Remarketing is a great way to show ads to visitors who visit your website but don't take any actions, in an effort to bring them back and get them to convert. With remarketing, you have the ability to choose what type of adds to serve visitors depending on which pages on your site they may have visited.
This tactic can be particularly helpful when stretching marketing dollars you are already spending on acquiring new traffic. By spending just a small amount on remarketing, you can drastically reduce your overall cost-per-acquisition.
While there are a variety of people you can target when servicing remarketing targeting ads, some great options are:
Targeting People who Abandon a Shopping Cart or Lead Generation Form
Following up with advertisements that offer bonus incentives to complete a purchase or form submission can be an easy and quick way to convert these customers while simultaneously establishing greater brand recognition with them.
Targeting People who Visit Particular Product Category Pages
Following up with ads that include products or services from the same category can be a great way to get people to come back to your page and make them convert.
Targeting Existing Customers
Up-selling or cross-selling existing customers based on purchase behavior or their seasonal interests can be a great way to leverage existing customer interest in your business to generate more leads. Tying in a social media effort to help turn these repeat customers into full-fledged brand advocates by getting these customers talking to their friends about your brand is another fantastic tactic to employ.
Targeting People Who Have Yet to Visit Your Site
Using search remarketing, you can display ads to users who have yet to visit your site and have searched for keywords that are related to the products or services you offer. This can be an excellent method for expanding exposure of your business to a new audience that is already trying to purchase what you are offering. This tactic works well for generating leads, as well as for branding purposes, as it introduces your business to a relevant audience while providing great ROI.
Exclude Recent Customers
Filtering out recent customers from broadly targeting advertisements is a great way to keep the ROI of your marketing efforts as high as possible. Taking the time to do this will help you market to a more focused group of new leads without engaging in unneeded spending.
While most business know that a good marketing strategy incorporates a remarketing campaign, it can be hard to create an effective marketing plan that utilizes remarketing in tandem with other marketing strategies. If your brand is having these kinds of issues and needs information about how to use remarketing effectively in a broader marketing strategy, download our newest whitepaper: "How to Generate More Leads and Build Brand Recognition in 2014."
The whitepaper will help you learn best practices for each marketing channel as well as how and when each marketing strategy is appropriate for your business. Each advantage and disadvantage for each channel is covered in detail and when you've finished reading you should have a great idea of how to build a marketing plan from the ground up using each marketing channel to supplement one another properly so that you can reach all of your target audience in a way that will generate leads and build greater brand recognition online.