Why Your Business Should be Re-marketing
How to Retarget Past Visitors and Bring Them Back to Your Site
Retargeting is a powerful tool at the disposal of any marketer and it’s something that can be highly effective at turning your one-time visitors into fans and into paying customers.
In this post, we’re going to break down retargeting and precisely what it is. At the same time though, we’re also going to look at some unique ideas and strategies and we’re going to look at some best practices and tips.
This is going to turn a powerful strategy into an obscenely successful one for you and it will transform your success.
What is Retargeting
Retarget marketing, better known as re-marketing, is a highly impactful strategy that you can layer on top of your traditional PPC campaigns.
For those who don’t know, PPC is Pay Per Click. This is advertising that costs the advertiser each time a visitor clicks on their ads. This is a very powerful strategy in itself because it allows the advertiser to define precisely how much they’re willing to pay for each click – which of course will equate to visitors.
If you work out your CLV (Customer Lifetime Value), then you have an idea of how much each visitor to your site is worth to you on average (combined with your conversion rate). If you then set the budget for your clicks to be lower than this number, then you can grow your traffic and guarantee a profit.
The two most well-known PPC tools are Google AdWords and Facebook Ads. Both of these work in similar ways, though AdWords appear on SERPs (Search Engine Results Pages) where the advertiser sets the search term.
Facebook Ads meanwhile appear on the Facebook home feed but are shown only to visitors that meet criteria based on their demographics, hobbies, interests, location etc.
Google AdWords shook things up a bit though when it introduced the concept of re-marketing.
Re-marketing means that you show ads to people who have previously been to your site. This works using cookies.
A cookie is a small file that a website can save on your computer through your browser. When a person visits your site, the file will be added to their browser and this will then be available for sites to identify them until they ‘clear their cookies’.
Google AdWords uses this method in order to allow for re-marketing. So, when someone visits a page on your website, a cookie gets stored on their computer. Then, when they visit Google, Google recognizes them and shows them your ad.
Why You Should Care About Re-marketing
Now you might be wondering why you should care about re-marketing. Some people even think that re-marketing seems counterintuitive at first. Why would you want to show your ads to someone who has already been to your site? Surely these are the people who don’t need them?
The answer is that re-marketing allows you to reach out to the ‘one that got away’.
Think about it. When someone has spent time on your web page and been on the checkout page for a specific item, chances are that they were at least somewhat interested in buying it. They probably ended up backing out of committing because they were worried about money, because they got interrupted, or because they decided to sleep on it.
They go away and they ‘think about it’. But they forget about it. And they never come back.
But THEN they one day see that ad appear on their search and they remember that they were interested in this product. Suddenly their interest is piqued once again and they consider coming back to the site, checking it out again and perhaps clicking ‘buy’.
This probably happens much more than you think about it. And there are many reasons for this.
Firstly, did you know that most of the purchases we make are based on emotion rather than logic? We normally buy things because we desire them. Because we can imagine them feeling nice in our hands. Because we want other people to be jealous. Because we feel like we ‘deserve a treat’. All these things are emotional factors that influence us.
But if we were to stop and think logically about these things, often we would actually come to the conclusion that we don’t need them at all. Do you NEED a new computer? Isn’t yours working just fine? Wouldn’t it be better to wait until it dies or until you have a windfall of some sort?
Thus it is the job of any good sales pitch to build up that emotional side. They get us dreaming of products and what they can do for our lives. They get us to imagine holding them and owning them and they try to dismiss our fears about what might happen if we spend the money.
This is why most sales pages include a form of pressure. They want us to buy quickly and they certainly don’t want us to go away and think about it. If you go away and think about it, chances are that you’re not buying. Because when we act impulsively, that’s when we let our emotions rule.
Want to stop spending money? Just put your wallet in a safe and only tell your partner the code. The effort of asking them and admitting you’re buying something else will stop you from making impulse purchases!
If someone leaves, you’ve lost. Unless that is, you can tempt them back.
Better yet, imagine you tempt them back at a time when they’re feeling a little tired and a little vulnerable. Once again, they feel like they deserve a treat. Their resolve is a little lower than usual. They don’t quite have the will power to say no.
And it looks so good.
THAT is the power of re-marketing.