Remarketing can be an effective and profitable way for a business to bring users back to their site to convert. So what should you do about all of the users who’ve already converted on your site? Here are a few remarketing options to consider for the “next-step” user.
1. Block Out the Users Who Have Already Converted
Some businesses, like a roofing company, might not have a product or service that people need all the time. The life of a good roof lasts several years, so why would this business waste their impression share, and potentially clicks, to their customers who have already converted? The best option in this scenario is to block out those users.
It’s always best practice to use “thank you” or confirmation pages during the conversion process. Confirmation pages give the user verification that the process is complete and help digital marketers easily create goals in Google Analytics. These confirmation page URLs are what you’ll want to set up as new audiences because the only people who will see these pages are users who have already converted. The audience set up is exactly the same steps when building your regular remarketing lists.
In AdWords, under the Audience tab, you can scroll to the bottom and ad audience exclusions at the campaign or ad group level. Once you’ve added your desired exclusions, your remarketing ads will stop annoying customers who’ve already purchased your products and services. Please note that the same remarketing list size of 100 active users in the past 30 days will apply so this might not be an option if your site doesn’t get a lot of traffic.
2. Set up Next-Step Remarketing Campaigns
I love guitars. I play as much as I can. Now let’s say (starting a hypothetical scenario here) that I got the itch and bought a new guitar from Musicians’s Friend. They can now put me in an audience of people who just bought a guitar and set the audience membership duration to a pretty recent timeframe.
To the people out there who don’t play guitar, there are a lot of accessories that a player might want from strings, straps, chords, effects pedals, tuners, etc. What Musician’s Friend can do is group certain product types together and then create dynamic ads to show me potential accessories I may also want. For example, here’s a remarketing ad from Musician’s Friend for guitar straps.
They can set this up for all the different guitar accessories and test to see if any “next step” accessory ad groups have an impact on users coming back to buy more.
3. Keep Building Your Brand Loyalty
I set up a fun remarketing campaign at one of the agencies I worked for to make new leads feel special. We had a remarketing bucket set up for users who requested services or signed up for our newsletters. We then used this audience collection to send out a unique set of ads promoting our seminars, webinars or outside speaking events. Depending on the event, our ad content gave away codes for discounts or free passes to these users. Yes it’s true that someone could pass the code on to anyone they wanted to, but we never saw that as an issue. We also saw an increase in our event signups by almost 20%.
If you’re more on the B2C side or have a product that people will constantly need, I love to use social remarketing to build followers or have them sign up for email and news alerts. Since the users already bought your product, your message can be more focused. Make them feel a part of your brand’s family or that they’re the smart one for already being in the know of how great your products are. Building a dedicated audience will lead to natural social shares and an increase in brand awareness.
Have you used remarketing after a sale or lead conversion? Let everyone know in the comments.