Picture this: you’re randomly surfing through the web, reading articles, checking social media, etc., and everywhere you go, you see this one ad for black shirt pop up all the time. You go down the memory lane and realize it’s the same shirt you once searched for on an e-commerce website. You click on the ad and finally end up purchasing this black shirt. Far away, a marketing agency recorded this purchase as a goal completed. You just became a customer to this brand of black shirts via remarketing ads.
“How brilliant!” you must think now. Well, you can also adopt this for your business website. Suppose the customers visit your website and search for a product, then without making a purchase they leave. It is quite possible that they will forget about the product after some time or it could also happen that they may change their mind when they see it again. So, for gaining these customers, you can run a remarketing campaign and target these audiences via email, message, or on different social media platforms like Facebook or Instagram. This way it will get in the customer’s head and they might reconsider buying the products they searched for.
What is e-commerce remarketing?
For now, you may have got an idea about E-commerce Remarketing. Let’s understand the term more widely. E-commerce remarketing comes under the umbrella of PPC ads. It is just another type of remarketing PPC ad, specially designed for E-commerce websites. Just like general remarketing ads, e-commerce remarketing ads targets such audience who have shown an interest in the products on your e-commerce website, but couldn’t complete the purchase. Remarketing allows strategic placements of ads on Google and its partner websites, thus revoking the audience's memory.
There are two ways in which you can target the audience. Either, you can connect with your existing customers who have already purchased from your website previously. As you would be having all the data and information of these people, you can easily target them on different social media platforms, emails, and other websites.
Or on the other hand, you can target those users who have visited your website but didn’t make any purchase. They can be targeted by using cookies.
So, if you are an e-commerce website owner, then you can run a remarketing campaign to benefit your business. However, this process can get a little complicated so you can outsource e-commerce remarketing service to any reputed digital marketing company where a PPC specialist can run a remarketing PPC campaign to fulfill your needs.
How can you do remarketing?
There are different ways of remarketing.
So, let’s get started!
1. Cart abandon remarketing
Suppose the users visit your website and spend a good amount of time on it. They even decide to purchase something and add it to the cart, but then they abandon the cart and check out without making a purchase. There could be many reasons why this happened like perhaps the tax is more than expected, maybe delivery charges are too high, etc.
You can use remarketing ads to get these audiences back. So, what you can do is that you can add a promo code at check-out and run a PPC campaign. In the campaign, you can create offers like 10% off, free shipping, or sale and can send notifications of the products. This way, remarketing ads will pull the customers back to the page so that they can finish the purchase.
2. Seasonal services & products remarketing
Sometimes people search off-season products for a future purchase. If you or your digital marketing service providers target these customers, then with the help of remarketing you can send them a reminder of what they were searching for.
This is a great help to different companies who sell seasonal products like the wedding industry. Outsourcing E-commerce remarketing service is a great way to tend to these audiences as they run optimized PPC campaigns to gain these customers for your business. You can also decide the budget for your PPC campaign and ask your service providers to stick to it.
3. Cross-selling products by remarketing
Cross-selling of products also comes under remarketing. In this process, you can add those products that go in harmony with the actual product that the user is looking to purchase. In this way, they will end up purchasing a bunch of products instead of purchasing only one product.
Just for an instance, suppose if a customer purchases a handset, then you can give a suggestion to this customer to purchase product like an earphone or a back cover that goes with that handset.
It is an innovative way through which you can sell more than one product at the same time. Taking the help of a digital marketing company for creating such ads can benefit you and help achieve your target.
4. Repeating sales remarketing
This is basically to remind the customers to come to your website and re-order the products. Either they can order previously ordered products, or they can make a fresh purchase.
You can set a PPC campaign to target those customers who ordered a bulk of products from your site last time. In the PPC campaign, you can create strategies through which you can remind the audience how easy it to purchase from your website. You can always win them back by reminding them how great your customer service was and the other benefits you provide.
Google too allows you to carry out something special with their display network through remarketing. They give you a chance to remind old customers about your services, plus it gives you a second chance to turn visits into conversions. You can also track conversions with the help of Google Ads conversion tracking or Google Analytics conversion tracking.
Benefits of remarketing
You may understand the reason why you should consider remarketing, but there is a lot to take into account. Now, let’s look at the benefits of remarketing.
1. It upgrades your chances of converting a lead
If you are getting enough quality traffic to your website, then the tough part of connecting your business to the audience is already over.
Remarketing gives you the extra chance of converting leads into closed deals as it nudges the consumers to make a purchase.
Not only this, you can take the help of digital marketing service providers to design such ads that can take the users directly to the page that they bounced from. This will also help in decreasing the bounce rate.
