Turn Shoppers into Buyers with Remarketing

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Like 81% of America, you diligently perform online research for a sweet new phone you want before making the actual purchase. You compare prices, carefully read about features, but you’re just not quite ready to bite the bullet or maybe your current plan won’t expire for several more weeks. Like 96% of online consumers, you leave the page without making a purchase. You take a quick glance at Facebook before returning to work and BAM! A photo of that very phone in the exact color you want is staring up at you from your news feed!

You’re not being stalked, you’re being remarketed. Some marketers refer to it as retargeting, but either way, it means the advertisers are following your trail of cookie crumbs. This does not mean they are following YOU. While it may feel a little creepy, they are not following you by name; they do not know who you are or what you look like. They are simply following the activity on the device you’re using. And you can bet they’re paying attention to every clue you leave online to form a demographic picture of you.

Companies that effectively remarket experience significantly higher conversion rates, the rate that turns lookers into buyers. That’s because unlike a brick-and-mortar store, when potential customers leave, you can follow them! And if your efforts are targeted and smart, you can remind them of what they saw and give them a one-way ticket back to your store to make a purchase. This ticket usually takes the form of a pay-per-click (PPC) display ad of the very product they were ‘window shopping’ for in your store.

PPC ads are what many businesses purchase that appear on your social media page or when you perform a search through Google, YouTube, Bing or one of the other search engines. Once consumers click on the ad, they are transported (called a click-through) to the exact location you have established for them to easily, conveniently make the purchase. As a business, you only pay when a consumer clicks on the ad and is redirected to your page.

Traditional wisdom spouted an average PPC conversion rate was 2-5% with the median being 2.35%. However, the top 10% of AdWords advertisers have account conversion rates of 11.45%! (AdWords is the Google platform for creating, placing and managing digital ads.) There are many variables that can impact conversion rate. They include the offer itself, the ad, the landing page, the ease of purchasing, and many more. Like a Google algorithm, it is not black and white; there is no one definable article that propels results. But effective remarketing can make the difference between a lost customer and a new customer. Simply by following a consumer’s online activity, you can pop up to remind them of your product for which they’ve already shown an interest. In the hands of experts, remarketing:

  • Turns bounces into leads and leads into sales (conversions)
  • Helps improve brand recognition
  • Increases returning visitors to your site, thus enhancing engagement and, ultimately, sales
  • Improves Search Engine Optimization (SEO)

With remarketing you are not limited to first impressions. You get a second chance to make a good impression, even a third, fourth and more. With 7 still being the number of impressions most consumers need from a brand before making a purchase, remarketing allows you to fill that funnel. Do you know how? Do you know the many variables that must be analyzed and continually tweaked to convert shoppers into customers? We do, and we’re eager to show you. Contact us today to schedule a free strategy session

 

Caitlin Schlichting is the co-founder and CEO of Digital Fire, an online marketing company, and is also a teacher and trainer on the subjects of digital marketing.

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