When you work with e-commerce, you have to take every little edge you can. Remarketing can be one of those edges. E-commerce remarketing helps you turn browsers into buyers by targeting customers who engaged with your website but didn’t make a purchase.
Finding success in small and medium-sized businesses is a game of margins, and smart Google Ads management for e-commerce can help you pick up every sale possible.
Who Remarketing Targets
The Internet is filled with window shoppers–people thinking about buying things without actually buying them. In the real world, this can mean literally looking in the window or walking the aisles without picking up a product.
Online, however, this can go further. Potential customers might visit a website, compare products, add items to their shopping cart, and even start the checkout process, all before walking away. Remarketing aims to bring these people back.
How Remarketing Works
Remarketing is the process of showing ads to audiences that interacted with your site and didn’t make a purchase. By tracking user data and optimizing Google shopping ads, you can target specific demographics you know showed interest in your product.
This works in a number of ways, such as with:
Personalized Offers
Remarketing can track what products a would-be customer viewed, then show them ads for exactly that product.
Gentle Reminders
By presenting an ad to a potential customer, you can create another easy opportunity for them to complete their sale. Just because someone clicked away after adding your product to their shopping cart doesn’t mean they don’t want it.
Some people get distracted or lose Internet connection or realize they need to wait for their next paycheck. These would-be customers might complete their purchase as soon as they’re reminded.
Building Trust
If a shopper has already interacted with your brand, further exposure can help build familiarity. If they’re on the fence about choosing your product, seeing your business name in ads, even if they’re for adjacent products, can help solidify your brand as reputable.
Making Offers
Unlike the above category, there are some people who make it all the way to adding your product to their shopping cart but weren’t sure about pulling the trigger. Showing these users an ad offering a discount or highlighting a seasonal sale can push them over the edge into making a purchase.
Remarketing Strategies
Remarketing needs to be driven by data to be successful. Startups and mid-sized businesses need to make the most of their advertising, and with the right approach, remarketing can be a scalpel in a world of brute force.
Audience Segmentation
Break down user data as specifically as possible: if they left when they reached the homepage, what products they viewed, if they did or didn’t add the product to their cart, if they made it to the check out, etc.
Customize, Customize, Customize
Once your audience has been divided into small groups, you can target them specifically. The best ad for someone who clicked away at checkout might not be the best ad for someone who simply browsed a category.
Track Performance
Part of customizing is seeing what works. Say you make a different ad for the two example shoppers listed above. Run it for a little while, see what your returns are, look at the data, and adjust. If you aren’t using data every step of the way, you’re leaving customers (and their money) on the table.
Frequency Caps
As shoppers, we all know the feeling of oversaturation. Target your potential customers, but track who you’re targeting with what so you don’t overdo it.
Campaign Windows
It can be helpful to adjust the length of your campaign based on the price point of your product. Someone might be pulled back in after a month or two if they’re contemplating a major purchase like a couch or refrigerator, but this might not work as well for someone who was browsing lower cost items.
Pick the Platform
You can target would-be shoppers through ads encountered while browsing, top search results, or social media platforms. Follow the data and see where you’re most likely to reach that segment and what kind of ad will work best there.
Turning Browsers Into Buyers
It’s hard to get people through the digital door of your shop to look at what you’re offering, but BERK Labs can help. Schedule a consultation today to see how we can help you use dynamic ads, performance metrics, and remarketing to grow your business!