In the ever-evolving realm of digital marketing, one strategy that has gained tremendous prominence is remarketing, offering businesses an innovative and cost-effective way to reach their target audiences.
Remarketing is a digital advertising solution that has gained immense popularity for its ability to reconnect with users who have previously interacted with your website or mobile app. Often referred to as retargeting, it is a powerful technique that can significantly enhance your online presence and boost conversions.
The primary goal of remarketing is to re-engage with potential customers, reminding them of your products or services and encouraging them to complete a desired action. It’s a powerful tool that can significantly increase conversion rates and ROI. Remarketing keeps your business fresh in the visitor’s minds and reminds them of the value you offer, you can even encourage sales with discounts as part of your remarketing campaign.
This engagement occurs by strategically placing adverts in front of these past visitors when they browse Google or its partner websites. One remarkable benefit of remarketing is its ability to boost conversion rates. When users see your adverts repeatedly, they are more likely to take action, such as making a purchase or signing up for a newsletter. This increased exposure at a crucial time in the potential customer’s purchasing journey leads to higher conversion rates, ultimately driving more sales.
Remarketing is also incredibly cost-effective, targeting an audience who already knows about your brand and has shown interest in your products or service offering makes remarketing a very efficient way of optimising your advertising budget – a precise targeted strategy that reduces wasted resources.
Remarketing works in a similar way to affiliate marketing, remarketing uses a browser’s website history to serve adverts that are most relevant to them – with the focus on drawing users back to your website.
By using the cookies users pick up while browsing, it is possible to identify which pages and products have been viewed. This can then be used across advertising spaces on a whole host of sites. Even if the site you are currently viewing is of no relation to a previous page view, you could be enticed back to complete a purchase.
Remarketing your business to re-engage with interested parties can also help you close a sale. According to the Baymard Institute (2021), 69.57% of online shopping carts are abandoned, that’s 70 for every 100 potential customers will leave without purchasing. How much would your revenue increase if you were able to address this trend?
Remarketing can help, with 54% of shoppers purchasing products they’ve previously left in shopping carts if those products are offered at a lower price via remarketing coupon codes. For example, when a pair of shoes is viewed on an online store and the user navigates away, the product, or ones similar can appear on websites the user visits later. When the user checks their email or social media account, they may be served the adverts showing the products viewed or nearly bought and/or an associated offer.
This is the essence of remarketing – reminding users about products they have looked at in a bid to close a sale or enquiry. This can make a significant difference to your conversion rates, but the benefits are not reserved for B2C online shops, B2B websites can also take advantage of this strategy.
Within the realm of B2B enterprises, where the decision-making process within the target audience tends to be intricate and lengthier compared to B2C scenarios, retargeting presents a valuable chance to steer the target group throughout their decision-making journey. This strategy enables companies to sustain a prominent presence in the minds of prospective clients where the purchase of high-value products or services is being considered.
Remarketing can be used for any PPC campaign; however, its effectiveness may vary depending on your target audience and goals, the persuasiveness of the copy, and the clarity of the call to action. It works incredibly well when the potential customer is embarking on an educational journey, looking for the best price, researching new products, and with high-value purchases where the buyer is less likely to purchase immediately from the first website they visit.
Key scenarios for remarketing deployment: cart abandonment, abandoned registration, cross-selling and upselling, seasonal promotions, and lead nurturing.
These scenarios perfectly lend themselves to the deployment of remarketing strategies, you’re not only reaching the right customers, but you’re also reaching them at the right moment.
Piranha has a wealth of experience planning and implementing highly successful Google Ads and pay-per-click (PPC) campaigns and utilising remarketing as part of integrated digital marketing strategic campaigns. We analyse user behaviour across client websites to segment visitors based on their interests and interactions and craft compelling adverts that grab the user’s attention. Piranha can help you determine your advertising budget and implement a successful bidding strategy, with Piranha at the helm, you will be able to control your spending whilst maximising your reach.
Piranha’s use of remarketing as a dynamic strategy can breathe new life into your marketing, and help you reconnect with those ‘swing voters’ as the politicians might refer to them. Remarketing is a potent tool, utilised professionally by a remarketing agency it can significantly benefit your business, providing a substantial return on investment.
Give Piranha a call and we can help you reconnect with your audiences, enhance your online presence, drive conversions, maximize the ROI, and ultimately drive sales.