Almost 90% of customers begin their buying process by doing online research. Even so, only a maximum of 2% of them ends up purchasing a product or a service during their initial visit to a brand website.
According to a study conducted by Rakuten Marketing, people nowadays are no longer doing impulse online shopping. The average customer needs at least 10 visits to a brand before making a buying decision. And even when visiting a site with initial purchase intent, 30% of customers rarely or never leave the web page buying.
That’s why businesses might need to reach out again to their prospects and offer new and valuable information to give them a reason to return.
A brilliant way to do it is via remarketing campaigns.
Remarketing is nothing but a behavioral way of targeting. Ads are usually served based on specific patterns. For running remarketing campaigns, you need Google Analytics and/or Google Ads tracking script installed on your web page to define and target different groups based on their previous interactions with your brand. For example, you can choose to target people who abandoned the shopping cart during their last visit to your site or those who previously visited a particular page.
On the Google search network, you can use Remarketing lists and serve the same ads at a different lower cost to people who searched for specific terms and landed on your site. In other words, you can change the bids of your PPC search campaigns based upon the possibility of generating better conversions derived from the fact that your audience has previously manifested an active interest in what you have to offer.
These campaigns do not generate huge amounts of impressions, but that is fine as what you want to achieve here is to reach “the valuable ones.”
Working with RLSA (Remarketing Lists for Search Ads) enables you to adjust your CPA to almost 50%.
Display Remarketing also acts as a bid modifier.
The difference is that while on Search Network, you target people based on keywords they used to reach your site, with Display , you will serve them the appropriate ads based on their previous online behavior.
For example, if people saw a displayed ad of yours and acted on it without converting while on your site, you can choose to approach them again using another ad, which might probably be more suitable.
With display remarketing, you personalize your communication with your audience. Therefore, the chance that your ads are more relevant and more effective is higher. This personalization also enables you to maximize impressions.
As people take time to decide if they want to buy something or not because they need to do their research, remarketing helps make the process shorter. For example, about 70% of the people who visited your site and abandoned it at the shopping cart level would claim that they want to return to your page, but most never do because there is a huge gap between intention and action. Remarketing can give a boost and transform the gap into sales.
Remarketing depends on registered behavior on your website and is effective for recent activities. For example, if somebody downloaded an E-Book from your site, you can shortly act and show him/her an ad for a free trial of your product. As previously mentioned, you must have Google Analytics or Google Ads script on your site because remarketing uses online customer data and requires website tags to work.
On the other hand, you can use your CRM data and develop Customer Match campaigns if you intend to increase your customer lifetime or re-engage with your clients. For example, if you have customers who didn’t buy from you in the last 3 months, you can decide to approach them again.
In conclusion, Customer Match is an effective way for re-engagement. It can also use offline data like contacts collected via Loyalty Programs or lists you worked out based on business cards for which you received the consent to send marketing communications. Customer Match uses your database and doesn’t require website codes or tags.