Ever feel like the internet is following you around? One minute you’re looking at sneakers and thinking about whether you should buy them, and the next, every single website you visit is showing you a vast array of sneakers and enticing you to buy them.
Annoying? Sometimes. Effective? Absolutely. What is this magical phenomenon? It’s remarketing, and it is something your business should be doing if it is not already.
Why is remarketing so important for businesses? Basically, because it helps you to remind those customers who have shown interest in your stuff, but not yet made that all-important purchase, that you exist and you have products they like.
Done well, it can really make the difference to your bottom line, but how do you do it well?
1. Don’t Be a Stalker
Nobody likes being hounded. If someone visited your site once, don’t bombard them with the same ad 57 times a day until they block you out of spite. Use frequency caps so your brand feels like a helpful reminder, not an obsessive ex.
2. Segment Like a Pro
Not all visitors are created equal. Someone who abandoned their shopping basket is a hotter lead than someone who just glanced at your homepage. Segment your audiences and tailor your ads - your abandoned cart crowd deserves a stronger call-to-action than casual browsers.
3. Refresh Your Creatives
Seeing the same dusty old banner ad week after week gets boring fast. Rotate your ad creatives to keep things fresh. A little variety makes people more likely to click, and less likely to roll their eyes and scroll on by.
4. Personalise, But Keep It Classy
Yes, personalization works, but tread carefully. “Hey Sarah, we saw you looked at size 8 trainers” is borderline creepy. Instead, focus on reminding customers of categories or benefits rather than calling out exact details. Subtlety keeps it professional.
5. Time It Right
Remarketing is all about timing. If someone visits your site and leaves, you’ve got a golden window to re-engage. Set shorter remarketing lists for impulse buys and longer ones for bigger investments. For example, someone buying a sofa will take more time to decide than someone buying socks.
6. Optimize Your Landing Pages
Getting the click is only half the job. Where you send people matters just as much. If your remarketing ad shouts “20% off trainers today,” don’t dump people on your homepage - send them straight to the trainers.
Clean, targeted landing pages (something good web designers can help with) make all the difference in conversions.
7. Track, Test, Tweak
Remarketing isn’t set-and-forget. Monitor your performance, test different ad copy and visuals, and adjust. What works for one audience may flop for another. Data is your best friend here, so keep testing and refining.
Final Word
Remarketing is like a second chance at making a first impression. When done right, it’s a powerful way to turn “almost customers” into loyal fans.
Follow these tips, keep things human, and your ads will feel less like background noise and more like the helpful nudge your customers need.
After all, sometimes all it takes is a reminder at the right time to close the deal.
