How to deliver a personalised remarketing experience

remarketing from the crowd

Louise Stevens

Client Services Director

Posted on August 7, 2017

Remarketing allows you to reconnect with visitors to your website, who may have browsed once but not completed a CTA or in some instances made a purchase.

It essentially allows you to stay front of mind with visitors, by showing them either text or image adverts once they have left your site as they carry on their research throughout the internet, through the use of cookies – not the yummy, sweet edible kind though.

Remarketing can be a very cost-effective form of advertising, versus PPC or digital display ads. But for it to really work, you need to encourage people back to your site by offering them something relevant, you need to segment your audience in the same way you would with any other channel and tailor your offer to them.

We thought it would help to share our tips on how to find your audience, tailored to their position within the conversion funnel:

1. Audience at the research stage

At this stage of the conversion funnel you need to consider the typical journey through the site and how long people are spending on each page. For example, service page > blog > the team > bounce (exit the site).

You can use Remarketing Lists for Search Ads (RLSA) within Google which allows you to define and bid on certain search times and show your ads to people who have previously visited your site, so you can tailor your message to them. This will increase brand awareness, keep you front of mind and encourage them back to the site.

2. Audience at the awareness stage

For this audience type, consider people who have viewed your blogs or video content on your site.

If they are regularly reading your blog then they are clearly a fan, but just not in a position to make a decision. With this audience you can adjust your messaging with a new relevant content offer taking them to a landing page to encourage sign ups to a newsletter. Allowing you to stay in touch with them via email marketing and the added benefit of growing your database.

3. Audience at the intent stage

With this segment, consider people who have visited your service or product pages and spent some time on those pages. This audience have indicated to you that they are ready to buy, but have left your site for some reason.

Tailoring your remarketing message with a link to a relevant case study or looking at the specific service they have spent the most time on, remarket to them with a message tailored to that specific service or product.

I hope you found this short blog useful and that going forwards with your remarketing you’ll begin to delve a little deeper into Google Analytics and consider how to really personalise your messaging to ensure maximum conversion.

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