Remarketing is a powerful form of online advertising that allows businesses to deliver targeted ads to users who have already visited their website. Past visitors can encounter these remarketing (sometimes known as retargeting) ads while they are going about their business browsing the internet. If you want to keep in the mind of potential customers by appearing to them while they binge YouTube, keep up to date with the news, or do anything else online, then remarketing can keep you fresh in their mind.
Remarketing has been proven to massively increase conversion rates and deliver return on investment for those who use it. It’s becoming an increasingly central aspect of any successful PPC campaign, because it targets those users who are already familiar with your brand, who have viewed your products, and who are more likely to return and convert.
The main reason that remarketing works is because it allows you to find those users who have already shown an interest in your products or services (enough to browse your website). Whether you’re trying to drive sales or any other on-page conversion, remarketing is a powerful tool to bring more of that traffic onto your site.
There are a few main ways in which PPC marketers choose to break down a remarketing campaign:
Audience segmentation – When remarketing, one size doesn’t fit all. It’s important to segment your past website visitors into different audiences so that you can take a different approach to best suit the user.
Remarketing strategy – Based on your service/product, your target audience and your brand, different strategies may need to be employed. Whether you’re running your remarketing campaign through search, video, dynamic content, display or anything else, your
PPC marketers will need to analyse which approach is best.
Campaign optimisation – As with any other online marketing, not all campaigns are made equal. There’s a lot for PPC advertisers to do to improve, refine and optimise remarketing attempts for the best results possible.
Simply put, remarketing is one of the most powerful conversion tactics available to PPC and digital marketers. By making full use of the increasingly advanced machine learning and AI of search engines like Google and Bing, businesses can better chase after the ones who got away – with fantastic results.
It’s a new way to deliver better, more personalised and more specific ads to each user (or segment of your audience). Relevance is king, and when you’re remarketing you know with certainty that you are approaching users to whom your brand, business, products and services are entirely relevant. Access to this kind of audience and the much improved rates of conversion cannot be ignored.
How Does Google Remarketing Work?
Want to start making great use of Google’s powerful remarketing? Well the good news is that if you already advertise on Google, it’s incredibly easy to set up. All that’s needed is an additional piece of Google remarketing code (often known as a pixel or a tag) on your website. This piece of code is what allows remarketing strategies to be put in place. What happens is that, using browser cookies, visitors to your website and their details can be added to your remarketing audiences.
The great thing about this code is that it is incredibly customisable. This allows you to filter your remarketing audience and define them by categories much more easily, depending on the pages they have engaged with on your website. For example, if there’s a specific product for which you want to set up a unique remarketing strategy, your code can be customised to gather the information of all your users who visited pages related to your product.
This allows you to create remarketing audiences built specifically on relevant users. In turn, this is what enables marketers to create highly specific ads and display advertising built entirely with your target customers in mind. This means that you can build ads not only for one target market, but ads that you know are going to show for interested, relevant and convertible users. It also gives you the opportunity to draw them back into your website with an enticing special offer.
First Time Remarketing? Sometimes It’s Better To Start Off Slow
Remarketing is a powerful tool that allows you to display Google ads as part of specifically targeted remarketing campaigns that displays for previous site visitors with an offer they have shown interested in while they browse any number of Google partner sites (part of the Google Display Network). It’s an enticing offer, and the fantastic conversion rates mean that a lot of businesses want to jump straight in. But with remarketing, it’s often better to start off your campaign a little slower.
Google itself recommends that businesses start by targeting homepage viewers at first. You might be wondering why that is – after all, isn’t the entire point of remarketing to advertise for target customers with deals and products they have already shown an interest in? Well, while remarketing for your homepage will increase costs due to the fact that you’re targeting more individual users, and your ads won’t be as user-specific and targeted, it’s still a great place to start.
Targeted campaigns with a more narrow audience certainly lowers your cost per click, increases relevancy, and earns more conversions. But beginning by retargeting homepage visitors is an excellent way to, at the start of a campaign, gather vital customer information and increase brand awareness and brand exposure with strong branding and messaging.
Before long, you will be establishing detailed Google remarketing lists for incredibly targeted remarketing campaigns. You’ll be creating in depth advertising campaigns with regular display ads that get straight to the intent and needs of specific customers.
And this doesn’t just mean targeting customers based on the products or services they have browsed on your website – perhaps you want to separate non-purchasers from those who have bought from your website. Audience retention can be achieved by retargeting customers who have purchased with special offers, against increasing brand exposure and gaining traffic when you target customers who haven’t. The possibilities for remarketing campaigns are incredibly in depth and detailed, and allow you to get granular and targeted when approaching potential customers.
Segmenting Your Audience For Remarketing
Remarketing is all about data analysis and strategy. Just like anything else in PPC and paid advertising, you need to have a detailed understanding of your audience for the very best results possible. When building a remarketing campaign, this means deciding which of all the visitors to your site you want to retarget with ads and what kind of ads you want to retarget them with. But to do this properly, you can’t rely on general advertising.
Segmenting your audience into groups is an incredibly important part of this process. This will define the kind of ads you create and which of your past visitors you actually want to retarget. Some of the common types of audience segmentation include:
Segmentation based on the product pages visited – this allows you to advertise based upon interest shown in specific products.
Segmentation based on either visiting or not visiting specific pages that are part of your checkout process – this allows you to target people who came very close to converting and to try to entice them back to your website and product.
Segmentation based on the time spent and number of pages visited on your website. Retargeting on this basis can be a great way of cementing brand awareness and bringing more convertible traffic back to site – when a user spends a lot of time or visits a lot of your web pages, it indicates an interest in your brand and offer.
