Average conversion rates for websites range from 2% to 10%, depending on your industry and your conversion goals. If you have an exceptionally high conversion rate for visitor to lead of 30%, that still means that 70% of your visitors leave your website, possibly never return, and thus never convert.
Fortunately, you can capture those visitors’ attention again through remarketing. In this post, we’re going to look at what remarketing is and where you can use it to have a second chance at conversion.
What is Remarketing?
Remarketing is advertising targeted at people who have visited your website. It works by implementing code on your website that will tag visitors to your website using a pixel or a cookie.
As your visitor moves on to other websites and social networks, they will be greeted by advertisements you have created based on the pages they visited. They will look just like other advertisements, but they will make your website visitor remember your website, products, and services again.
Top Remarketing Networks
The following are the platforms most used for remarketing advertising to people who visit your website.
Google is one of the top networks used for remarketing, and for good reason. Google offers five ways for advertisers to remarket to website visitors.
Standard remarketing: Your ads are shown on the Google Display Network to visitors from your website.
Dynamic remarketing: Ads for specific products and services are shown on the Google Display Networks to visitors who looked at those product and service pages on your website.
Remarketing for mobile apps: Your ads are shown on other mobile apps or mobile websites to visitors who used your mobile app or website.
Remarketing lists for search ads: Your ads are shown in search results to visitors from your website.
Video remarketing: Your video ads are shown on YouTube videos to visitors from your website, YouTube channel, and YouTube videos.
You can learn more about Google remarketing advertising in Google AdWords Support and see case studies on Think with Google.
Both Facebook and Twitter offer remarketing advertising options. Considering that Facebook and Twitter are the largest social network worldwide, remarketing allows you to reach your visitors where they engage the most.
The thing that separates social media remarketing from Google is the ability to create native ads, or ads that look less like ads and more like social media content. Native advertising currently outperforms banner advertising because people are becoming more and more blind to ads, but attracted to content.
You can learn more about building remarketing ads on Facebook for Business and the Twitter blog.
If you’ve ever signed up for an email newsletter from a retail store, and then later abandoned your shopping cart while logged in to your account, you’ve likely seen email remarketing in action. Email remarketing is the use of an email automation system to send a message to a website visitor when they visit a page on your website or complete an action. An abandoned cart when logged in to your account, for example, results in an email reminder to finish your purchase.
Email remarketing can be especially powerful because you already have a visitor’s email address, meaning that they are a subscriber or have an account. This designation means they are much more likely to convert to a sale when they receive that email remarketing message.
For those that do not want to manage remarketing campaigns on Google, Facebook, and Twitter individually, there are platforms like AdRoll that can help. You can use their platform to create, manage, and analyze data from remarketing campaigns on Google, Yahoo, Facebook, and Twitter all in one place.
It’s a great solution to use to compare your results from each campaign and focus your budget on what is working best for your business.