Remarketing is an imperative tactic for capturing audiences who are already aware of your products and services, but need a little more convincing to become a conversion. It gives your audience a gentle reminder about your brand and is a great way of staying at the forefront of their minds.
Social media and remarketing is a powerful combination that can bring a whole host of benefits – the main one being improving your Return on Investment (ROI). Below we’ve put together information which will help you understand social media remarketing better, as well as how to put it into practice.
What is social media remarketing?
If you’re not familiar with remarketing at all, it’s a technique that is used to retarget users that have visited your website. The benefit of this tactic is that your ads are shown only to people that have already shown an interest in your service or product.
Typically, most marketers run remarketing campaigns through Google, allowing your ads to be shown on a number of websites in the Google search network. But, by remarketing on social media, you are able to target users through several social media platforms.
What are the benefits of social media remarketing?
As mentioned, social media remarketing can bring many benefits to your social media strategy, and an improvement in your ROI. Some benefits include:
Lower Cost-Per-Click (CPC)
If you’ve ever wondered how to lower your CPC, remarketing through social media platforms is a great place to start, as it usually costs less than regular social media ads. This is because whilst the user may have visited your site previously, you’re actually targeting them whilst they’re doing something entirely different. And whilst the ad is being displayed to them, they aren’t actually looking for your service at that moment. As a result of this, the user may not be as likely to convert and can lead to a lower CPC.
Higher conversion rates
This doesn’t mean that your conversion rate on social media platforms will be higher than other channels, but it does lead through to a higher conversion rate overall. Although not everyone on social media is likely to convert, those who do soon add up. The point is that you are targeting users that have already expressed interest in your website. Social media remarketing encourages users that have not converted previously to return and finish the customer journey.
Increased brand awareness
Similarly to regular remarketing, social media remarketing is a great way to increase brand awareness. By putting your ads in front of people that have already viewed your website, they are more likely to remember your brand. Even if the remarketing ads don’t lead them towards a conversion, they are more likely to convert in the future when they consider your service again.
Attracts new customers
Whilst the whole point of social media remarketing is to target audiences who have shown an interest in your products or services, it can also help attract new customers. If you widen your audience targeting to show your ad to those who have previously bought from you, it can encourage engagement. If a previous customer has had a positive experience with you, they’ll share that experience and help to build trust with new audiences, meaning they’re more likely to convert.
How to put social media remarketing into practice
Now you know how social media remarketing can benefit your social media strategy and help improve ROI, it’s time to put it into practice. Here are some tips to help you:
- Ensure your targeting is specific – think carefully about who you will be targeting. Consider segmenting your website visitor audience so you can deliver them a tailored message.
- Test your ads – implement split testing so you can see which of your ads perform the best, allowing you to customise and optimise your campaigns where necessary.
- Think about your timing – avoid ad fatigue and think about the timing of your ads so you can ensure you’re still accomplishing your goals without annoying your audience.
- Don’t limit yourself to just one platform – be sure to utilise all of the social media platforms you have a presence on and don’t stick to a ‘one-size-fits-all’ approach.
Need help with your social media remarketing strategy?
If you’d like to incorporate social media remarketing into your social media strategy, but you’re unsure where to start, why not get in touch with our specialists today? Our social media experts can help you from start to finish from targeting, to budgets, to analysing and reporting.