Remarketing Ads Best Practices To Help Convert Previous Site Visitors

Written by Alastair Kane

Oct 13 2015

remarketing ads best practices

How remarketing enhances Inbound campaigns

Just because site visitors aren’t ready to convert, or download your content , doesn't mean you can't contact them.

Targeting previous site visitors with remarket ads

When someone visits your site, your main goal is to convert them to a customer or a lead via a landing page, or subscription, right?

But as we know from understanding the Buyer’s Journey (awareness, consideration, decision) that visitor may not be ready to convert quite yet. As Rand Fishkin detailed in his latest Whiteboard Friday, there's a lot of data to suggest that out of the vast majority of people who visit your site, just 0.1% will convert, with 99.9% going elsewhere online.

So what can you do if your visitors aren’t ready to convert, or download or your content yet?

The answer: you try, try and try again through remarketing.

Does remarketing follow the Inbound methodology?

Remarketed ads essentially allow marketers to get their content in front of site visitors again. For a long time ads were not considered ‘Inbound’ as they can be interruptive and irrelevant. But going back to our previous blog asking Are ads inbound-y?' in this case, yes remarketing can be Inbound-y! After all, your remarketed ads are tailored to people previously interested your site and services.

How does remarketing work?

There are multiple ways to remarket or retarget your site visitors.

Most people are used to seeing classic retargeting, where cookies tracking their activity result in related ads appearing at the side of their browser across the web for days or weeks.

For marketers, the options on how, when, and to whom these ads are shown are increasingly intelligent; great for nurturing leads through the buyers journey to that decision stage. It’s now possible to configure for different scenarios for example, with ads appearing in response to the precise way someone interacted with your site. So if you wanted, you could target a particular piece of content to people visiting only certain pages. This makes the whole experience more personalised and helpful; taking you one step closer to conversion.

Remarketing With Google Lists

RLSA (Remarketing Lists for Search Ads) are another way of retargeting ads for better conversion.

Google defines Remarketing Lists for Search Ads (RLSA) as:

‘A feature that lets you customise your search ads campaign for people who have previously visited your site, and tailor your bids and ads to these visitors when they're searching on Google.’

So essentially, you can target according to an appropriate, related search; joining peoples site history with what they’re later searching for to display a relevant ad.

As Rand explained in his Whiteboard Friday;

‘You can bid a lot higher for those types of ads because you know the prior behavior. [However] You can also expect a much higher click-through rate and probably a much higher conversion rate from those ads because that person has already visited your website and is familiar with your product or your brand.’


Remarketing via email

We recently wrote about how to remarket to leads using Google's new email address advertising service, Customer Match.

Retargeting doesn’t stop just because someone has become a lead. If you have somebody’s email, you can remarket to them (such as via Customer Match or on social; Facebook and Twitter’s Custom Audiences). As you’re still focusing on prospects previously interested in your offers, it’s still Inbound, and a boost to your potential ROI.

Complimenting your conversion

Remarketing offers multiple advantages for Inbound campaigns, complimenting other ad activity and providing an alternate way to nurture leads to conversion.

As long as ad campaigns follow retargeting best practice and are timely, cautious of ad fatigue (don’t spam your audience with the same ad for lengthy periods of time!), and customised based on behaviour, they can form a solid part of Inbound campaigns.

B2B Marketing Zone