Developing the growth of an e-commerce business often depends on a number of important factors: conversion rate, traffic, average basket, prices…
Attracting a qualified audience, ensuring cross-selling and optimizing pricing and promotions will help you achieve a number of objectives. However, sales don’t happen as a result of a compulsive act or an immediate purchase on your site.
Some customers take time to think before placing an order, especially if the price is high. Indecisive prospects increase the difficulty of converting on your site. What’s more, during this time of reflection, these same consumers will be exposed to other offers for the same or similar products.
How do you make sure they don’t forget you? One strategy: remarketing campaigns via Google Ads and Facebook Ads. If you’re unfamiliar with the concept of remarketing, you’ve probably been confronted with it at least once without knowing it.
The principle is to present an advert to a user who has visited your website or interacted with your social pages (Facebook, Instagram, Linkedin pages).
It may seem intrusive, but this method pays off. How can you set up subtle remarketing campaigns via Google Ads or Facebook Ads without harassing your prospects and customers?
See also: Guarantee the success of your sponsored campaigns with targeting, remarketing and your audiences
When and how can I use my remarketing campaigns?
Let’s take a situation you’ve probably experienced. For example, you’ve been looking for a watch or a pair of shoes on a website, and you’ve done some simple scouting on the same site.
In the days that follow, ads for watches and shoes are everywhere: on your Facebook page, Instagram, on your favorite horoscope or weather site …
What a coincidence, you ask? Well, no, it’s not chance, but a remarketing strategy implemented for the site you’ve visited.
In fact, “tracking” the people who have taken actions on your site is commonplace for Ecommerce companies wishing to maximize the ROI of their campaigns, because very often, setting up and distributing retargeting (or remarketing) campaigns is a winning strategy.
Return on investment is almost always guaranteed, because you’re addressing a “pre-qualified” audience whose conversion potential is greater than that of a new visitor.
A subtle example of a remarketing ad: Retarget a visitor who continues to search on Google, with a personalized ad in the Google Search results (Google RLSA campaigns).
Do you find this technique too intrusive? It can be, if it’s not done in the right way. With Facebook Ads and Google Ads campaigns, you can easily retarget your site visitors with different ad formats and ad formats.
What’s more, combining the two platforms will enable you to be more effective in winning over your customers and undecided audiences.
How can Remarketing optimize your conversions?
- Invest in “image” and create promotional banners
Consistent advertising that reflects the image of your site (color, logo, tone, etc.). Your e-commerce site must be recognizable and attractive. - Test different ad formats! Create several ad formats to see which strategy gets the most clicks and increases your conversion rates. Don’t limit yourself to what’s working, and regularly launch new campaigns.
- Re-launch your site visitors; as well as anyone who has taken an action on your site (downloaded a freebie, subscribed to the newsletter…).
- Apply several targeting strategies with Facebook.
You can highlight your content to people who have taken an action on your page (like, comment, share), but also target people who have taken specific actions on your site, e.g. visiting the “Price” page. - Re-target with a promotional offer, for people who have left their shopping cart without making a purchase.
- Reduce your mailing lists to target the most recent prospects, who are most receptive to your offers.
- Optimize your product and service landing pages to increase your conversion rates.
- Increase your bids and don’t limit the budgets of Remarketing campaigns or ad groups.
- Set up remarketing campaigns with Google Shopping.
- Leverage your Facebook Catalog and Pixel with Facebook Business Manager.
- Usedynamic ad formats to be as close as possible to what your prospects are looking for in Google search results.
- Exclude audiences you’re not interested in: it’s sometimes a good idea to exclude web users who have recently bought and converted on your site. These keys can be retargeted later via email campaigns and become potential buyers and loyal customers.
The aim of these actions is not to be intrusive or to chase after unqualified prospects. The sole aim is to be present at the right time, and during the right period of reflection.
Your brand needs to present itself as the right solution.
See also: remarketing and RGPD, is there a conflict between these two concepts?
What are the advantages of remarketing strategies?
Although it’s difficult to harness the full power of targeting and remarketing strategies, usually because of limited budgets, the effort is well worth it, as these actions offer many advantages:
- Lower acquisition costs
- Build customer loyalty and propose new offers
- Increase complementary sales
- Increase online store visibility
- Optimizing return on investment
As an example, on 2O accounts in similar sectors that we manage on Google Ads, we have observed that the conversion rate is multiplied by 3.7 on remarketing audiences!
Targeting qualified audiences and running remarketing campaigns shouldn’t feel like an intrusion into your prospects’ lives. This type of advertising campaign enables every e-commerce site to become unavoidable and to face up to the competition while communicating with interested consumers.
Conclusion
To help you launch your campaigns and apply effective remarketing strategies, our team of Ecommerces experts will be happy to discuss your needs with you. We’ll work with you to optimize the structure of your accounts and campaigns, to segment and parameterize your target audiences and priority profiles.
Reviewing the architecture of your accounts on Google Ads and Facebook will be a priority in order to manage campaigns by Audience type.
Adenlab, our SEA agency, certified Google Partner Premier and Facebook Ads, is at your service.
Find out more about audience types in our article: “Google Ads and Facebook Ads: Guarantee the success of your sponsored campaigns with targeting, remarketing and your audiences“.
