It’s no wonder remarketing is becoming more popular, its far more likely to convert than a regular display campaign, as you’re targeting people who have already visited your website and interested in your product or service.
Remarking begins when a visitor arrives on your website, Google then drops a cookie in that user’s browser, this cookie identifies them as being a former visitor to your site. When this visitor then visits a different website in Google’s display network, your ad will appear and remarkets them with a relevant ad based on the product, service or offer they were looking at on your own website when they left.
It’s important to have specific customised remarketing lists so you can show specific ads, perhaps containing an appealing offer on the product which they previously viewed. For eCommerce sites, you could remarket visitors who left the shopping cart without going via the checkout with a discount code to use at the checkout stage if they return to your website to complete the purchase within a specified time frame.
The more targeted your remarketing campaign, the more likely a conversion will take place. Remarketing is really effective in most instances as you’re more likely to convert a user who is already aware of, or shown an interest in your Brand and products than showing ads to users who are not aware of you.
Below are some tips on mastering remarketing to its full potential.
1- – Track Immediately: It’s important to ensure the remarketing code for tracking is in place within your website code now, as Google’s requires you to have at least 100 visitors with tracked with the remarketing cookie before ads will begin to deliver impressions. You want ensure you begin tracking people and adding people to your remarketing list before even creating adcopy or images ads.
2- Test Different Cookie Lengths: Adwords allows you to create various audience segments depending on how recently a user visited your website. You can use several pots to begin with, but the options include 180 days, 90, 30 and 14 days etc. Bids can also be adjusted depending on how recent the user visited your site. It will be more cost effective to use higher bids on recent users as they are more likely convert.
3- Create Different Variations of Adcopy: Creating ads for remarketing, particularly banner ads, is slightly different than ads on the search network. For remarketing, you’re creating ads for people who already know your Brand or products so the ads need to be almost instantly recognisable and consistent with your Brand. The messaging needs to be compelling to encourage the user to come back to your website, offers or discounts are a good way to increase click through and conversion rates.
4- Target Users with Relevant Adcopy and messaging: If you have many products or services, you should consider targeting visitors with a specific ads relevant to a product line or department rather than a general one-size fits all ad.
5- Target Users Based on Stage of Buying Cycle: Adwords allows you to create custom lists to exclude specific url’s so users can be targeted depending on their stage in the purchase process. One of the most commonly used and most effective tactics is to target visitors who have abandoned shopping carts. Specific offers or discounts should be displayed to users who disappeared before converting in an attempt to drive them back to complete the sale.
6- Remarketing recurring customers: If you sell specific products on a regular basis, (for example contact lenses, dog food, ink cartilages etc.) you can retarget people a set number of days after their last purchase to act as a reminder to re-order. This will also encourage them to come back to your website to re-order as saves them the headache of searching elsewhere.
7- Create Relevant Adcopy and Landing Pages: As with ads and landing pages on the search network, any ads containing specific offers or discounts, must be visible to the user within 1 click of landing page. If visitors don’t find the offer promised in the ad, on the landing page, they are likely to bounce straight away and look elsewhere.
8- Optimise Using Site Exclusions: Similar to a managed or automatic placement campaigns on the GDN, it’s important to run regular placement reports so you can view sites which are delivering conversions. You can view the remarketing placements under the network tab in AdWords. In there you’ll have sight of all the sites that Google is displaying your ads on. Check the performance of all sites. Although your ads are always shown to qualified traffic, there may be certain websites that convert significantly better than others. If there are any sites which under performing, bids can either be reduced or you can exclude the site completely. Only do this if you have enough data to prove your case. For sites that drive a high number of leads/conversions, increase the bids where possible to deliver a higher number of impressions.
9- Category Exclusions: Remarketing targets the unique visitor and not a specific website, there’s a possibility that your ad can be shown on sites which are not appropriate for your Brand. To ensure this doesn’t happen, you can exclude whole categories or just one site depending on performance and Branding concerns. To add exclusions, you can do this via the networks tab -> exclusions.
10- Monitor View Through Conversions: View through conversions are when a remarketing ad is displayed to a user, but they do not click on your ad on that site, but later go back and make a conversion. However, these are not always accurate and should be only used for interest purposes. It could be that they were shown your remarketing ad, but were going to go back later and make the purchase anyway, regardless of the remarketing ad. When looking at conversion rates and ROI from remarketing, focus only on the traditional click through conversions.
11- Create Varied Ad Formats: In the initial stages of your new remarketing campaign, create a couple of adcopy variations to test design and messaging. Once you have found a winner, which performs well across a number of sites, you should replicate these ads in a number of ad formats. This will increase visibility as some sites only accommodate one or two formats, so by having many formats it maximises the number of sites on which your ad can be shown.
We hope you find this information useful and if you need a hand setting up and running a remarketing campaign, give us a call for a friendly consultation to discuss your needs.