How To Create Truly Effective Remarketing Ads
by Manny Lopez • December 5, 2016
Imagine a wonderful online marketing world where you never lost a potential sale, where every click became a conversion…wouldn’t that be great?
Well, for most of us, that dream will always be a dream, but remarketing ads are a big step closer to that dream!
Now, remarketing ads are great, but they are different in many ways from traditional display ads. As a result, you need approach your remarketing strategy differently.
Here are 3 ways to create effective remarketing ads:
1. Offer-Based Remarketing
One effective strategy you can implement into your retargeting strategy is one I call the “offer-based strategy”. This type of campaign can be effective for eCommerce companies or any other service-based company.
Offer-based remarketing is focused on remarketing exclusive offers to potential customers. This is an effective strategy because you can target a person who has already shown interest in your products and market to them where it really counts the pockets.
A lot of visitors don’t convert on the first time they land on our page, and a lot of those users are doing cost comparisons before they commit to a purchase. With the offer-based strategy, you can get ahead of this price-shopping behavior and offer a discount that makes your company the clear winner.
The more value or savings you can offer a user, the more likely they are to make a purchase.
2. Frequency-Based Remarketing
Knowing who you are remarketing to is important, but how often should you show your ad? Some companies tend to take a more aggressive approach and choose to show there ad as frequently as possible.
For example, at Disruptive, we like to stay top of mind, so now that you’ve been on our site, you’ll probably see our ads for a while.
The key to running a successful aggressive remarketing campaign is relevance and substance. Keep your ads fresh by rotating them and try to only show them on other webpages that complement your product or is competition. There is a very fine line between annoying users and getting them back interested in your product or service.
3. Benefit-Based Remarketing
Often in your initial campaign, you might have focus on a certain pain point, emotion or special offer in order to get a conversion. In the benefit-based remarketing strategy, you move away from pain points and focus your ads on the customer and—more importantly—the benefits they will get from your product.
Benefit-based remarketing allows you to market to the potential customer in a different way that may appeal to a different segment of your audience. With this strategy the customer is king and the products is just living in their world.
No matter what industry you’re in, there are some universal best practices that can be applied to all remarketing campaigns:
- Relevance: Remarket to the right people on the right webpages.
- Frequency: Don’t overdo the amount of times you’re showing the ads to your audience there is a very fine line between effective and annoying.
- Novelty: Keep your ads fresh. Remember to rotate your ads and keep your offers or copy intriguing.
- Message: The customer is king. Focus on the benefits that your product will give them.
By the way, if you’d like me to take a look at your current remarketing strategy and give you some recommendations on how you can improve things, let me know here or in the comments!
How do you create effective remarketing ads? Have any strategies to add to this list?