How to run your remarketing campaigns the right way

Even though every single company and business out there invests tons of money into their marketing campaigns, marketing is not all that effective, if you were to just look at the numbers on paper.

For instance, research has shown that less than 4% of visitors to your business’ website or blog will actually result in a purchase of one of your products or services. The reason why this percentage is so low can be attributed to various different reasons. Most users are simply interested in all the useful content you offer, and they have no intention of buying anything. Which is where remarketing can come in.


Some are interested in spending their money on your product, but they either come across an offer which they think is cheaper, or they move on to something else and neglect to come back to complete the purchase process. However, the situation is not so grim, because you are still able to convert those visitors with the help of remarketing. Apart from your website or blog, you can engage them using different channels, such as social media, YouTube, email, or even ads. Here is how you should do it.

Getting your remarketing campaign off the ground

  1.  Gathering information and targeting your remarketing audience

According to Robert Bridges, who works as the head of marketing for writing service, this process can be broken down into four different parts:

  • Get to know your visitors – For this, you will need to make use of both your analytics and CRM software, because they can provide you with a ton of useful data, and an insight into your visitors’ habits, preferences, problems, and reasons which drive them to convert.
  • Forget the past – As opposed to analyzing why some of the visitors have bounced, you should concentrate your activities toward reaching them once again, and getting them to pick up where they left off, and go through the sales funnel.
  • Develop a detailed profile of your remarketing audience – At this point, you should be concerned about conversions, which means identifying all the steps which usually lead the visitor to convert, as well as the average amount of money every buyer spends. Also, you should start building visitor personas in order to determine your audience’s pain points and preferences, and then applying that knowledge to your remarketing audience.
  • Run your campaign – If you have gone over the first three items, you will have everything you need for your remarketing campaign, such as information about your audience, including their favorite channels, which will enable you to target them with strategically placed ads, and ultimately, get them to convert.
  1. Finding the best platforms for your remarketing audience
  • Google AdWords – Google AdWords are a great option, not just because you already know how it works, but also because Google is everywhere, which means you will be able to reach a lot of the visitors which have bounced. However, there are limitations, since your ads will only be displayed on Google Display Network, and there is no possibility for you to target your audience on Facebook.
  • AdRoll – It’s hard to go wrong with this platform, because not only is it brilliant at enabling you to retarget your visitors on social media, but also on mobile devices, which is crucial these days. Why? Because they have come to dominate the landscape over desktops and laptops.
  • Rubicon Project – This platform is arguably the best one of them all. It offers plenty of useful features, such as search retargeting. Another strength is its huge network of partners. All of these add up to a significant edge over your competition. The catch? Well, their remarketing campaigns start at $10,000, which is a lot for most businesses. If you have the money, then by all means try it.
  • ActionX – If you are mostly focused on targeting and retargeting mobile users, then you don’t have to look any further than ActionX. But, it also allows you to use its data to reach out to users on other platforms, as well.
  • Perfect Audience – This option is pretty useful if you are on a budget, and it works really well if you have based your sales on third-party store solutions, such as Shopify or WordPress.
  1. Using remarketing offers and deals to your advantage
  • Give discounts – This is a great way of making sure that your visitors go through the entire checkout process, instead of going somewhere else and purchasing a similar product which is only marginally cheaper. Also, you can offer the same deal to your regular visitors, or those which have visited your products page, which demonstrates their intent to actually purchase an item.
  • Offer deals for a limited time – By making deals more urgent, you are pushing your visitors to take advantage of them immediately, otherwise they will miss out on a great offer that won’t come by soon. You can even persuade them visually, by showing a ticking clock inside your ad.
  • Display ads for product which go together – Once your visitor has become your customer, there is still room for you to make them a part of your remarketing campaign. How? Well, if you have sold them a new laptop, they are less likely to purchase another one, but they will be interested in buying a mouse, external drive, USB hub, docking station, and so on. Feature those in your ads, and your will have plenty of repeating customers.
  1. Tracking the performance of your campaign
  • Cost per lead/lead conversions – These include your direct conversions, which are the result of visitors clicking on your ads, or filling out a form on your company’s website.
  • View through conversions – These refer to customers which have seen your ads, but instead of clicking on them right away, they have converted by visiting your website directly or through one of your landing pages. It’s important to keep track of these as well, since they won’t be shown in your CPL info.
  • Nurture touches – Nurture touches represent interactions of your visitor with your ads, but during mid or late stages of the offer. More of these result in better lead quality, and better leads mean more people interested in converting.
  • Website visitors – One of the positive side effects of remarketing campaigns is the increased traffic to your website, which itself boosts your chances of converting one of your visitors. You can easily keep track of these through your analytics software.


If your visitors are bouncing, you can still get them to convert by relying on the methods described in this article. But, on top of that, you will also benefit from an increase in traffic, better lead quality, and more useful data, which will help you target your audience even more accurately.

Antonio Tooley is a marketing specialist and a blogger. He loves writing about SMM, marketing, education and productivity. He’s also crazy about riding his bike and bumping into new people (when he’s on foot). He will be happy to meet you on Facebook and Twitter.