Create Relevant Ads (That Your Audience Even Likes)
Remarketing / rēmärkədiNG / another term for retargeting / noun:
when an entity communicates to an audience with whom they have had a previous interaction.
If you have ever viewed products on Amazon.com, you have experienced remarketing. Ever notice how after viewing a product on Amazon, later when you are on an unrelated site, you see a banner ad with that same product on it? That is one form of remarketing.
If a company creates ads that target a specific audience because the people in that audience have:
- visited the website
- watched a video
- read an email
- viewed a product
- added a product to their shopping cart without purchasing
Then that company is using remarketing. And they are probably getting a response. In this article I explain the why and how.
Why Use Remarketing?
Perhaps it’s obvious to, but I’ll make a case for it. I could pull up stats to show you how effective remarketing is, but to me it’s common sense once you realize what’s possible. So instead I’ll illustrate its effectiveness with an analogy.
Suppose you have a 5 bedroom house full of furniture, you need to move across town tomorrow, and can only afford to pay movers with pizza. Since no moving company accepts pizza as payment (that I know of – there’s a great business idea for you), you will have to call on other people to help.
Do you expect you will get a better response for your plea for help from a complete stranger, from neighbors, or from close friends?
Probably your close friends will help with no pizza involved (at least, they won’t tell you that).
Probably some of your neighbors will help you, especially if you’ve been neighborly, but the pizza will certainly help.
Complete strangers might think you are really strange for asking; your rejection rate will be high. Of course, you will find a good Samaritan or two, but I’d be willing to bet they have an ulterior motive that starts with a baked pie of cheesy, tomato, goodness, and ends with heartburn.
All this unnecessary analogy aside (except for the pizza part), remarketing is simply focusing your efforts to build a relationship with the part of your target audience who already know a little bit about you.
Remarketing can improve the responses you get significantly (OK, I caved. Here are some stats):
- Your audience is going to respond better because they have already expressed some level of interest.
- Your advertising is going to be less expensive (between 2x – 100x less expensive), because you aren’t competing for the same attention as competitors or other advertisers.
- Your audience is 3x more likely to click on ad, and 4x more likely to convert.
- The more your audience sees your ads over time, the more likely they are to click through. (Just don’t be annoying!)
- 30% of buyers enjoy receiving remarketing ads because they are relevant and remind them of what they were thinking about before. 30% might sound low, until you remember we’re talking about ads here. Except for the Superbowl, when was the last time you heard that 25% of buyers enjoyed an ad?
- 59% of buyers feel neutral about remarketing ads, and only 11% feel negative.
That’s what I mean when I say you can create ads that are relevant, and even liked by your audience.
If your first ad wasn’t trying to sell anything, but instead entertain, connect, tell a story, or provide helpful information to a cold audience, they are much more likely to enjoy it. Then by remarketing to them, you can tell more of your story, introduce your product or services, etc.
The Most Effective Strategies To Implement
Perhaps the simplest way to set up remarketing is on Facebook. Run an ad campaign with video views as the goal. When it’s done, then you can run a new ad campaign with a new ad, and instead of targeting a cold audience, target the ad to people who watched a certain amount of your first video. For example, if your first video was 3 minutes long, you could tell Facebook to show the new ad only to people who watched at least 30 seconds of it (or 5 seconds or 2 minutes – you can customize it).
This strategy could be used in many scenarios; if you’re in a band you could run an ad of your music video or of a performance, then remarket people who watched it with an ad about an upcoming performance in the area or the release of a new album. If you’re running a non-profit, you could run a video telling your story, or the story of someone you serve, then remarket to people who watched the video with a new donor campaign. You get the idea – the first video could be enjoyed by most people, while the second contains a bit more of a “pitch”, if you will.
Shopping cart abandonment
This is the one of the most effective kinds of remarketing for e-commerce companies – following up with people who have added products to their cart, but have not checked out. The % of shopping carts abandoned with goods in them is very high. Some stats show it’s over 70%. Only 8% of people who leave their cart return to complete their purchase late… However, it has also been shown that if you use remarketing, it increases the return rate by more than 3x (from 8% to 26%). Ads that offer someone a discount for products they were just viewing is a powerful way to re-engage and get them thinking about the purchase they didn’t complete.
Imagine if you could trigger a series of 2-4 emails (to a current email subscriber) who visits a certain section of your site. For example, if they go to a page to read about a particular kind of service you offer, you could automatically trigger a short email sequence to them, going more into depth about that particular service and encourage them to contact you for a free estimate or a free consultation of their specific need.
Think like it’s email marketing
One thing that’s powerful about email marketing is that you can slowly but steadily communicate your message to your audience and in so doing stay in their mind. When the time is right for them (even if it’s months later) they will buy from you. Remarketing allows you to do this, even if someone is not an email subscriber.
Think of this example: you run an ad to a cold audience. Some people click on the ad and visit your site. Now you select only the people who clicked on the ad, and show them a new ad, perhaps a video telling more about you or your company. Then a few days later, you run a new ad that shares the story of a client case study. Finally, you show this audience ad for a sale on that product or service.
You are slowly introducing and connecting with the part of your audience who is most engaged, and investing your marketing budget on those who are responding. Doesn’t that sound like a wise idea?
Test your messages
By testing new ads using remarketing, you can find out what messages/images/video get a good response. Once you have an effective ad, you can then use it to reach out to new audiences. The nice thing about doing this is that you don’t have to wonder, “Am I just targeting the wrong audience?” If you are using remarketing, you know it’s the right audience, so if your message doesn’t get a response, you can be fairly certain you that it’s the problem.