As business owners are often aware, it can be a better option to go for repeat business and target customers who have already visited your website instead of trying to win new business. It costs less to get past customers to buy again or use your service again than it is to convert new customers.
After all, your customers use, or have used, your company for a reason. They’ve used your company because they like the way you operate and/or like the product or service you offer. It therefore makes sense to keep wooing them, to keep your brand familiar to them, and at the forefront of their minds. Show them what your business has to offer and how you can help them to resolve a pain, a frustration, or a problem.
This is where Google remarketing comes in. Google Analytics allows you to deliver targeted ads to users who have already used your website or mobile app. These ads are shaped by user behaviour – what the user did when they visited your website. For example, did a user look at the product pages without adding any items to the cart? Did they make a purchase? Did they add to the cart and not complete their purchase? Or did they make a purchase straight away without really browsing the site?
This information is important. For those users who didn’t make a purchase, through remarketing you can retarget to them with ads offering discounts for those products. For users who did make a purchase, perhaps you could recommend related items to them? This is a particularly good method for sales processes which are long and time-consuming and helps to raise your brand’s profile online.
In 2017, WordStream carried out a study into remarketing and the results it generated. According to the study, remarketing helped them to increase repeat visitors by 50% and conversions by 51%. This is an example of the power of remarketing to boost repeat business.
It’s simpler than it sounds. Remarketing works by placing cookies on the website visitor’s computer when they fit the criteria. Their cookie ID is added to your list and you can remarket to that visitor. You can segment your visitors by traffic source and website behaviour. When your remarketing campaign is set up, those website visitors will see your ads while they browse the web.
Though you pay for remarketing (the ads are cheap to run), the amount you pay is nearly always worth it when you consider the potential boost to your brand and bottom line through repeat business.
According to figures from SEMrush, approximately 90% of people visit a website and leave without converting (for example, making a purchase). Remarketing allows you to stay in front of those people who visited your website and left without converting. But you can also stay in front of those customers who did convert, vying to win their repeat business.
For customers who have already converted, you can use remarketing to upsell or cross-sell. To do this, you can create customised remarketing lists to promote related products. These customers are already familiar with your brand, your website, and what you offer, so they are more likely to convert a second time. This is how you can use remarketing to boost your repeat business. If you need to increase your sales and revenue, customer and client retention should be a focus of your marketing efforts.
There are different types of Google remarketing campaigns you can run. The standard or generic campaign allows you to show ads to website visitors across the Google Display Network. A dynamic remarketing campaign also you to show ads to past website visitors in the same way, only now, you can show them the exact products they viewed on your website during their visit. We run dynamic remarketing campaigns for some of our estate agent clients, chasing their website visitors with ads displaying properties they have previously looked at.
You can also set up video remarketing campaigns (which target visitors to your video platforms) and email list remarketing. In addition to Google, Facebook offers many possibilities when it comes to remarketing, and you can run ads on Facebook to help grab the attention of people who visited your website.
Make sure your ad is highly relevant to what you know visitors are looking for to encourage them to visit your website. For example, you can display a discount to them. If you’re looking to raise brand awareness, you can create ads that achieve this by targeting your visitors over a period of days, weeks, or months – and you can track outcomes through normal conversion tracking.
…it gives you another chance to convince people to convert and buy from you. Indecisive customers can be lured back – they initially had an interest after all – so they could end up buying for the first time or repurchasing. Make sure your ads are targeted and tailored to your customers, and you’ll get another chance to close the deal.
The Art Division blog aims to entertain, engage and share our digital marketing expertise with our current clients and prospective customers. For more information about how Art Division can improve your digital marketing, contact us today.
Tags: Digital Marketing, Estate and Letting Agents, PPC, Remarketing