Remarketing for Brands: The What, Why, and How

by Dan

Remarketing is a form of advertising that involves showing ads to individuals based on their previous engagements with your brand. For example, if someone visits your website or uses your mobile app, then showing a targeted ad to them is a form of remarketing. Since you are focused on targeting only the customers who have already engaged with your brand in the past, remarketing is considered to be a very effective and affordable form of marketing. 

In this blog post, we talk about the importance of remarketing and how you can use proven strategies to increase conversion for your brand. 

Why should you invest in remarketing?

Remarketing is an important marketing strategy for businesses, especially with budget constraints. Here are 3 key reasons why you should invest in remarketing for your brand:

  1. Remarketing helps you give a little push to people who have already shown interest in your brand so it essentially provides you with a second chance to convert potential leads. And it works, too. Statistics show that visitors who are shown retargeted ads are 43% more likely to convert than others.
  2. The engagement that you can drive with a remarketing campaign is much higher and effective than a traditional, show-to-everyone marketing campaign. A Wishpond infographic shows that the chances of a customer clicking an ad that is part of a remarketing campaign is 10x higher than a typical display. This illustrates the high ROI that remarketing campaigns offer which makes them a great investment for brands.
  3. It reminds customers of the product or service that they were interested in before. Imagine a scenario where a potential visitor liked something on your website and was interested in a product but was not looking to purchase it at that time. Remarketing lets you reinforce your brand in the visitor’s mind so that when they are ready to make the purchase, they will remember and visit your website for it.

Success strategies for remarketing:

Now that we know why remarketing is important, let’s move ahead to how you can build an effective remarketing campaign with proven success strategies. 

  • Change your bidding strategy based on user segments

There is no single proven strategy that works everytime in remarketing. This is the reason it is very important to understand your user segments when remarketing. You want to make sure that your remarketing campaign is as targeted as possible for maximum returns and for this, you need to categorize your users based on their behavior.

For example, if a visitor on your website has landed on the last page of your checkout process and does not complete the purchase then they should be added to a different segment than a visitor who just skimmed through the homepage only. 

Segmenting users on their behavior lets you decide what budget you should spend on showing ads to each segment based on its likelihood of conversion. Once you have segmented the audience, you can adjust your bidding strategy based on rules such as these:

  • You should bid more on visitors that abandoned shopping carts or checkouts because such visitors are interested in purchasing your products. 
  • You should bid less on non-converting landing page visitors (such as the homepage) since these visitors will be less interested in purchasing. 

The exact changes that you make to your bidding strategy will depend on the segments that you have and their size. 

  • Adjust your ads based on the channel you are using for remarketing 

Remarketing campaigns should not be limited to a single channel because consumers are typically spread across multiple social platforms such as Facebook, Instagram, and Twitter.

However, it is important that when you are running a remarketing campaign on different channels, you should not be using the exact same ad everywhere. This is because a generic ad can turn out to be poorly optimized (e.g. not sized properly) for one of the platforms you are marketing on, leading to a bad impression and lower conversion rates. 

Here are some effective tips on how to adjust ads for different channels:

  • Follow guidelines and best practices for each channel: Each social channel is different and consequently, the ad guidelines and best practices for each channel are not the same. For example, it is recommended that Facebook ads should not be content-heavy and the focus should be on media (pictures or videos). This is particularly because Facebook supports a great variety of ads including instant experience ads that let the user actually experience your brand through interactive visuals. You can read this excellent guide from Neil Patel on social media marketing to find best practices for each social platform. 
  • Be sure to resize your ads according to the channel: Each social platform has different size requirements for ads and it is recommended that you follow these to make your ad look compelling on each platform. You can find a compiled list of guidelines for Facebook ads and Instagram ads on Sprout Social.
  • Use the right tools to make adjustments: With each platform having so many different requirements, it can be difficult for marketers to manage so many variants of ads. For this, you can couple a tool like HubSpot for managing ads with a tool like PosterMyWall that lets you quickly design and customize your ads using pre-defined templates such as these free Instagram post templates

Here is a good example from WordStream of how the same ad needs to be adjusted for different platforms. In this case, since Twitter did not support carousel ads (multiple images) until recently, WordStream had to readjust their ad media for each platform differently. 

WordStream’s ad on Facebook

WordStream’s ad on Twitter

  • Use A/B testing to monitor and adjust your remarketing campaign

A/B testing is a method for comparing how users interact with different versions of the same ad (or landing page). The rule of thumb should be to always A/B test your remarketing campaigns by monitoring the views, click-through rates, and conversion rates. 

To start, make different versions of the same ad and run it with a limited budget and to a limited audience to gather data about user engagement. Based on the results of A/B testing, you can adjust your remarketing campaign to fine-tune the following things among others:

  • Call to action (CTA): What message to the audience is most effective in driving higher conversion?
  • Budget: How much should you spend on a particular ad or campaign.
  • Ad message and images: What text and images should the targeted ad(s) be showing to the customers to maximize their engagement.

By testing your remarketing campaign with A/B testing, you can increase your ROI without spending a lot of budget on experimenting and trying different things. 

Here is an example from AdEspresso of how two different versions of the same ad can look during A/B testing. Results shared by AdEspresso showed that the ad on the left performed better with a 57% lower cost per sale than the one on the right.

Increase conversion with remarketing

Remarketing campaigns are a cost-effective and proven form of advertisement that drives a high ROI for your brand. By making use of the strategies that we have provided in this blog post and adjusting your campaign based on data from A/B testing, you can increase conversion and drive more sales to your brand with remarketing.

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