Here, if the users click on the pop-up ad, they will be directed to the page from where they can make a purchase. As a result, you will get fruitful customers.
You can also add keywords to the title of the product, this can optimize your landing page, plus it will decrease the bounce rate.
2. It keeps your website on the top of user’s mind
Consider yourself as a customer. Think of the last time when you thought of a product, went to the website but bounced back. What could be possible reasons for that? Maybe you got a call, maybe you changed your mind, or maybe you were just browsing for future reference.
Similarly, these conditions can also appear at the time when a visitor is making a purchase. So, in order to get them back, you can create an ad related to the product and display them on their browsing pages. Regular views of the ad will create a desire in their mind to buy the product they were thinking of.
You can also add offers and discounts that will create a sense of urgency in the visitors’ minds towards the product. And, if the process seems difficult to you then my recommendation is to outsource the PPC remarketing service to a PPC service provider.
3. It hyper-focuses your ads
The biggest benefit of the PPC remarketing is how they directly target those people who specifically searched for the products and showed interest in a particular product. In such situation, you can create a remarketing list of these customers. The list will be specific to those customers who added something to the cart but didn’t check out. You can take the help of a digital marketing service provider that can create these specific lists to target the customers.
You can also create new schemes or offers on these deals that will interest the customers to come back to your website and finish the shopping.
4. It saves your money
PPC remarketing ads are a great way to save money. It is a cost-effective method of marketing as there is no pressure of guiding new customers to your website. They directly target those customers who have already shown interest in your site’s products. If you outsource E-commerce remarketing service to a PPC service provider, they have to run the campaign from scratch then that definitely cost you much and more time will be required. But if the ad is already viewed by a visitor, then the PPC specialist can run a campaign that only focuses on calling the visitors to the website.
Though you can also adopt other cross cutting methods like you can combine contextual targeting with remarketing. It can confirm that the ads are being seen by relevant targets.
5. It widens the area where your ads can be displayed
Another benefit of remarketing is that your ads are not confined to the Google search platform. You can display the e-commerce remarketing ads on different platforms where you can target the users, who at some point showed interest in the products that you sell.
You can also consider targeting past visitors on different social media platforms like Facebook or Twitter. With the help of a digital marketing service provider, you can create video ads, display ads, mobile ads, or search ads.
You can also use different images and texts to create ads. These are called banners. Plus you can use the product images already on your e-commerce website. Just ensure that these images are well-optimized on your website.
6. Easy ad creation
With the help of Google ads gallery, you can easily create different video ads or text ads that you can display on different platforms. There, however, remains a chance that you can make a few mistakes like irrelevant ad copies, or misleading ads while creating text ads or video ads.
You can combine a dynamic E-commerce remarketing campaign with an ad gallery layout through which you can create beautiful, eye-catching ads for your audience.
Where to use remarketing?
There are two major platforms where you can use E-commerce remarketing. Google Ads is subdivided into two sections. One is Google Search itself and another is Google Display Network.
There are other platforms too where you can run E-commerce remarketing campaign. You can also use email marketing techniques where you can send ads related to the audience’s interest. In fact, you can opt for social media marketing as well because it is a wide network where you can connect and engage with your audience directly. So, you will get the opportunity to remarket your products to your social media followers. Hence, these are the most common and popular places where, by remarketing, you can gain loyal customers for your e-commerce website. A PPC service provider is always willing to help you with remarketing. A PPC specialist can make a perfect strategy for your business to help you out.
Wrap up!
In the blog, you got an idea of what E-commerce remarketing or PPC remarketing is. You can use different PPC tools to create remarketing ads and to improve your ad rank. With the help of remarketing, you can target those former visitors who showed an interest in the products you sell. You can also outsource E-commerce remarketing services to any PPC service provider company. The PPC specialist help, strategize and run an E-commerce remarketing campaign that can directly target these customers.
A PPC service provider or a certified digital marketing company can also grant the amazing benefits of targeting customers by displaying these ads on different platforms. Hire a PPC expert; they will provide you with PPC services along with detailed PPC reports, PPC audit, keyword research, campaign analysis, lead generation, and go-to-market services to improve your PPC campaign performance and boost your conversion rate. So, my suggestion is, if running an E-commerce remarketing campaign daunts you then just outsource E-commerce remarketing service to the digital marketing company. Well, in short, remarketing can benefit your overall digital strategy a lot. There are lots of benefits of using remarketing for your e-commerce website. A good PPC service provider always focuses and analyzes whether the campaign running for PPC remarketing is giving results or not.