How the Right Remarketing Strategy Can Target and Shape Your Online Audience
Developing Your Remarketing Strategy
Remarketing is a powerful tool for reconnecting with online visitors, especially those who bounce before converting. There’s much more to remarketing strategy than following those who abandon their cart. Google and Bing have released new features to help marketers create a custom audience that better meets campaigns goals. Features like custom audiences, in-market audiences and similar audiences allow advertisers to target and retarget their audiences online.
If you haven’t had success with remarketing in the past, you may benefit from a switch in strategy. Here are remarketing strategy tips to help you reach affiliate marketing goals in Q4 and beyond.
Understanding Your Audience
To reach your audience, you need to understand them. It’s important to know your audience – what their pain points are, what motivates them, and why they’re shopping for what you offer. Use your CRM and analytics tools to find the answers. Insights from your campaigns can help you learn more about your audience, but insights mean nothing if you don’t act.
Let the Past Go
When launching a remarketing strategy, many marketers focus on their pain-points. Whether it’s cart or form abandonment, marketers focus on what visitors aren’t doing. Let the past go, and focus on nurturing your audience down the funnel.
How to Develop Remarketing Audiences
Start with conversions. Identify your conversion actions, average purchase size, lifetime value per customer, and purchase frequency. Next, look at your on-site behaviors and actions. Define the actions you want consumers to take on your site. Identify what is a short versus long website visit. Define pages by the segment of your audience they attract. You’ll have pages where return visitors go, and those where new visitors come to convert.
Next, define your consumer decision journey. Define the length of your typical purchase journey. Is there a timing window you need to reach consumers during their journey? Discover how long consumers spend researching your products and services before buying. Once you have the answers to these questions, define your ideal customer.
- Who are your best customers?
- What identifies your best customers?
- What are the characteristics of your best customers?
- What are the characteristics of your non-ideal customer?
- Are there any customers you don’t want to remarket to?
Lastly, build personas. Who are the people you want to target? Define their characteristics, interests and likes, devices they use, actions they take, motivations and pain points.
Building Your Campaign
Once you’re armed with the right information, you can build customized remarketing campaigns that reach segmented audiences in a more personalized way. Once you know who’s visiting your site, and what pages they visit, you can follow them around the web with the right types of ads – those that will lead to higher conversions.
The remarketing of today allows marketers to run smarter, more targeted campaigns. You can reach new customers and loyal customers in different ways, serving each the types of ads they’re more likely to engage with.
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