Note: This is a guest post from Rebecca Keys, Marketing Manager at Aimtell. Aimtell helps websites setup and send push notifications that help in increasing conversions.
Low conversion rates is one of the biggest (and most common) problems online sellers face.
Are you dealing with it right now?
If so, you’ll be happy to know that you aren’t alone and that there are tons of things you can do to help get back on track.
One such thing is retargeting.
Retargeting is a form of marketing that targets users that have previously interacted with your website in some way. These users navigated to your website but for some reason left without converting.
Retargeting looks to capitalize on this initial interest a person has shown in your brand, with the hopes that they will return to your website and make a purchase.
Over the years retargeting has grown and evolved and has become an absolute favorite strategy amongst digital marketers looking to re-engage users and boost conversion rates. If you want to get started with retargeting, but are unaware what exactly is out there or where you should focus your efforts, keep reading to see some popular methods that are sure to produce results.
Social Media Retargeting
One method of retargeting is social media retargeting.
This has become incredibly popular recently as more and more platforms release this type of advertising. Combine that with the popularity of social media and you’ve got a great marketing combination.
These social media retargeting ads are, as the name suggests, presented on social media platforms like Twitter, Facebook, and Instagram.
You’ll typically see ads highlighting products or places a user has looked at previously.
In the above example, a jewelry company created a carousel ad on Instagram featuring an item a user has previously looked at along with other images of related products. Finally, a CTA button will drive users back to your site should they wish to make a purchase.
For Facebook and Instagram, getting started is easy.
First, make sure all of your products are loaded into your Business Manager for Facebook. You can then create what they call “Dynamic Ads” using their Power Editor.
Remember that Instagram is owned by Facebook, so you handle your Instagram ads through this platform as well. It’s as easy as clicking where you want the destination of your ads to be (as seen above).
When deciding which platforms to use, keep in mind things like your particular industry and the demographics and social media behaviors of your target audience.
For example, if you are an ecommerce brand that sells products like clothing or accessories, Instagram will be a great platform for you, as it is completely visually based. If you sell a service, Twitter might be more effective.
Retargeting through Video
How much time would you say you spend watching videos online?
A lot, right?
You aren’t alone. In fact, research shows that as many as 1 billion YouTube video views are accumulated every day just on mobile devices.
Video has exploded in popularity, and for that reason you should consider video retargeting.
Setting up retargeted ads on YouTube involves working with Google Adwords, something you likely already use for other PPC ads.
With these ads, you have the choice of what format you want your ad to display as. You may show an actual video ad before a video, or go with a banner ad or display ad that will show at the bottom or alongside of a video.
But, video ads are not for everyone.
If you are not able to produce high quality video content, you should stick with other forms of retargeting. Great videos can be very successful, but bad videos can in fact have a negative impact on your brand.
Stats show that 62% of consumers are more likely to perceive a brand negatively if they have low quality videos. However, if you are able to produce high quality video content, this retargeting technique should definitely be tops on your list.
Remarketing Lists as Search Ads
This next strategy also involves Google Adwords.
Instead of showing up on a website or social media platform, these ads show up on Google search results. In short, users are targeted who have previously been to your website but left without converting, and are now searching for something on Google.
By utilizing CPC ads, you can retarget or remarket these users a few different ways. First, you can have totally separate retargeted ads that use new keywords you haven’t previously bid on. These ads will only show to those individuals on your retarget list.
If you do not wish to bid on new keywords, you may decide to instead increase your CPC budget on retargeted ads for your existing keywords (and not your broad CPC ads that are shown to anyone who searches for the specified keyword).
Increasing your bid results in a greater chance that your ad will display high up on search results pages. This extra money is justifiable because these users have already shown an interest in your website, giving them a greater likelihood of converting.
While less effective than its early days, email still remains a relevant marketing platform, and therefore also a solid platform for sending retargeted ads.
In this case, users are retargeted in the form of an email message after doing things like leaving your website without converting or abandoning their shopping cart.
If you have a large amount of email subscribers and regularly use this platform for marketing already, then you are a prime candidate for utilizing email retargeting.
Like we mentioned earlier, you may wish to retarget individuals who left items in their cart, or who have not purchased from your website in a while. Looking at the above example, you can see that a discount code was also included in the email to help encourage the user to complete the purchase. The message also includes related items that the user may decide they also want to purchase, which is another smart retargeting tactic.
Wondering how to get set up with these campaigns?
Mailchimp, a popular email marketing platform, makes it easy. They conveniently integrate with large ecommerce platforms (Shopify, BigCommerce, and WooCommerce) to track and log information about your customers’ shopping behaviors.
Simply install the app (like the Shopify app, pictured above) in order to incorporate your store information into your email marketing dashboard. With this data you can easily set up retargeted campaigns. Send abandoned cart emails, product recommendations, and more.
If you are skeptical and wonder if email is still worth your time, that’s understable.
However, recently research was conducted to determine if email retargeting was actually producing results. Good news: the results were positive, with average open rates being around 60% and click-through rates around 15%. Not bad at all.
Web Push Notifications
One final method that you have likely started hearing a lot about are web push notifications. With more flexibility than regular push notifications, these can be viewed on both mobile and desktop devices, and even when a user is not currently viewing your website.
With numerous retargeting opportunities, it is time to start seriously thinking about getting started with web push.
The set up process couldn’t be simpler.
All it takes is one click for a user to opt in to your notifications. Once that is done, you can begin to retarget them based on tons of different factors and actions that they take on your website.
Retarget users who view your site but don’t convert, abandon items in their shopping cart, subscribe to your newsletter but never open them or visit your site, and that is just to name a few.