Remarketing – sometimes known as retargeting – is one of the most powerful tools at the disposal of the fully-equipped inbound marketing agency.
But what is remarketing?
Remarketing is basically a mode of advertising that specifically targets website visitors who have engaged with your content before.
Why do you want to do this? Well, for the simple reason that a whopping 98% of visitors to your site do not convert on the first visit. Remarketing, therefore, is a means to reach all these bounced visitors before they forget about you completely.
An inbound marketing agency will use remarketing tactics to display ads to bounced visitors as they browse other sites around the web. It does so by utilising cookie-based technology. This simply means that each time a visitor arrives on your website, a small piece of code (known as a “pixel”) is added to the visitor’s browser, which then “follows” them as they venture off around the web.
As the user then takes a look at other websites, this cookie ensures that they are displayed ads that at the very least reminds the user of your brand, if not actually entices them to click the link and be taken back to your landing page, product page, or any other page on your website that you want to direct them towards.
(Image source: medium.com/@justinbrooke)
The Remarketing “Pixel” Once More
Since the whole process of remarketing relies on pixels, it’s essential that we get our heads around the concept before we continue.
Here’s how ReTargeter describes the process, and also provides the very neat infographic, which we reproduce for your convenience below. So, in the words of ReTargeter:
“Here’s how it works: you place a small, unobtrusive piece of code on your website (this code is sometimes referred to as a pixel). The code, or pixel, is unnoticeable to your site visitors and won’t affect your site’s performance. Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when your "cookied" visitors browse the Web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served to only to people who have previously visited your site.”
How to Convert Bounced Visitors into Customers with Remarketing
Ok, so that’s how remarketing works from a technical perspective, but how do we make it work from an inbound marketing perspective?
Below, we’ve put together a list of tried and trusted remarketing tactics that your inbound marketing agency will be able to put into practice to convert more of those bounced visitors.
Remarketing with Google AdWords
As we’re sure you will imagine, a lot of remarketing relies on the power of Google AdWords.
The first stage when building your remarketing campaign is to generate that special piece of code – the remarketing pixel – and get it (invisibly) embedded into every page of your website.
This, since it involves a certain amount coding knowledge (not too much, to be fair, but many people prefer to leave anything to do with programming to the experts, and we don’t blame them), you may wish to leave to your inbound marketing agency to tackle. If you’re comfortable with code, then you can take a look at the step-by-step instructions provided by Google here.
Once you’ve got the pixel nestled on your site ready to drop cookies into the browsers of anyone who visits, you can (and should) begin to create Remarketing Lists.
(Image source: ppchero.com)
Remarketing Lists enable you to serve different ads to different users who view different pages on your website. For instance, you may wish to target people who visit your product page with a YouTube video, but serve those that read your blog with an image-based ad.
This is all very possible, but it will require that you generate different pixels for each scenario – but creating Remarketing Lists allows you to easily segment them for ease of management.
Alternatively, you can simply choose to target all visitors to your site in exactly the same way (not always advisable, but is sometimes useful when starting out), in which case you place the same pixel on every page.
In all cases, your inbound marketing agency will advise you on the best course to take with your Google AdWords remarketing efforts.
Images, Text and/or Video
The next thing that you will need to decide will be the format of the ad itself.
You pretty much have three options – text, images, or video.
These ads will show up in the Display Network. What’s the Display Network? Take a look at the Google AdWords video below.
According to Google, the Display Network reaches over 90% of global internet users – so you can see the importance of it from a remarketing perspective.
Indeed, with the remarketing pixel embedded on your site, your most targeted ads will be placed specifically in front of your bounced visitors on the Display Network. This means that you’re not advertising to any old Tom, Dick, Harry, Mary, Jane or Mavis – but only to those who have already shown an interest in your content and engaged with your site.
(Display ads highlighted. Image source: wordstream.com)
And that’s a powerful thing. Depending on what users have engaged with, your inbound marketing agency will help you craft specific ads that will help attract users back to your site. And, once there, the whole buyer’s journey will be optimised to close as many conversions as possible.
Google isn’t the only platform on which you can utilise remarketing. Facebook has its own version, and indeed its own pixel – the Facebook pixel.
As Facebook explains:
“The Facebook pixel is a piece of code for your website that enables you to measure, optimize and build audiences for your ad campaigns. Using the Facebook pixel, you can leverage the actions people take on your website across devices to inform more effective Facebook advertising campaigns.”
It works in pretty much the same way as the Google AdWords pixel, only that it is used to promote your Facebook Ads instead.
Here’s an explainer video showing you how it’s done.
Again, you can create different ads to be served on Facebook based on the different actions people have taken on your website. You can also segment these users using the Facebook Custom Audiences feature.
So, for instance, you might define your different audiences for Facebook remarketing using the following criteria:
- Anyone who has visited your website in the past 30 days
- People who visited your pricing page but didn’t convert
- People who watched your product video but didn’t convert
- People who read your blog
Each audience can then be served a different piece of remarketing material accordingly.
Back to You
Remarketing is a powerful tactic. Imagine – you’ve managed to use content marketing effectively enough to draw lots of visitors to your website, but now you can track them wherever they go and serve your most enticing ads to persuade them to come back for more (and more!). Conversions are then only a few clicks away. Your inbound marketing agency will help you with all the technical bits that come with remarketing, and, together you will be able to work out the best strategies to convert more of those bounced visitors.