Remarketing

Understanding Remarketing

The term “Remarketing” means targeting the users who previously visited your site but did not contribute to conversion. This process aids in reconnecting with potential buyers, this process is much more specific and focused. It is channeled towards those who have already displayed an interest in you.
WHY?

Now why should you target the users again? It is because Remarketing aims at capitalizing on the moment when users are ripe for the picking, (alright, to frame it in a less objectified manner) it is a process of increasing sales activity by targeting users when they’re most likely to contribute in conversion, which is right after they’ve browsed away from your website.

Now this approach is channeled towards a specific crowd, not a scattershot towards everyone. This step is undertaken to bolster sales activity, to get a greater number of registrations and to create brand awareness by being constantly present for the user/users.

Re-Targeting customers is a beneficial aspect as they’re most likely to buy right after navigating away from your page; it caters to a set of customized audiences.
Often referred to as re-targeting, remarketing becomes detrimental in extracting every chance at conversions.
Another alluring aspect is that the reach of such a marketing strategy stretches far and wide due to the vast expanse of the Google Display Network.
Efficient pricing makes it easier for you and your budget, especially with the ease of ad creation. With a wide array of options available, such as creative messages through text ads, there is greater visibility as to where you ads appear. Or you can have Ads in the form of Images/Videos.

We’ll look at the various forms Remarketing takes, at a glance

• Remarketing for the Display Network- Displays ads to your site for visitors while they browse the web.
• Remarketing Lists for search ads- matching the ads on your site according to the user’s search query on Google.
• Remarketing for Mobile Apps - the purpose of this is to reach customers who have frequented specific sections of your mobile app, it will display ads while they use other apps.
  
  The purpose of these ads is to generate dynamically created ads relevant to people who visited a specific section of a site.
  
  Here’s a start-up guide for creating your first basic remarketing campaign.
  

How to optimize for Conversion Rate?

How to optimize for Conversion Rate?

Conversion Rate Optimization: is to raise conversion optimization rate i.e. to generate and direct a colossal amount of traffic to your website and let the hits pile up.
The beauty of this is that you don’t have to alter your advertising expenditure, you just tweak up your approach to make the most of the traffic on your site. A high traffic rate is no indicator of success unless you receive as many conversions.
The objective is to compel the highest number of users to indulge in the process of conversion.
Now just before we go all “Gung-Ho” let’s take a glance to realign a couple of things

• Analyse your current rate of conversion.
  
• Jot down all the troublesome areas you have.
  
• Check if you have an effective Call-to-Action (A conspicuously placed “Buy Now”/“Contact Now” button)
  
• Ensure user friendly U.I. Paired with crisp, clean graphics to ensure the User navigates without any hindrance.
  
• Cohesion is of paramount importance, double check again whether your site is inseparably linked to the product on sale
  

Moving forward, the double checking and realigning things into perspective affect many factors which determine your conversion rates.
You have your Bounce Rates, which give you stats of users leaving after not getting past the first page, followed by Exit Rates which shows you the last page users viewed before leaving. Average Page Views, the number of pages users leafed through before navigating away from your website.

Now the question is why are they leaving? Is your site not compelling enough? Alluring enough? Are there too many Calls-to-action complicating the life out of the user? Are your products loosely linked with your ad? Website’s a bit too intricate and elaborate? 
Let’s not forget about the “split-second” attention of users that goes astray if the content is unappealing, the relentless speed at which the mind either gets attracted or strayed from the content is blinding. The rainbow of moods the user might have, the distractions faced by the user while shopping are uncontrollable forces of nature. What is in your control is to make the content appealing, universally.

We want quick and easy access to the site which makes good on its promise and indeed provides the goods the ad was made for, then we want quick and easy navigation to get or find the product/service we need and to sum it all up; a hassle free checkout which complicate the life out of you.

Make sure you don’t have your website committing these cardinal sins which lead to inevitable failure.
Having an unattractive Website
Make sure you website is not droll and unattractive. Ensure cheap graphics are not used; there needs to be harmony across the page.

Unnavigable WebpageSuppose you’re selling ties. If one has to peel his eyes out to get to know about the product, then you know you’ve lost your potential customer right there. (No information about the ties and the size chart being lost to oblivion would be the catalysts in hiking up the bounce rate, in this case)

Poor Call to Actiononce the user is lost on webpage, all hope is not lost, and they only abandon ship when there is no guide to get them back on track. No “help” button will be the final nail in the coffin, A coup de grace which will further bolster the exit rate on the website.
These reasons, coupled with many more seal the high Bounce Rate of any website, these are cardinal sins you don’t want to commit. Reanalyze your site and make sure your folly isn’t listed above.

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