The Secret To Getting Prospects To Return

by Joanna Donaghue, February 4th, 2021

Most of the people who visit your website won’t fill out a lead form or become a valuable customer. When trying to grow your business, this can be frustrating. You’ve spent thousands of dollars on marketing and web development, but most of the people don’t convert. Are you targeting the wrong audience? Are you not spending enough time or money on your marketing? When business owners come to us and ask how they can increase their acquisition rate, we ask them if they’re running a remarketing campaign. If you’re looking to get previous visitors to your website to come back and convert, remarketing is the way to do it.

What is Remarketing?

When a person visits your website, a small cookie is placed on their browser. This cookie allows the marketing platform you're using, for example Google Analytics, to track this user on the web. As they browse or stream content across the web, they’ll be served your ads. They’ll be reminded of your products or services and prompted to return to your website for a purchase. From the many remarketing campaigns we’ve run for our roofing clients, we’ve seen it get a great return on investment and increase sales.

How much does Remarketing cost?

While this is a great question and one we’re often asked, it’s difficult to give an exact figure. It depends on the platform you’re using, the audience you’re targeting, and your industry. When compared to other types of digital marketing, remarketing is a very cost-efficient strategy. For our roofing clients who advertise on the Google Display Network, the cost per acquisition is usually $40 to $50. On other advertising networks like Facebook or Bing, remarketing is typically cheaper but with less results.

What are the benefits of Remarketing?

The beauty of a remarketing campaign is that the ads can be personalized to fit the needs of the target audience. For example, if a visitor on your website spent time looking at your roof replacement service, you could serve them ads later on featuring your roof replacement service. Ads that are customized to the customer’s needs are twice as effective as standard ads because they speak directly to that customer. If a customer needs their roof replaced and they see an ad featuring that service, they’re more likely to purchase that service.

The Secret To Getting Prospects To Return

Are there different types of Remarketing campaigns?

Excellent question and the answer is yes. Remarketing campaigns can be placed into four different categories. They are: standard remarketing, dynamic remarketing, remarketing lists for search ads, and video remarketing.

Standard Remarketing
With this type of remarketing, users are shown display ads as they browse the web or apps. Display ads are banner or image ads that appear at the top, side, or bottom of a webpage. These ads will appear for people who have previously visited your website. A typical standard remarketing ad will target users for 30 days but you can adjust the time frame.

Dynamic Remarketing
If you’d like to target previous visitors with customized ads, dynamic remarketing can help you achieve that. With dynamic remarketing, you’re able to personalize your ads so that they fit the needs of your ideal customer. For example, you can show ads featuring your commercial roofing services to building owners who need their flat roofs replaced. Dynamic remarketing can also help you automate your targeting, so you don’t have to spend time building out each campaign for specific customers.

Remarketing Lists for Search Ads
This type of remarketing is specifically offered by Google Ads. Most remarketing campaigns use the Display Network to target previous website visitors. Remarketing Lists for Search Ads uses text ads to target users searching online. These ads appear on the search results page of a search engine like a typical search ad. When someone visits your website but leaves without becoming a lead, they usually go back to Google to find similar services. This is where remarketing search ads come in handy. When that user returns to Google to do another search, they’ll be shown ads for your services.

Video Remarketing
Are you looking for more ways to engage with your audience? Video remarketing is a great method for sticking your brand in the mind of your customers. These ads appear on YouTube and other video platforms at the beginning of and in between content. With over 55% of people watching videos daily, this is a huge opportunity. With video content, you’re able to connect with your audience in a meaningful and impactful way.

A recent study by DataXu showed that remarketing can increase conversion rates by 150%. Remarketing ads also cost half as much as standard search campaigns. If you’re not currently running any remarketing campaigns, you need to rethink your strategy. Remarketing provides roofers with one of the best opportunities to reach homeowners who need roofing services. From standard to dynamic to video, you can be creative with how you advertise. First impressions are important, but sometimes it’s the second impression that counts. When planning your marketing, make sure to include remarketing in the mix.

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