Remarketing is the best way to make the most of your marketing efforts. Here are some tips for segmenting audiences by site activity or social engagement.
Remarketing is now omnipresent on the internet. Users often complain about the endless advertisements chasing them all over the web after they have only seen a single product.
However, Remarketing is still a powerful tool for paid media marketers in all industries.
If you have tried remarketing but have not seen any return, I would like to offer some ideas for new segments and audiences that you might have never tested.
Ad platforms continue to offer new ways for users to reach them, even though there are increasing restrictions on track.
Let’s begin with a definition of the tactic for those not familiar.
What is Remarketing?
Remarketing, also known as retargeting, is a paid marketing strategy that allows you to show ads to people who look on your site or are engaged with your content via social media.
Website-based Remarketing uses a pixel placed on the website to reach people who have visited certain pages or performed specific events.
Engagement-based remarketing lets you reach people who have interacted with your social media content or watched a video.
Continue reading to learn eight types of Remarketing that you should consider for your campaigns.
1. Pricing Page Visitors
A shopper who visits a pricing page will likely be further along in their product research than someone who views the homepage.
They might be comparing prices with competitors or looking into specific features by pricing tier.
You can create a more intent audience by targeting only pricing page visitors to their category rather than all visitors.
These people may be more open to responding to a call to action for a product demo or a call from a salesperson.
A helpful asset that provides tips and tricks for evaluating products within your industry could be created. This may appeal to those who are liked in product comparisons.
My past client, a seller of board management software, provided a worksheet to help evaluate board software. He also served remarketing ads on social and display to get his previous customers to provide their email addresses.
2. Industry-Specific Page Visitors
It can be not accessible to segment audiences by industry when trying to market to people in niche markets.
You can create separate remarketing audiences for each industry if you have pages on the site that are dedicated to it.
You’ll effectively create many people interested in the services offered by a specific industry.
To reach these people more precisely, you can target specific ads by industry.
You might create a guide explaining how real estate professionals can use your software to track prospects and target them to people who visit a page related to real estate.
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Different pricing and product lines may be available for various industries.
Many companies offer discounts for non-profits and want to target these groups separately.
3. Cross-Channel Remarketing
You can take full advantage of cross-channel possibilities by creating remarketing segments for people who visited your website via specific channels or campaigns.
It’s a great way for audience targeting options to be transferred from one platform to the next.
You can also take advantage of low prices on \]0specific platforms than others regarding remarketing.
You might want to target C-suite people if your LinkedIn ads campaign runs.
Using a URL-based audience, you can target people with the LinkedIn profile targeting criteria. This allows you to use any channel without the high costs associated with a network like Google Display.
If you tag your links consistently UTM, you can copy the landing pages, and associated tags into “URL Contains” when setting up a remarketing audience.
This solution allows you to pay for LinkedIn visitors upfront with their built-in targeting but saves you the high cost of LinkedIn remarketing.
4. Cart Abandoners
Shop cart abandoners did the hard work of searching for the product they were looking for and then added it to their cart but didn’t complete the checkout process.
These ads can be used to remarket customers to encourage them to return to your site and complete their orders.
People may be tempted to buy more if they are offered a discount. It is essential to know that people may not expect to get a deal by manipulating the process.
This is a great time to reinforce your brand’s selling points.
Advertise your two-year warranty if you offer it when the competition only provides one.
You can make a case for bringing people back in. This may be the push they need to get into buying mode.
5. Customers who have been customers before
You could sell an existing customer who purchased from your site previously to encourage them to buy again.
The type of product you purchase will determine the products you promote and when future remarketing can be done.
Someone who has just purchased a backpack might be open to buying related gear, such as a hiking pole.
A person ordering a printer will likely not need another one immediately, but they may need to replace ink cartridges six or more months later.
Be careful not to upset people after they have made a purchase. This can lead to a negative impression of your brand.
Frequency caps can also be included if channels permit.
6. Higher Funnel Converters
Converting a prospect into a sale is long, especially in the B2B sector.
A guide or a webinar can be a great way to build an audience.
The remarketing list can be built based on those who downloaded a higher funnel resource. This allows you to set up a new campaign targeting people with a lower funnel call-to-action, such as a product demo.
This could be done via a website page pixel (reaching people that have previously filled out a particular form) or via lead form targeting in Meta or LinkedIn (going to those who have completed an in-platform form).
Consider the buying stages of your target audience and create remarketing campaigns for those involved in each set.