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How to Use Remarketing Ads To Get More Customers and Keep Them Engaged

August 26, 2022

All eCommerce business proprietors, CMOs, and digital marketing specialists should consider setting up remarketing for their websites. You are too busy to buy this general crap? Here are the super-intense numbers:

  • More than 97% of visitors to an eCommerce website will not buy on their first visit. Only 3% are likely to do so.
  • More than half of the surveyed customers reported no negative feelings about remarketing, and were happy to receive great deals through it.
  • Using remarketing, Tirendo increased its conversion rate by 161%.

Is it time to hop on this high ROI marketing train? Let's dig deep to learn more:

  • What is remarketing?
  • Remarketing vs retargeting
  • Remarketing: Google Ads vs Google Analytics
  • Remarketing ad formats
  • Remarketing strategies for eCommerce

WHAT IS E-COMMERCE REMARKETING?

Using cookies, tags, or email lists, you can advertise a product to clients who have already either shown interest in it or purchased it by connecting with one of the online channels and whose data has been gathered during their initial connection with a company's digital channel.

Confused yet? It's important to note that remarketing and retargeting are usually used interchangeably in most cases. We will use the terms 'big data' and 'data science' interchangeably in this article, but we do know the difference. Do we? As we follow the trend, we will also use the terms interchangeably here. However, we do know the difference. In light of that, we've listed them below. However, even Google uses those words interchangeably, so we aren't about to disagree.

Ecommerce REMARKETING VS RETARGETING:

It's true that remarketing and retargeting are used interchangeably all over the world. It seems like they are identical twins with one egg, providing you with the most precise data, guys. We wanted to verify this for you. Only the results of the research are listed below; if you are a marketing nerd, please pay attention:

Remarketing is a technique used in email marketing to communicate with individuals who have previously interacted with the company in digital formats, such as purchasing a product online.

A retargeting strategy is a digital marketing tactic that aims to persuade previous website visitors or Facebook video viewers to make a purchase.

Ecommerce REMARKETING VS RETARGETING:

To further investigate the idea, we have looked at the Google trends report for 2 keywords: remarketing and retargeting. The chart illustrates the percentage of people who used remarketing keywords in the US and globally over 5 years. Globally, remarketing is less popular than in the US, although both regions display higher percentages of remarketing keyword usage.

Google Trends graph for Retargeting vs Remarketing - USA, 5 years

Google Trends graph for Retargeting vs Remarketing - USA, 5 years

Google Trends graph for Retargeting vs Remarketing - globally, 5 years span

Google Trends graph for Retargeting vs Remarketing - globally, 5 years span

The interesting thing about remarketing in the US is that most of the queries are related to Google ads. However, for retargeting, the two most popular searches are “Retargeting Facebook” and “Retargeting Pixel” (Barnes, 2017).

Retargeting Facebook and Pixel

Some countries, including Croatia, Latvia, Serbia, and Slovenia, have little-to-no usage of the synonymic phrase, except for remarketing. China, on the other hand, seems to be unaware of the term Remarketing but employs retargeting instead, just like Morocco. 56% of respondents in the US said they used Remarketing, while 44% said they used Retargeting.

We also did a quick Google search for the combo of terms used in URLs and here are the results to better understand how the public perceives the topic:

  1. The amount of material dedicated to Google Remarketing has grown, and that is a positive development.
  2. People and marketers seem to associate the term Remarketing with Google rather than Facebook /17,9K vs 9,3K/ and Retargeting with Facebook rather than Google /9,3K vs 7,9K/.
Google search

Summing this chapter up:

It is our hope that we have assisted you to distinguish between the two words. Unfortunately, the entire world has not yet done so. Google included. This is a fairly new word that we are defining and categorizing as we speak. We will, therefore, stick to the idea that remarketing is synonymous with retargeting in this article.

HOW REMARKETING WORKS

Ecommerce Remarketing has several phases. Let’s look at them:

  • An individual interacts with an ecommerce website or a social media platform.
  • Several aspects affect the data recorded by a website using cookies or pixels, but the usual data would include gender, age range, location, pages seen, and offers clicked.
  • Marketers segment those customers into audiences and add them to campaigns based on different criteria.
  • An individual may start to see ads on different platforms that feature the products or items they viewed on social media or the website.

Users leave digital product usage traces when using a brand's digital products, and those traces allow the brand to target such users with highly relevant ads later on.

ADVANTAGES OF USING REMARKETING STRATEGIES

An ecommerce business can utilize remarketing in several ways to help the marketing, sales, and customer service departments, among others. Here are some of the most significant issues we can address with a remarketing campaign.

1. INCREASE BRAND AWARENESS

To raise brand awareness using the Google Display Network is one of the least costly methods. Why not pursue your clients with some more impressions of your products if you want your brand to become the talk of the town or even become recognizable easily. According to the rule of 7, a customer must be exposed to your brand at least seven times before making a purchase. However, a few times is sufficient.

