Re-marketing is a great way to get visitors back to your site, but it’s not as simple as targeting ads to people who have visited your website. If you’re only doing that, you are missing it’s potential. Customers engage with your business through a lifecycle of discovery, learning, and eventual decision making. By the time they have left your website for the first time they have entered the learning phase (and maybe decision), so make sure that the ads you target at them are different than first time users.
- Users who viewed a product but didn’t buy will care about new pricing discounts, other product options in a similar category. They have already viewed the product so advertising back to them as a “reminder” is unlikely to do the job, as you will need to convince them that the product is right for them.
- Users who have not come back for a month need a very good reason to come back again. Maybe it’s a custom coupon, new products in inventory or new shipping options. But whatever it is, you need to make it compelling and specific.
- For very large purchases the customer might need more people to join their decision-making process. In these cases, you will want to advertise content they can share with their team to make those decisions, not the product itself (which they likely already shared).
Re-marketing is a critical tool in managing the lifecycle of a customer, but only if you treat it that way. Don’t waste the opportunity by showing the same ads to a user who has already seen your website, make sure you are giving them a reason to come back.
Example of how to add in Re-marketing when you know your clients
One way that a consumer product goods company retargets their known clients is that they leverage a marketing mix of ads, email, and direct mail. Here’s their process flow:
- Folks who click on an ad and go to their site without a purchase being made are retargeted within 7 days.
- The next ad offers a 20% discount on the product type (for example women’s athletic tops or women’s running shoes) they were viewing.
- The CPG firm waits 3 days for action and if no action occurs, they personalize an email to the client, with the same discount and product category suggestion. Additionally, they suggest other product categories the client has purchased before or shown interest in.
- If no action is taken within 2 days, the firm sends out a promotional postcard, inviting the client back into the store offering a lower discount on more generalized merchandise.
Their approach is to cast a tight net on the initial product interest and, as time goes along, lower the discount and broaden the product suggestions. This approach has worked for them and they will see a drop off along each step in the process.
Example of how to add in Re-marketing when you don’t know your clients
Most of the time you may only partially who is visiting your site and this can be trickier to remarket. Let’s take for example a mid-size retailer who sells online and via sporting goods stores nationwide.
Online they noticed a large amount of product interest in men’s boots from males 30 – 45 in the Midwest region. They found this detail quickly in their daily Outlier Automated Business Analysis update. Before Outlier, the retailer used Google Analytics to find these details and it took them several hours.
Once they knew the segment they took the following steps:
- First, they had already set up retargeting segments in Google Analytics for User visiting the site in the last 7, 15, 30, 60, and 90 days. They based their re-marketing on these time periods.
- The retailer targets their SEM and display efforts at the targeted segment, men aged 30 – 45 in the Midwest, with a boot ad and no discounted offered.
- Then they can track when the targeted segment visits the site within the last 7 days.
- They make adjustments to SEM and display based on site conversion and offer a new boot ad with 15% discount on their site.
- The retailer continues to refine their display and SEM efforts and drops underperforming publishers at the 15-day mark. The last digital ad they see is to a partnered department store in their local area. So, in this case, it might be “Weekend sale on XYZ brand boots at XYZ Sporting Goods Store in Peoria, IL”. In advance, the retailer coordinates with the department store to ensure that only their boot brand is on sale over that weekend, and in select Midwest cities, not nationwide.