5 Remarketing Strategies You Can Use to Increase Conversion Rates
You may or may not have heard of remarketing, but you’ve
definitely encountered it on and off the Internet. One of the
most popular forms of online or digital remarketing is served
from Google ads. Have you ever visited a website or searched
for something only to be shown ads for that particular website
or search topic the next time you visit a website that uses
Google ads? That’s remarketing.
A popular offline example of this form of marketing would be
the sidewalk or “sandwich board” signs cafés use outside of
their businesses, but only the signs don’t change their
content. These signs are meant to target frequent passersby in
hopes they’ll eventually come inside to try whatever the signs
Remarketing clearly isn’t anything new, but there’s still a lot
of confusion as to what it is and how to use it effectively. In
this article, we’ll explain what remarketing is and talk about
remarketing strategies you can use to increase your ecommerce
What Is Remarketing and Why It’s Beneficial
Remarketing is the practice of marketing a product or service
to a potential customer that’s already been exposed to that
product or service. Using tools like Google AdWords, Facebook Ads or AdRoll, you can insert a small snippet of
The code in the script will collect cookies to detect and label
new visitors anonymously. That’s when your ad service swoops in
for the kill and begins displaying ads for your shop wherever
your potential customer visits, so long as the site they’re
visiting supports your ad service.
The most important benefit of remarketing is an increase in
conversions. When a potential customer visits your shop and
doesn’t buy anything, the likelihood of them returning is low.
But, by remarketing whatever product they were looking at and
offering it at a discount you can greatly increase the chances
of that same customer returning and making a purchase.
The most important benefit of remarketing is an increase in
Case in point is a custom printer company that saw 203% higher
conversion rates on their dynamic remarketing campaigns than
regular display ads, according to HubSpot.
Remarketing allows you to turn nearly any customer into a lead
by remarketing individual products or your entire brand to
them. Remarketing is also a great way to increase brand
awareness to ensure general consumers begin recognizing it.
Planting that seed into their minds can lead to even more
conversions when they need to buy whatever product or service
5 Remarketing Strategies You Can Implement Today
Now that you know what remarketing is and how it can benefit
you, let’s talk about the practical implementation. Here are
five remarketing strategies that you can start using today.
1. Determine Which Pages to Target
Before actually remarketing any of your products, consider
which pages you want to tag. The pages should be directly tied
to your marketing goal since those pages will be the ones you
set up the entire campaign around.
If you want to generate more sales, you could tag your top
selling individual product pages or even best-selling
categories and remarket them to bounced visitors. Seeing those
ads again might make them change their mind and come back to
make a purchase.
On a similar note, you could choose to tag pages that educate
them about your company and your products, showing them the
benefits so you can nurture those lost leads and build brand
recognition. Doing so will allow you to prime them for
conversion so when they finally buy, chances are higher of them
purchasing a higher-end product and becoming a loyal customer.
You want to direct your retargeted customers to a strong
product page. To amp up your product page and make it the
perfect representation of your product and your brand, check
out this blog post: Product Page Design: How to
Design the Perfect Product Page.
2. Segment Your Remarketing Campaigns
You’ll have much more success with your remarketing campaigns
if you segment them to target different
people. It’s safe to assume that not all of your website
visitors will be interested in the same products. You can use
the information about time spent on your site, number of viewed
pages, and visited pages to better determine which products
would be more appealing to them.
For example, if you sell pet food, you could create different
campaigns for people wanting to buy dog food and for those
interested in cat food. This way, you’ll be able to address
your visitors needs in a more direct fashion and help them
solve their needs better.
Make use of different call to actions and link them to
goal-based pages on your site. Keep an eye on your conversion
rate so you can track your results and tweak as necessary.
3. Increase the Bid on Shopping Cart and Abandoned
One of the best ways to increase conversions is to use
remarketing on shopping cart and abandoned cart pages. Those
customers have already shown an interest in your products and
were one step away from making a purchase.
Remarket to them as soon as they leave those pages on your site
and continue to remind them to come back and finish the
Since those visitors were close to converting, they are
considered warmer traffic so you should set a higher budget to
get a better return on investment.
Use Shoelace to create a bespoke retargeting
campaign for your ecommerce store.
4. Decrease the Ad Spend on Homepage and Similar Page
At the same time, you should consider decreasing the budget for
ads that are remarketing to visitors who bounced from your
homepage or other pages that aren’t sales-oriented.
Visitors who come to these pages and bounce off are not ready
to make a purchase and as such they don’t bring as much value
to the table as those who bounced from your shopping cart
However, that doesn’t mean you should completely stop
remarketing them. It just means that you will have to invest
more time into nurturing those leads and send them to pages
that offer more information as mentioned earlier.
Make use of your segments to make sure you’re remarking to the
right visitors. Check out this post by Shopify to learn more
ways to remarket to your visitors via
5. Offer Coupons to Repeat Visitors or Product Page
Another effective remarketing strategy is to create coupons and
discount codes and offer them to visitors who keep returning to
your site or viewing certain product pages.
If they keep coming back, chances are they are very interested
in the product so a offering them a 10% off coupon or a BOGO
deal might just be the thing that convinces them to take the
final step and buy the item.
With remarketing, they’ll keep seeing your ad wherever they go
online, but the product is now discounted. This increases the
chances of them converting and becoming a customer. Remarketing
to those customers also created brand awareness which helps you
turn that visitor from one-time buyer into a repeat customer.
Bonus: Check out this post to learn 14 ways to use offers, discounts
and deals to drive revenue.
Increase Your Conversion Rates With Remarketing
Remarketing can be a powerful marketing strategy when
implemented properly. Whichever method you decide to use, don’t
forget to test and tweak the ads to improve your conversion
rates. This will allow you to get a better return on investment
while still staying within your marketing budget.
Use the tips above to launch a remarketing campaign and stay
committed to your efforts. Pretty soon, you’ll be able to see
the results and increase your bottom line.