In our last Ad Tech + Black Friday blog post, we covered the use of Google Analytics Content Experiments and how they can prove to be extremely useful when it comes to designing a landing page that works for your target audience in a timely manner. Today we’re going to cover how advertising and remarketing go hand-in-hand during Black Friday and Cyber Monday, specifically when it comes to potential customers who have had a case of cart abandonment or something of the same.
With Black Friday, the major appeal is the deals–and lots of them. The good thing about this is the fact that those who didn’t convert probably didn’t either have the time or money to do so, which makes this quick, money-saving holiday perfect to attract them back to your brand in a way that saves them cash.
Now you may be wondering, “Great, but how do I reel them in so that I can convert them?” Well, the answer comes down to your ads. The biggest factors in this include keeping your ads concise with the same look as your website, keeping the content of the ad relevant for what your audience is most interested in, and using a call to action that urges them to take the next step. All of these tips are crucial for getting the most out of your ad. For the best results, using a program like the one we spoke of in the last post (Google Analytics Content Experiments) can really come in handy and take a lot of the guesswork and time out of your A/B testing process.
After you have your ad all set up and ready to go, now comes the process of constructing your bid strategy. Higher bids increase the likelihood to reach more people on your remarketing lists, maximizing your exposure to your target audience. When determining what bid to set, it’s important to examine the value of your customers in each of your remarketing lists. For example, someone who has already added products to their shopping cart, but abandoned upon payment, is more likely to complete a purchase via remarketing than someone who is just browsing your site, therefore, the customer with the cart abandonment would be more important to remarket to than the casual browser.
We hope these remarketing tips help you to close sales and win over customers this Black Friday and Cyber Monday!