If you are looking to tweak your remarketing campaign to incorporate better practices, you might need a more focussed approach. In Part 1 of this look at remarketing to increase ROI, we looked at reshaping the campaign from its foundations.
Now we intend to look a little deeper and identify a few of the practices that contribute to a sustainable remarketing campaign.
More Tips on Creating a Successful Remarketing Campaign
1. Be Specific with Your Bids
Your bids determine which users will see your remarketing ads, so it is important to tell Google exactly who you want to see the most ads. Remarketing is, after all, about reconnecting with the users who have clicked off your site. But, you need to prioritise the users which are more likely to become customers.
Users who bounced off your home page, for example, aren’t quite as likely to become customers as the ones who abandoned purchases. You want to prioritise users who were already in the sales funnel and then work backwards from there, especially if your budget is tight.
2. Use Google’s Frequency Cap
Showing the same ad to the same user is dangerous for a few reasons. Firstly, you run the risk of desensitising the user to your ad. If a user sees the same ad enough times, he or she will stop noticing it after a while.
Secondly, showing a user the same ad too frequently might irritate that user to the point of not wanting anything to do with your company.
Lastly, showing the same ad to the same users can have the effect of decreasing your impressions, which isn’t good.
A good way to avoid these scenarios is to use Google’s frequency cap. This prevents the same users from seeing the same ad too frequently and makes sure that your ad is more effective and better seen.
3. Schedule Your Ads
Planning a first-class ad strategy is only useful if your ads are going to be seen. And, if they’re going up when your target audience isn’t online, your strategy isn’t going to be as effective as it could be. This is where ad scheduling comes in very handy.
Scheduling your ads means that you can choose when your ads go up. So, if you know your target audience’s online habits, you can ensure that your ads always go up when they’ll be most effective.
4. Change Your Ad Intermittently
If you are running a special offer or discount, you want to show your ad at a higher frequency so as to have the biggest effect over the short period of your promotion. But, as we mentioned with ad frequency, you can start to annoy users through ad overuse.
However, you want your promotion to boost sales over this period. So, if you see your click-through rates dropping off, you might consider changing your ad’s content. This way, users will still be seeing the ad as much, but it will be fresh and thus better-received.
5. Retarget to the Converted
Users who have bought from you in the past are likely to become repeat customers. But, again, you don’t want to annoy them into distancing themselves from your brand. So, instead of aggressively remarketing to these users, you might place them on a less frequent list with a longer duration. This way you’ll subtly keep reminding them of their experience with your business and hopefully generate future sales.
No business wants to see its bounce rate increase. But, with remarketing, bounce rate means an opportunity to reconnect with users who didn’t quite get your approach the first time around.
By carefully planning your strategy, it is possible to find other ways to impress users and show them exactly why they should give your business a second chance.
Remarketing campaigns can help increase your paid search spend ROI but only if you optimise them regularly. Make sure you don’t forget about them when setting up your Pay Per Click (PPC) digital marketing campaigns.
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.