In the dynamic landscape of digital marketing today, businesses are always looking for innovative ways to re-engage potential customers who have previously interacted with their brand. Traditional retargeting ads have proven effective in reminding users about products or services they viewed, but didn’t end up purchasing. However, as consumer behaviours evolve, so must our strategies. In the points below, I’ll delve into some more sophisticated remarketing techniques that go beyond standard retargeting ads to re-engage users and drive conversions.
Understanding Remarketing
Before we explore advanced strategies, it’s essential to first understand the fundamentals of remarketing. At its core, remarketing involves targeting users who have previously visited your website or interacted with your content. Traditional retargeting typically uses cookie-based technology to follow users around the web, serving them ads related to their past interactions with your site.
While this approach is effective, it often lacks the nuance needed to address the diverse behaviours and preferences of modern consumers. Advanced remarketing strategies offer a more personalised and comprehensive way to re-engage users, leading to higher conversion rates and improved ROI.
Segmentation-Based Remarketing
One of the most effective advanced remarketing strategies is segmentation-based remarketing. This technique involves dividing your audience into distinct segments based on their behaviour, interests, and demographics. By creating targeted campaigns for each segment, you can deliver more relevant and personalised ads.
For instance, you might segment your audience based on:
- Product Views: Users who viewed specific products or categories.
- Purchase History: Customers who made past purchases, allowing for cross-selling or upselling opportunities.
- Cart Abandonment: Users who added items to their cart but did not complete the purchase.
- Engagement Level: Users who spent a significant amount of time on your site or engaged with multiple pieces of content.
By tailoring your ads to these segments, you can address specific needs and motivations, increasing the likelihood of conversion.
Dynamic Remarketing
Dynamic remarketing elevates personalization by employing dynamic ads that automatically feature products or services the user has previously shown interest in. This approach utilizes user data to create tailored ads in real time, ensuring they are highly relevant to each individual.
For example, if a user browses a specific pair of shoes on your website but doesn’t go through with the purchase, dynamic remarketing can display ads featuring that exact pair of shoes, along with related items or special offers. This personalised approach keeps your brand top-of-mind and encourages users to return to your site and complete their purchase.
Email Remarketing
While display ads are a common remarketing tool, email remarketing can be equally as powerful. This strategy involves sending targeted emails to users based on their behaviour and interactions with your site.
Key email remarketing tactics include:
- Abandoned Cart Emails: Sending reminders to users who left items in their cart without completing the purchase.
- Product Recommendations: Offering personalised product suggestions based on past browsing or purchase history.
- Re-Engagement Campaigns: Encouraging inactive users to return to your site with special offers or content updates.
Email remarketing allows for a more direct and personalised communication channel, which can be highly effective in driving conversions.
Sequential Remarketing
Sequential remarketing, also known as drip marketing, involves creating a series of ads that guide users through a predetermined customer journey. Instead of showing the same ad repeatedly, you can deliver a sequence of ads that tell a story or provide progressively more information.
For instance, your first ad might introduce a product, the second could highlight its key features and benefits, and the third might offer a discount or limited-time promotion. This approach keeps your ads fresh and engaging, preventing ad fatigue and increasing the likelihood of conversion.
Cross-Device Remarketing
In today’s multi-device world, users often switch between devices throughout their buying journey. Cross-device remarketing ensures that your ads follow users across all their devices, providing a seamless and consistent experience.
This strategy requires sophisticated tracking and data integration to recognise users as they move from their smartphone to their tablet to their desktop. By maintaining a cohesive message across devices, you can reinforce your brand and keep users engaged regardless of how they access your content.
Remarketing Lists for Search Ads (RLSA)
Remarketing Lists for Search Ads (RLSA) is a powerful technique that allows you to customise your search ads and bids for users who have previously visited your site. With RLSA, you can tailor your search campaigns to target high-value segments of your audience, increasing the chances of conversion.
For example, you might bid higher for keywords when targeting users who previously abandoned their cart or show different ad copy to users who have visited specific product pages. This level of customisation enables you to reach potential customers with highly relevant and timely search ads.
Combining Remarketing with B2B Strategies
For businesses targeting other businesses, integrating remarketing with B2B strategies can yield significant benefits. B2B purchasing cycles are often longer and more complex, requiring a tailored approach to remarketing.
Advanced B2B remarketing tactics include:
- Account-Based Marketing (ABM): Targeting specific companies or accounts with personalised ads and content.
- Lead Nurturing Campaigns: Using email and content marketing to nurture leads through the sales funnel.
- LinkedIn Remarketing: Leveraging LinkedIn’s robust targeting options to reach decision-makers and influencers within target companies.
By combining these strategies with traditional remarketing techniques, B2B businesses can create a comprehensive and effective approach to re-engaging potential clients.
Ready to level up your remarketing campaigns?
As you can see, advanced remarketing strategies offer a wealth of opportunities to re-engage users and drive conversions. As digital marketing continues to evolve, staying ahead of the curve with advanced remarketing techniques will be crucial for maintaining a competitive edge and achieving sustainable growth.