We've all seen ads that 'follow' you around the internet and show up on your Facebook and LinkedIn news feed. It's not magic, it's something called remarketing and can be really effective for your business.
The majority of the time, prospects arriving at your site for the first time aren't going to purchase, download your free e-book or book that consultation.
‘Moz found that a new visitor to their site takes 7.5 visits on average before they opt for a free trial of their products’
When thinking about our typical behaviour as a consumer, we all do our research and look around for a better offer before we commit to purchase a product or service. Consumers are getting more savvy and interacting with webpages for longer, even adding items to their carts before abandoning a website. At a time when people are busier than ever, you have to stay at the forefront of the consumer’s mind, making sure that you don’t leave their final decision to chance. This is where re-marketing comes in.
‘The common misconception is that customers hate ads on website but according to a recent survey by HubSpot this is not the case at all. The report found that customers want to see relevant ads.’
So how does remarketing on social media actually work?
To start, we have to install a Pixel or Insight tag to your website. This then allows us to track what users are doing on your website and set up define custom conversions.
From this data we can serve dynamic ads that are populated with products they've been looking or added to their carts but not ordered.
Remarketing isn't only for ecommerce though, for example, if a user has visited a certain page on your website and hasn't completed the call to action (like filling out a form), we can track they've visited the page but not filled the form out. We can then serve the consumer an ad to them to try and encourage them to go back and complete it.
You may be discouraged by thinking that these ads can actually put people off rather than increase conversions, but this is far from the case. Remarketing ad impressions actually positively correlate with conversions. In other words, more impressions equate to more conversions.