If there is one aspect of digital marketing that every business should know, it is the re-marketing opportunity. In our experience, less than 5% of businesses actually use this tactic.The vast majority of the rest do not even know of its existence. So, what do you need to know?
1: It’s not actually a new idea!
Re-marketing is just geek-speak for contacting a customer more than once.
Imagine someone walks into your business and you watch them look at a certain product. But then they leave before speaking to you. Wouldn’t it be nice to be able to communicate with this customer again and encourage them to buy that item?
Now you can. Re-marketing uses tracking cookies to ‘tag’ your website visitors, remembering what pages they looked at.
2: It’s easy to set up.
You don’t actually need technical knowledge to show adverts to your captured audience.
The most popular platforms offering re-marketing advertising are Google Ads and Facebook. Both use dashboards which do not require technical expertise. That is why Google Ads generates £51.4 billion a year in revenue (Source: Google 2015 annual report), precisely because they make placing an ad simple for everyone.
Having said that, Facebook Ads are a lot easier to understand and set up for the mere mortal. That’s a good place to start.
3: It’s FREE to capture data.
Creating audiences for re-marketing does not cost you any money. You can grow your lists of visitors to your website without paying for an advert.
In that scenario, you have to ask why EVERY business isn’t doing this? Google will keep visitor data on a list for well over a year. On Facebook you can retain people on lists for six months. On a rolling basis.
During quieter periods you then have a bank of potential customers, people who were interested enough to view your web pages, that you can immediately communicate with using paid ads. If you haven’t collected any audience data, you won’t have this option.
4: It’s reduces abandonment.
One of the most valuable pieces of information a business can have is shopping cart and contact page abandonment.
This group of individuals went all the way to edge of buying and stopped, for whatever reason. This is particularly true for products and services that are complex or high value. Customers may want more time to think about their purchase. With a little push, a high percentage of these ‘nearly there’ customers will convert. Consider the following example:
LIST 1 (people who visited the checkout page)
LIST 2 (people who reached payment processed page)
What am I left with?
An audience of all the people who abandoned a purchase. Set up an ad. Invite them back.
5: It’s not as expensive as you think.
Re-marketing is an extension of pay per click advertising. However, the difference is that you are now fishing in a very small pond of your own creation. I have worked with businesses spending £10,000 a month on Google Ads, but making £30,000. On the other hand, I know businesses who just spend a pound a day to keep their name in front of website visitors.
The customer I visited yesterday was spending just £0.16 per click on her re-marketing campaign. The ad itself had been show thousands of times (you only pay for clicks).
A £30 investment will tell you if its going to work or not. That’s the beauty of pay per click, its machine-based marketing. Once you see a return on investment happening, spending more money is safer and likely to generate an equal increase in profit.
6: It is timeless.
The most powerful advantage of digital marketing is automation. Once you have set up a campaign on Facebook or Google Ads, the audience capture is constant until you turn it off. If you set a daily budget, the software automatically shows that AD every day. You do not have to recreate the wheel every day.
Automating marketing in this way ensures you constantly communicate with your market. It doesn’t matter if you are time poor, busy, quiet or even on holiday. The campaigns run themselves.
Facebook Pixel VS Google AdWords
These pay per click options perform the same function. People who have visited your website are recognised when they log onto Facebook or use the Google network. Your business can then target these people with an advert.
AdWords is more complex than Facebook Pixel, because it can do so much more. It feels as if Facebook looked at AdWords and thought “we can copy that, but let’s leave out 90% of the complexity”.
Both use the same method of data capture, requiring you to add a snippet of code to your web pages (called Pixel on Facebook). Adding the code does require a little technical knowledge, but Facebook and Google get round this by emailing you step-by-step instructions to give to your web designer. It really is a 5 minute job and you shouldn’t be charged.
The main difference between Google and Facebook is who’s looking and why. People returning to Facebook will almost certainly be doing so for personal reasons and recreation. People looking on the Google network may well be looking to purchase. The reach of the Google network is also far wider and you have more chance of engaging your website traffic.
I would recommend trying a Facebook Pixel campaign first, just to familiarise yourself with a simpler re-marketing process. Then move onto Google AdWords and go for bigger numbers.
Information on setting up your own re-marketing audiences and ads on Facebook Pixel and AdWords can be viewed on the following links.
Elliot Forte is the author of this blog. He is a founder of the business support company Business Think Ltd.
If you would like one-to-one tailored help with your marketing, please contact Elliot on:
Tel: 07733 321994 | Email: firstname.lastname@example.org