Lets win the customers! Lets not give up on prospects or leads and lets just see this right through to the end. A dynamic marketing strategy should, by all means, have a system of ‘following up’. Its persistence. Simple. Old and cliched, but cliched principles are as good as gold because they are time-tested and true. So let’s strategize to make the conversions happen and for that, learn what ‘remarketing’ is.
Remarketing is the means to reach out to prospective customers who have visited the website, advanced a few steps or evinced a bit of interest but left the advertiser half way through. The advertiser may choose to make himself visible to this visitor by showing him a personalised ad, customized message or making him an offer. This method helps one to connect to the right kind of customers at appropriate moments.
Targeting visitors is fairly simple. The advertiser is supposed to set up a list of visitorsby adding a code from AdWords to the pages of his website or by using Google Analytics (Google Analytics can be linked with AdWords). When net surfers visit the relevant website, they are added to the aforementioned list. Google Analytics give additional information like the surfer’s exact time of visit, technology, his location etc. These prospective customers can be reached out to in due course when they google or visit other websites. The additional data provide by Google Analytics helps in making the campaign more specific and therefore effective.This can be used for both Search Engine Marketing and Display Networks.Remarketing can be customized to suit mobile phone users.An advertiser has the option of showing ads that have been dynamically created to his visitors if he uses a Google Merchant Centre Account.
For the Search Ads and Display Network, the advertiser may increase his purview by developing on his existing set of keywords and by making bid adjustments in accordance to the visitor’s purchase pattern and thereby customize the ads. Suppose a campaign has a set of keywords that is quite implemental in drawing a decent traffic to the website, remarketing can be used for driving conversions. An advertiser knows that an existing customer might make more purchases. In that case, he might set higher bids for these customers and thereby gain a better position and consequently more clicks as well as conversions.
For Dynamic Remarketing, the advertisements are tailored according to the pages visited by the potential customer and the way in which they interact with the advertiser’s website.
For employing ‘Remarketing‘:
- In mobile apps: One must select ‘Display Network Only- Mobile Apps’ while creating his campaign.
- In Display Network: The advertiser must select ‘Display Network Only- Remarketing’ as his campaign.
- In Search Ads: the option ‘Search Network Only- All Features” has to be chosen as the preferred campaign type.
In Remarketing, Google uses:
- Cookies- Google stores a particular number in a net surfer’s browser that is identified with a definite computer.
- Tags- its the fragment of code that an advertiser gets from AdWords. He may add this to his website when he starts remarketing.
- The Remarketing List Definition Rules- an advertiser has the option of defining lists for separate sections of his website by using rules. For instance, in a page that sells chocolates, the advertiser may use the rule ‘ URL contains chocolates.’ an advertiser can create any number if lists without the necessity of adding more tags to his websites.
Its best for an advertiser to link Google Analytics with AdWords because if marketing be considered a game of patience, tact and intelligent moves, then its best to be in the know about what lies on the other side. The advertiser must be prepared to cater to the exact requirements of the customers because these potential customers are but human and every human being has to dealt with differently.
Hence, it is imperative that an advertiser who intends to launch a Remarketing campaign, does his homework.
- He must stress on behavioral segmentation. This studies particular behavioral patterns evinced by consumers. Its is a smart way of segregating a market because it focuses on factors like time specific demands of products, particular customer desires, customer loyalty and rate of usage.
- Segmentation should be followed by targeting. Since a single strategy does not serve all customers, specific strategies need to be devised for different customer groups.
Consequently, its best to befriend Google Analytics in a remarketing campaign.
- Google Analytics provides tools like ‘Traffic Sources’ and ‘Visitor Flow’ that enables one to trace the path taken by a prospective customer to reach the webpage besides telling us what devise had been used to pay the visit. In that case, the advertiser would know exactly where to intercept the prospective buyer. A tool like ‘Traffic Sources’, even helps an advertiser understand how effective his organic search keywords, referrals and customized campaigns are. The ads can constantly be improved as per the feedback obtained here.
- We get a complete understanding of a visitor because Google Analytics paints a true picture of his needs. A tool like ‘Audience Data & Reporting’ tell us practically everything like how engaged he might be, his preference levels and the kind of person he might be. The advertiser would thus know exactly what this potential customer might respond to.
- Google analytics help us gauge the customers who yield the best results. A tool like ‘In Page Analytics’ tell an advertiser how the visitors interact with his websites and ‘Real Time Reporting’ gives an understanding of what is best responded to like what content, tweets or blog posts are most liked.
- Its best if an advertiser stops his ads from appearing on what is considered ‘bad content’. For this, particular site categories have to be excluded.
- One must remarket to ‘quality visitors’ only and therefore do away with customers who’ve bounced or haven’t spent even 10 seconds on the ad.
- List membership duration must be specified because many net users do not clean up the cookies in their computers and the advertiser ends up following them for the whole membership duration of 540 days.
- Retargeting should not be impulsively settled for mostly just 2 % of the web traffic convert on the first visit. An advertiser must thoroughly consider its pros and cons.
- Frequency capping is important because it checks the number of times some-body’s ad appears to a specific person on display network. Overexposure is no good because that is bound to foster disinterest and even irritation.
- Remarketing campaigns should be structured in the sense that an advertiser may have 2 separate campaigns for ad groups with the lists that has been created like for generating secondary purchases or to target unconverted viewers of a specific product category.
ReleaseMyAd is the leading remarketing expert which helps you to effectively turn potential clients to customers in the most effective way.You can write to us in firstname.lastname@example.org or directly on 09038015241.
Author info:Suchandra Banerjee is an English grad pursuing her masters at present. She is currently interning at releaseMyAd and is thoroughly enjoying her time here given that the work is very exciting and edifying. She hopes to put to use the knowledge she is gaining here later on in her professional life. She is absolutely crazy about travelling and loves to read novels when she isn’t writing for us. She hopes to do atleast one-fifth of what her bucket list contains. We wish her all the best with that.