We are all familiar by now about the prevalent use of behavioural remarketing ads that seemingly follow us after visiting certain websites. Most websites typically use them to recoup their non-converting visitors in the hopes of convincing them to give their website or product another look.
Although remarketing campaigns could work very well using this simplified method. There are a number of creative ways you can use remarketing to get even better results.
#1 – Highly Targeted Lead Gen & Remarketing Campaign Based on a Segmented Traffic Sources
Let’s say you are a tourism board and your goal was to attract males between the ages of 25-34 of various interests. Rather than creating one generic campaign for this user base, why not segment them further. You could create a handful of campaigns.
From either your own CRM email database or through Facebook demographic targeting create:
- Segments of Males 25-34 interested in extreme sports. Create corresponding email, ad creative and a landing page with this in mind. Plus a remarketing campaign specific to this segment with corresponding creative.
- Segments of Males 25-34 interested in wine tasting. Create corresponding email, ad creative and a landing page with this in mind. Plus a remarketing campaign specific to this segment with corresponding creative.
- And so on, and so on. (You get the picture…)
Since you know the traffic source and the type of person who would be visiting your landing page you can craft highly targeted advertising to these groups. By using this method you could increase the effectiveness of not only the initial conversion but also your remarketing campaign because it is very personalized to each segment.
#2 – Add a Remarketing Pixel for Your Campaigns on Partner Websites
Your product is likely being reviewed by bloggers and affiliates. Although their referrals alone could be generating traffic to your website and possibly converting on first visits. You could extend your reach by asking bloggers and affiliates to add your remarketing pixel to the page which they are reviewing your product.
The user journey would go something like this:
- User visits XYZ.com website which has a review about your product. That page contains a remarketing pixel for your campaigns.
- User leaves XYZ.com website but is now seeing banner ads about your product.
- User eventually clicks on that banner ad and visits your website to hopefully convert.
Best used for products that have limited reach and minimal brand awareness, it can be a cost effective way to get the word out about your product.
#3 – Create Remarketing Campaigns for Each One of Your Products
Amazon.com does this very well in an automated way.
If a user visits one of your product pages, don’t just advertise with a generic banner ad. Use banner ads with images of the product they had just viewed. Although it could be tedious, you would need to have a remarketing campaign for each one of your products with corresponding creative.
These are just a small handful of tactics you can employ with remarketing. By customizing your campaigns you’ll be improving the context of the ads, which should not only get better results but also reduce the annoyance factor of remarketing ads.