Did you know that acquiring a new customer can cost four to five times more than retaining an existing one? This is one of marketing’s most fundamental lessons, and it consistently surprises people.

However, these ratios can be valid in some other, very close cases. For example, when you want to advertise to those who have never heard of your product before, versus those who have already spent 5 minutes on your website browsing your products. 

In this article, we will introduce you to the world of remarketing, its benefits, and implementation techniques. 

2. What is remarketing?

“Remarketing is a marketing tactic that helps you engage with your past visitors and encourage them to convert.” In contrast to the general belief, a conversion not only means a purchase event. For example, submitting a lead form, email address, or clicking a ‘Call Now’ button are all potential conversions.

But why is remarketing most effective online? Why has it become a key tool in marketing in the 21st century? 

3. How does remarketing work?

Remarketing can occur in both offline and online environments. However, both need some kind of marking. You must be able to identify the visitor to contact them afterwards. It is not impossible to get this offline, like with app scanning or in-app coupons. However, it is easier to find the solution online. 

In the online world, when you accept cookies at a shop, the shop can use your data for marketing. Of course, the shop can’t get access to your name, email address, phone number, or home address, just your ID number.

This data set keeps track of your past shopping behaviour under your ID number. It shows how far you got in the buyer’s journey. It also points out what distracted you from your main goal and where you left the site. If the seller wants to start a campaign, like on Google, that targets past visitors, he can use his Google Analytics data. This data stores information about the visitors. He can connect it to his Google Ads account and create target groups based on this data.

Google will detect those ID numbers, connect them to the actual Google Accounts, and display the chosen ads to the chosen ad groups. Simply, this is why we get surprised by how Google knows what we searched for the other day. It is not magic; it is rather a smoothly operated system that ensures that advertisers convince their potential buyers more easily.  

4. What are its key benefits?

In this part of the article, we will discuss the advantages of using remarketing as one of your marketing strategies.

a. Increased conversion rates

A conversion rate is a highly expressive metric: it shows almost everything that a firm leader wants to know about its business. Reaching the goals, or not; that is the question. And unfortunately, sometimes business decisions are based on very basic calculations: if we can’t sell 100 products in a month, we can’t finance our monthly costs.

However, grabbing more conversions needs a change: a change of the trends, our products’ price, or a change of our data gathering methods. One of the most important marketing messages is to strive for exploring the “why-s”, rather than only concentrating on the “what”. If you have data on your past visitors, you can not only analyse their shopping behaviour, optimise your site based on their decisions, and more. This is a crucial aspect, but you never get back the same visitor again.

Or do you? Remarketing gives you a chance to draw back the visitors who did not buy from your website. They showed interest in your products by visiting your site.

b. Better ROI and cost efficiency

Without the use of remarketing, 97% of your past visitors never go back to your website. This is staggering. Even if you do everything right and spend enormous resources to convince these potential buyers, they would rather buy the products elsewhere.

And this is not really their fault either; other companies are also trying to acquire these interested customers, and they aim to capture those users at the final stage of the decision process.

That’s because these online users are very valuable to your competitors as well. One study indicates that retargeted users cost up to eight times less to reach per click than new users. If you want to save money on other marketing campaigns, and you have data to run retargeting ads, it is your chance to increase your return on investment, with a budget option. 

c. Improved brand recall and awareness

Do you know how many times potential customers see retargeting ads on average before making the decision? On average, it is 5 to 9 times. It seems like a lot, but considering that it appears during their browsing and reading activity, and they concentrate on other stuff, it is not surprising.

However, subconsciously, they still memorise a portion of your ads. The colours, your logo, or a well-written message. Like, they might not recognise that you are selling domain names, but your rocket-themed messages might influence them indirectly.

In conclusion, when you get them to click on your site and buy what they want, they already know your site. This helps them become loyal buyers. 

5. How to implement it effectively?

The thing is, a remarketing campaign is efficient if it is implemented perfectly. However, one simple mistake can erase all of your hard work. In this part of the article, we walk you through the whole process, step by step. 

a. Define clear goals

You can’t just create a remarketing campaign out of nothing. Defining a goal (or more) is essential to creating your plan.

​For example, you sell telephones, but a new one on your online shop doesn’t perform appropriately. From your measurement, you realize that enough traffic is delivered to the product, but still, out of 15 add-to-cart events, no one actually bought the product. You figure out that it may be because of your high price, compared to your competitors.

Here, your goal is to increase the purchase events by convincing your past visitors through discounts. 

b. Data is everything

A remarketing strategy is nothing without clear insights: to understand that you have potential, and to figure out user intentions. That’s why you need Google Analytics measurement and a session recorder software.

First, sticking to our last example: if you don’t acknowledge that you have momentum, but something is missing, you never start to think about a remarketing campaign. That’s why you need Google Analytics: to be clear about everything that is happening on your website.

Second, if you know that something has happened, it’s still not enough. You never go to a doctor for a simple cough, but it can be an indicator of something serious. You need to understand the “WHY”, which a session recording software can tell you the best. This software records some of those sessions that your website visitors made during their visits. You can check what they looked like, where they clicked, or where they ended their session. If it happened during their price-checking activity, you find the cause and react to that efficiently. 

c. Craft compelling ad creatives

Remarketing is a marketing strategy, but one of its last steps reacts to its marketing approach the most. Now that you know why your potential buyers left your site, you need to fix the problem and highlight your solution to your audience. 

