They visited your website, but they did not buy or hired anything
Those potential customers who leave the purchase cart in an online store, or those who show interest while sailing on a website but, finally, do not contact to inform themselves of the products or services offered. Or they are not registered. They are directed to retargeting, or remarketing, the digital marketing strategy that we are going to explain in this article.
But you can't talk about what remarketing is without taking into account that it is an advertising technique, that is, Payment, where ads have a very specific objective: Capture the attention of these people. And, of course, if it is Internet advertising (SEM), King the Google Ads.
In our agency, as SEM experts, we usually manage remarketing campaigns Through Google Ads. And we design Remarketing strategies according to the sales funnel, with effective remarketing lists. The result: greater conversion for our clients taking advantage of an interest that already exists. We explain everything next.
Table of Contents
What is remarketing and why does it work so well?
Remarketing consists of launching Personalized ads to users who that is interact With a website, either ecommerce or not. Although you can also start from how they have responded to publications on social networks. The challenge, the goal of this discipline is to ensure that carry out that action that was incomplete, or another, but encouraging them so that they become customers in one way or another.
It can be an online purchase that did not make to fill the cart, a subscription to a service that they left halfway, a record that did not end, a contact that occurred ... but, thanks to retargeting, you can impact those possible buyers again while sailing while sailing For other web pages or social networks.
It is, in short, that people Remember your brand, that he is alive in his mind. Then, everything remains at your choice but, at least, you as an entrepreneur you will know what you have done Everything possible not to let them "escape."
By our experience in Creation and monitoring of Google Ads campaigns, we can affirm that remarketing, as tactics, usually works very good. It is highly effective because it combines customization and segmentation of the audience Without leaving from scratch.
Do you want to get the most out of your Google Ads strategy?
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Configuration of a remarketing campaign
Now that you know what remarketing and its benefits is, let's see how to do step by step A campaign of this type.
First fundamental steps
Define your objective as detail as possible, depending on the results you want to obtain: Increase sales, get records, reinforce your brand? Although it is, in general, to make them remember, you must be specific. And if you choose Google Ads as a way, request a pixel or tracking label, which will provide this tool (better if you choose to track both impressions and clicks, not just an option). This code collects data on visitors and allows you to create remarketing lists, in what we then deepen.
Prepare remarketing lists
Now it's time to segment, with this kind of listings. Remarketing lists will help you group users according to behaviors or other features. You can do it from the “Audiences” section on Google Ads. For example, you can select people who have visited one or another page of your website, or those who have left the cart before buying -in case you have an online store. But it can be even more exhaustive, taking into account the frequency or duration of the visit, among other possibilities. And do not forget those who did buy you, facing loyalty ads.
Design your advertising and configure the campaign
Create ads that are attractive and, above all, personalized. Bet on striking images and messages that are clear, including calls to action (CTA). In this task, it is very useful to show products that the possible customer already saw. And when you finish this design step, in Google ADS select the audience, define the budget -and the duration of the campaign -and choose the advertisement location. This is extremely interesting, because they can be visualized on websites, apps and social networks.
Throw, monitor and optimize
Once the above is done, avoid sinning in oblivion; Don't let your action "fly alone." Follow up, evaluate results, make adjustments if necessary. Remarketing is a dynamic process, so you can try different creatives and messages, modify the frequency of the ads so as not to saturate your audience and rebuild your lists.
All the procedure that we have just explained is not easy to carry out. If you have any questions, you can contact us here To advise and configure your campaign, optimizing it to see the best possible results.
Remarketing strategies according to sales funnel
Now you know what remarketing is and the steps to take it to start. That's very good. But let's go further, because retargeting is especially effective when adapts to each stage of the sales funnel. For this reason, we advise you to think strategies for each of those phases.
Before showing you examples of them, in case you do not know the meaning of sales funnel, we clarify it: it is a visual, or conceptual representation, of the path followed by potential customers From the first contact with a company to become customers.
That said, we are going to expose the strategies that can be reversed in success:
- First, attract those who visited your website again without more interaction, or with very little, to capture your attention again. As? With generic ads that evoke your memory towards your brand, offering downloadable content or encouraging your subscription or registration.
- Then, motivates the navigators who already interacted and They were interested in your products or services. In this funnel cycle, focus on recommendations, special offers, free demonstrations or very specific ads.
- Also keep the public in mind that Just hesitated in the final purchase decision. We refer to those users who are very close to being your customers. At this point, we suggest that you provide exclusive promotions, or incentives as financing.
- And in the finest part of the funnel Your clients are, those that are already but you have not loyalty. Ads for them can be based on products that complement their previous acquisitions, loyalty programs or the offer of value content to improve their experience, for example.
Remarketing and its power: conclusion
The customer's trip is rarely linear. On the contrary, it is a process of comings and turns, of doubts and rediscovered, Where subtle persistence through remarketing can bear the fruits you are looking for. This technique is not too invasive and, in addition, accompanies the audience in those journeys. Do not miss it and send the ideal message in a timely manner.
In Amesb we frequently see how companies that ask us for retargeting Not only do they sell more, but they create stronger connections with their target, reconnecting with each segment. If you want to try it, Call us And we will explain how we work. We are experts in the analysis of the sales funnel, as well as in the design and configuration of remarketing campaigns on Google ADS.
Before finishing, we want to turn out that this way of proceeding prevents your resources from wasting, both economic and time spent. And, as an added value, you will learn, and much, from the behavior of your current and future customers.
By the way, Has this article been interesting? If so, we invite you to read the previous one in our blog: How to manage a social networks reputation crisis.