2. BOOST THE CTR

A customer is more likely to click on an ad after being exposed to it a few times. It is human nature to trust something they have seen or heard multiple times. Therefore, you need to make sure that the advertisements your customers have been exposed to have the right message. You must make sure that they are not going to make your brand seem less than trustworthy. For example, if your main marketing message is “buy now and receive huge savings” but your advertisements show “save up to 25% with our amazing offer”, customers will be confused.

3. INCREASE THE LTV OF A CLIENT

Knowing that a client has previously been tempted to make a purchase can make enticing them to do so again simple. Segmenting your audiences allows you to target customers with exceptional precision.

4. RAISE THE CROSS-SELL LEVELS

It's particularly helpful for email marketing in terms of remarketing for those customers who have previously purchased your items. If you know what color, style, or function they like, send them an email with items that match.

5. BOOST THAT ROI

It's possible to use the retargeting strategy to target customers more precisely by segmenting user data down to the finest details. Some marketing channels are less expensive than others, while others are more expensive.

Is there any chance your favorite cafe might greet you with a double espresso extra hot with cinnamon and a freshly baked salted caramel croissant, as usual?

WHERE TO USE REMARKETING?

There are two primary retargeting platforms that marketers and ecommerce businesses can utilize: Google ads on Google Search and the Google Display Network, formerly known as Google AdWords.

Pretty much all Social media channels have their equivalents of ads accounts, that allows users to retarget people who interacted with their business profiles, this way or the other. So marketers have the opportunity to remarket fans or followers. So these are the most popular places you can remarket your ecommerce business.

REMARKETING: GOOGLE ADWORDS VS GOOGLE ANALYTICS

For the marketing beginners and more or less confident users of Google ads and Google analytics:

Setting up a retargeting campaign with Google Ads and Google Analytics is straightforward. Following are the steps:

  1. Create a Google Analytics account
  2. Create a Google ads account
  3. Link Google Analytics with Google Ads account
  4. Segment users based on the actions they've taken while using Google Analytics by setting goals.
  5. Instead of lumping all your website visitors into one group, you can create specific Audiences in Google Analytics to target specific groups of users.
  6. You can create ad campaigns in Google Ads and assign the audiences you created in Google Analytics.
  7. When the number of users you have reached per month reaches a certain level, ads will start showing to the audiences you created.

Congrats! Now you have created your first retargeting campaign.

For advanced marketers:

Google Ads and Google Analytics can both be used to target remarketing audiences, but the measurement and metric options in Google Analytics are more extensive than those in Google Ads. Google AdWords enables you to create audiences using page URLs; Google Analytics, on the other hand, lets you define audiences based on browser, geographic location/country, city, visit duration, and goal completion.

INSTRUCTIONS FOR GOOGLE ADS TAG USERS

It's sad to learn that some companies are limited to using Google Ads remarketing tags to set up remarketing campaigns. This is also rather uncommon due to the limited functionality compared to using a linked Google Analytics account. It's crucial to note that some alterations have been made recently and that a webmaster must pay attention to them. Google Ads tags are now used to collect information:

The Global Site Tag /only needs to be inserted once in the header of your website to start collecting data from each page on your web resource. This tag collects general data, like a unique identifier for a user as well as an ad click data/

The Event Snippet also needs to be inserted into the header of HTML of your website somewhere below the Global site Tag. It will register data like a sign-in to the account, purchasing of the product or browsing a product page.

Those four lines of code inserted into the HTML header determine all the magic in the Google Ads interface. Using the Audience Manager, create a custom audience.

1. Go Tools & Settings — Shared library — Audience manage

2. Choose a source in the left top corner of the third option, then choose Google Ads Tag /remember, this is a limited source of data and we do recommend using Google Analytics if available/.

3. Set up a custom remarketing list

Audience lists — Click the blue circle ‘Create remarketing list’

3. Set up a custom remarketing list

4. Choose custom combination

Choose custom combination

5. Create a custom remarketing list by naming it and choosing a combination of parameters needed /, For example, create a “Non-converters'' category by combining “All visitors” in “each of these audiences” AND “All converters” in “none of these audiences”/.

6. You can now safely create a Google ads campaign and assign this audience to it, now that you have created a remarketing list.

