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Increase Conversions by Remarketing to Your Website Visitors

We all know the pain of seeing a high number of visitors but very little response to CTAs (Calls To Action), high bounce rates, short visit times, non-returning visitors, abandoned shopping carts and minimal sign-ups to newsletters. It is all very well getting SEO right, but then what if your website content lets you down and fails to convert.

Discovering who has been on your website and then targeting further marketing at them over a period of time is known as 'Remarketing' or RM. It can be achieved easily using Google's remarketing system, which means ads can be shown to these visitors as they surf the web across Google's Display Network and partners. There are other remarketing systems too such as Facebook Exchange. Which RM choices you make are down to your target audience, as well as your budget.

For Google remarketing, you will need an Adwords account and then you can add the remarketing tag to all pages of your website or in your mobile app. This will then track your visitors as they progress around the Web, displaying your ads on other sites that form part of the Display Network.

These reminders of your existence will help you to reach users who may have dropped out due to circumstances beyond their control or who have simply forgotten to return. However, if a user left because your content is of no interest, you need to ensure that your business does not get associated with stalking, so keep your remarketing campaigns tight e.g. for a month or 6 weeks only.

You can also tie in your remarketing with your Google+ presence and add social annotations to your ads. This is an easy procedure with an Enhanced campaign, but it does rely on you being active on G+ too so that your social annotations are positive.

How Does Remarketing Work?

Monitoring your remarketing campaigns will help you to identify content and pages on your website that quite simply, are not working at all, even with your additional marketing strategies. You can also A/B test which ads work better than others during your remarketing campaign – information which you can also apply to your standard Adwords.

By working with your goals and funnels, you can categorize your remarketing ads so that you deliver different ads for different people e.g. those who abandoned a shopping cart, or who did not sign up to receive a white paper.

Remarketing with Facebook is a matter of signing up to Facebook Exchange, where real-time bids are made to capture audience attention with your ads on other DSPs (demand-side platforms) as well as on Facebook.

There was a considerable amount of noise made about behavioral targeting (or retargeting as it is now called) when Phorm and so on were announced. Nevertheless, behavioral targeting has become commonplace as can be seen by its integration for publishers within Google and Facebook.

The truth is that for many site visitors, there is so much information that there is a level of honest forgetfulness about re-visiting a site. So typically, a site may be abandoned because the phone rang, the Internet connection dropped, work commitments reared their head, or social media interactions interrupted. A reminder to return to the site is often, although not always, welcomed. And the vast majority of Internet users do not necessarily know that it is their own behavior that is triggering the ads being shown to them around the Net.

Having attracted visitors to return to your site, if a conversion does not result then it really is time to look long and hard at your content, copy, e-commerce and Calls To Action. You need to know why all of these factors individually or together are failing to persuade your visitors to do as you wish.

Conversions through remarketing will give you clear indications of what is working on your site. These are self-elected, returning visitors who have responded to an ad seen elsewhere on the Net, from your social media activity, email marketing campaign, content marketing etc.

You may not be sure if remarketing is for you, so run a trial campaign that focuses on very poorly converting areas of your site and see what works for you.

Do you run remarketing campaigns? What factors have affected your success? What have you learnt from using this marketing method? What did you find you needed to change on your website or with your other marketing strategies? Would you recommend a remarketing campaign to others? Let us know.

Need quality content to ensure greater conversion and make your remarketing campaign successful? Call MintCopy at 888-646-8003 or send us an email.

    

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