Would you like to remarket to former visitors or existing customers to maximize your conversions? Adopt remarketing! By integrating remarketing into your overall marketing approach, you can optimize every stage of the customer journey and increase your chances of success.
But what is remarketing really all about? What are the best techniques to adopt to boost your conversion rate? Our digital marketing experts reveal the most effective strategies for getting back in touch with your prospects and turning your leads into loyal customers.
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What is remarketing?
Remarketing is an advertising strategy that targets users who have already interacted with your brand. A user visits your e-commerce site, consults a product sheet, but doesn’t complete their purchase? Thanks to remarketing, you can send them a personalized email with a special offer to encourage them to return.
The result of this approach? You increase conversions by building on the interest already shown by the user.
What’s the difference between remarketing and retargeting?
This strategy should not be confused with retargeting. While their objective is the same (to relaunch a potential customer), the difference lies in the strategies adopted:
- Retargeting is based on the display of ads via cookies.
- Remarketing uses multiple channels, such as email and SMS, to re-engage prospects.
What is remarketing?
The effectiveness of remarketing depends on the intelligent collection and use of data. By analyzing visitor behavior (pages viewed, products added to cart, time spent on site), you can tailor your messages to maximize engagement. Precise targeting enhances the user experience and optimizes return on investment (ROI).
What are the strategic advantages of remarketing?
As you now know, remarketing increases the chances of conversion. Thanks to targeted advertising, an e-tailer can remind Internet users of his offer and reinforce his reputation. But is this its only advantage? No, it isn’t! Let’s take a closer look at what this strategic approach can do for you.
Loyalty and personalization
Indeed, remarketing doesn’t just focus on new customers. It’s also a highly effective strategy for building customer loyalty. Let’s not forget that this approach involves proposing exclusive offers, personalized discounts or content tailored to users’ interests. Remarketing therefore enables you to strengthen your relationship with existing customers.
Cart abandonment recovery
Shopping cart abandonment is a frequent problem in e-commerce. Thanks to remarketing, you can re-launch these prospects with incentive messages. For example, a reminder of a product left in a shopping cart, accompanied by a temporary discount or free delivery, can convince a hesitant buyer to finalize his order.
Re-engaging unconverted prospects
It also happens that some visitors explore a site without making a purchase. Rather than losing them, you can intelligently re-engage them, thanks to remarketing. A well thought-out campaign, with content tailored to the pages visited, can convince them to return. You could, for example, send an advert highlighting the best sales or positive customer reviews for a product category that a user has consulted.
Optimize every interaction with your prospects. Make the most of remarketing with Casaneo.
How do I create a remarketing campaign?
Ready to embark on a remarketing strategy to reap its valuable benefits? Let’s take a closer look at the remarketing techniques you need to adopt to achieve your goals.
Segment your audience: the key to personalized remarketing
Indeed, the success of your remarketing strategy depends on the precise segmentation of your audience. By analyzing user behavior, you can tailor advertising messages to their interactions with your site or application.
To effectively segment your audience, base your decisions on :
- Engagement: distinguish between visitors who have viewed a product page and those who have added an item to the shopping cart without finalizing the purchase within 48 hours, for example.
- Time spent on site: separate engaged visitors from those who left after a few seconds.
- Frequency of visits: regular users who have already made a purchase don’t need the same message as new visitors.
Don’t hesitate to use analytical tools such as Google Analytics, Facebook Pixel or advanced CRM. As well as enabling you to create relevant segments, these tools help identify key behaviors and adjust your campaigns accordingly.
Use Google Ads for targeted remarketing
We encourage you to use Google Ads to start a remarketing campaign. Google Ads offers several options for reaching prospects who have already shown an interest in your products or services.
To create a remarketing campaign on Google Ads :
- Access Google Ads and create a new custom audience;
- Import your customer data or use your site’s visitor tracking system;
- Define criteria: visitors to a specific page, shopping cart abandonment, etc. ;
- Write attractive ads with a personalized message based on past interactions;
- Test and adjust your ads to improve conversion rates.
When it comes to optimizing your ads :
- Use striking visuals to grab attention quickly;
- Add a clear call to action to encourage users to return to your site;
- Highlight exclusive offers to convince visitors to complete their purchase.
As we explained above, remarketing uses several channels, including social networks. The latter enable highly effective, dynamic remarketing.
The advantage of social platforms like Facebook or Instagram is that they use advanced algorithms and have a vast database of users. You can therefore use this data to identify and retarget visitors to your site.
To create remarketing campaigns on Facebook :
- Install and configure the Facebook Pixel on your website to track visitor behavior;
- Create a personalized audience based on site visitors, interactions with your publications or users who have watched a video;
- Launch a campaign with dynamic ads highlighting the products consulted. The aim is to encourage return visits to your website;
- Test different formats like carousels, videos, stories, etc.
Remarketing and retargeting: a winning duo!
Given their distinct objectives, it would be a shame not to combine these two strategies, which can be used to target prospects at different stages of the buying process.
