Remarketing is a brilliantly effective way to reconnect with users who have shown interest in your site or app in the past and turn them into customers. It essentially tracks people who have visited your site through cookies, and shows them your ads on other sites, across multiple devices.
This article is all about tweaking an existing PPC remarketing campaign to increase your ROI (for a detailed guide of setting one up, check out Search Engine Journal’s article here). So, lets get started:
1. Create Ads of Various Sizes
When you’re targeting users for your remarketing ad strategy, you are after users based on their search history, not their device type. This means you don’t have the luxury of creating an ad specifically for mobile users, for example. The users you target may be on a variety of devices and may transfer between devices freely. Because of this, it is advisable to create ads of multiple sizes.
By doing this, you ensure that your ads work with every site that features Google Ads. You won’t be held up by a lack of compatibility and you can be sure that your ads will follow targeted users to each site that they visit in the way that you intend them to do.
Here are some common ad format sizes and the number of estimate impressions per each (source: Wordstream)
2. Make Your Remarketing Strategy Cohesive on All Fronts
The users you select to target and the pages to which you direct them certainly matter to your campaign strategy. But, there are other elements that should be equally important if you want your campaign to make sense to its targets.
This should start with the design of your ads. Like much of your other marketing content, your ads will be more effective if they have a similar look and feel to your website. You want your targeted users to instantly connect your ad with your website, prompting them to want to revisit it.
Also be sure that it appeals to your target audience, both visually and with its written content. And, speaking of written content, be sure to add a clear call-to-action.
3. Choose Your Landing Pages Wisely
You need to inform Google as to which of your site’s pages you would like your ads to send users. But, be sure to think carefully about this. Yes, your home page is important, but is it responsible for the most conversions?
Prioritise the pages that produce the most conversions, which are often specific pages offering important information, like product pages. Don’t forget, not only will your landing pages determine the effectiveness of your campaigns to a very large degree, page engagement metrics such as Bounce Rate, time on site and most important, conversions is also a ranking factor when it comes to SEO.
4. Be Sure to Test
Sometimes strategies seem flawless in the think-tank but then don’t deliver in the real world. This is expected, and it’s why we A/B test. Don’t neglect A/B testing with your remarketing campaign as sometimes the smallest changes can have a big effect.
Test your options with regards to images, calls-to-action, copy, designing landing pages, and budget. And keep an eye on your impressions, click-through rates, and conversions.
Build a Solid Springboard for Your Remarketing Campaign
The above tips are aimed at the inception or reshaping of a remarketing campaign. But, it is very important to cover the basics, onto which you can add more advanced techniques.
Join us for Part 2 of this look at remarketing in which we’ll discuss how to build on these pointers for a successful and sustainable campaign.
Shirish Agarwal is the founder of Flow20 and looks after the PPC and SEO side of things. Shirish also regularly contributes to leading digital marketing publications such as Hubspot, SEMRush, Wordstream and Outbrain. Connect with him on LinkedIn.