Source: https://moz.com/blog/remarketing-to-people-that-have-already-visited-your-website-whiteboard-friday
For Moz’s Whiteboard Friday, Rand discussed how to get back in front of folks who’ve visited your website once but doesn’t convert, then leave, and goes on with their day. The answer for this lies on remarketing. To do this, here are a few best practices you need to apply:
remarketing best practices
- Employ smart burn pixels and burn pages
- It’s not recommended to keep marketing to someone who has already completed that conversion process. So if someone finishes the checkout, don’t show them the ad anymore.
- Limit exposure or change the message (for your ad)
- If someone sees your ad in the web as they are browsing, maybe three or more times, it may be time to create and show them a new message or wait for them to visit again before trying to advertise again.
- Customize based on behaviour and network
- With both people and ad network becoming more sophisticated, compared to the basic remarketing strategy when it initially came out, customizing based on behaviour (actions of your visitor) and network can improve your click-through rates.
- Don’t assign 100% credit for conversions to a remarketing channel
- Your remarketing channel is not an initial way of conversion but a way of recapturing folks.
- If you know you can convert from content or other sources, then don’t limit ads to sales
- Remarketing for other creative stuffs should also be considered
- You can try remarketing for job ads, events, campaigns to influencers and etc.