How E-Commerce Brands Can Use Remarketing to Boost Conversions

Expecting people to convert on the first visit isn’t always realistic.

According to Salesforce, it takes between 6-8 interactions with a brand before a lead turns into a customer.

Other stats claim this number is higher. The Online Marketing Institute says it’s closer to 13. Nimble says 8. Wishpond found that 72% of people abandon their carts before making a purchase.

And, while the number changes based on the cost and consideration associated with the product, one thing is clear: people like to think about the purchase they’re going to make before pulling the trigger.

Remarketing is all about reminding interested shoppers that you’re still around, and getting them back to the site to complete the sale.

You can use remarketing to remind customers about a product, as well as promote discounts, upsells, and cross-sells. You can also show off related products based on purchase history or browsing behavior. Click To Tweet
Free Download: Learn to Set Up Remarketing Campaigns for Your E-Commerce Store

What is Remarketing?

Remarketing is a cookie-based tracking strategy that displays advertisements to website visitors who leave without converting.

  • Standard Remarketing—This type of remarketing involves showing display ads to people who visited your website, then left. Ads are shown to those users as they visit Display Network partner sites and social media sites.
  • Gmail Remarketing—This approach follows up with customers in their Gmail inboxes.
  • Remarketing Lists for Search Ads (RLSA)—This approach allows you to show ads to visitors on the search network as they do follow up searches for a specific item.
  • Dynamic Remarketing—Dynamic remarketing ads serve up ad content to past visitors based on browsing behavior. Using dynamic remarketing ads allows you to target visitors with the exact items they left in their shopping carts.
  • Video Remarketing—Video remarketing works a lot like standard remarketing; however, the key difference is you’ll catch viewers when they’re watching videos on YouTube.

You’ll Need Some Goals

Remarketing ads are designed for people who have already visited your website or customers sourced from an off-site lead generation campaign.

In either case, the process generally works like this:

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A few examples of goals you might use to build out your campaign:

  • Encourage people to complete a purchase after abandoning their cart.
  • Upsell or cross-sell to existing customers.
  • Reconnect with leads as they research similar products.
  • Generate brand awareness.
  • Show past customers new items they might also like.
  • Highlight specific features and benefits.

Cart Abandonment

According to Forrester’s report on shopping cart abandonment, a whopping 88% of online shoppers say they’ve jumped ship before checking out. And 70% of those users said they did so just as they were about to complete the purchase.

Retarget Past Customers

Remarketing campaigns also don’t have to focus exclusively on new customers; they’re a great way to reengage people who have purchased from your brand in the past. 

As you’ll see it mentioned in just about every marketing or CX blog these days, nurturing relationships with old customers is much better for your bottom line than chasing new ones.

Still, many businesses fail to realize that the same customer can convert multiple times. Existing customers already know and trust your brand, and as such, they require far less persuasion than a new lead.

With that said, you need to be careful about how you reengage past customers. We all know what it’s like to have products “follow” us around the web, sometimes even after we’ve purchased that exact item. 

Make sure you show them something new—using campaigns that highlight new arrivals, promotions, or personalized offers.

Follow Up with Recommendations After a Recent Purchase

One of the best times to retarget visitors is after the conversion. Instead of excluding this group from your remarketing efforts, create a separate segment targeting them with different ads for products that complement their initial purchase.

The time right after conversion is presumably when your audience is riding high on trust and confidence.

So why not take this moment to gently suggest some shoes that look awesome with that dress they just bought?

Even if the customer doesn’t return to your site to double down on conversions, advertising related products can help you reinforce brand awareness—and may play a role in an eventual return.

Offer Codes or Coupons

Shopping around is no longer the chore it once was. There are no more visits to multiple locations or calls made to different stores. Today, shoppers can find where the best deals are within a few clicks.

For advertisers, comparison shopping is a challenge: prospective customers might love your products, but leave an item behind because they want to see what’s available elsewhere. With this fast-paced browsing, it’s easy for a shopper to become distracted and forget all about your product. This means that failing to follow up could mean you’ve lost these potential customers forever.

The best way to get these bargain hunters back to your site is by following up. Sometimes, it all boils down to a special offer to rekindle that initial spark. Here’s an example from retailer Shopbop. They’re offering a 25% discount as a way to get past customers to come back and shop. 

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How You Might Target Different Users

While you don’t need to get GA involved with your remarketing efforts, the core benefit of including your analytics account in your remarketing efforts is that you can create remarketing campaigns based on all website activity–not just past interactions with your ads.

If you already have a Google Analytics account, there’s no need to update the remarketing code.

To get started, all you’ll need to do is head over to the Admin tab, navigate to Tracking Info, and then to Data Collection where you can toggle the Remarketing button.

You can build audiences based on behavior or actions, as well as create conditions associated with each ad. Google Support walks you through the process here, in case you’re curious. 
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It’s worth noting, you can also set up campaigns directly from your Google Ads account. 

  • Go to the “Shared Library” in your Google Ads account. Click “Audience Manager.”
  • Navigate to the Remarketing Tab.
  • Click the + button and choose Website visitors from the drop-down menu.

From there, you can choose to target users based on the following criteria:

  • Behavior—Segmenting by past behavior allows you to target customers based on the pages they’ve viewed, whether they’ve made a purchase or not, how many times they’ve visited your site, etc. 

In this example, the advertiser is targeting users who searched for specific keywords:

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  • Demographics—Demographics don’t paint the full picture, but they do help you send offers based on age, gender, and location, and they provide some baseline relevance to your audience.
  • Campaign Engagement—You might also target users who have opened or clicked through email campaigns, interacted with your Shopping feed, or visited your site after watching a YouTube video.

Wrapping Up

Remarketing is a powerful tool for driving e-commerce conversion rates. But there’s a specific art to this strategy.

At Key PPC, we manage your Google Ads account so that it can grow into a profitable source of new business for your e-commerce store.

We’ll optimize, target, and retarget your accounts, setting the stage for scale.

Contact us today to learn more about how we’ll take on your PPC efforts so you can focus on running a business.

Free Download: Learn to Set Up Remarketing Campaigns for Your E-Commerce Store