Multi-channel remarketing works in much the same way as traditional multi-channel marketing. With both, the goal is to give customers access to your product or service across their favorite mediums, while ensuring that your brand stays consistent across every platform.
The best cross-channel remarketing strategies are the ones that work together to share information so there's no confusing disconnect along the way. The information that's shared travels along a two-way street – on one side, you're sending customers a cohesive impression of your brand; while on the other side, you're receiving valuable information about your target audience. In order for this two-way traffic to run smoothly, it's necessary for all your strategies to not only be compatible but also to integrate as seamlessly as possible.
In order to achieve a seamless multi-channel remarketing strategy, you need two components:
• Common denominators in your retargeting profiles
• Cutting-edge tools to track your retargeted audience and leverage the resulting data across all your platforms
Once you have these key components, you can utilize multi-channel remarketing to help you engage customers and capture latent conversions.
Touchpoints and Tools: How They Work
Recent studies show that 75 percent of people notice retargeted ads – and that website visitors who are retargeted via display advertising are 70 percent more likely to return and convert on your site. However, these numbers can merely represent a vanity metric, unless you break them down by analyzing customer behaviors.
It's all about finding customer touchpoints – those common denominators that explain why customers visit your site, how long they stay there, what they look for, and why they ultimately make a purchase. Once you identify and analyze these touch points, you can then leverage them to build up your customer base.
One of the most effective ways to do this is through lookalike audience retargeting technology. This tool uses not only gender and age demographics but also behavior/lifestyle profiles to help you identify people with interests similar to those of your customers. With lookalike audience retargeting, you can create a new audience at the top of your marketing funnel by using data analytics to find people who follow the same purchasing patterns.
Three of the most popular search engine tools, Bing Ads, Google AdWords and Google's DoubleClick Search, are ideal remarketing tools as well. In addition to offering search engine and CPC services, these tools implement codes (also known as pixels or tags) to your site which track visitor behavior. For example, if visitors go to your site but don't convert, DoubleClick Search will trigger, through browser cookies, a series of remarketing display ads to try and recapture those visitors and lead them to a conversion. Likewise, if customers buy a specific item, they're shown appropriate accessories that they might want to add – sort of an internet version of "Do you want fries with that?"
With any SEO tools, it's important to be able to share audience data and conversions across your multiple accounts as seamlessly as possible; otherwise, you run the risk of cluttering your site with too many multiple conversion/remarketing tags. Fortunately, Bing and Google both allow you to share remarketing lists and conversions across all your paid accounts – it's just a matter of reconfiguring your settings.
In addition, there are a number of other proprietary retargeting tools that work within specific parameters. For example, Facebook tracking pixels can be implemented on your Facebook pages so you can remarket to either all or a segmented part of your visitors. Likewise, some tools utilize iFrames, which are installed on website landing pages. These tiny invisible boxes track visitors to your URL and provide you with the information you need to recapture them.
Merging Multiple Platforms: Remarketing Lists
Once you've identified and built up a high-quality retargeted customer base, it's time to start integrating your touchpoints and tools into a seamless multi-platform advertising campaign that runs across all your marketing channels. One highly-effective way to do this is to combine the forces of Facebook advertising with Google AdWords to create a remarketing juggernaut known as a remarketing list for search ads (RLSA).
Here's the strategy: Through analytics tools and touchpoints, you've identified those top Facebook customers (or past purchasers) who have either already engaged with you or have shown a strong interest in your product/service, and they just need that extra push to conversion. Now it's time to make a special remarketing list of these customers and monitor their keyword searches – and this is where Google AdWords comes in.
Using the Google Analytics UTM tracking code, you can generate customized campaign parameters by tagging and tracking your URLs to create a highly-segmented RLSA of potentially-converting customers. Once you've used your touchpoint strategy and Google Analytics to create the RLSA, you can adjust your keyword bids accordingly when those particular users are conducting Google searches. The more likely a user is to convert, the higher you'll want to bid on those prime keywords so you'll win a higher search engine placement.
Likewise, you can also set up your search ad groups so that your ads will only be triggered and shown when a user from your RLSA is searching online with the keywords you've been bidding on.
Mobile App Retargeting: Merging Geofencing with AdWords
Thanks to the Internet of Things, people can be tracked wherever they are, as long as their smartphones are running. Businesses that rely on a physical presence, or brick-and-mortar businesses, can use their mobile apps to leverage this instant accessibility through geofence retargeting.
Geofence retargeting enables you to reach out to previous customers in your immediate vicinity and entice them with coupons, customized ads and other reminders that your products and services are just a stone's throw away.
Geofence retargeting relies upon two key components – location specificity, and customer behavior profiles. For example, if it's lunchtime, you might see a pop-up display ad on your smartphone with a coupon for a fast-food restaurant that you visit from time to time. Likewise, if you're visiting a mall, you might suddenly get an email or text offering a coupon from your favorite shoe store – which just happens to be in the same mall.
Although geofencing is typically impression driven while Google Analytics is session driven, Google AdWords can still be integrated with geofencing to retarget your ads to customers in a specific location. With AdWords location targeting, you can choose whether you want your Google Display Network ads to appear according to a user's physical location, or in correlation to a specific location that the user has shown interest in, such as a place of business or landmark. In essence, AdWords adds search and keyword components to your geofencing strategies, making them even more comprehensive.
Multi-channel remarketing allows you to reach a wider audience by bringing your brand to a variety of digital mediums; yet also enables you to reach a highly-segmented audience within your target demographic. It also helps you keep your voice and your brand consistent, so you can continue to engender customer loyalty across multiple channels.