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How to use remarketing to win back lost customers on your eCommerce platform

23/06/2023
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In the world of eCommerce, it is common for users to visit your platform and browse your products without making a purchase. But what happens when a potential customer abandons their shopping cart or stops visiting your website altogether? That's where remarketing comes into play - an effective technique for winning back lost customers.

Remarketing is a strategy that involves displaying personalized ads to users who have previously engaged with your website. This is achieved through the use of cookies, which enable advertising to target those who have previously visited your website or added products to their shopping cart.

So how can you use remarketing to win back lost customers on your eCommerce platform? Here are some tips:

Set up your remarketing campaigns

To set up effective remarketing campaigns, it is important to consider the following steps:

  • Define Your Objectives: The first step is to define the user actions that you want to track. There are several options you can consider, such as cart abandonment, visits to specific pages, and content downloads, among others. It is important to ensure that these objectives are aligned with your business goals.
  • Selecting the Right Remarketing Platform: After defining your objectives, the next step is to choose the appropriate platform for your remarketing campaigns. Some of the most popular advertising options include Google Ads, Facebook Ads, LinkedIn Ads, and Twitter Ads.
  • Set up your remarketing lists. Remarketing lists enable you to segment users based on their behavior on your website. You can create lists for individuals who have visited specific product pages, added items to their shopping cart, or made a purchase in the past. The selection of the list will depend on your objectives and target readership.
  • Create Your Ads: After creating your remarketing lists, it is time to design your ads. Remember that your advertisements should be appealing, pertinent, and customized for each target audience. Use high quality images, clear messages and special offers to motivate users to return to your website.
  • Set your budget: Define how much you want to spend on your remarketing campaigns. You can set a daily or weekly budget to control your expenses. In addition, some remarketing platforms offer automatic bidding options that allow you to optimize your ads according to the cost per click.
  • Monitor your results: Finally, it is important to monitor the performance of your remarketing campaigns. Use analytics tools to measure the performance of your ads and make adjustments based on the results. Consider A/B testing to optimize your ads and improve your conversion rate.

Segment your audience

Once you have defined your objectives and selected the appropriate remarketing platform for your business, it is crucial to segment your audience. This will enable you to personalize your ads and enhance the effectiveness of your campaigns. Here are some strategies for segmenting your audience in a remarketing campaign:

  • Segment Your Website Users Based on Their Behavior For instance, you have the ability to generate remarketing lists for individuals who have visited particular pages, added products to their shopping cart, or abandoned the checkout process. Depending on user behavior, you can tailor your ads by offering special promotions to encourage them to revisit your website.
  • Interests: Interest targeting enables you to reach users who possess specific interests related to your products or services. For instance, if you are selling pet products, you can focus on users who have searched for dog or cat products online. This will enable you to display relevant and personalized advertisements based on the user's interests.
  • Demographics: Demographic targeting enables you to reach users based on their age, gender, geographic location, and other demographic factors. This strategy will enable you to tailor your ads to appeal to a particular audience that is likely to have a greater interest in your products.
  • Lookalike Audiences enable you to expand your reach to potential customers who share similar characteristics and behaviors with your existing customer base. This strategy is useful for expanding your reach and attracting a new audience that is likely to be interested in your products or services.
  • Sales Funnel Stage: Segment your users based on the stage they are in within the sales funnel. For instance, you have the option to generate remarketing lists for individuals in the consideration or decision stage, and tailor your advertisements to address their specific needs and concerns.

