Increase Conversion Rate with Re-marketing and Programmatic Advertising

Remarketing, or retargeting, is a great tool to use for websites with high traffic to increase their conversion rate, and it is something that is almost impossible to go unnoticed by the consumer.

Now we have all been in a situation where we are considering buying something online, then for whatever reason we decide against it and close out of the tab. After that, you’ve probably noticed the high likelihood that the same exact product will be advertised on a banner ad. This tactic is called remarketing, it works by tracking customer’s cookies and then targeting custom ads to that specific customer base. This is a great way to help influence customers to buy the item after previously backing out because the customer has already expressed interest in that product. In fact, customers that are exposed to retargeted ads are 70% more likely to convert than customers that aren’t. There are 6 main ways to conduct remarketing:

1. Search Retargeting- uses keywords and phrases from consumers search results.
2. Site Retargeting- Once a customer visits your website, you can use site retargeting to target ads to them across search engines and social media platforms.
3. SEO Retargeting- This builds off of Site retargeting to make it more effective and accurate. It combines the users search terms and the actions they took on the website to give more detailed info on the customer.
4. Email Retargeting- This form of retargeting takes into account the actions the customer takes when they receive an email. For example, a target ad for a person who interacted with the email will be different than the customer that doesn’t open it.
5. Contextual Retargeting- Target customers that use websites that are similar to yours. E.g. hotel booking websites, car rental websites, etc.
6. Engagement Retargeting- uses the actions a user took to engage with a media advertisement to retarget that specific user.

Tips and Tricks

Determine your objective

Because remarketing can be used for a broad number of solutions, it is important to know what you are wanting to get out of the remarketing campaign. If you want to increase sales, it would be beneficial to retarget customers that bounced out of the best-selling product pages. Finding the right landing page can have a huge impact on the outcome of the remarketing campaign.

Segment remarketing campaigns

Not all of your customers are alike, so it is important to segment your remarketing efforts based on the consumer profiles.

Use A/B testing

It is important to constantly be improving and optimizing the remarketing campaigns to keep them as effective as possible.

Set Frequency Limit

There is a fine line from trying to increase awareness and annoying your customers

Know where to Retarget

Retargeting is more effective in certain parts of your website than others. Remarketing is best used for landing pages and conversion abandonment pages, because the consumer has already expressed interest in your company. It is wasteful to remarket for the home pages, because the user is more likely to be higher up in the conversion funnel.

Offer Coupons

Coupons are a great way to keep your customers excited and coming back for more. It is also a great way to incentivize the customer to return to the page if they recently abandoned their cart.

Programmatic Advertising

Programmatic Advertising is a new development in remarketing, where companies use an automated system to efficiently target customers with relevant advertisements based on their user data. Programmatic advertising leads to higher conversion because it only targets users that had previous intent to convert, effectively eliminating wasted impressions and clicks. In addition to being more effective, the automation leads it to be more efficient. There are three different types of programmatic advertising, Real Time Bidding, Direct Programming, and Private Auction Sales.

Real Time Bidding (RTB)

Similar to Google Ads, however instead of bidding for specific keywords and phrases, you bid on advertising space.

Direct Programming

This type of remarketing puts buyers and publishers in direct contact. This is a great tactic to use for companies that want high-quality advertising space. It also offers a great deal of transparency between the parties involved.

Private Auction Sales

As the name suggests this is a more exclusive form of programmatic advertising. The seller offers the ad space to a narrow group of buyers based on their specific criteria.