Once you’ve installed the tracking pixels and collected the data, you can orchestrate a sequence of omnichannel campaigns as follows to maximize conversion rates.
Day 1-2: Dynamic retargeting with product advertising :
- Display dynamic ads via Facebook Ads, Google Display and TikTok Ads to remind visitors of products they’ve viewed.
- Personalize messages with reassuring arguments (free delivery, limited stock, customer reviews).
Day 3-4: Email/SMS follow-up for shopping cart abandonment :
- Send an initial e-mail highlighting the product left in the shopping cart.
- If there’s no response, follow up with an SMS reminder accompanied by an incentive (promo code, temporary discount).
Day 5-7: Omnichannel campaigns to win back unconverted prospects :
- Deliver personalized ads across multiple channels: social networks, display, YouTube Ads.
- Include exclusive offers or customer testimonials to build trust and trigger purchases.
To optimize performance without manual intervention, don’t hesitate to automate these sequences using a CRM (Klaviyo, ActiveCampaign).
Monitor and adjust performance
Regular monitoring enables you to identify the most receptive audience segments, optimize bids and adapt messages. Without constant adjustments, your campaigns risk being ineffective and generating unnecessary costs.
Certain statistics can help you measure the effectiveness of your remarketing, such as :
- The conversion rate, which measures the percentage of users taking the desired action (purchase, registration, etc.). A low rate indicates a need to adjust the message or targeting.
- Cost-per-acquisition (CPA), to assess the profitability of your campaign. A high CPA may indicate a poorly segmented audience or a poorly allocated budget.
- Click-through rate (CTR), which shows user engagement. A low CTR may indicate a lack of ad appeal or a poor choice of format.
- Frequency of display. Too many impressions with the same user can lead to fatigue and a reverse effect (lower conversions).
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Effective remarketing techniques to maximize conversions
Let’s explore specific remarketing strategies and techniques for different purposes.
Recovering abandoned baskets
One of the most effective methods is to use remarketing campaigns via e-mail or display advertising.
When users leave your site without completing their purchase, you can :
- Send them a personalized reminder, including a special offer or promo code to encourage conversion.
- Display targeted ads, on other sites they visit, showing the products they’ve added to their shopping cart.
In this way, you maintain your brand’s visibility and encourage visitors to return to complete their purchase.
Encourage contact
A visitor consults your catalogs, but doesn’t make a purchase? Use targeted ads to invite them to contact you for more information.
- Offer a free consultation or feature testimonials from satisfied customers to boost credibility and interest.
- Personalize ads according to the user’s previous actions. Has a prospect, for example, viewed several products in the same category? Propose an exclusive offer or additional information on that specific category.
Keeping existing customers interested
Once conversion is achieved, the work doesn’t stop there. You need to extend the customer relationship to maximize Customer Lifetime Value (CLV). To achieve this:
- Send smart post-purchase emails: offer complementary products or personalized user guides. Offer a discount on your next purchase, to be activated within 15 days.
- Launch loyalty and incentive programs: reward customers with loyalty points to be exchanged for discounts or gifts. Encourage sponsorship to attract new customers at low acquisition cost.
- Reactivate inactive customers: send targeted campaigns with exclusive offers to customers who haven’t ordered in 60 to 90 days. Leverage retargeting on social networks to remind past buyers of your offers.
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Optimize remarketing costs and ROI
To ensure the success of your remarketing strategy, you need to take into account the associated costs and return on investment (ROI).
The cost of a remarketing campaign varies according to several key elements:
- The chosen platform (Google Ads, Facebook Ads, etc.): each platform has its own pricing models.
- Auctions: costs can also fluctuate depending on the type of auction (CPC, CPM, CPA) and the business sector.
- Targeting: the more precise the targeting, the higher the costs. Indeed, targeting very specific market segments can increase the cost per click (CPC), but it also increases the probability of conversion.
- The quality of your ads (visuals, message, etc.) and the optimization of your landing page impact the conversion rate, and therefore the price per acquisition.
Practical tips
To minimize your costs and optimize your return on investment :
- Always adapt your ads to the behavior of users on your site.
- Don’t bombard your prospects with too many ads, as this can damage their user experience and increase unnecessary costs.
- To measure ROI, consider not only direct sales, but also the long-term value of customers acquired via remarketing.
Re-engage your visitors with Casaneo
A platform dedicated toaffiliate marketing, with Casaneo you can implement a Native remarketing strategy. We can help you re-engage your e-commerce site visitors with relevant content, recommended by premium publishers and displayed on engaging native ad placements.
With our network of over 3,800 highly qualified affiliates, you benefit from a wide range of channels to reach a targeted audience.
The use of proprietary data also enables optimal tracking, even in the absence of third-party cookies.
Last but not least, we provide e-tailers with innovative performance tracking features to accurately measure the impact of your remarketing campaigns.
Clearly, integrating remarketing into your overall digital strategy helps you multiply conversion opportunities, while boosting your brand’s visibility. Adopting techniques such as display remarketing, dynamic remarketing, email remarketing and native remarketing will re-engage visitors and encourage them to complete their purchase.
