Remarketing Your Brand

Among the many digital marketing strategies available to businesses, retargeting and remarketing are the most ignored. According to two different studies conducted within the past 18 months, less than half of marketers retarget. Why? Because only about a fifth of marketers and businesses fully understand the value in the strategy.

In the first study conducted in 2017 by Spiralytics, it was found that only 49% of brands have a dedicated retargeting budget. This means more than half of brands have not set aside money in their budget specifically for retargeting campaigns. 21% of marketers said that they were considering scaling back their remarketing advertising spending due to lack of insight.

We believe you shouldn’t pull the plug on retargeting, just yet. Retargeting can be complicated, and difficult to track, but it is absolutely worth the effort and still much more trackable than a traditional billboard on the highway! Like most effective digital marketing strategies, including SEO and AdWords, persistence will pay off with profits. What’s more, with the right guidance, retargeting combined with remarketing techniques, guarantee a significant Return on Investment (ROI).

Simplemachine is here to provide that guidance. Below, we discuss everything you need to know about the two marketing approaches, complete with ways we can help you resurrect your retargeting and remarketing campaigns for a steady ROI.

Definitions and How it Works

The two terms, Retargeting and Remarketing are often used interchangeably which isn’t totally wrong because they are similar in a number of ways. However, every serious marketer needs to be aware of the significant differences between the two techniques.

Retargeting refers to the use of display ads to target users who’ve interacted with your brand in the past. Perhaps the user visited your sales page and was in the process of making a purchase, but didn’t go through to check out. Retargeting uses cookies to track such users. Cookies are set in the visitors’ browsers and you can pull down information from these cookies to target users with ads based on their past interactions. Retargeting ads are placed by third parties such as the Google Display Network and are largely automated.

Remarketing focuses on email campaigns or Social Media, targeted at re-engaging customers. For instance, after a customer abandons their shopping cart or adds an item to their wishlist, you can send them an email with images of the product, reminding them about that past interaction and encouraging them to return and complete the purchase. Or on social media, remind them of your product or brand as they scroll through their newsfeed or browse through the Facebook Marketplace.

So, retargeting and remarketing are focused on the same end goal of converting site visits and engagements into sales. What differs is the approach. Retargeting uses display ads while remarketing focuses on emails or social media.

The Big Stats –
Why Retargeting and Remarketing are Vital

There are endless stats that prove the value of retargeting and remarketing. AdRoll, in a recent study, found that only 2% of shoppers buy on their first visit to an online store. It means that every time you send 100 visitors to your online store, a whopping 98 won’t make a purchase.

What are you supposed to do about this 98%? Don’t just watch as they possibly head to your competitors’ stores. You need to find ways to convince them that when they’re ready to make the purchase, your store is their best option. Retargeting and remarketing strategies do that brilliantly.

The following are other stats that show the importance of remarketing and retargeting;

  • 25% of online shoppers enjoy seeing retargeted ads

Up to 60 percent of consumers have no objection to retargeted ads and emails as long as you don’t spam them with these marketing messages. What’s even better is that 25% of consumers say they “enjoy” retargeted messages because they remind them of products and services they are eager to purchase.

  • There’s a 70% chance a retargeted consumer will make a purchase

The fact that the consumer was on your website in the first place is proof enough that they’re interested in your product. Retargeting and remarketing further increase the likelihood that the interest will result in a sale. In the AdRoll study mentioned earlier, 70% of consumers who viewed retargeting ads or received remarketing messages eventually made a purchase.

  • 3 out of 5 digital consumers easily recognize retargeted messages

Whether you’re sending emails to remind them of an abandoned shopping cart or showing display ads on the websites or social media platforms they visit to remind them of the same, consumers quickly notice retargeted messages. For every five consumers who come across the messages, three will recognize them right away.

  • Retargeted ads have 10 times the CTR of normal marketing messages

Since the average Click Through Rate (CTR) of normal marketing messages is 0.07%, it means that the average CTR for retargeted and remarketed messages is 0.7%. This is another clear indicator that retargeting and remarketing campaigns work. First, we learned that consumers easily recognize them and now, we’re finding that consumers are happy to click on them.

  • Retargeting/remarketing significantly increases direct searches

ComScore recently conducted a study covering 103 campaigns from 39 different advertisers in 7 industries to find out which marketing strategies contributed most to direct searches on search engines. Retargeting and remarketing proved the most effective, lifting business name searches by a mind-boggling 1,046%!

So, Why Simplemachine?

Simplemachine is a premier digital marketing agency located in Bentonville, Arkansas, with a presence in several neighboring towns and cities including Dallas, Texas, and Tulsa, Oklahoma. The team at Simplemachine has the knowledge, experience, and talent to run comprehensive retargeting/remarketing campaigns for small and mid-sized companies. In addition, they are locked and loaded with tools and skills to effectively and efficiently manage any retargeting/remarketing campaign.

The Process
At Simplemachine, the retargeting/remarketing process runs in a closed loop comprising five key stages;

  1. Audience Analysis: We analyze your previous site visitors and their behavioral patterns to identify targets and qualified leads worth pursuing.
  2. Audience segmentation: We categorize the identified visitors into different groups based on clearly defined rules.
  3. Creating RLSAs: Remarketing Lists for Search Ads (RLSAs) are lists created in AdWords campaigns to target identified consumers as they return to Google for further searches.
  4. Creative design and development: This is where we develop the necessary marketing messages (ads) for the campaign.
  5. Campaign rollout and monitoring: Finally, with the targets identified and marketing messages created, we can roll out the campaign and begin to monitor progress.

Tools We Use
For successful retargeting/remarketing campaigns, we use some of the industry’s most effective tools, including;

  • Google AdWords
  • Google Analytics, and
  • AdRoll

What To Expect
Of course, the first thing you can expect when you choose Simplemachine for your retargeting/remarketing campaigns is a strategically set up, value-focused campaign, designed with a keen interest on ROI. Moreover, you can expect much more, including;

  • Complimentary Ad Design Services with Remarketing Agreement
  • Regular Updates on Progress & Adjustments
  • Transparent Reporting
  • Ongoing Data Analysis

Get Started Today
Why not roll out your marketing campaign now. Our experienced professionals are waiting to help. Remember that Simplemachine also offers WordPress Website Design & Development Services with Advanced SEO, Social Media Marketing and Google AdWords Management to help get you started. Contact us today at 877-524-6325.

Contact Simplemachine Today