Are your remarketing campaigns falling short of expectations? Unfortunately, you're not alone. Remarketing holds immense potential to re-engage previous website visitors and drive conversions.
However, it's all too easy to stumble into common pitfalls that undermine your efforts. But fear not! In this article, we'll unravel the secrets to transforming lackluster remarketing into a powerhouse strategy that delivers remarkable results.
So, fasten your seatbelt and get ready to unlock the true potential of your remarketing campaigns by exploring the top five mistakes you should avoid. Get ready to captivate, convert, and conquer the realm of re-engagement marketing like never before!
Consider Excluding Recent Buyers From Your Campaigns
It may seem obvious that customers who have just purchased a product or service would not want to buy it again immediately but you would be surprised at how many people make this mistake. It's not uncommon for companies to target potential clients (or shall I clients in this case) with advertisements for something they have just bought.
In general, when running marketing campaigns for most business-to-consumer (B2C) businesses, it's safe to exclude customers who have made a purchase within the last seven to 14 days, unless the goal is to cross-sell.
To provide the best customer experience, it's important to consider the time it takes for customers to consume your product or service before they are likely to make another transaction. The length of this delay can vary depending on the category of the product.
Factors such as seasonality, the location of your target audience, and the desired return on investment will also influence how frequently you should target repeat customers.
Let's say you're selling a high-end camera to photography enthusiasts. After someone purchases your camera, they may not be inclined to buy another camera immediately. Instead, they might spend time exploring and mastering the features of their new purchase.
In this case, it would be advisable to exclude recent camera purchasers from your marketing campaigns for a certain period, as they are unlikely to be receptive to buying another camera right away. However, you could still target them with complementary accessories or advanced photography courses that enhance their camera experience.
The key is to understand the consumption cycle and the typical time it takes for customers to fully utilize and exhaust the benefits of your product before considering another purchase.
Remarketing is commonly associated with short-term strategies targeting users who have abandoned their shopping carts or recently visited a website. However, it is also viable to retarget users who haven't visited the site for up to a year.
Amidst the focus on acquiring new customers, the importance of nurturing customer loyalty is often neglected. It is crucial to consider consumption patterns and seasonality in order to effectively do so.
For instance, imagine you provide a subscription-based meal kit service. If a customer has recently signed up and received their first few meal kits, it is important to consider the typical consumption patterns and renewal cycle for your service.
Understanding these factors will enable you to plan your remarketing efforts accordingly. You can anticipate when the customer is likely to finish their current batch of meals and when they might be ready to order again. By aligning your remarketing campaigns with their expected renewal timeframe, you can effectively remind and incentivize them to continue their subscription with enticing offers or new recipe options.
By tailoring your remarketing strategies based on the consumption patterns and renewal cycles specific to your industry or product, you can optimize your efforts to maintain customer engagement and encourage repeat business.
Pay Attention To Scaling
Before assuming that there is a large audience for remarketing, it's important to analyze your site analytics data and other channels to determine the number of monthly repeat visitors. This will help you estimate the potential traffic available for your remarketing campaigns, especially in terms of paid search.
Scaling your marketing initiatives is crucial, and sometimes you may discover that the volume for remarketing is actually small. In such cases, consider extending the remarketing window beyond the typical 30 days to 60 or even 90 days to gather a larger audience.
While Google Ads typically requires a minimum list size of 1,000 users, it's important to consider your click-through rate (CTR) and conversion rate (CVR) to determine an appropriate threshold. For instance, if you typically have a 5% CTR and a 2% CVR, 1,000 impressions will only result in 0.5 conversions. To achieve more impactful results, you may need millions of impressions to gather a meaningful number of conversions, such as 10.
By understanding the size of your remarketing audience and setting realistic conversion goals, you can optimize your campaigns for better effectiveness and results.
Leverage All Channels
Remarketing on search targets all users who have visited your website, regardless of the channel they came from. This includes those who saw display ads, engaged on social media, arrived from email blasts, or came through organic search and direct visits.
It is important to take into account the messages that people have already seen and build upon them in your remarketing efforts. This means considering the previous interactions and touchpoints users have had with your brand across various channels.
For more advanced strategies, if your scale allows it, you can create separate remarketing campaigns based on specific channels or groups of channels. This approach allows you to tailor your messaging and targeting more precisely, ensuring that you are effectively reaching and engaging with your audience based on their previous interactions.
By leveraging these remarketing tactics and customizing your campaigns based on channels, you can enhance the effectiveness of your marketing efforts and deliver more relevant messages to your target audience.
Poor Audience Segmentation
One of the biggest mistakes marketers make in remarketing campaigns is failing to segment their audience properly. Your website visitors are not all the same, and treating them as such can lead to less effective campaigns.
Segmenting your audience based on their behavior, interests, and demographics allows you to deliver more personalized and relevant ads. This, in turn, improves engagement and conversion rates. Take the time to analyze your audience and create meaningful segments that align with your business goals.
Let's say you run an online clothing store. Instead of treating all website visitors the same, you can segment your audience based on their behavior and preferences. For instance, you can create segments such as:
Cart Abandoners: These are users who added items to their shopping cart but didn't complete the purchase. You can target them with personalized ads that offer discounts or incentives to encourage them to return and complete their purchase.
High-Value Customers: This segment includes customers who have made multiple purchases or have a high average order value. You can create ads specifically tailored to their preferences, showcasing exclusive offers or rewards to nurture their loyalty.
New Visitors: This segment consists of users who are visiting your website for the first time. You can use remarketing to retarget them with ads that introduce your brand, highlight popular products, and provide incentives for their first purchase.
Product Category Interests: Segmenting based on specific product interests allows you to deliver highly targeted ads. For example, if a user has shown a preference for athletic wear, you can retarget them with ads featuring new arrivals or promotions related to that category.
This way, you can deliver more personalized and relevant ads that resonate with their specific needs and interests. This level of customization increases the chances of engagement and conversions, ultimately driving better results for your remarketing campaigns.
In conclusion, running successful remarketing campaigns requires avoiding these common mistakes and implementing effective strategies. Learn from past errors, adopt the right strategies, and witness your remarketing campaigns drive conversions and deliver a higher return on investment.
Remarketing is a powerful tool that, when utilized correctly, can significantly boost revenue and fuel business growth. So, take the opportunity to optimize your remarketing campaigns and re-engage with potential customers to drive success in your marketing endeavors.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.