The article walks us through the most effective remarketing campaigns in 2023, the challenges involved in it, and ways to overcome them.
As marketers, we want to bless the day when the concept of remarketing walked into the digital marketing scenario and helped us reconnect with our website visitors. Not just reconnect, but also regain the ones falling out of the purchase process, we’d say.
Since the digital market is flowing with new businesses each day, it is getting even more challenging for them to stand out and continue holding the interest of their leads. It is where remarketing plays a vital role. It helps businesses bring back the users they previously interacted with and make the conversion possible.
Both 2022 and 2023 were the years that saw an immense flow of businesses on the digital podium. During this period, some remarketing techniques proved more effective than others and helped businesses meet the desired objectives:
- Better engagement with customers
- Higher leads
- Higher conversions
- Improved Return on Investment (ROI)
- Increased brand awareness
Check out more benefits of Remarketing here.
Most Effective Remarketing Campaigns in 2023
The following is the list of those remarketing campaigns that proved beneficial over others in recent times.
- Display Remarketing
Display remarketing has been the most preferred remarketing technique previously. It retargets the users who have already seen a business’s ad, either from the same ad campaign or a previous one, and visited the website. So, if the user has checked out a lipstick from an e-cosmetic store, he/she may be regarded by the website with ads that show the same lipstick or similar options.
- Remarketing in SEO
In SEO, remarketing is based on the search keywords that users search in the search engine. It pinpoints ads to that audience who previously visited the business’s website by searching the keyword that relates to its product or service. Both text and banner ads are used to perform SEO remarketing.
- Social Media Remarketing
This is another most effective remarketing technique in 2023, which works similarly to display remarketing, however, on social media platforms. Here, if the user visits the website, he/she is remarketed or retargeted on social media channels. Instagram, Facebook, and Twitter are the most used channels, where brands can attempt to effectively interact with the users.
- Email Remarketing
Email remarketing is another useful way of bringing users back in the loop, who have interacted with the businesses in the past. It is most suitable for those businesses that have large mailing lists. Here, brands send personalized emails, newsletters, promotional offers, and even follow-up messages on abandoned carts.
While these were the most chosen remarketing techniques in 2022 and 2023, the choice of a suitable technique actually depends on different factors. Businesses must consider the following factors before making a decision:
- The nature of their products/services.
- Objectives of the business
- Cost of different types of remarketing
- Budget, i.e., how much they can and will spend on the remarketing campaign.
Moreover, businesses must do proper research and also test different campaigns to finally grab the most suitable remarketing technique for their business.
Most Common Challenges in Remarketing & How To Overcome Them
Remarketing has become a significant step in the success of digital marketing campaigns. However, just like any other marketing process, it also carries certain challenges, which, if overlooked, can damage the entire campaign. Let’s find out what are those.
- Ad Irrelevancy
If businesses are targeting audiences with ads that do not interest them, people won’t click on them. Such ads are termed irrelevant ads as they are unsuccessful in solving the purpose for which they are created.
How to overcome this challenge?
Make sure that the ads are as relevant and personalized to the interests of the target audience as possible. To do this, try to segment the audience based on adequate data and focus on the users’ interests while creating and running your ads.
- Excessive Targeting
It is important to find a balance between too much and too less targeting. Excessive targeting takes place when marketers/businesses target their ads too much specifically. As a result, no one sees them.
What’s the solution?
Brands must begin by segmenting their audiences into broad categories such as demographics, location, interests, etc. They must then narrow down these categories, but only to an extent that it does not invade their privacy concerns. This is because a number of potential buyers may feel stalked over the internet, which may affect conversions.
- High Bounce Rates
Even bounce rates can impact conversion rates. Imagine a user clicking on the ad to land on the website and leaving without making any purchase. This will be a situation where the brand is paying for non-converted clicks and also losing potential buyers.
How to reduce bounce rates?
Brands must focus on creating a dedicated landing page for the ads, which must complement the text and graphics of the ads. These landing pages must also be optimized for mobile devices, as it is through mobile phones, the majority of ads are clicked.
Read how you can optimize your landing pages here.
- Exhaustion from Ads
Also called, ad fatigue, it is a situation when the users are exhausted by looking at the same ads multiple times. Such tiredness can be a challenge for the brands as it will benefit none.
What is the solution?
Brands must update their ads on a regular basis. To do this, they can modify ad designs and campaign formats, and even introduce new messages or switch to another channel to run ads.
Overcoming the challenges also gets easy when you have experienced performance marketing professionals by your side. Check out tips to optimize your Remarketing Campaigns in 2023 right from the experts to drive higher leads and conversions to your business.
Final Thoughts
Remarketing is a valuable technique for businesses that helps encourage leads to convert into customers. However, the marketing and advertising industry is dynamic, while some techniques may get obsolete others will rise in the coming time. To acquaint yourself with the latest techniques, grow your business right, and stay ahead of the competition, connect with the performance marketing experts at VerveOnlineMarketing.
