How To Get Ad Remarketing Right

Sam Chadson Ng
Sam Chadson Ng

Assistant Director of Content

ad remarketing

Remarketing is recognized as a cookie type of technology that attaches a pixel (a type of JavaScript code) to one’s visitor’s browser. This code then follows the individual as they browse through the Internet. Cookies help ensure that the visitor is served ads for websites that they have recently bounced off. The goal is to get them interested in a product or service that they’ve nearly purchased some time ago. In other words, ad remarketing is the process of re-engaging with visitors who’ve already visited your website but abandoned their carts mid-way.

The problem is that many online marketers see their ad remarketing campaigns fail. In this post, we will discuss several techniques that rookie marketers tend to overlook:

Bid on Repeat Visitors

A common remarketing mistake is not bidding enough on repeat visitors. Oftentimes, these individuals are already interested in what you have to offer but have not converted yet. In order to reignite their interest, consider offering incentives such as a 15% or 20% discount (depending on your budget) on their first purchase. These customers may be people who have browsed through your product page or have sent you inquiries but haven’t responded to your replies.

Customize Your Landing Pages

A marketer’s job isn’t finished when they put up an advertisement online. One needs to provide the right experience for visitors who click on these ads, i.e., a customized landing page. In addition to avoid using generic homepages, business owners should utilize Google’s Dynamic Remarketing feature to retarget visitors who linger on certain product/service pages without converting. This feature allows you to create ads that feature products and/or services that visitors viewed on their last visit, giving them the confidence that those items are ideal for their needs.

Keep Track of Conversions

Some visitors may click on your Call to Actions (CTAs), but exit the landing page before providing your desired information, e.g., an email address. Alternatively, they might sign up for a freebie, but exit the page without providing the desired contact information. That’s why it is important to use conversion tracking tools to gain a better idea about the types of activities that can help drive valuable customer actions. Facebook Pixel is a popular tool that allows business owners to gain complete clarity on the ROI of their ongoing ad campaigns.

Avoid Annoying Your Audience

When you start bombarding visitors with too many ads at once, they will quickly become tired of seeing the same ads repeatedly. Because they get go used to seeing your ads, the content no longer be effective or enticing enough to take a certain type of action. To prevent such issues from happening, consider using burn pixels to untag visitors who you have successfully converted. Additionally, business owners can use frequency caps to limit the number of times an ad is displayed to visitors online. This helps prevent them from getting bored with the ad and increases the chances of engagement.

If you are having trouble with retargeting visitors, you can always consult with SmartSites’ ad remarketing specialists for useful advice!