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 - 10/28/2021 06:00

Ever tried to read a contract prepared by a lawyer? Did you get frustrated at the legal jargon before you finished the first page? Think of that the next time you prepare website content that is full of your industry’s jargon or tech-speak. Whether you’re writing B2C or B2B content, you need to address the user to engage them with your brand. How can you avoid getting too complex without watering down your content? It’s a balancing act of planning your content marketing to make sure you have a powerful voice while keeping messaging clear and simple.

Sheetal Pinto - 10/21/2021 14:35

When you sell to other businesses, you can’t rely on the same strategies as businesses that sell to consumers. Website content for B2B companies must engage multiple decision makers at various stages along the buyer’s journey. More importantly, your B2B content must present your company’s services in stronger light than your competition’s. So, while you may have a good idea about everything you want to say, it’s critical to find out what your audience wants to know and then ensure they find it on your website, first.

Sheetal Pinto - 10/14/2021 06:00

Imagine putting up a business sign and having the city come along and take it down. Not only that, but then they put up their own sign that advertises your business. Instead of being a Mexican restaurant, you’re now labeled as a Tex-Mex cantina. Think it can’t happen? Google is updating page titles that are displayed in search results. Your SEO content could be replaced with text that Google thinks is more relevant to the user. Here’s what to know and how to avoid getting your titles rewritten.

Sheetal Pinto - 10/7/2021 14:52

On the occasion of Canadian Thanksgiving, we want to thank all of you who have supported MintCopy over the years. As our customers, writers, partners and associates, you have allowed us to continue serving the content marketing needs of various industries around the world. We could never have done this without you, and we count on your continued support into the future. We are abundantly grateful.

Sheetal Pinto - 9/30/2021 06:00

A purchase transaction may happen online or offline, but shopping is definitely a universally online phenomenon today. Every buyer uses the internet to get information when shopping. B2B buyers are no different, regardless of industry. Manufacturers can’t deny the power of content marketing, but many haven’t fully bought into investing in B2B content. Trade shows were expensive before the pandemic. As we come out of the pandemic, it’s unlikely that they’ll make a comeback to their former glory anytime soon. Print magazines and journals are not as relevant as they once were. Your team can’t reach out to every prospect in person. Content marketing can be an important element in your marketing strategy because it’s ready when your customer is.

Sheetal Pinto - 9/23/2021 06:00

LinkedIn was once thought of as just a recruiting channel, but it’s slowly turned into a premier platform designed around content for professionals. To that end, LinkedIn is enhancing features that allow businesses to build their credibility through social content. Companies can now publish longer articles on LinkedIn’s Articles for Pages.

Sheetal Pinto - 9/16/2021 06:00

So You Can Create Content that Google Will Find Easily and Rank High

It’s estimated that Google processes about 63,000 searches every second. When you consider that most adults conduct an average of at least three to four searches a day, it’s evident why you want to rank well in search engine results pages. Many copywriters may use keywords to boost SEO but may not fully understand how search works. Google’s main purpose isn’t to function as a marketing tool to promote your product or service. Instead, it exists to gather and organize the most useful and relevant information for the user. Understanding this can help make your SEO content be more accessible and useful.

Sheetal Pinto - 9/9/2021 06:00

Search engine optimization is the process to make your digital content more visible in organic search. SEO copywriting helps deliver your web pages to your audience when they’re searching for information. SEO writers often focus on keywords, location, and other technical elements that drive search. But SEO has to go deeper than that. Today’s users want quality content. Here are 4 tips to create SEO friendly content that speaks to your audience.

Sheetal Pinto - 9/2/2021 06:00

When you go to the library, you don’t ask the librarian to tell you what to read. You want to read what interests you. In the same manner, when you create content, publish what your audience wants to read, not what you like. Okay, maybe the analogy is a bit outdated, or even alien to many of us. What library? Who goes there? Everything’s online! But you get the idea. Your customers have questions. They want answers. Here are three ways your copywriters can get ideas from your audience.

Sheetal Pinto - 8/26/2021 06:00

On average, web page views get 15 seconds or less of attention. Most people only want the information they are looking for, not everything you have to say on the matter. Optimizing your content for consumer behavior can help your business create content that consumers will engage with. Here are some tips for content writing that will grab the reader’s attention and keep them reading to the end of the page.