Getting a prospect to click a CTA on your website is good — but often not good enough. Many of these clicks do not lead to actual conversions. Luckily, remarketing gives marketers the ability to re-engage with potential customers and leads until they finally convert.

Insight: Many companies invest in big budgets for their marketing campaigns, but very few of them are making use of remarketing.

Data: Around 46 percent of search engine marketing professionals believe remarketing to be the most underused online marketing technology. It has been found that remarketing or retargeting boosts responses by as much as 400%.

Key Action Point: If you’re looking for a cost-effective way to re-engage with website visitors who have already visited your website, invest in remarketing and focus on quality segments that are more likely to convert.  

The Power of Remarketing

Remarketing makes use of web technology to track your website’s visitors and to follow them around with ads even when they’re no longer on your website.

The power of remarketing lies in its ability to circle back to qualified leads who already know the brand and have shown interest in either its content or offers. Remarketing draws them back to the website to find out more information about a new offer until they convert.

As an example, companies can deliver a remarketing ad that promotes your services to audiences who download an ebook or white paper from your website. Doing this gets you right up front to these qualified leads who have already shown interest in the content you offer. These remarketing ads are targeted according to certain triggers and user site behaviour.  

And by reaching out to previous site visitors or users who may have already engaged with your content before, you are able to:

• Increase conversion rate. Even when a prospect does not make the sale at the first instance, you can keep engaging them and keep them in the marketing funnel until they decide to convert. In fact, website visitors are up to 70% more likely to convert through remarketing.  

• Increase brand awareness.  Today, 35% of marketers use remarketing to boost brand awareness. Once web visitors exit your website, they are shown ads of your business anywhere they go on the web, giving them the impression that your brand is bigger than it actually is.

• Lower advertising costs and lower cost per acquisition. The cost of remarketing is much lower than a standard PPC campaign. While a Google PPC ad could cost $2 to $3 per click, with remarketing, there is no cost if they do not click on the ad and you can still get away with reminding your potential customer about your site.

• Create personalised and highly targeted ad campaigns. You can do this according to their site behaviour and preferences, such as which sections on the site they clicked and which type of content they clicked and downloaded. You can set up ads so they appear to these users when they browse through relevant sections on the site or when they search for terms related to your products and services.

Remarketing Segments that Work

Before getting started on your remarketing efforts, it is important to first know what you are optimising for. This allows you to identify what KPIs you need to track and measure and helps you decide on the best segment to target later on.  

Here are five of the best remarketing segments that work.

1. Segment according to Page Viewers (Services vs Blog)

You can further remarket and target your ads according to your page viewers’ website behaviour. For example, you can promote specific service offering to visitors who frequent your services page or more product ads to those who frequent your product section.  You can also promote more content to website visitors who frequent your blog section.

2. Source Only through LinkedIn

Many are already using LinkedIn in their marketing strategy. But LinkedIn also has useful remarketing capabilities.  

With LinkedIn, you can:

• Remarket according to matched audiences or people you already know

• Remarket to people who have already visited your website

• Send promotions and product or service offerings to key players in the companies you’re targeting

3. Email Subscribers

There’s a reason email marketing is the most effective channel in revenue generation according to 59% of B2B marketers. Not only does getting personalised emails make customers feel more valued, it also gives them the perfect opportunity to look into offers more closely, which leads to more clicks. In fact, B2B email campaigns often have a 47% clickthrough rate.

It has also been found that subscribers who received product and service offers via email spend up to 138% more.

4. Exclude Internal, Existing Clients, Bounces, and Single-Session Users

One of the challenges of remarketing is knowing who to target in a way that brings the best results. You can narrow it down according to quality interactions with your website. To do this, you’ll need to exclude the following:

• Internal interactions

• Existing clients

• Bounces

• Single-session users

To filter them out, you need to first create a list of them in Google Analytics and then create custom combination lists in AdWords so you can exclude them.

By excluding these segments, you can focus your remarketing efforts to quality leads that can lead to actual conversion.

5. Create a “Likely to Convert” Segment in Your Analytics

If you look in your analytics at your converting customers, there is a good chance they have a few things in common. Time on site, pages viewed, scroll depth, repeat visits — these all are signals you can use to find the most likely to convert.

On most sites, only 20% of traffic is close to converting or would convert in the right circumstances. You can use Google Analytics to include and exclude a range of data points to find that 20%, including the following:

• Network IP. This is especially true if you are a B2B business, where most of your customers would be on private networks.

• Time on site. If your services and portfolio pages are 500 words long, then time on site should exceed three minutes for people seriously considering your business.

• Specific page views. A combination of a services page and a pricing page view adds up to someone interested.

• Specific sequences. Something like entry through paid media, sign up to discount, and abandoned cart come back through organic.

Tying It Together

Remarketing works and gives brands a second window to reach and re-engage prospects who may have already left their website. And though conversion isn’t something that’s always guaranteed, remarketing is a cost-effective component that adds even more value to your marketing program.  

When used appropriately and by focusing on specific quality segments, pairing it with SEO and using ad targeting, remarketing can help minimise the loss of important leads. When given the chance to attract them again, they have a higher chance of converting and can help bring you closer to your revenue goals.