What Should Your Ecommerce Remarketing Strategies Focus On?

What Should Your Ecommerce Remarketing Strategies Focus On? Ecommerce remarketing is a lucrative & effective online marketing strategy — read this article and learn to focus your remarketing campaign.

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Ecommerce marketing is a complicated and competitive field, and the most effective marketers are always looking for ways to differentiate themselves from other brands. Remarketing is one of the most lucrative options for ecommerce and a key factor in a successful ecommerce marketing strategy. Continue reading to learn more about remarketing and how it can be used effectively for ecommerce vendors.

What Is Remarketing for Ecommerce?

Remarketing, also known as retargeting, involves directing ad content at users who have already engaged with your brand in the past. If you’ve ever seen online ads for a product after searching for it on Google, Facebook, Amazon, or another channel, you’ve likely been a target of remarketing yourself.

The Benefits of Remarketing for Ecommerce

Remarketing targets users who have already shown interest in your products, and this group includes some of your brand’s most valuable leads. A strong remarketing campaign provides a number of benefits that you would otherwise miss out on.

The most obvious advantage of remarketing is the ability to bring in more repeat purchases from users who just need a reminder to come back. It’s one of the most actionable forms of ecommerce marketing, especially for your click-through rate and overall ROI.

Different remarketing workflows target different groups of users, so they can be used at any point in the sales cycle. A remarketing campaign directed toward users who simply visited your Facebook page, for example, might be a great way to build brand awareness, while cart abandonment workflows aim for immediate conversions.

Remarketing Channels

Leveraging multiple channels is crucial to success in ecommerce marketing, and there are a few that offer great opportunities for remarketing. Google Adwords allows you to change your ad bid specifically for users that you’re planning to target for remarketing. These users are more likely to convert than the rest of your contact list, so they’re worth the additional investment.

Facebook also provides a workflow enabling you to segment users who have already added one or more products to their cart. You can target them with a Facebook-exclusive discount code, increasing their order rate and potentially reaching out to new users via Facebook shares.

3 Remarketing Tactics for Ecommerce

It takes time to develop the right remarketing strategies for your business, but these tips will help you start strong and take advantage of a few of the most valuable remarketing tactics.

Abandoned Cart Campaigns

Abandoned cart campaigns are one of the most common approaches to remarketing. They involve reaching out to users who added something to their cart but didn’t finish the purchase.

These workflows see the highest order rate of any marketing or remarketing campaign, and users with abandoned carts are often the easiest to target as you begin implementing more remarketing strategies. Consider offering exclusive discounts to further incentivize these users to come back to your web store.

Other Valuable Segments

Beyond users with abandoned carts, there are still a few groups you can target for the best possible order rate and return on investment.

Those who have accessed your shipping and returns page, for example, probably thought more seriously about purchasing something than those who simply visited your homepage before leaving. Similarly, users who went to the checkout screen are even more valuable targets than those who only added an item to their cart.

Timing

Timing is a key element in any ecommerce marketing campaign, and it’s even more important when it comes to remarketing.

You’ll likely want to target different groups of users at different intervals to maximize their interest and the chances they return to your web store.

It’s tempting to follow up immediately to try to bring users back after abandoning their cart or leaving your website, but research indicates that it’s better to wait around an hour. This gives them time to step away from your page and think about other things before your email reminds them of the purchase they were about to make.

A follow-up email around 24 hours later can also be effective, especially if it includes a new discount that makes the product even more attractive. That said, there’s no specific timing that works for every business, so experiment with different approaches to see what’s most effective.

Ecommerce marketing isn’t always easy, but remarketing is one of the simplest ways to improve your approach and make a positive impact on your bottom line. Remarketing leads are an untapped source of revenue for many ecommerce vendors, so implementing these strategies will put you a step ahead of the competition.

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by Chris London of Pixel Productions Inc. The Everything Design Company