REMARKETING AD FORMATS

Google Ads Help sites the below ad sizes as the eligible ones:

Square and rectangle

  • 200 × 200 - Small square
  • 240 × 400 - Vertical rectangle
  • 250 × 250 - Square
  • 250 × 360 - Triple widescreen
  • 300 × 250 - Inline rectangle
  • 336 × 280 - Large rectangle
  • 580 × 400 - Net board

Skyscraper

  • 120 × 600 - Skyscraper
  • 160 × 600 - Wide skyscraper
  • 300 × 600 - Half-page ad
  • 300 × 1050 - Portrait

Leaderboard‍

  • 468 × 60 - Banner
  • 728 × 90 - Leaderboard
  • 930 × 180 - Top banner
  • 970 × 90 - Large leaderboard
  • 970 × 250 - Billboard
  • 980 × 120 - Panorama

Mobile

  • 300 × 50 - Mobile banner
  • 320 × 50 - Mobile banner
  • 320 × 100 - Large mobile banner

Acceptable formats are JPG, PNG, GIF and the size should be up to 150 KB.

How To Remarket To Your Customers Strategically

When creating your remarketing emails, the most crucial thing to remember is which kind of email would recapture a customer best, given what they already purchased. With remarketing, you can customize your email based on your customers' previous activities. All you have to do is decide what type of email you want to send.

Analyze Customer Behavior

Understanding why your customers stopped buying is half the battle in your remarketing campaign. These are some of the more common reasons:

  • Maintaining awareness of industry trends by monitoring your competitors' value-added strategies is a better alternative.
  • Your competitors are indeed offering a cheaper price. In this case, you either need to match/lower your prices or add value to your product.
  • Your customers no longer require your product or service. This is the time to advertise the supplementary products/services you provide via email.
  • Their prior customers were irritated by pushy advertising. Send out announcements, but don’t bother people. A successful remarketing campaign requires an automated email schedule that reaches out to previous customers appropriately. If one customer isn’t interested, assume another will be.
Analyze Customer Behavior

Personalize Your Email

Customers will only pay attention to the subject line and email copy if you effectively engage them. Here are some quick tips and best practices for email personalization and writing persuasive copy:

  • Use their name. Using the receiver's name  can increase open rates from 40% to 100%.
  • Put your offer in the subject line. Customers won't click into an email if they don't see a reason to. Give them a reason to open it.
  • Personalize organically. Think carefully before you agree to be added to someone's spam list. Your email should feel like a conversation rather than a sales push.
  • Upsell and cross-sell. Customers who have already purchased from you are likely to purchase again, provided that they had a positive buying experience. Cross-sell them with free products, or upsell them with the next best item based on their last purchase.
  • Test your email. It's common to have to try a few times before you get it right. Try out different subject line CTA phrases, email copy, and personalized options.

In this article, we’ll examine how retargeting can improve sales for your eCommerce business.

E-COMMERCE ADS REMARKETING STRATEGIES

Let's now dive into the nitty-gritty of retargeting and discover the most effective retargeting strategies that have been created and tested by practitioners.

- TAILOR YOUR ADS TO YOUR REMARKETING STRATEGY FOR ECOMMERCE

The visuals you use in ads are the anchors that catch customers' attention. Whatever words you use in your ads, the message is conveyed by the visuals.

When creating remarketing ads, you should consider both the copy and the visuals and tailor them to a specific audience. If you are trying to increase brand awareness or LTV by upselling to converted customers, consider adjusting your offer accordingly if you are retargeting non-converters.

- USE RESPONSIVE ADS

By default, most ecommerce websites are mobile-first. Therefore, all advertising materials should be as well. An ecommerce business owner should not intentionally halve the effectiveness of an advertising campaign by focusing exclusively on desktop exposure. In addition to mobile traffic accounting for over half of all traffic in 2018, mobile traffic is definitely on the rise.

- BID ON LISTS THAT ARE MORE LIKELY TO CONVERT

It is as simple as it sounds.

A consumer who has gone all the way to the shopping cart or added a product and abandoned the cart for some reason is likely to return to your store to finish the purchase if they have shown a lot of interest in your product. Consumers who viewed your home page and left without staying are not very interested, and therefore should be targeted with low budgets and frequent exposure.

- USE RLSA FOR GOOGLE ADS REMARKETING STRATEGIES

RLSA (Remarketing Lists for Search Ads) has been beneficial for all kinds of eCommerce because of several reasons. We adore using them for two reasons:

You can gather information on customers with certain characteristics by using the observation mode with a 0% bid increase. An Ad group can be created by associating an audience of users who visited a specific webpage on your website with a 0% regular bid and marking it as an Observation.

Why?

You can monitor the performance of users who have visited specific pages on your site in this case. If you notice that their CPC rates are higher, you can bid higher for them.

How?

Google Analytics: Admin — Property View — Audience Definition — Audiences — New audience. Set parameters. Google ads: Ad Group —

Choose the relevant ad group — Audiences — pick the one you have created in Google analytics — choose Observation.

You can retarget only those people who have taken a specific action on your website at a specific time and increase their bid by using the second method. Here, it is advisable to use Targeting rather than Observation.

