According to Google, 96% of website visitors leave sites without converting, and 49% typically visit two to four sites before making a purchase.

If you’re an association or member group that uses events to drive revenue to your bottom line, this statistic can seem pretty discouraging.

So, what can you do to get users back to your site and take action? In this scenario, remarketing can be a gamechanger.

This blog post will cover the basics of remarketing and how to use it for your association.

What is remarketing?

We’ve all seen it. That infamous product, that follows you around from your Gmail to your favorite news site, to your weather forecast. The ads tantalize and tempt you to go back and hit “add to cart”.

While remarketing is prolific in the e-commerce world, it’s essentially untapped in the association/member management world.

Depending on the platform it may be called remarketing or retargeting. Essentially it’s the same thing. Remarketing uses cookies to show ads to specific people and improve your ROI.

To implement remarketing/retargeting, marketers place a pixel, like the Facebook pixel or tracking code on their website to track users and show display ads while they are online.

This means that visitors who may not have converted on their initial visit to your site will continue to be exposed to your brand. Your ads will target people who have already shown interest, thus improving the likelihood that they will convert at a later time.

We understand so much more about conversion paths than we used to. Most users will not land on your site from an organic search and register for your event right then and there. This slam-dunk type of conversion rarely happens. That’s why you need to make sure your users return to your site.

Display Ads

The Google Display Ad Network is the most common remarketing platform and according to Google, the network reaches 90% of Internet users.

Like with any ads, you need to follow advertising best practices for your retargeting campaign. Here are some tips to maximize the success and click-through rates of your target ads:

The ads below are examples of good display ads. The Society of Corporate Compliance and Ethics uses a display remarketing campaign to target individuals who visited the website but did not register.

Banner Example

Following best practices when you create your ads will increase click-through rates of your ads. Here are some basic tips for creating better ads.

Be Creative
Let’s face it, there’s a lot of noise out there. Use compelling imagery that will pop and stand out from the crowd. If you have the tools, use video for an even better engagement result.

Keep Your Brand Front and Center
Your brand should always be visible. Ads used for remarketing campaigns should keep your brand top of mind and be effective at reminding your potential attendees of your event. Make sure your branding and messaging are consistent and in time your audience will start to recognize your brand.

Use Clear CTA’s
What action do you want the user to take? Make sure the call-to-action is clear to your audience.  

Use Event Dates to Create Urgency
If your event offers early bird pricing, consider creating ads to highlight that. Dates may push users to take action. Remember that you want your audience to take action, by highlighting dates or deadlines, you’re creating a sense of urgency and increasing the likelihood of them taking that action.

An effective remarketing campaign contains ads in a variety of sizes. This ensures that no inventory will be missed. Find the common sizes here.

Keep in mind that in order to launch a successful remarketing campaign, you need traffic. If you need help driving traffic to your site, contact our agency partner, ArcStone today.

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