Holiday 2016 Shopper Retargeting and Remarketing Tips
Fully 97% of visitors to an eCommerce site leave without buying anything. 75% who put an item in their shopping cart walk away without completing the purchase. Remarketing and retargeting represent an attempt to re-engage those visitors and convert some of them into actual purchasers. While these terms are often used interchangeably, they’re not the same.
Remarketing is simply the use of personalized email, using information you gathered on a shopper while she was in your online store, to try to entice her back to your store. Whereas, Retargeting is more sophisticated. It lets you keep in touch with this shopper by presenting your messaging to her as she moves around the internet. Properly done, these are very effective methods of increasing conversions.
Let’s now discuss some tools and tactics for both retargeting and remarketing.
Advanced Retargeting Tool: Google Remarketing
Google calls its retargeting tool Google Remarketing, nonetheless it is for retargeting, not remarketing. It allows you to connect with customers when they interact with your site via mobile or desktop. Its AdWords drives shoppers to your site by hitting specific touch points so you can engage them in a timely, efficient manner.
With Google Remarketing you can bid real-time for optimal views on specific ads at a competitive price. You can see the prices you’re paying for ads, and where those ads are showing, giving you an insight on your campaigns and how they are performing. Pricing is varied so you can decide if you want to use a Cost-per-Action strategy or Return-on-Ad-Spend strategy.
Advanced Retargeting Tools for eCommerce sites
Criteo, used in conjunction with Magento and Woo, is a retargeting platform that delivers personalized display advertisements to prior visitors to your site. It enables you to advertise across all channels — mobile, desktop and social media. Criteo also has relationships with more than 17,000 publishers to help maximize your visibility. It allows mobile app advertising, which, since a growing number of shoppers are entering your site via mobile device, is more personalized and relevant to these shoppers.
Criteo has partnerships with Facebook and Instagram, which allows them to provide fully integrated social media advertising and retargeting. Having social media under their belt can fulfill a customer’s digital purchasing journey. For information on how to use Criteo check out our recent blog post.
Perfect Audience, used in conjunction with Shopify, 3dCart, and BigCommerce, allows various types of retargeting. Mobile retargeting is useful because average mobile app churns 80% of its users. By allowing mobile retargeting Perfect Audience enables you to advertise on mobile, which is where most customers start their shopping journey.
Dynamic retargeting lets advertisers personalize every ad impression they serve by featuring products recently viewed or otherwise relevant to the shopper. Web retargeting follows customers around the web and serves them relevant ads on the pages they visit, no matter what they are. Facebook retargeting serves ad to your shoppers when they visit Facebook. For more info on how to use Perfect Audience, please see this post.
Adroll, used in conjunction with Shopify, 3dCart, and BigCommerce, enables you to engage with your customers on their first visit to your site and continue targeting them throughout their customer lifecycle, taking advantage also of their offline behavior.
You can segment your customer lists and target specific individuals across multiple channels. In-depth analytics helps build the accurate buyer personas you for retargeting. For more info on how to use Adroll, please see this recent post.
Customer Segmentation is Key to the Process
Segmenting your customer lists enables you set the behavioral and demographic parameters of the exact type of audience you want to reach. Approaching different segments differently creates more effective ad campaigns. One obvious and effective segment is Shopping Cart Abandoners.
Separate these visitors and target them with offers on the abandoned product or a reminder that they didn’t complete their purchase. To learn more on how to properly segment your customers check out this blog.
Advanced On-site Analytics Enable Shopper Hypertargeting
Cue’s social sharing and engagement incentive tools provide you a deeper understanding of your shoppers by utilizing social sharing tools to capture demographic and product interest. These tools also enable you to see what your shoppers are talking about to understand why certain products are trending in your online store. By better knowing your shoppers so that you can target exactly who you want to target, Cue helps you lower your ad spend.
Remarketing and retargeting are powerful tools for increasing conversions. Another is a post-holiday shopper analysis and assessment of your entire holiday marketing effort. For more tips, check out our blog on “Post Holiday 2016 shopper analysis”.
If you have any retargeting/remarketing ideas that you’d like to share, please tell us in our comments section.
Originally published at blog.cueconnect.com.