What Is Behavioral Remarketing? Tips From a Remarketing Agency

Acquiring customers is like going fishing; some days you catch fish, and other days, they just swim away. How do you get those customers back? Behavioral remarketing is the trick. 

When done correctly, you can reel those customers back in with customized campaigns and carefully tailored products. Digital Authority Partners is a digital marketing firm that specializes in remarketing services. Our team devises personalized campaigns that pull customers back and increase your conversion rates.Keep reading this guide to learn more about behavioral remarketing, plus some tips from a remarketing agency. But first, here’s Jason with the ins and outs of marketing consulting:

What Is Behavioral Remarketing?

Behavioral remarketing re-engages with customers who have shown an interest in your business but didn’t fulfill a specific call to action. The goal is to re-engage their interest and convert them using personalized marketing methods.

For example, let’s say someone browsed your website but didn’t buy anything. This may look like a lost opportunity, but you can still pull them back in through behavioral remarketing.

Going back to the fishing analogy, it is like casting your line a second time and hoping the fish takes a bite this time.

How Does Behavioral Remarketing Work?

Even when a customer bounces off your site or closes the window showing your product page, they still leave data for the business to look at in the form of HTTP cookies.

All websites use cookies to identify site visitors and track data on everything they do on the site, like viewing a product, buying a product, or what specific pages on the site they visit. This data may not matter much to the user, but to the business or site owner, this is very helpful information about what kind of products the user is looking for.

• Behavioral remarketing techniques typically involve showing people ads (like in banner images) for a product they looked at but didn’t purchase. 

Personalization is crucial in remarketing because you want to meet the specific needs and preferences of the customer. The more a campaign resonates with the customer, the higher the chances of them converting. For questions on pay-per-click ads, Digital Authority Partners' PPC agency has more info!

Here are two examples of behavioral remarketing:

• App Engagement Remarketing: A person installs an app but doesn't return for a while. Ads for the app or special offers are shown to them on other platforms to re-engage them.
• Product View Remarketing: A visitor views a specific product but doesn't buy it. Later, targeted ads featuring that same product (or similar items) on other sites or social media channels to entice them to return to buy. 

How do paid ads work? Here’s Jason with an explanation:

4 Tips to Successfully Apply Behavioral Remarketing

Any company can do behavioral remarketing with the right tips and tricks. Take note of the following pointers to ensure your success.

1. Audience Segmentation

Successfully starting a behavioral remarketing campaign starts with segmenting your audience based on relevant data gathered. Start by dividing your customers according to common traits and characteristics, going beyond demographics like age, gender, and location. 

Data you can use to group your customers include:

• Frequently visited pages
• Buying patterns
• Purchase histories
• Search histories
• Time spent on website or product page

2. Narrow Down Further

Even if you have large groups divided into different segments, not all people in these groups are guaranteed to convert. Try to narrow down even further to prioritize those with high potential and remove those with low potential.

In this step, determine which customers have high conversion potential. You can tell which customers are more likely to convert based on their actions, such as:

• Visited multiple product pages
• Added items to their shopping cart but didn’t check out
• Abandoned the checkout process
• Regular site or store visits

By narrowing down your customers further, you can nurture higher-value customers through personalized efforts and customized ad campaigns until they make the purchase.

3. Utilize Email Marketing

Most businesses and eCommerce stores have access to customers’ email addresses. Because email is one of the most commonly used forms of communication, your company and remarketing agency can easily reach out and personally engage with customers. 

You can conveniently send reminders and updates on different business offerings. For example, you might remind a customer that they still have items in their shopping cart and follow up on the checkout process. 

Example of Email Behavioral Remarketing:

• E-commerce Cart Abandonment: A user adds items to their shopping cart but leaves the site without purchasing. Behavioral remarketing displays ads for the abandoned products as people browse other sites, reminding them to complete the purchase.

Looking for eCommerce advice from the pros? We’ve got you:

4. Address Privacy Concerns

A clear and well-articulated privacy policy has a better chance of avoiding privacy issues or disputes. Be transparent about collecting customers’ data for marketing purposes. The more honest you are, the less hesitant customers (hopefully) will be when visiting your website.

One of the best ways to ensure privacy is to enforce strong data encryption measures. Data encryption makes data indecipherable to anyone without an encryption key. This means someone with unauthorized access wouldn’t be able to identify your customers’ personal data.

Consider adding a separate cookie policy or cookie section to your privacy policy. When possible, make it easy to understand. If you market in Europe, keep in mind that the GDPR requires this type of disclosure to be written in a way that’s clear (aka not legalese). For companies that do business in California, following the California Consumer Privacy Act (CCPA) is vital — speak to a B2B Email Marketing Agency. 

• Quick hint: Check that your SSL certificate is active. 

Benefits of Behavioral Remarketing

Behavioral remarketing is an effective way to close the deal with leads and secure new paying customers. Consider the following benefits when executing behavioral remarketing.

Marketing Efficiency 

Instead of casting a wide net and hoping for the best, behavioral remarketing uses carefully tailored messages to target higher-value customers. This also ensures that your time and resources are being used effectively with minimal waste.

Since you’re targeting people who had previously shown interest in your product/service, the chances of a successful conversion are higher (as is the return on investment).

Increased Conversion Rates

More converted customers mean higher conversion rates. A higher conversion rate means your remarketing strategies were successful and you spoke to the right audiences.

As we all know, customers are the lifeblood of every business. Remarketing brings you closer to having a steady stream of customers to sustain your business and increase profitability.

Cost-Effective

Customer acquisition can eat away at a budget — the right return is vital. When we pour investments into something, we want to see those conversion numbers. By focusing on the right customers, you can save your budget and direct those finances to fund your remarketing efforts.

Challenges of Behavioral Remarketing

One challenge of behavioral remarketing is privacy issues. For example, users may search for or click on a product without much thought but are surprised to see that the same or similar product is recommended to them on social media.

Some users may not understand how an ad followed them. They may also not be aware that their behaviors are being tracked at all. Therefore, websites and businesses must always be clear about using cookies and give the user the authority to accept or deny them.

Another issue is the large amount of collected data, which is vulnerable to cybersecurity threats. All companies must implement strong data encryption and security measures to protect their customers' personal information.

Choose Digital Authority Partners as Your Remarketing Agency

Behavioral remarketing lets you chase after the ones who got away. By using remarketing to re-engage their interest, you increase the chances of a new customer in your pipeline.

Choosing Digital Authority Partners as your remarketing agency gives you access to resources to easily target and retarget customers. With our team of experts on your side, you can maximize your remarketing efforts to propel you toward your conversion goals.

Contact us today to get started!

Sources:r

Internet Cookies | Federal Trade Commission 

Internet Privacy Policy | SSA 

What is encryption and how does it work? | Google Cloud 

California Consumer Privacy Act (CCPA) | State of California - Department of Justice