Effective remarketing strategies: how to win back customers

Author of the article

Anton Shevchuk, targeting specialist at VAU Agency

TO BEGIN WITH, I PROPOSE TO UNDERSTAND WHAT THIS REMARKETING OF YOURS IS!

Remarketing is the display of ads to users who have already visited a website, performed a targeted action on it, or responded to brand posts on social media. Most likely, you have experienced remarketing yourself.

For example, when, after visiting an online clothing store, you saw ads for sneakers you were interested in on other sites.

Remarketing allows you to build a sales chain, attract potential customers who have already shown interest in your product or service, make repeat sales, and effectively interact with an interested audience.

In the face of constant competition and a large number of offers, remarketing is becoming a key tool for returning potential customers and getting targeted actions (conversions).

HOW DOES REMARKETING WORK?

An example of remarketing: Victoria was looking at headphones in an online store, but didn't make a purchase and left. Perhaps she didn't find the model of the right color or was scared off by the price, or maybe she was just distracted.

The marketer sets up ads for all users who have visited the product page - Victoria will see an ad with the headphones she liked and remember that she didn't complete the purchase.

Remarketing works through the use of cookies that track user behavior on websites. When a user leaves the site, targeted ads are displayed to encourage them to return to the site and complete the purchase (targeted action).

MAIN REMARKETING STRATEGIES

Classic remarketing: shows ads to users who have visited the site but did not perform the targeted action. The goal is to remind them of the brand and offer favorable conditions that encourage them to buy.

Dynamic remarketing: shows ads to users of specific products or services that they have viewed on your website. This is an approach that increases the likelihood of completing a purchase.

Email Marketing: uses users' email addresses that they left during the checkout process but did not complete the payment. It's great for sending reminders and special offers about products that customers have left unpaid in your store's shopping cart.

A STEP-BY-STEP EXAMPLE OF CREATING A REMARKETING CAMPAIGN IN META ADS:

Let's say you own an online shoe store and want to return customers who added items to the cart but did not complete the purchase. Take the following steps:

Prepare the audience: Gather an audience of users who visited the shopping cart page but did not reach the thank you page.

Create unique creatives: Use carousel creatives with the image of the product that the user added to the cart.

Add CTAs to the creative: “Complete the purchase and get -10% off”.

EXAMPLES OF REMARKETING CAMPAIGNS:

Rozetka

Uses dynamic remarketing to show users the products they've viewed, as well as recommendations based on their purchase history.

WhiteBit

Uses email remarketing. They have created a series of automatic emails for each segment.

For example, for registered but not active users, they send emails with instructions, special offers, and bonuses for the first transaction.

CONCLUSIONS:

Remarketing is a very powerful tool that helps you return potential customers and increase conversions.

Use it correctly and you will see your brand grow and sales increase.