Ecommerce Retargeting / Remarketing Strategies to Boost Repeat Buyers

Remarketing and retargeting bring buyers back to your online store by letting you re-engage warm visitors in a variety of ways. Its a higher priority than going after ‘cold traffic’ – people not familiar with your brand.

These strategies are effective with shoppers who’ve shown interest in your products, but haven’t made a purchase yet. However, past customers can also be ‘remarketed’ to increase lifetime customer value (LCV).

Pros of e-com retargeting & remarketing:

• Increases conversion rates by keeping your brand top-of-mind.
• Can be customized to target specific behaviors and preferences.

Cons of both strategies:

• Potential privacy concerns with tracking technology.
• May annoy some users if ads/messages appear too frequently.

The Fundamentals of Retargeting

Retargeting focuses on reaching out to website visitors who didn’t buy anything. Here’s how it works:

• A small code snippet (pixel) is placed on your site • It tracks user behavior and collects data • Targeted ads are shown to these users on other websites

This method keeps your brand fresh in customers’ minds. It’s like a gentle reminder saying, “Hey, remember us?”

Retargeting can boost sales, but it has some downsides:

• Some users might find it intrusive • It may not work well for all products • There’s a risk of ad fatigue if overused

Remarketing Versus Retargeting

While often used interchangeably, remarketing and retargeting have slight differences:

• Retargeting mainly uses display ads • Remarketing often involves email campaigns

Remarketing typically reaches out to:

• Past customers • Newsletter subscribers • People who’ve interacted with your brand

Both aim to increase conversions, but they use different approaches. Remarketing is more about nurturing relationships, while retargeting focuses on immediate action.

Which one’s better? It depends on your goals. Many successful e-commerce stores use a mix of both to cover all bases.

Setting Up Your Remarketing Campaigns

Getting started with remarketing campaigns is easier than you might think. You’ll need to set up some tracking and create targeted audience lists to reach past visitors effectively.

Using First-party Data: Cookies and Pixels

First-party data is key to successful remarketing. Here’s how to use it:

• Install a tracking pixel on your site • Set up cookies to capture visitor behavior • Use Google Ads or Facebook Pixel for easy implementation

Tracking pixels are small code snippets that gather data on user actions. They’re invisible to visitors but provide valuable insights for you. Cookies store information about a user’s browsing history on their device.

Be aware that some users block cookies or use ad blockers. This can limit your data collection. Also, privacy regulations like GDPR may require user consent for tracking.

Creating Remarketing Lists and Segments

Once you have tracking in place, it’s time to build your audience lists:

• Define criteria for different segments (e.g. cart abandoners, blog readers) • Create custom audiences based on specific pages visited • Set membership duration for how long users stay on a list

You can make lists as broad or narrow as you need. Try segmenting by:

• Product categories viewed
• Time spent on site
• Number of pages visited

Remember, smaller segments allow for more personalized ads but may have limited reach. Larger segments give you more potential customers but less targeting precision.

Keep your lists updated regularly. Stale data can lead to showing irrelevant ads to people who’ve already converted.

Choosing the Right Channels for Impact

Picking the best platforms for your remarketing efforts can make or break your campaign. Let’s look at some top channels and how to use them effectively.

Leveraging Google Ads for Reach

Google Ads is a powerhouse for remarketing. You can show ads to people who’ve visited your site as they browse other websites. Here’s how to make the most of it:

• Use dynamic ads that show products visitors viewed • Set frequency caps to avoid ad fatigue • Create custom audiences based on specific actions

Google’s display network reaches 90% of internet users worldwide. That’s huge! But be careful not to blow your budget – start small and scale up based on results.

Facebook and Social Media Remarketing

Social media is where people hang out online. Facebook’s pixel lets you track visitors and show them ads on Facebook and Instagram. It’s pretty neat!

• Upload your customer list to create custom audiences • Use carousel ads to showcase multiple products • Test different ad formats like video or collection ads

Don’t forget about other platforms like Pinterest or Twitter. They might work well for your niche. Just keep an eye on your ad spend – social media costs can add up fast.

Email as a Remarketing Tool

Email is an oldie but a goodie. It’s cheap and can be super effective. Here are some tips:

• Send abandoned cart reminders with a discount code • Create a welcome series for new subscribers • Use personalized product recommendations

Be careful not to overdo it, though. Too many emails can annoy people and lead to unsubscribes. Aim for quality over quantity.

Remember, the best channel mix depends on your specific audience and products. Don’t be afraid to experiment and track your results closely. What works for one store might flop for another.

Crafting Compelling Retargeting Ads

Effective retargeting ads can reignite interest and drive conversions for your online store. Let’s explore how to create ads that resonate with your audience and bring them back to complete their purchase.

The Art of Personalized Ads

Personalization is key to grabbing attention. Use data from your visitors’ browsing history to tailor your ads. Did they look at shoes? Show them those exact shoes in your ad. Add a sense of urgency with limited-time offers or low stock warnings.

• Include product images they’ve viewed • Mention specific categories they browsed • Use their first name if available

Remember, relevance is crucial. Don’t bombard them with unrelated products. Instead, focus on what they’ve shown interest in.

Dynamic Remarketing for Ecommerce

Dynamic ads automatically update based on user behavior. They’re a powerful tool for ecommerce retargeting. These ads can showcase multiple products from your catalog that a visitor has viewed or similar items they might like.

Benefits of dynamic ads:

• Fresh content without constant updates
• Highly relevant to each user
• Can display current pricing and availability

Set up product feeds to fuel your dynamic ads. This ensures your ads always show up-to-date information about your products.

Implementing Frequency Caps to Avoid Ad Fatigue

Too much of a good thing can backfire. Ad fatigue happens when users see your ads too often and start to ignore or resent them. Frequency caps limit how often your ads appear to the same person.

How to set frequency caps: • Start with 3-4 impressions per day • Adjust based on performance data • Consider different caps for different ad groups

Monitor your ad performance closely. If click-through rates drop, it might be time to decrease frequency or refresh your ad creative. Remember, the goal is to remind, not annoy.