Remarketing is a popular word in the world of digital marketing. It’s based on a sensible idea – people who have already visited your website and know products are more likely to buy than people who have never seen your website before. In fact, statistics say that they are 4 times more likely to convert than new users (this and other interesting stats here).
But showing the same ads to people who bounced right after entering the website and to those who added products to a cart would be ineffective. For this reason, you build sophisticated remarketing lists in Google Analytics. You create them based on data such as time spent on a website, a number of viewed pages or certain events (more on setting good remarketing lists here). But there is one more piece of information that can be useful and give you a competitive edge: feedback of visitors.
An answer to 1 or 2 simple questions might help you move a person to totally different remarketing list that will address their needs or objections far better. It will make your Google remarketing campaigns more personalized and thus more effective.
In this article, I’ll show you 3 ways how to use feedback in Google remarketing.
Discover stage in the decision process
You can’t help the fact that many people who visit your website are just not ready to buy. They might be comparing your prices and inventory to competitors. Some are even lower in the decision process – looking at different products to decide what products are in their reach and what really interests them. Also, people might be willing to buy, just not at the moment. Maybe they need to save some money or are looking for Christmas gifts in October.
What do shops usually do? They show ads of the products visitors viewed during the last visit and sometimes offer discounts. Will it help convert a person who is comparing your products with the competition? Maybe. But will it help convert a person who doesn’t know exactly what to buy? Not really. However, this person might be interested in a guide to choosing the right product, like ‘What laptop to buy under $1000’. Similarly, the person who wants to buy in a month won’t change their mind when you show them an ad 3 minutes after they leave your website. It’s better to wait for the right time and remind about your great offer when they are likely to buy.
Likelihood to cross-sell
Imagine this scenario: a person is looking at washing machines in a store with home appliances. What does it mean? Well, there might be 2 main reasons: the person wants to replace the old washing machine or is renovating the apartment (or moving to a new one). Of course, there are people who look at washing machines just for fun but let’s leave them – they won’t buy anything anyway, no matter how hard you try.
I believe I don’t have to tell you that a bid can be much higher to bring back a person who might be looking for other equipment as well. You might also consider showing them ads presenting other relevant products or a guide to renovating a flat. As you can imagine, a person who simply wants to buy a washing machine to replace the old one won’t be interested in such content. Your ads should highlight low prices or vast choice because those are factors that convince the person to buy.
What products are missing
Many people generally don’t like shopping and thus want to buy all they need in one shop. If you don’t offer something they want they might not buy anything at all.
When you know which currently unavailable product a person expects from you to offer you can roll out a tailored Google remarketing campaign when you start selling this product. As you can imagine, such remarketing campaign can be much more effective than usual ones based on page views or events.
Plus, feedback on your inventory can help you adjust offer to needs of visitors so the sales will go up. A simple example: a shop selling t-shirts might learn that visitors would love it to offer sweatshirts as well. Take a look at a case study of Rave Nectar to see how ecommerce companies can use results of such survey to meet needs of visitors better.
As you see, incorporating user feedback into Google remarketing campaigns can help you better adjust bids and thus decrease CPA. So here comes a bit more tricky part – how to collect feedback from visitors and turn it into new Google remarketing lists?
Let’s begin with collecting feedback from visitors. You can use a tool like Survicate to do this. Target smart widgets to ask the right questions at the right moment. If you want to choose another tool, make sure it has the following features:
- targeting advanced enough to meet your needs (useful targeting options: exit intent, new v returning visitors, % of scroll etc.)
- the possibility of running surveys on both desktop and mobile devices (important especially to ecommerce, customers tend to research on mobile and purchase on desktop devices)
- integration with Google Analytics (you won’t be able to build custom segments and retargeting lists without it)
The second step is to set up a Google Analytics integration to create custom segments based on collected answers. Here you can see how setting up Survicate Google Analytics integration and creating segments looks.
The third step is to create surveys that will provide you with information useful in Google remarketing campaigns. Three described ideas are a good point to start but you might observe other interesting use cases. Also, remember that you can create lists based on a combination of collected answers. Example: a person wants to buy just a washing machine but in 3 months from now. Assigning them to a remarketing list combining data from examples 1 and 2 will be much more effective than sending the person to one of the lists. All you need is just another segment of people who answered in a certain way to several questions.
Enough theory, it’s time to put ideas into practice. Enjoy!
Photo: courtesy of John via CC.