Smart Remarketing

by Lena Swoboda
04 February 2019
5 ways David can beat Goliath in business
Don't follow, accompany your customers.

Remarketing is a great way to re-approach potential customers that have been to your site and therefore highly appreciated by many marketers.
Remarketing across Search, Social and Display done right can lead to a great user experience and an increase in sales. Done badly it can lead to a rather negative experience. 

The times when customers could be convinced buying your product by simply showing this product repeatedly are over. Therefore, the key to success for each remarketing campaign is to define a strategy that helps and adds value to users. 

Who are you retargeting?

When running remarketing campaigns make sure to consider different tactics for each of your remarketing audience and use what you know about them.

Easy to use knowledge about previous site visitors

  • How many times have they been to your site in the past and how long did they stay? 
  • Are they shopping cart abandoners? 
  • Have they been to different sections of your site?  For example, for retailers, it might be interesting if users had a look at a particular product or at your return or shipping policy before leaving

These are valuable insights you can easily gain through most Analytics tools, such as Google Analytics that will help address your audience and push results of your remarketing campaigns. 

These are just some basic examples and you could go much deeper considering further information, such as demographics behaviour or interests.

Interesting content that provides value

Once you know your audience make sure to personalise ads and landing page content to generate a good and convincing experience. This will be more compelling to the customer.

If price point or shipping fee might be a roadblock for certain users, provide them with a special deal, such as free shipping on their first order. Highlight information about your USPs, such as quality or customer service and make sure your customers haven’t bought from you already when offering these special deals.

If someone has been converting or buying already, define an upsell and loyalty strategy with products and information they don’t have already. Promote new products or products that match or complement the purchased product, events, or new content on your website that might interest these users.

For more complex and research-intensive products use valuable information for your website’s blog and FAQs to help the user to better understand your business and product. 

In this example, we are retargeting users that are showing particular interest in our digital services by visiting multiple sections of the site with our new digital marketing guide.

Frequency Cap

In order to show ads for a certain time to customers, for most targeting options, there is the option to set a frequency cap. 

This enables you to define how often you want to show an ad to a particular person. The challenge here is to define the right frequency so users notice the ad but don’t experience it as disturbing or repetitive. The knowledge experience of your ad campaign manager and testing will help to define the right amount.

If you are interested in learning more about Salmat's Paid Search solutions please contact us on 1300 725 628 or visit our contact page.

About the author
Lena Swoboda
Digital Strategy Lead - Paid Media

With more than eight years experience in digital performance marketing, Lena is head of Salmat's paid media and SEM teams. She is passionate about delivering measurable results for our our clients by generating meaningful and valuable customer journeys for users. With her broad experience in end-to-end marketing strategy she runs branding, lead generation and commerce campaigns for mid-tier and enterprise B2B and B2C organisations.

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