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These tips will help you design the most successful remarketing campaign Share via

Brands have been using remarketing tactics to increase their conversion rates and acquire new customers. The significance of this tool has grown with the accelerated adoption of e-commerce across the globe and plenty of brands now taking the online route to reach their potential customers. Remarketing helps the brands in many ways that ultimately improve their businesses’ health. While a meticulously crafted remarketing campaign is a great marketing technique to improve the website’s conversion rate, it also aids in enhancing brand awareness and recognition. This blog will discuss how marketers can design a successful remarketing campaign by considering certain points and generating better results.

Target Right Audience

Through their remarketing campaigns, brands should target the right audience to get the best out of every dollar spent on it. If you cannot identify the correct audience who can easily convert into a customer, losing the high potential lead is at risk, and the whole activity can turn futile. So brands have to decide whether to target the user who has abandoned the cart or retarget the audience who just spent a few seconds browsing your website and went away. They will also have to ascertain which user is most likely to convert based on their past shopping and consumption behavior.

Audience Segmentation

The companies must segment the users who have visited the shopping website and displayed similar interests. This process will help marketers target different sets of consumers regarding their liking. For example, if you are running a fashion website, some users would have explored the baby segment while others looked into the men’s sportswear category. Likewise, some women users would be interested in traditional wear while others explored office wear. Since these users are looking for different products on your platform, brands can segment them accordingly and personalize their remarketing campaigns to target them separately. This will help marketers create more personalized advertisements to impact the shopper better.

Identify Right Time and Frequency

In the digital space where hundreds of brands jostle to attract the attention of potential customers by targeting them relentlessly throughout, it is crucial for brand marketers to design their remarketing campaigns in a way where they do not come out as pushy or leave any adverse effect on the mind of the shoppers. For this, marketers have to find the right balance between the timing and the frequency of their remarketing campaign to increase the conversion rate. For example, if the brand starts remarketing just after the user leaves the site or abandons the cart, they may come across as annoying, but if they start their targeting after waiting for a long time, then there are chances that the brand has already lost the customer, maybe to its competition. So, marketers have to strike a delicate balance so that they do not bombard the user with their ads and achieve the goal they have set out for themselves. Many experts feel that brands should limit their frequency to 17-20 times a month to achieve the best results from their campaign.

Brand Consistent Advertising

Creating advertisements that reflect the brand and its identity in the shoppers’ eyes is vital for marketers to benefits from their remarketing exercise. The idea is that shoppers immediately recognize the brand as soon as they encounter any advertisement. So, brands need to create content and messaging which has a distinctive color and style that represents the organization and keep them on the top of the mind of their customers. The better the brand awareness and recognition, the better chances marketers will have to convert the leads.

Use Dynamic Remarketing

Dynamic remarketing is a technique through which marketers can show ads to the shoppers based on their previous interactions with your website using the audience’s browsing history. This results in better lead generation for the brands and makes it relatively easier to draw the customer back to their platform. In addition, with dynamic remarketing, marketers get the flexibility to pick the best design layout for the user depending upon the device they are using, enhancing the user experience.

Target Existing Customers

Acquiring a new customer is around five times more expensive than retaining your existing customer. Brands should target the shoppers who have recently shopped from their website by showing them the ads of related products and enticing them to make additional purchases on your platform. Since these users are already your customers and have bought your products, there are high chances for them to buy more relevant products from you. If done right, remarketing to your existing customers will give a fillip to the brand’s conversion rate.

Focus on Cart-Abandonment

Brands in the online space face the most difficult challenge of keeping the cart-abandonment rate to a minimum. The issue plagues the whole of the e-commerce industry irrespective of the market’s geography and maturity. Hence, remarketing becomes a go-to tactic for marketers to reach out to the customers abandoning their carts and persuade them to complete the transaction they have left midway. By reminding those shoppers about the abandoned cart or creating a sense of urgency by letting them know that the product in their cart is likely to be sold out, brands can convert these leads and increase the ROI of their campaign. On the other hand, if companies fail to address or focus on these customers, there will be considerable implications on the brand’s performance in the long run.

Be Patient

Marketers should understand that although remarketing is an effective tactic to increase the conversion rate and acquire more customers, it can take some time to provide desired results. In the meantime, the whole activity is helping the marketers reinforce the brand identity into the shoppers’ minds, which will eventually lead to conversion. Experts believe that brands should continue to run their remarketing campaigns for a more extended period to generate better conversion and keep testing the performance of their ad copy, design, timings, frequency et al. and tweak them accordingly to get the best results.

Marketers will have to find ways to understand more about their shoppers and their shopping behavior and then create a strategy to help the brand grow. Although there is no one size fits all approach to remarketing, the points mentioned above can go a long way in assisting marketers in the right direction.

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