Potential customers often explore your website but might leave without completing a purchase. This is where remarketing comes into play – a technique that reminds prospects of your business while offering incentives to encourage conversions. 

To elevate the potential of your remarketing campaign, incorporate strategies like customer segmentation, cross-platform targeting, and ongoing testing. This guide is designed to help you optimize your remarketing strategies to improve sales from engaged online visitors.

But, first things first…

What is Digital Remarketing?

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Digital remarketing, also referred to as behavioral retargeting, leverages online ads to promote your eCommerce store or website. To initiate a retargeting campaign, your potential customers should have performed actions such as 

• Visiting your site, 
• Clicking on ads, 
• Following you on social media or 
• Searching for your brand on Google.

We’ll break it down to bring the concept of retargeting closer to you.

In traditional retail, like owning a physical store, foot traffic is a measure of engagement. In the digital sphere, website visits are equal to the number of clicks. 

When shoppers exit a brick-and-mortar store without making a purchase, there's limited opportunity for continued engagement. However, in eCommerce, this is where "remarketing" comes into play.

Remarketing is as simple as showing ads to individuals who have previously visited your website or interacted with your mobile app. This approach is cost-effective and powerful, as it targets customers who have already shown interest in your offerings.

This approach guarantees higher chances of making conversions.

And now, you’re ready to capture and convert your potential customers. Here’s how!

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How Digital Remarketing Works?

To effectively reach prior website visitors with remarketing ads, you need to implement a "pixel" or "tag." This code is embedded in your website's backend. When a visitor with a Google or Facebook account triggers this code, it allows you to display ads to them.

These codes capture and transmit information back to platforms like Google and social media networks, including:

• What products or services a customer show interest in,
• Whether they explored products, 
• Added items to their cart without purchasing or 
• Completed a purchase.

Now, you have to dissect this information to find potential causes of unfinished action. It will help you optimize your campaign, your store, or any other segment that causes customers to leave without completing a purchase.

Types of Remarketing Ads

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There are three primary types of remarketing: 

• Pixel-based remarketing, 
• List-based remarketing and 
• Video remarketing.

Pixel Remarketing: This approach showcases display ads to individuals who have previously visited your site. These ads, similar to graphical newspaper ads, can also use "dynamic remarketing" to cater to specific behaviors, such as showing an image of a previously viewed product.

List-Based Remarketing: This strategy involves matching contact information from a customer or prospect database that you've uploaded. It targets ads to individuals familiar with your brand, enhancing engagement.

Video Remarketing: For your YouTube content, you can send additional ads to individuals who have visited or subscribed to your channel, promoting your products and services.

Just a bit more theory to make a solid base, and you’re good to dive into the conversion boosters we promised you.

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Remarketing vs. Retargeting

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Let’s clarify what each term represents because you probably think they’re completely the same thing. You’re not far from the truth, but there’s still a slight difference. 

Although often used interchangeably, "remarketing" is the broader term, while "retargeting" is a specific form of remarketing. 

So basically, the types described above are remarketing strategies (pixel remarketing, list-based remarketing, video remarketing), but to be precise, they’re retargeting (a specific form of remarketing).

Another example of remarketing is sending promotional messages to your email marketing contact list, targeting existing customers and subscribers.

Time to enter the promised land.

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#6 Tips for Successful Retargeting

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Time to ditch the generic ads for a more personalized approach. Retargeting audiences already know your brand, so focus on addressing their hesitations and encouraging conversions. Remember to take cues from successful examples from your niche if you need inspiration.

Slick Tip #1: Talk them into buying from you

Find possible causes that prevented the conversion in the first place. Craft copy that directly addresses those concerns and provides reassurances.

1. Find common objections by analyzing what caused the downfall of your current campaigns
2. Address objections in ad copy
3. Reassure prospects with solutions

Slick Tip #2: Flash their favorites in their face

Dynamic remarketing is your ally. Showcase products your audience viewed during their site visit. Remind them of their interest by displaying familiar items, tempting them to return and complete their purchase.

1. Use dynamic remarketing
2. Display products they viewed
3. Remind them of what they liked

Slick Tips#3: Create a FOMO fiesta

Create a sense of urgency to drive hesitant prospects into action. Use ad customizers to include countdowns, playing on the fear of missing out.

Combine that with compelling copy with visuals that stress the urgency - One-time offer, Limited offer, Flash sale, Low in stock, Last time pieces…

1. Use ad customizers for countdowns
2. Invoke urgency with limited-time offers
3. Add visuals like clocks for impact

Slick Tip #4: Discounts to the rescue

Capture the attention with exclusive discounts. Lower the risk of losing potential customers by “sweetening” the deal.

1. Offer special deals in ads
2. Sweeten the deal with discounts
3. Tempt them to come back with savings

Slick Tip #5: Abandoned carts - a BIG NO! Seal the deal

Ever felt like a kid who got excited about candy at the store but then left empty-handed? Customers do that a lot. They load up their carts, then disappear. And it’s up to you to make them come back and complete an order.

Create a pop-up window: Remind customers of the incomplete checkout process and prompt them to return and complete it.

Send friendly reminder emails: Send a gentle email to remind them about their abandoned cart. Be polite, not pushy.

Highlight left-behind items: Mention the items they almost took home. Sometimes, they just need a little nudge to remember what they wanted.

Offer them discounts: Everybody loves a good deal. Offer special discounts to entice them to complete their purchase. Show them the magic of saving money!

Create Urgency: Add a dash of urgency with limited-time offers. Let them know the clock is ticking on their chance to get those goodies.

Slick Tip #6: Show some love and appreciation 

Celebrate existing customers by reminding them of their positive experiences with your store. Send them a thank you email. Run a campaign of gratitude. Giving back triggers loyalty! Trust us, you’ll see them coming back for more.

1. Target past customers with ads or emails
2. Remind them of your brand
3. Thank them for their support and trust
4. Offer incentives for repeat business

By combining these strategies, you can create a retargeting approach that not only engages potential customers but also nurtures existing relationships. This is the ultimate way to grow your eCommerce and boost your profits. It’s a must to implement in your marketing!

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Happy remarketing! 

Or retargeting? Hope that after reading, you know the difference.

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