Digital Reach
By Digital Reach | SEM | March 2, 2017

Remarketing Messages

You’ve probably heard the adage, “If at first you don’t succeed, try again.” This is certainly true in marketing.  Enter remarketing!

If your customers didn’t convert the first time they visited your site, then something about your messaging obviously didn’t work for them the first time around. Fortunately, there’s a remarketing ad for that.

If customers aren’t ready to buy today, hitting them up with the same messaging over and over won’t do any good and, in fact, they can sometimes find seeing your add repeatedly annoying. However, that doesn’t mean you can’t get them to buy in the future—if you set your remarketing ads up properly.

Guide Your Customers Toward Conversion

Most of the people who come to your website don’t convert. After all, on most sites, 98% of traffic leaves without converting.

If you’re currently only getting 2% of your potential buyers to convert, there’s certainly a lot of room for improvement. I mean, why wouldn’t they convert? Who wouldn’t want to engage your services or buy your products when you know that what you have to offer is superior to your competitors? The simple answer is – they’re just not ready yet.

In fact, according to Hubspot, 96% of your traffic isn’t ready to buy the first time they visit your site.

Leading them to convert

If the messaging in your ads and landing page didn’t get people to convert the first time they came to your site, it’s probably not going to make them convert in a remarketing ad. They simply aren’t ready to buy yet.

Let’s say you sell appointment software. You might run ads encouraging people to get a free demonstration. When customers came through to your landing page, you might ask them to create an account so they can access your software. Of course, this page would also tell people everything good about your software.

But what if people don’t sign up for your free demo? Should you just keep pushing that same message? Unfortunately, if they weren’t ready the first time they saw this message, it probably won’t work the second…or third. Instead, you need to change your messaging to match where they are at in the buying funnel help them through their decision-making process.

Help Them Through Their Decision-Making

Let’s say if you know that people who express an interest in your appointment software who don’t convert are generally comparing different software options, asking them to try your free trial again isn’t going to be especially useful.

Remember, they’re not looking to convert, they’re looking to compare. So, help them do that. For example, you might want to make a landing page that compares a range of software options. If your audience sees you creating value for them and saving them time, they’re more likely to pick your company.

Make It Easy

If you’re the easiest option for people to work with, you’re much more likely to get their business.

  1. Address Typical Concerns

One of the biggest reasons why people don’t buy is because they just aren’t comfortable with your offer, product, or company yet. They could think that you’re asking for personal information, or that your product looks a little overpriced, or that testing out your product will take too much of their time.

So, if a significant portion of your audience that has a specific concern that is keeping them from converting, retarget them in a way that will address that concern.

  1. Offer Products That Go Together

You see it all the time when browsing product site “buyers interested in this item also were interested in these”

Even providing a convenient “Add To Cart” button for your purchasing ease. It might take some extra work, but figuring out what complementary products your customers might want can not only lead to more sales, it can also save your customers from having to buy more later.

If you offer a good bundle, it can make your business look like the easiest, simplest choice for your potential customers; and increase return visitors.

Grouping products is a great way to sweeten the deal for both you and your customers through remarketing.

  1. Offer Discounts

A fundamental worry most people have is price. They’ll compare all sorts of options, looking for what suits them best. They may be willing to buy, but they want the best deal they can get. Nothing motivates potential customers like a good deal. Who doesn’t want a good deal?  And a package deal is even better.  Buy One Get One Free has worked wonders in the consumer market.  Couple this with a limited time offer and you awaken the shopping tiger.

  1. Buying Cycles

Remember that your customers still have potential to buy again. Your customers trusted your business enough to buy from you once, so they are a fantastic remarketing opportunity.

To do this effectively, you’ll need to know the overall timeline of your business cycle. Depending on your buying cycle, people might be willing to buy more from you soon, or you might want to wait a while before suggesting it.

Back to our appointment software example. If you know that your customers are looking to reach their 4th quarter budget goal, consider remarketing ads discussing the advantages of finishing out the quarter strong with upgrading three months after a new client signs up.

Doing this will take your remarketing to the level you need to really get the most out of your online advertising.

For this and more great ideas on how to make your digital advertising work, check out other great blogs that I and my fellow expert colleagues have written


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In the time it takes to read this sentence, you could be on your way to a well-oiled demand generation machine. Ready for your blueprint?

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