23
Feb
remarketing (4)

Stop Stalking Customers with Remarketing Campaigns and Start Targeting

One of the most common concerns that people have about remarketing campaigns is hassling customers by following them around the internet. It is an understandable concern, as it usually comes from personal experience. While consumers are becoming more familiar with remarketing ads, they are still often uneasy when they are bombarded with ads minutes after leaving a website. However, remarketing is not the problem; stalker settings in the remarketing campaigns are.

In other words, customers feel uneasy about remarketing ads because the campaigns are not properly set up. For example, the message might be wrong for the customer, or they might see the ad too often. They might also see the ad long after a buying decision is made. The result is still the same: the customer feels followed and often ends up frustrated and annoyed.

You can deal with this issue by getting your remarketing campaign settings right. You can also take it a stage further and convert even more customers. Not only do proper settings stop customers feeling uncomfortable, they also encourage more to buy.

How to Set Up Your Remarketing Campaigns Properly

To get your remarketing settings right, you have to fully understand your customer and the sales process in your business:

  • What stages do your customers go through before they make a buying decision?
  • How many of those stages might involve an interaction with your website, and what pages are customers likely to visit at each stage?
  • How long does the customer take to make a decision?
  • When they get to the decision-making stage, what might prevent them from completing the transaction?

With the answers to these questions you can do three things:

  • Properly target your remarketing campaigns
  • Tailor the message of ads and landing pages to those audiences
  • Show your ads at the correct frequency and for the correct length of time

For example, should people who spent less than 10 to 20 seconds on your website be included in any of your target audiences? You might decide that length of time is not enough of a commitment, so you can omit them. Another example is people who put items in a cart but did not go on to complete the transaction. It might be beneficial to show those people a different message than you’d send to someone who simply browsed your product pages.

You can do all this and more in the settings of your remarketing campaigns. This will ensure you target the right people with the right message. You will achieve the objective, and improve the conversion rates, of your remarketing campaigns.

About Tewfic Kattan
Tewfic is managing partner and head of Paid Channels at Sandstorm. His 15+ years experience spans both traditional and digital marketing with specialism in PPC, Analytics and E-commerce Conversion Rate Optimization (CRO) working with some of the region's largest brands including Aramex and DAMAC.
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