Create Compelling Advertisements

Creating attractive and eye-catching advertisements is crucial for the success of your remarketing campaigns. Here are some tips for creating effective advertisements:

  • Quality Images: Use high-quality images that capture the attention of your users. Images should be relevant to your products or services, clear, and consistent with your brand.
  • Clear Messages: Your advertisements should have clear and concise messaging. Use attention-grabbing headlines and descriptive language that emphasizes the unique features and benefits of your products. It is important to ensure that your message aligns with your brand and the tone of voice used in your communications.
  • Special Offers: Provide exclusive deals to users who have shown interest in your products. For instance, you can provide exclusive discounts, complimentary shipping, or free gifts upon purchase. This will motivate users to return to your website and make a purchase.
  • Call to Action: Ensure that your ad includes a clear and concise call to action. Use phrases such as "Buy now," "Sign up," or "Take advantage of this offer." This statement implies that users will be motivated to take action and make a purchase.
  • Personalization is key to effective advertising. By tailoring your ads to the remarketing lists you have created, you can increase the likelihood of reaching your target audience and achieving your marketing goals. For instance, if a customer abandons their shopping cart, you can display an advertisement with a persuasive message that motivates them to finalize the purchase. Personalization can enhance the relevance and effectiveness of your ads.
  • Attractive Design: The design of your advertisements is also crucial. Use bold colors to highlight your brand, employ a clean design that is consistent with your brand, and ensure that your ads are visually appealing on various devices.

Establish a budget

Setting a budget is essential for controlling your expenses and optimizing your remarketing campaigns. Here are some tips for setting an effective budget:

  • Define Your Goals: Prior to establishing a budget, it is essential to clearly define your business and remarketing objectives. Determining the appropriate investment for your remarketing campaigns will depend on your desired outcomes. For instance, if you aim to boost sales, it is advisable to allocate more resources towards your marketing campaigns.
  • Selecting the Right Remarketing Platform: The platform you choose for your remarketing campaigns will have a significant impact on the budget you require. Each platform offers various bidding options, costs per click, and minimum investment requirements. Make sure you select the appropriate platform that fits your budget and requirements.
  • Test Different Strategies: Conduct A/B Testing to Evaluate the Effectiveness of Your Ads and Adjust Your Budget Based on the Results. Test various strategies and analyze the performance of your advertisements to determine which approach yields the best results for your business.
  • Set a daily or weekly budget: Most remarketing platforms offer the option to set a daily or weekly budget. It is important to determine your desired spending amount and establish a budget that can be sustained in the long run. Make sure to establish a practical budget that aligns with your business objectives and financial capabilities.
  • Consider using automatic bidding: Certain remarketing platforms provide automatic bidding options that optimize your ads based on cost per click. Use this option if you want to save time and maximize your return on investment.
  • It is crucial to monitor your results and make necessary adjustments to your budget. Utilize analytics tools to measure the effectiveness of your campaigns and make necessary adjustments to your budget based on the results.

Analyze the results

Analyzing the results of your remarketing campaigns is essential to evaluate their effectiveness and make adjustments according to the results obtained. Here are some tips for analyzing the results of your remarketing campaigns:

  • Utilize Analytics Tools: Analytics tools are essential for measuring the performance of your remarketing campaigns. Utilize the analytics tools provided by the platform to assess the number of impressions, clicks, conversions, and cost per click.
  • Conduct A/B Testing: Conduct A/B tests to assess the effectiveness of various advertising strategies. For instance, you can experiment with various headlines, images, calls to action, and special offers to determine which one resonates the most with your audience.
  • Evaluate Your Remarketing Lists: Ensure that you are reaching the appropriate audience by evaluating your remarketing lists. If you are not seeing the expected results, consider adjusting your lists to target a more relevant audience.
  • Monitoring Cost per Conversion: Cost per conversion is a crucial metric to track when evaluating the effectiveness of your remarketing campaigns. If you are spending more than necessary to achieve a conversion, it may be worthwhile to adjust your bidding strategies and budget in order to optimize your results.
  • Adjust Your Ads: If your advertisements are not performing as expected, consider modifying them to enhance their effectiveness. You can optimize the performance of your ads by adjusting the text, images, calls to action, and special offers.
  • It is critical to make adjustments to your remarketing strategy based on the results obtained. Utilize the insights gathered from analytics tools and A/B testing to optimize your campaigns and enhance your conversion rate.
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