There are several ways to utilize RLSA other than the ones listed above. You may use this feature to reduce your CPC by using more generic keywords in such campaigns, provided that it is OK. You are only targeting individuals who are already interested in your product with RLSA strategies. Using competitor keywords is also a viable option.

- CHANGE YOUR AD FOR NON-CONVERTING AUDIENCE MEMBERS

Segmentation helps you monitor, predict, and improve your campaign performance by analyzing and segmenting your audience into smaller groups. The more granular your segmentation, the better sense you will have of your customers' needs and desires. It is also one of the basic retargeting housekeeping rules to make sure you categorize non-converters and send them a customized message.

At this point in the customer journey, educational, awareness-building messages about the benefits of your brand might be the perfect voice, rather than more aggressive messages for people who abandoned their carts or spent a long time on your product pages.

PERFORMANCE OPTIMIZATION

When trying to increase KPIs through retargeting optimization, paying attention to the following aspects of the retargeting process is worthwhile:

  • You must create the right audiences to be able to track customer behavior and adjust bids accordingly.
  • You can fine-tune and experiment with your developing strategies, whether you choose manual, enhanced, or automatic bidding. At different stages of your company's development as well as for different campaigns and audiences, all three may be beneficial. Ensure that you carefully monitor the sources that deliver the greatest results, and keep tweaking your bids on Google Ads' multiple levels.
  • You should consider your KPIs when determining your budget. If you are new to the game, you should experiment with various strategies on a limited budget. However, if you have an unlimited budget, you must meet certain KPIs, such as CPA. It is best to have an unlimited budget if you plan to grow fast—as long as the cost of the lead is still profitable.
  • We've all been waiting for that skip button to appear on a YouTube channel, because ads are so obtrusive. It is crucial to keep the advertisement frequency limited to five to seven advertisements per day in the short term to avoid negative brand association and achieve higher CPCs. Also, for campaigns lasting more than 30 days, lowering the frequency of exposure along with reducing the cost per click is worthwhile.
  • A/B testing your ad copy and visuals is a simple and routine procedure, but switching solely to visual ad variations can yield huge CTR improvements. It's critical to conduct a number of A/B tests for your campaign, so that you can use them again and again. It's not surprising that professional product photography has a significant impact on conversion rates.

Retargeting Strategies That Boost Conversions

You must consider retargeting from the standpoint of your company when deciding which social platforms to use. It's not a one-size-fits-all strategy. Your message may be perfect, but you may have chosen the wrong platform to deliver it. It is important not to become demotivated by any delay in ROI, but to alter your strategy as you go. Here are some suggestions that should help you achieve the results you desire a bit sooner.

a. Focus On A Custom Audience

Targeting is beneficial to both parties in this conversation, as it will save money while also increasing the likelihood that your audience will listen. Before you take any action, ensure that your targeting is correct.

You may want to further customize your retargeting list, even if you already have one. This is beneficial if your site receives a large amount of traffic. You can retarget customers who visit your site more than once, add items to a wishlist, or bookmark a page, for example. You can retarget them with ads via email if they abandon their cart, as you know their purchase intention was high. However, you must first acquire their email address to do so.

b. Capture Their Email With Memberships

How do you get consumers to sign up for your site before making a purchase? By incentivizing their registration. Though it is always advisable to offer an opt-out option, you can decrease the number of people who opt-out by making your subscription pitch irresistible. Here's Barnes and Noble's approach:

Capture Their Email With Memberships

When consumers provide their email addresses, you can begin reaching out to them (as long as it remains relevant). Here's how Best Buy retargets customers who have left their shopping baskets:

Buy retargets customers

c. Incentivize A Purchase

An eCommerce business can increase value by providing an incentive; coupons, free shipping, or buy-one-get-one-free specials, for example. A consumer might exit before buying for several reasons, so add value to your eCommerce business by offering an incentive. It is crucial to ensure that the ad catches the eye and draws viewers back to your website. Make sure the ad reflects your brand, that the text is concise and to the point, and that it always links back to your site. Here's how Zooji.com used a popup:

Incentivize A Purchase

Retargeting And Remarketing Are The Key To ECommerce Growth

Being meticulous when evaluating your remarketing and retargeting efforts is the key to success for your company. It is the least expensive, the most profitable, and maintains your company's reputation by knowing how to address the right individuals. A large quantity of traffic to a website doesn't necessarily mean a high conversion rate; rather, it may signal a bigger problem. CRO, the solution, is what you need in this scenario. Remarketing and retargeting are the most important factors for driving new sales and keeping the ones you already have. These two tactics will make the most out of your marketing budget and provide the most value for your company.

To get the most out of these two strategies, you need to make sure your website is designed for conversions. Retargeting only works if your site is set up in a way that makes it easy for your visitors to make a purchase. A/B testing is essential when you’re designing your website. You need to make sure that everything on your website is working towards a goal. The goal might be a purchase or it might be lead generation.

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