The point of an Internet marketing and advertising campaign is to get conversions. The term means the potential client that visits a site for the first time, either through redirection or through a Google search, likes what they see and then buys something or books services, thus producing revenues for the professional that owns the site. All techniques implemented during the construction, update and maintenance phases of every business site, like search engine optimization, constant content management, pay per click advertising, keyword and key phrase optimization and all sorts of analytics and statistics, are aimed towards maximizing the conversion rate, i.e. the number of potential clients that become actual clients.
Even the best-selling site in the world cannot get 100% conversions. This is quite impossible. There are a lot of aspects that contribute to this impossibility all of which can be surmised into the different circumstances and conditions that govern each search by each individual. This in no way means that a potential client that visits a site and does not convert must be considered as a lost case. In a world that thrives on competition, those potential customers can in fact be considered as an “ace up the sleeve”. How? This is where remarketing comes in.
Remarketing Cheat Sheet
The intricacies of remarketing
The concept says that the professional who did not get a conversion out of a visitor to their site needs to re-introduce themselves to this visitor. Using a number of tools to produce a list of who visited the site and did not buy a product or book a service, the professional can target a campaign to address the needs of these people on a concept that wants them to return to the same site in the future and convert.
This is easier said than done. The tool used must not only provide a list of visitors. It must also provide information about what these visitors checked during their browsing, whether the site was accessed through a PC or a mobile device and any possible follow-up searches that were done after the visitor left the site without converting. This kind of information is crucial to fine tune a set of parameters which will maximize the chance of these visitors returning to the site and becoming satisfied customers.
Remarketing in addition to regular marketing and the constant search for new clientele is the new staple of maximizing the revenues produced by selling products and services through an internet site.
The remarketing cheat sheet
It may sound as devious but it is no more than the list of steps that should be taken to maximize the productivity of a remarketing campaign. Search engine optimization has its own cheat sheet, Pay per Click has its own and there is no reason to consider that remarketing would not have one of its own. Here it is:
Strategy
Who would you address? Every visitor that did not convert? When? Visitors that checked a specific page? Those that asked for a product or a service that you did not have available at the time? This is the first decision that has to be made. It is required to correctly configure the parameters of the remarketing tool that you will use.
The decision does not have to be a single one. You can initiate multiple remarketing campaigns each one targeting a different group. It may take longer to configure all of the campaigns but it may worth a lot more than one generalized campaign.
The remarketing code
This actually places a remarketing tag on your site. You need to create a new one for the first time and then define lists based on selections after the first remarketing tag has been placed on your site. If you decided on multiple campaigns, each of these campaigns must have a different list defined.
Configure the tag
Information like list names, tag description and membership duration must be inserted into the appropriate tool boxes to properly configure the tag. It could be pivotal to the success of the campaign to have this information well thought over beforehand.
Link the tag to the code
This will allow access to the remarketing campaigns.
Link the code to the pages
According to the strategy you have devised on step 1, you need to attach the remarketing code to every one of the pages. Start with the new ones since you are probably most interested in promoting them first.
Begin the online campaign
Every tool should be able to navigate you to an option with a label that reads “all online campaigns” or something similar. Enter a new campaign name and make sure to include “remarketing” before you create it.
The ad group
A new ad group should be created within the campaign of step 6.
Fill in the ad group
Text and images are the most important feature of every ad group. You cannot insert only text or only images. For best results you need to include both. Make sure you follow the directions about the image sizes.
Link the code to the group
The last step is to include in the configuration file of the ad group the remarketing code or codes of step 2.
This cheat sheet includes the basics that are applicable in a remarketing campaign. For a complete coverage of all possible accesses involved there are different tools to be used for social networks and / or mobile devices. All of them should be used for any remarketing campaign to produce the maximum results. Depending on the tool you use, you may be provided with more options like targeting specific age groups, specific gender, price ranges, etc… It is strongly recommended that you browse through these options and click on those that may provide you with even more specific audience targeting.
Remember to use the statistical and analysis information provided by the remarketing tool you will use to provide you with the effectiveness of your campaigns. This information is invaluable when it comes to tweaking your parameters so that your online campaigns bring you the maximum amount of revenues.
While most or all of the processes described so far may be free of charge, some of the tweaks may require you to pay something. All the good tools will provide you a cost to effect ratio. The records show at this time that remarketing campaigns cost very little and can provide very much. As far as advertising goals go, this should be considered as a very profitable deal.
Why go through all the above?
Some may question the necessity of implementing a remarketing campaign. Some others may question the importance of its results. Others may consider the idea as a waste of time and effort. Let’s talk a bit about what you stand to gain out of all this.
Your sales policy
One of the major issues that prevents people from converting is the price you are asking for your products or your services. A good remarketing tool will show you if you are too expensive. This will allow you to change your sales policy which in turn will get you more conversions from the newcomers.
It is understandable not to sell a Ferrari at the price of a Ford. It is also understandable not to undercut quality in favor of more revenues. But it is advisable to slightly modify a sales policy to accommodate more customers.
Wider reach
The point of the exercise of selling through the internet is to reach the wider audience possible. Campaigns that target new customers, no matter how well configured they are, can reach a maximum number of people. Through remarketing you can increase this number and reach a wider audience. The wider your audience the better your chances are for conversions.
Specific goals
When you know that there is a certain amount of people out there who are looking for something very specific, you can address their needs with a new line of products or services. Reaching to those that have already asked for this line and did not get it in the past is a sure way of getting them to come back to you and convert.
The same stands true if you are in a bit of a bind and need some revenues fast. There is always a number of potential clients that do not buy the first time around waiting to see if you are professional enough to get back to them. This in no way makes you a beggar. If you configure your remarketing campaigns properly it will show your potential clients that you care about their business and that you do not consider them as “small fish”.
Timing
This is probably the greatest asset of a remarketing campaign. The ability to become visible to a potential client at the exact time they are more likely to buy products or book services. Keep in mind that the vast majority of internet searches look for a fast solution. If they find what they need right away they will not look any further. And at that exact time they will choose the visible option.
A good timing also provides another advantage. When you address the needs of a customer at the time they actually need you to, then those customers become loyal and provide you with a steady stream of revenues. Furthermore, you get recommended to friends and family who may not have access to the internet. This provides you with even more clientele and even more revenues.
While this may be true for both new and old customers alike, a remarketed customer statistically remains loyal for a longer period of time and provides you with more referrals than a customer who got what they wanted the first time around. And this probably is worth more than any marketing or remarketing campaign and its costs.
Conclusion
The world is changing into borderless commerce. Professionals that want to see their businesses grow cannot limit themselves any more to the confines of their immediate vicinity. Even if this is how a business started, it does not mean that it has to remain there. Especially since the competition in every field keeps mounting up and more and more companies seek for a percentage of the pie.
You may think that having the option of beating the competition through quality and professionalism is enough. However, this may only be true until a competitor comes along offering the same or even better levels of quality and professionalism. While these must always meet specific standards, it is probably a better idea to create a larger pie than try to satisfy everyone with the same one.
Remarketing gives you the option and the possibility of augmenting the pipeline of your clientele. The remarketing cheat sheet provides you the means and the way of doing so. As always it is a cost to result proposition. Can you honestly say that by not implementing the directions of the cheat sheet you will not be provided with a much greater result?
If you’re ready to increase your business, this is the go-to option. So get in touch with us today to see how remarketing can help your business grow.
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