Segmentation based on demographic and geographic location – when you have a product that is location-specific or is marketed directly towards a specific demographic, it can be a great strategy to segment your audience so that you’re not targeting visitors who can’t or won’t convert.
You can also customise your segmentation into great detail, combining different strategies to provide the most targeted audience possible. A good example of this (and one which is often used in remarketing campaigns) is to target people who have added something to their basket but who haven’t reached the confirmation page. This works because it’s a very strong indication that a user is interested but was stopped from converting at a late stage.
Some of things that we always do when setting up a new remarketing campaign include:
Identifying which individual URLs should be targeted and then turning this into a list, including URLs with audience names so that we can further strategise later down the line. This initial step is important in deciding which of your URLs can and should be targeted.
Generating ideas for granular and more customised combinations of audiences. With remarketing, the more user specific you can become, the better your rate of conversion is likely to be. By creating very specific audiences, we can create more targeted ads for these users.
Google Analytics is a powerful tool, and we always recommend setting up Google Analytics goal funnels. If you haven’t, we can set one up for you. If and when you do have goal funnels set up, we can use all the data that has been gathered to analyse the success and performance of the funnel. Then, we can identify the best parts to remarket for.
Choosing Your Remarketing Strategy
There are a lot of options available to PPC marketers when forming a remarketing strategy. Some of the best include:
Standard remarketing – This is perhaps the most basic and commonly used form of remarketing. Essentially, this is just a Google ads feature that enables you to display ads to past visitors while they browse other websites and spend time online.
Dynamic remarketing – Dynamic remarketing takes thing a step further. This is where you’ll be able to show ads to past visitors based on the products and services that they have visited and browsed on your website, allowing you to build more specific ads for your target market.
Remarketing for search ads – This is a Google ads feature that allows you to remarket and target past visitors to your website while they use Google’s search engine and search network. Remarketing lists for search ads (often abbreviated to RLSA), allows you to customise search ads to retarget while past visitors make searches online.
Mobile remarketing – Mobile remarketing is different only in that it specifically allows you to remarket for your mobile audience. Specifically, when users visit your mobile website or use your mobile app, you will be able to retarget them with Google Ads whenever they use another mobile app or visit another website on their mobile phone.
Email remarketing – Email list remarketing is a great feature that allows you to make better use of any email information you have gathered from your customers. Sometimes known as Customer Match, this allows you to upload your customers’ email information into Google ads. Then, you can retarget them with user specific ads whenever they are signed into their email using Google’s search engine, YouTube, or Gmail.
Video remarketing – Do you have a video platform that you market from such as YouTube, and want to make use of this for remarketing? Video remarketing is a Google ads feature that allows you to display ads to anyone who has interacted with you YouTube channel or any other online videos. Then, you can deliver targeted ads to these users whenever they browse on YouTube or any other video platform on the Google Display Network.
Optimising Your Remarketing Campaign
By segmenting your audience and choosing your strategy, your remarketing campaign is essentially ready to be put into place. But the work doesn’t stop there. A big part of any PPC marketer’s job is to continually optimise these ads and campaigns to ensure long term results. There’s a lot that we do when optimising a remarketing campaign, such as:
Ad testing – Having your target audience and strategy in place is excellent, but you need strong ads to complete the process. Ad testing is an important process in ensuring that the ads your retargeted customers are seeing are most likely to convert. Strong branding may work particularly well, but it’s good to try out different approaches. When ad testing, we will keep the target audience in mind, experimenting with different offers and CTAs (call to actions), images, copy, and just about everything else.
Bid testing – Impression share should not be discounted during a remarketing campaign. After all, you’re targeting real users and trying to influence their stance on your brand and product. If you go after them too hard, you’re as likely to frustrate, annoy, and turn away willing customers as you are to bring them back to your website. Bids need to be optimised for cost effectiveness and ROI (return on investment) as well impression share, so we’ll perform bid testing in order to check performance.
Custom combination testing – When you become incredibly specific while remarketing, it’s amazing how much of a difference a small change can make. Combining categories and audiences can deliver wildly different results, so we’ll continue to test to find out what approach is best suited for your brand, product and audience. Different messaging is needed for different audiences – it’s all about understanding the psychology of your audience.
Landing page testing – Your landing page is an important part of the retargeting process – you don’t want to miss out on willing buyers by sticking them onto a landing page that they bounce right away from. Experimenting and testing with different landing pages, the language, imagery and copy of these landing pages, and identifying what approach works for different audiences is a crucial part of any remarketing campaign.
While we often find that the very best results come from retargeting ads that use strong branding work (the users you are targeting are already familiar with your brand, after all), it’s important to know that results will vary. Digital marketing is all about understanding the audience and how best to approach them. You don’t want to bombard them but you do want to remain in their field of view with a balanced impression share. Strong branding is often a good choice because of the element of familiarity your brand has with your retargeted users, but it’s important to test and experiment in order to discover which approach earns the best results.
When bringing users back to your site through remarketing, it’s often a good bet to bring them back to the product page they’ve already been on. But, as with everything else, this process should make use of testing and experimentation. Often, a small change can see a big difference in results. Custom landing pages might work particularly well for some audiences, especially if your ads have been advertising a special offer. In any case, we always test to make sure we know what works best before we’re happy.
Remarketing is a powerful strategy that any business can use to encourage a greater conversion rate, increase brand exposure, and improve audience retention. But it’s not always simple to set up and results can vary wildly. Fortunately, our excellent PPC team here at Embryo has a great deal of experience in setting up winning remarketing campaigns for our clients. Want the same for your business? Call us up today for a chat to discuss how exactly we might be able to help you improve your results online.