Consumers now spend more of their time online looking at a phone than they do a computer.
The problem for businesses is only 20% of consumers complete transactions on mobile devices.
This behavior is just one example of why 96% of the potential customers who visit your website will leave without taking any action.
In the past, the only option businesses had was crossing their fingers that some of those potential customers would visit again. Fortunately, it’s now possible to proactively interact with those visitors through remarketing.
What is Remarketing?
This practice involves showing targeted ads to people who visited your site but didn’t become a customer. Ads can be shown on social platforms like Facebook, as well as individual websites.
The most popular approach for placing targeted ads on individual websites is to use Google. You can create a remarketing campaign through Google and display your ads on any website that uses Google AdSense.
Does It Work?
Online case studies have found that not only does remarketing work, but it works incredibly well. The first data point is a visitor who later sees an ad is 70% more likely to eventually become a customer.
Another impressive stat is remarketed ads get an average click-through rate that’s ten times higher than standard online ads. Creating this type of campaign will also increase overall brand awareness for your business.
Displaying ads to potential customers who leave your website is also very cost-effective. When you create a Google campaign, you have full control over your bids and keywords.
Thanks to the combination of increased conversion intent and higher click-through rates, displaying ads to previous website visitors can generate an excellent return on investment.
How Can You Start?
Because Google’s advertising platform is very robust, it’s the best choice for creating your first remarketing campaign. Google also provides a number of best practices you can follow.
The first is to segment your efforts. You can create different ads to display based on specific pages that potential customers viewed on your website.
While Google recommends using their Conversion Optimizer to create an automated bidding strategy, they also provide the ability to manually manage bids. Experiment with both options to see which provides the best results.
Another best practice is to focus on conversions. You can increase the likelihood of turning previous visitors into customers by creating ads with clear calls to action.
It’s important to think about how soon to target visitors. Some businesses benefit from focusing on their most recent visitors, while others see great results from re-engaging older visitors.
You can also create a campaign to up-sell or cross-sell to your existing customers. This can be a great way to increase your lifetime customer value.
Google provides the ability to choose the maximum number of times a potential customer will see your ad in a single day. You can also choose to only display ads during certain hours of the day.
If you’re ready to start targeting all the potential customers who leave your website but don’t have time to implement this type of campaign, contact us to discuss how the RebelFish Local team can manage this entire process for you.
