The majority of customers who surf the web and land on your website are not ready to make a conversion at that moment. One brief encounter with your brand typically isn’t enough to make your restaurant chain come to mind when these prospects are ready to eat.
But there is a way to hit this audience when they are ready to make a restaurant decision. The solution is remarketing.
Remarketing is a cost-effective technique used to strategically place ads across the web to reach prospects who have visited your website but have yet to make a conversion. Retargeting those customers will help you close the deal.
It is the same concept that causes major brands to spend tens of thousands of dollars on network TV ads. These marketers know that, in order to build an audience, they have to expose prospects to their brand over and over again.
Remarketing – which is also called retargeting – does the same thing online. The technique is used to strategically place ads across the web to reach prospects who have visited your site but have yet to make a conversion. These ads follow users around the Internet, popping up on pages they browse, serving as a digital reminder that the user has expressed some interest in your brand in the past.
It's a concept that works. Below we’ll discuss how you can implement this technique for your brand to reach a wider audience of prospects.
Let’s say that your chain is offering a free drink offer to patrons. You can promote the offer on social media with an ad that funnels users to a specific landing page on your restaurant’s website. That landing page has a form, or call-to-action, that allows visitors to download the coupon code for a free drink.
By using a remarketing pixel on this page, you’ll be able to determine which visitors converted and which did not.
Those who did convert are likely to come into your restaurant to redeem their coupon; there’s no need to follow up with them in this instance. What you want to do is try to get the attention of the folks who did not convert.
Enter the remarketing option. When creating ads for this segment, one suggestion is to promote a different offer or add a sense of urgency to your ad. Example: Get Your Free Drink Before It’s Too Late!
With this standard approach to remarketing, the formula can be reused for each of your offers:
Promote Offer with Ad on Social Media > Send Folks Who Click on Ad to Landing Page on Your Site > Create a Remarketing Pixel that Measures Folks Who Did Not Convert > Target Them With Follow Up Ads
When it comes to your restaurant chain, you don’t always have to measure conversions to make your ad appear across the web to folks who came to your site. You can create a remarketing ad that targets all of your past website visitors even if you don’t have a specific online conversion to measure. In this case, you’re essentially using remarketing as a digital billboard. That can be a useful strategy.
To build on the billboard analogy, here is how it works: Rather than drivers/browsers seeing your billboard every day as they go to and from work, they’ll see your ad as they go to and from their digital channels. As a result, you have a lot more leeway in your ad language.
It is still best to promote special offers with targeted products, as they tend to deliver the best possible ROI. But now you have the flexibility to change this offer throughout the year. However, there are two issues of concern with this blanket approach to remarketing:
In terms of the second option, this strategy could work against you over time. Either your visitors will grow annoyed that your ad keeps flooding their web pages, or ignore the messaging if you don't mix up your ad choices from time to time.
This tactic isn’t focused on conversions, nor is it a blanketed approach. In this approach, you’ll install remarketing pixels on each of your landing pages to create a remarketing ad based around the item searched. In other words, you’re continuing the conversation with this prospect in an effort to nurture the relationship.
Creating the pixels – and ads – for this strategy is actually the easy part. The challenge is ensuring that your website is structured in a way that allows you to segment your audience based on the pages they visited.
The more segmentation you do with your landing pages, the easier it is for you to create highly specific ads targeted to the mindset of your visitors.
Remember that remarketing is that it’s not a set-it-forget-it kind of marketing strategy for your restaurant. In fact, you want to be constantly vigilant about tweaking the type of messaging your prospects see, when they see it and, how often they see it.
When used effectively, remarketing can keep your brand name foremost in the mind of prospects when they’re hungry and looking for a place to eat.