REMARKETING is one of the most powerful forms of marketing available to small business.
It’s a way to connect with people who previously interacted with your website or social media business pages.
Your business can strategically position ads in front of these people to increase brand awareness and remind/coax them to make inquiries, ask for a quote or buy your products and services.
How many times have you searched online for a flight – let’s say to Bali – and soon after, “cheap flights to Bali” turns up in your feed.
You feel like Google is a mind-reader (or a stalker!).
That’s because they’re remarketing to you.
You visit a website. The business has Google Ads running. You’re targeted.
You like a Facebook Business Page or maybe comment on a business’s Instagram post. You’re targeted.
All of those casual visitors have gone into the great remarketing audience bucket, ready to be targeted with paid ads.
Elisha says traffic and engagement are the most effective types of online ad objectives for small business.
A traffic ad serves to drive traffic directly to your website to learn more about you.
An engagement ad seeks more social media engagement – something Elisha finds works particularly well for service-based business.
And the two types of engagement ads she recommends are post-engagement and page likes.
If your business is new and you’ve received only 56 likes on your page, a page-likes ad will increase that number.
A greater number of page likes doesn’t just boost the ego of the business owner.
If your business’s Instagram page has only those 56 followers, casual browsers aren’t likely to click on it or hang around.
If it had 3000 followers, casual browsers might click on the page to see what all the fuss is about.
They might realise their best friend follows the page.
They might scroll down and look at some posts (it’s vital to post once a day to feed the Facebook or Instagram algorithms: the more that people engage, the more the data builds and will ensure your business has cheaper advertisement costs/costs per click).
They might like those posts, comment or ask a question, follow you or even be moved to buy your products and services.
They might tag their friend: “Oh, check out this driveway. It might suit your pool.”
These examples of remarketing ads (above) were for a plumber and a small veterinary clinic.
The finished bathroom post shows potential customers exactly what the plumber does and the quality of his finish. Browsers are moved to engage by commenting, perhaps: “Oh my God, I love that bathtub. That’s what I would like.”
The vet clinic post-engagement ad with the cute photo was aimed at page likes – encouraging people to like the page to keep up-to-date with tips for pets, specials and offers.
Custom audiences can be created for remarketing ads, like this one (above) for a specialised coating business.
Go through the options, as shown above on the righthand side, to gather your audience from the remarketing bucket (in this case, all website visitors for the past year, those who engaged on Instagram, anyone who engaged on a post or ad and a post or page in the past 30 days, people who liked a page or viewed a video for three seconds or more).
This ad was pinned to a post with pictures showing metallic illusion floors on the tradie’s Facebook Business Page (shown as right).
For a small budget, the audience reach was 330,000 for an ad duration of 40 days.
Elisha says this ad received plenty of inquiries.
For a $401 spend on remarketing, this small businessman has the potential to reap the rewards of doing many more of these floors that cost thousands of dollars.
He also has had great results from ads with videos – from pressure cleaning to equipment use to putting on his PPE gear – as a fast way to build up likes and trust for his business.
Remarketing ads keep his business in the limelight of this readymade audience, if only for future reference when they need his services.
Blog Post created from Elisha de Jong’s DMDU Connect LIVE 2020 Presentation.
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