Remarketing is among the most productive forms of ecommerce marketing available–which makes sense since the people you are soliciting are people who have already shown some interest in your products and services. Most ecommerce site owners put significant investments into implementing remarketing campaigns and strategies, but they are sometimes rather disappointed with the results. While there might be many causes for less than satisfactory remarketing results, part of the problem certainly lies in mistakes that are made in setting up the process. Below, we will look at 5 common remarketing mistakes that can cost your ecommerce business money, along with suggestions for improvement.
Ineffective Tagging and Tracking
Sometimes tagging is done in a disorganized, random manner that doesn’t really yield much insight on how to conduct the follow-up. Tracking, which is linked to page-tagging, follows suit as a rather randomized process. Most remarketing experts suggest that pages should be tagged and visitors tracked differently based on what step in the shopping process they ultimately reached before leaving your site. All the most important URLs should be tagged in a customized way for optimal tracking later on.
Visitors Left Unsegmented
One major mistake in remarketing is to target every visitor with the same kinds of ads. Instead, they need to be “segmented” into groups and each group shown an appropriate ad. Not segmenting can lead to mistakes like showing a laptop to a person who just bought… a laptop, instead of highlighting a related product such as a laptop carrying case. Different promotional offers should be shown to different visitors, and the most relevant products and services can be shown to each person.
Giving Everyone the “Same Cookies”
Sometimes cookies of the same length are used indiscriminately on all visitors. However, tailoring the duration of cookie-derived ads based on each customer’s buying habits and likelihood to make a new purchase is a wise move. For example, if someone searched your site looking for a car but didn’t buy, you might want to follow them for six months since it could take some time to decide on such a major purchase. If, however, they were looking for a toaster, you might only follow up for, say, 30 days.
Too-High Frequency Caps
Not only should the duration of ads vary, but their frequenct should also vary and be thoughtfully determined. If your ads are too infrequent, you could lose sales. If they constitute “overkill,” you could annoy your prospects instead of winning them over. Space the ads out, and give each one a special purpose. For example, the first ad sent could simple be meant to make the prospect aware of your product. The second might be aimed at peaking interest. The third ad could go into more detail about the benefits of your product.
If you are bidding for keywords during search-engine searches, you should base bidding on the conversion rates and cost-per-conversion you notice for each segmented group. Customizing your keyword power based on which audience shows more interest in a product can only make your remarketing campaigns more efficient.
Remarketing involves showing ads to former site visitors as they browse the Web and do Internet searches. It also involves sending follow-up emails to shoppers who abandoned their carts. By avoiding common remarketing mistakes, your ecommerce site can maximize the effectiveness of these strategies.