If you’re spending a lot of energy and money to get traffic to your website, the goal is for each visitor to have the best experience and opt-in as a lead or make a purchase, right?
…But there are always a lot of people that leave without taking any action.
In fact, according to Semrush, the average bounce rate is 49%?
Not every website connects with the consumer on the first visit. Statistics show it takes 6-8 touches before someone purchases.
Wouldn’t it be nice to be able to follow up with all those people that didn’t purchase… automatically?
This is where remarketing comes into play, and it’s one of the most powerful ways to bring back your visitors!
What Is Retargeting?
Retargeting is a form of advertising that allows you to target & display advertising to people who have already visited pages of your website.
To best explain it, we put together a flow chart to show you the average user’s journey when using remarketing.
Once that visitor leaves, then we have a specific ad that reconnects with the users to bring them back to a dedicated landing page or our e-commerce store.
We do this to promote and keep them engaged and focused on taking action.
Benefits of Retargeting
There are many benefits to using retargeting in your marketing campaigns. Below we will look at three benefits that are the most impactful.
Engaging With Past Visitors
Without remarketing, you’re not following up with a lead that inquired about your service.
Why would you allow that to happen with your website traffic that you have worked so hard to get to let them bounce off and become a customer of one of your competitors?
Remarketing ads allow you to showcase your services 24/7 and nurture past visitors through automation.
These are highly qualified prospects since they’ve already seen your website, so you want to make sure you’re capturing people that weren’t sold on the first visit!
Reduced CPC (Cost Per Click)
With PPC, the challenge is to reduce your CPC so you don’t pay more for a click than you have to and still get qualified traffic.
There are a number of ways to reduce CPC for your search campaigns but remember it costs more to market to COLD traffic.
Cold traffic is someone who doesn’t know you, your brand, and doesn’t trust you yet to become a lead or purchase.
Now with remarketing efforts, you’re marketing to people who are a bit warmer and have already visited your website.
Thus your CPC has the opportunity to dramatically drop.
For example, we have a Basement Waterproofing business that has a lot of competition and their average CPC was anywhere from $15 – $25 depending on the day and competition.
You can see below under “Avg. Cost” how our remarketing campaign had a reduced CPC of was significantly cheaper and drove the most leads for the least amount of money.
Retargeting Example 1:
- Average CPC Reduced By 175.82%
- Average Cost Per Lead Reduced By 114.37%
Instead of running purely cold traffic, we used a portion of the budget for remarketing to people who had already seen their offer.
This alone proved to us that consumers are going to look for multiple quotes, do their research, and look for the best option.
With our ads nurturing them and keeping our client top of mind, we were able to seal the deal and drive in qualified leads.
Another great example is when working in the medical learning space.
We found traffic only cost around $4.90 per click but it took more than the average number of “touches” for individuals to purchase online since their courses were a few thousand dollars.
By utilizing remarketing, we were able to nurture those individuals from their PPC and SEO efforts, dropping our average CPC down to $0.92!
Retargeting Example 2:
- Average CPC Reduced By 136.77%
For any business that has traffic to their site, a small budget for remarketing can go a long way!
If you’re already doing SEO for 3+ months, now would be the time to build a remarketing campaign to double down on your investment in SEO.
Over 37% of small businesses have less than $10,000 per year of advertising spend.
You can spend as little as $250 per month on advertising and still receive 250+ returning users (From data above).
Now let’s break that down from an ROI standpoint for a business that survives off of new leads.
|Description||Scenario 1||Scenario 2|
|Average Lifetime Value||$1,000||$1,000|
|Landing Page Conversion||5%||10%|
|Leads To Sales||20%||40%|
Now this is just an example of the ROI and every variable can change from close rate, the average CPC, the advertising spend, but even with only $250 per month, a 900% ROI is a no-brainer.
Now that we broke down the benefits of remarketing.
You might be saying is it really this simple?
Let’s show you some of the best practices and learn from proven methods in the past.
Retargeting Best Practices
Keep your remarketing and all campaigns as simple as possible to make adjustments quickly, split tests, and make sure your data is crisp.
The simplest remarketing campaign needs 3 pieces to be successful.
- An Audience
- Compelling Offer & Ad
- Destination Built For Conversions (landing page)
If you stick to simplicity and keep to the basics you will get much further than most.
Creating Your Audience
The first thing that you’ll want to do is create an audience.
When you create your retargeting audience, you have lots of options and can make this as complex as you would like.
You could breakout audiences into segments based on specific pages that are viewed or specific actions they took.
You can also set the timeline of how long to remarket to them. For instance, in Google Ads, you can retarget visitors up to 540 days since their last visit.
If you want to start simply, we can just retarget all visitors that visited in the last 30 days.
Create A Compelling Offer & Ad
Next, you will need to grab the visitor’s attention on the web and make them come back to take action.
The goal of your ad is to grab attention and drive the click.
Inside your ad make sure you’re using quality images and button colors that “pop” when looking at them.
The offer will be different for each type of business but here are some examples.
For service-based businesses, you can give a free quote or free consultation. It can also help to incentivize it with a limited time offer such as a discount or bonus for opting in.
For e-commerce, we have found that discounts on the product or offering free shipping works well. Keep it simple!
The final piece of the simple remarketing campaign is where to send the traffic after they click on the ad.
To get the best conversion rates, you’re going to want to send them to a specific landing page that matches the ad.
Don’t make the mistake of simply sending them to your homepage!
Fun fact: The typical conversion rate for a website is 2.35% whereas our dedicated landing pages are getting anywhere from 8 – 25%+
The reason for this is the message is matched to your traffic intent.
Your homepage usually has multiple buttons to click and your traffic now has to dig around to find what they’re looking for.
Instead, when they see an ad that advertises something specific, they should be brought to a page that matches exactly that.
Landing Page Best Practices
- Clear Headline that grabs attention and matches your ad.
- Social proof (Testimonials & Trust Badges)
- Simple and clear CTA (Call To Action)
- Simple Offer: Make sure your offer is clear.
- Desktop & Mobile Friendly
Here is an example of one of our landing pages that convert at 23%+ consistently.
Product Page Best Practices
- Quality product images or videos
- Well written descriptions with bullets points
- Trust Badges (Secure Checkout, Reviews, Etc.)
- Large CTA Button
- Desktop & Mobile Friendly
By using retargeting, you can automatically follow up with your website visitor and dramatically improve your conversions.
Want some help setting up retargeting for your site? Contact us!