Content Marketing Blog mint

Content Marketing Blog

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.

    

Share


Recent Posts

Sheetal Pinto - 8/4/2022 06:00

And Why It's Important!

Featured snippets on Google are valuable digital real estate for your content marketing assets. These snippets are quick answers to search questions. Although snippets are designed to provide answers for the user without having to clickthrough to the page, Hubspot found that content with a snippet had a higher click-through rate of 2x or more, making this search feature important to your SEO strategy. If you can get your copywriting featured as a snippet, it builds your authority and visibility.

Sheetal Pinto - 7/21/2022 06:00

But Your Audience is Looking for Value!

Events can be a great way to promote your brand but getting people’s attention in the current landscape can be difficult. Start with an extensive content marketing plan that entices your audience to attend your event because they see VALUE in it. Here are useful content tips for event marketing.

Sheetal Pinto - 7/7/2022 06:00

Move Over 'Engine'; It's Time for 'Experience'

Work smarter, not harder can be applied to many different situations. Content marketing relies on artificial intelligence, but even so, your content can work smarter for your employees and customers. The key is using best practices and the right technology for SEO and copywriting.

Sheetal Pinto - 6/16/2022 06:00

Use the Right Content Nails!

‘Cinderella' is the classic rags to riches story. Her sisters wanted to marry the prince, but just dressing up as princesses wasn't enough. Nothing the sisters did could make the prince choose them. The glass slipper had to fit. The real match happened when the slipper fit perfectly. Content marketing is much like that fairytale perfect fit. Personalized content can be that perfect fit. Here's how to use the data you have about your customers to make the content fit.

Sheetal Pinto - 6/2/2022 06:00

Don't Rely on Endless Spreadsheets for Keyword Optimization

Phil Frost, Founder and COO of Main Street ROI, says, “Successful SEO is not about tricking Google. It’s about PARTNERING with Google to provide the best search results for Google’s users.” Google indexes information to provide relevant search results, not to make marketing easier. When you keep that in your mind as part of your content marketing strategy, you can use keywords to support your SEO strategy to provide engaging content that delivers value to your audience.

Sheetal Pinto - 5/19/2022 06:00

What You Need to Know

If there’s one thing you can count on, it’s that Google is going to update its search algorithm. Some experts estimate that Google makes 500 to 600 updates annually, or once or twice each day. Most of these changes don’t have a significant impact on your SEO strategy, but every now and then, one comes along that can have serious repercussions. Learn more about two new features of Google search that help users verify and evaluate search results.

Sheetal Pinto - 5/5/2022 06:00

Google, one of the largest companies in the world, relies on artificial intelligence for hundreds of it projects. It can seem a little hypocritical for Google to tell businesses that they can’t use AI-generated content on their website. Back in 2010, Google’s John Mueller said that using automated translation tools to create content for your website “could be viewed as being against our Webmaster guidelines.” Here we are, over 10 years later, and Mueller just tweeted that “content generators have been around since the start of the web…Most sites…don’t need help creating low-quality content.” There’s a big discussion in the SEO industry about AI-generated content.

Sheetal Pinto - 4/21/2022 06:00

One of the toughest things about creating content is coming up with ideas. You can research keywords all day long, but if you can’t come up with topics around those keywords, your content may fall flat. If your in-house copywriter is struggling to keep up with a content calendar, you might be thinking about working with a content agency. Use these questions to prepare for a meeting with the project manager or as starting points to create your own content. 

Sheetal Pinto - 4/7/2022 05:54

There just isn't a 'softer' way to say this; it's bad. Duplicate content, as defined by Google, “refers to substantive blocks of content within or across domains that either completely match other content in the same language or are appreciably similar.” Google highly recommends avoiding duplicate content. The key reason is that the ranking of the page on search engine results may suffer. This means, your audiences will not find your content, and when they do, they are unlikely to consider it useful. Understanding how Google handles duplicate content can help you elevate user experience and create a better content marketing plan.

Sheetal Pinto - 3/24/2022 06:00

Modern customer expectations have dramatically changed over the past few years. Although the pandemic certainly influenced customer behaviour in many ways, customers were already trending towards transparency and social responsibility from the companies they patronized. Creating content that shares your values and mission can bring your audience together to support your brand. Here are some ways to create connections to your audience through content marketing.