Remarketing is an essential tool to re-engage previous website visitors and increase sales. Always keep in mind that a good remarketing strategy is an important asset to your online business, while a bad remarketing strategy will mostly just irritate people.
A well-known example of remarketing perceived as annoying is Zalando. You’ve probably had this happen before: the same pair of shoes keeps haunting you after shopping online. It’s frustrating to see the same remarketing ads ten times a day. Avoid annoying your visitors by limiting the maximum amount of impressions for your ads. A few simple tests can provide you with insights into the limits of your Ad impressions.
Increased conversion through remarketing
Most remarketing campaigns are set up to increase conversion rates and therefore sales. “Card abandonment” remarketing ads are a well-known tactic to increase sales. Remarketing can also be used to put a spotlight on your brand, event or promo.
A visitor added a product to their cart, but before finalizing the purchase, he left the website. Targetting this particular visitor with an ad or email containing a personal message like “only 2 left” or “20% off” could persuade them to return and finalize their purchase.
Reactivation of existing customers
Remarketing is a very useful tool to reactive existing customers.
Imagine: you’re an online shopkeeper selling printers and ink. Your average customer takes around 3 months to deplete their ink cartridge. You can remind your customers of the fact that their cartridge will be depleted soon preferably with a personalized message, you’ll increase the likelihood of them re-visiting your shop to buy a new ink cartridge.