Did you know that 97% of people who visit your website for the first time leave without buying anything? It's a sobering statistic. But what if you had a second chance to convince them? That's exactly what remarketing (also known as retargeting) allows you to do. It’s one of the most powerful and cost-effective strategies in digital advertising.
What is Remarketing, Exactly?
In simple terms, remarketing is the practice of showing targeted ads to people who have already visited your website. Think of it as a digital follow-up. When someone visits your site, a small piece of code (a "pixel") drops a cookie on their browser. Now, as that person browses other websites or social media platforms like Facebook and Instagram, your ads can "follow" them, reminding them of your brand and encouraging them to come back.
Why is Remarketing So Effective?
Remarketing works because you're advertising to a "warm" audience. These aren't strangers; they are people who have already shown an interest in your business by visiting your site. This makes them much more likely to convert than a cold audience seeing your brand for the first time.
How to Use Remarketing Effectively
1. The Abandoned Cart Reminder
For e-commerce businesses in Kenya, this is a must. You can create a specific audience of people who added a product to their cart but didn't complete the purchase. Then, you can show them an ad with the exact product they left behind, perhaps with a small discount ("Come back and get 10% off!") to nudge them over the finish line.
2. Re-engage Past Visitors
You can create an audience of everyone who has visited your website in the last 30 days. Show them ads that reinforce your brand message, highlight a key benefit, or showcase a customer testimonial. This is a great way to stay "top of mind" while they are still in the consideration phase.
3. Upsell to Existing Customers
Remarketing isn't just for new customers. You can upload a list of your existing customers and show them ads for new products or complementary services. Since they already trust your brand, they are often the easiest to convert.
Best Practices for Remarketing
- Be Specific: Don't show the same ad to everyone. Segment your audience. A user who visited your "Services" page needs a different message than one who read your blog.
- Offer Value: Don't just show a generic ad. Offer a discount, a free guide, or a compelling testimonial to give them a reason to come back.
- Set a Frequency Cap: You want to be helpful, not creepy. Set a limit on how many times a user will see your ad per day to avoid annoying them.
Remarketing gives you a powerful second chance to make a sale. By strategically reminding visitors of what you offer, you can significantly increase your conversion rates and get a much better return on your advertising budget.