a good idea to try “A/B testing.” This type of testing consists of showing two different versions of your ad to other groups of people and seeing which one performs better. By making decisions based on data and seeing what works best, you can optimize your campaigns and get better results. 


Common Mistakes to Avoid

When coming up with your remarketing strategy, it’s essential to avoid common mistakes that can negatively impact your results. One mistake is over-serving ads, which can make them less effective. To prevent this, be mindful of the frequency and timing of your ads and show them sparingly. 

Another mistake to watch out for is skipping landing page optimization. A poorly designed landing page can lead to a bad user experience and decrease conversions. By avoiding these common pitfalls, you can increase your chances of success in your remarketing efforts. 


person typing on computer with locks

Keeping Customer Privacy Data in Mind

In advertising, keeping your customers’ personal information private is super important. Their privacy information includes things like their browsing history, purchase history, and more. 

To ensure you’re keeping this information safe, you must be aware of privacy laws and regulations. Having this knowledge means knowing about cookies and other ways companies can track people online. Following these laws helps build trust with your customers and guarantees you do business ethically and legally. 

 Another thing- personalized ads can make the ad experience better for the customer; however, it’s vital to ensure you’re still respecting their privacy and not collecting information without their knowledge or consent. 


TPI is Here to Help You with Your Remarketing Strategy 

There are many reasons why a user may fail to follow through with a purchase. They could have been distracted, didn’t find the offer appealing, the offer was beyond their budget, or they might be planning to purchase later. But with retargeting or remarketing, you can keep your brand front and center in their minds and keep providing them with reasons to come back. As a result, they will be more likely to convert, leading to increased leads, sales, and business growth. 

Don’t miss out on the opportunity to take advantage of the power of retargeting ads. If you need help with your remarketing ads strategy, contact us at Thoughtprocess Interactive! We’d be happy to work together to achieve your business goals. 

Categories:Digital Marketing E-commerce PPC Ads Social Media

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