Visitors to your website may not always buy your product or service immediately – remarketing techniques can ensure that they don’t forget about you and may even help to entice potential customers back to your website with the aim of buying.
Why use Remarketing Techniques?
Retargeting creates a more personalized ad space for potential customers, reminding them of your business’ presence, their interest in you, and reminding them of your products or services.
In addition to this, remarketing strategies have practical benefits for your business, including:
• Reducing advertising ‘waste’ – targeting only potential customers who have already shown an interest in your products and services
• Lowering your cost-per-click
• Increasing brand recognition and recall
• Advertising new or related products and services
• Increasing sales and upsales
How does Remarketing Work?
Retargeting, or remarketing as it is also known, can be carried out in several ways including the following:
1. Classic remarketing – the most basic method of retargeting involves adding a piece of code – often referred to as a ‘pixel’ – to your website. The pixel releases a browser cookie every time a new visitor comes to your website, which then shows specific ads at a specific time to potential customers who have already visited your website.
Take the example of an electronics store – if I visit the website and browse their tablets when looking for a new gadget, but go away without buying anything, I will see ads for tablets from this shop across my social media accounts and other internet use. When using this type of retargeting, it is important to add the pixel to a product or service page, rather than one which sees a lot of traffic ‘bouncing’ – you don’t want to retarget visits who have shown that they are not interested in what you are offering.
2. Excluding customers – by identifying customers who are unlikely to convert into leads, you can save money on advertising to people who are unlikely to buy again. This can also increase customers’ good feeling by not giving them the feeling they are being tracked on the internet.
The types of customers you might want to exclude from your retargeting campaigns may include:
• Someone who has just discontinued your services and is not likely to be back
• A customer who has just made a large purchase which they are unlikely to repeat in the coming days or weeks
• Customers who have signed up for newsletters – you may continue your marketing strategy through this method instead.
3. Call to action – remarketing can also be used to remind your customers that it is time to take action.
This can come in the form of warranty expiration dates, scheduled maintenance or other timely events. For example, in pharmacies, this may translate into a reminder that their monthly prescription is likely to run out soon.
Summary
Retargeting ads work not only to showcase your wares but also to remind potential customers to return, engage with your company, and enter into a conversation or relationship with you.
Are you a pharmacy or durable medical equipment provider who is looking to generate patient inquiries for your business? Request a demo here.