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AdWords remarketing is a powerful tool to drive cost-effective conversions from bounced visitors on high-traffic websites. Success depends on several factors, including how you’ve tagged the website and also how well you’ve set up remarketing lists.
Novice AdWords remarketing practitioners make the mistake of targeting all site visitors in a single generic Google AdWords campaign. However, all website visitors are not the same. Visitors who are exploring the home page need different treatment than visitors who are at the checkout. Remarketing services providers recommend creating multiple campaigns with specific goals, fine-tuned messaging, CTAs and offers.
Remarketing services providers also recommend spending more budget on valuable audience segments such as shopping cart abandoners and product page visitors. These visitors are more valuable since they further down the sales funnel than ones who are still on the home page. When these leads bounce, it’s time to remind them to come back and convert. However, early stage traffic should not be completely ignored – they can be wooed with strategic campaigns and soft CTAs designed to push them further along sales funnel.
White label remarketing services providers advocate customizing remarketing membership duration based on campaign objectives. Membership duration is the time period for which members will be on the remarketing list. By default, AdWords sets membership duration as 30 days but users can adjust it to up to 540 days on Search and Display. You can analyze Time Lag to Conversion report to understand how long it takes visitors to convert after their first click.
Another tool that’s used by white label remarketing services providers to drive remarketing ROI is frequency capping. Frequency capping allows advertisers to set the number of times an ad gets shown in a day, week or month. It should be based on campaign objectives – for example, coupons should have ads that are shown more frequently for a limited period of time. Brand building campaigns should have ads that are shown less frequently over a longer period of time. Ad fatigue should be avoided at all costs.
Existing customers should also be included in remarketing efforts. Advertisers can try to upsell or cross-sell to such customers. Since these customers are already familiar with your brand and have converted, it’s easier to sell to them. However, you need to apply the remarketing code on individual products-specific Thank You pages in order to follow them around after they’ve left your site. You may also target them with e-mail marketing campaigns.
Repeat visitors who buy frequently from your website can be incentivized to make more purchases. You can offer them limited-period special discounts or coupon codes through remarketing. This rewards strategy is likely to encourage loyalty and push sales of your products. You can also offer discounts to visitors who viewed specific product pages but left – this is a great way to stay on top of their minds and incentivize them to come back and complete the purchase.
Remarketing services providers often use the YouTube platform for remarketing. There are a lot of ad opportunities on YouTube and the platform is among the most popular ones in the world. Advertisers can try a variety of formats including display ads, skippable video ads, non-skippable video ads, and semi-transparent overlay ads to attract audiences using YouTube.
Ad copy should be informative, relevant and compelling for the audience to come back and convert. CTA should be prominently displayed. It should also have continuity with website design so the audience knows it is from a website they have previously visited. Ad creative should complement different ad sizes and it’s a good practice to include different formats.
Finally, there’s A/B testing – it’s surprising how even small variations can improve conversions and ROI from remarketing campaigns. For assistance in implementing these tactics, consult Canada’s leading PPC agency!