Is it the price? Then shoot below, and communicate!

Conclusion

In this article, we walked you through the world of remarketing, its advantages, and a potential form of establishment. Be cautious, remarketing has great power, but only if you know how to use it.

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The post The Benefits of Remarketing and How to Implement it Effectively appeared first on Tricky Enough.

‘View Through Conversions’ is an exciting metric in AdWords that is unique to Display Ad Network and Remarketing campaigns and allows you to measure which converted visitors saw your remarketing ads (but did not click on them) and then went on to convert following that viewing. In this article, we discuss why this should matter to you!

Google Remarketing Basics

Google Remarketing allows you to segment specific groups of visitors (audiences) that have viewed your website that originated via AdWords ads. Ads targeted at these audiences run on the Display Ad network and display when that particular visitor/searcher matches those audience criteria.

As you can imagine, Remarketing ads (and their associated creative) are highly targeted and can help to reinforce your brand, for example, write my essay services by phdify.com, in the mind of your visitors or prompt them to purchase if they did not originally convert to a customer on their first visit via an AdWords search or display ad campaign.

It is known as Remarketing because you are marketing to visitors that:

• Have come to your site previously via an AdWords ad
• Already viewed your site and been exposed to your brand previously

How Does Google Do It?

The Remarketing system is one based on Cookies and Javascript Tags, much like AdWords and Google Analytics are. An AdWords account user that sets up a Remarketing campaign is provided with special ‘Remarketing Codes’ (Javascript Tags) that match their audience settings, and these are inserted into the appropriate pages on the site.

The Remarketing codes set unique cookies in a visitor’s browser whenever they hit a page with these codes. These codes place them in the appropriate audience, and whenever they then hit a page where the appropriate Display ad should show for that audience, the cookie triggers that ad to display.

It is a very clever system but not without its pitfalls, which will be addressed in another article.

Typical Audiences

With Google Remarketing you can make your audiences as broad or specific as you like. You can set up a campaign for all visitors that came to your site via an AdWords ad. However, that would be pretty broad and craft a unique creative would be impossible.

A better one might be to create an audience that saw your checkout page but did not see the order success page. This might be called your ‘abandoned cart’ audience. You could then craft creative (Display Ads) targeted at this audience with a special discount coupon listed in the creative. If they clicked your ad, you would then land them on a (presumably hidden) special site page detailing the offer and associated coupon code that would incentivize them to convert into a customer on that visit.

You can also get more specific. Let’s say you sell Teddy Bears online. Now let’s say that you have the following main categories on site:

• Famous Bears
• Coloured Bears
• Dressed Bears
• Personalised Bears
• Other Stuffed Animals

Now, you might have an audience set up where the criteria, will be like that they viewed your Coloured Bears page but did NOT view your Famous Bears page. You would then craft an ad, advertising the famous stuffed bears you offer like perhaps Yogi Bear.

The options and audience combinations are almost endless, and you can make them as generic (not recommended) or as targeted as you like.

Enable View-Through Conversion Tracking

This is not enabled by default but should be to see the full value of your Remarketing (and Display Network) ads. You find this setting by going through your AdWords account using the following tabs:
Tools and Analysis > Conversions > Purchase/Sale Conversion > Advanced
and it looks like this:

Highly Value Metric

Google defines a View Through Conversion (VTC) as:

“A View-through Conversion happens when a customer sees an image or rich media ad, then later completes a conversion on your site. This is different from a Click-through Conversion, which happens when a customer had previously clicked on an ad (such as on the Google Search or the Google Display Network) and then completed a conversion on your site.
The data you see in your reports can be affected by how you’re tracking view-through conversions. Here’s how depending on whether or not the feature is enabled or disabled in your account:
Disabled: If a customer views your display ad, doesn’t click it, and then later clicks on a search campaign ad, we’ll count one view-through conversion and one-click conversion.
Enable: If a customer views your display ad, doesn’t click it, and then later clicks on a search ad, we’ll count only the last conversion type (the click conversion, for example).”

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The VTC metric is a highly valuable one because it quantifies essentially ‘free’ conversions. They are not free in that they have clicked on an AdWords ad previously and not converted but the actual Remarketing ad that may have pushed them over the edge to convert has not been clicked (though it has been viewed) prior to the conversion.

To help quantify the value of this conversion, simply multiply the number by the average order value for your PPC conversions using Google Analytics or your analytics tool of choice.

Some argue that there is no way of guaranteeing that your Remarketing ad triggered the conversion, but if it happens within 30 days (the default tracking period in AdWords), then it is a good bet the ads at least helped.

This is what the VTC column looks like in AdWords admin: 

Conclusion

All in all, the VTC metric can help you quantify the value of your Remarketing campaigns beyond just the traditional ‘click-through conversion’ metric. Ideally, you’d have custom Remarketing landing pages too but simply tracking VTC’s is a great start in helping you understand what ad methods are driving revenue for your website.

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