By utilizing AI, search engines like Google and Bing provide companies to offer standard text ads or display advertising to previous visitors of their sites.
This way of online advertising is more targeted and personalized to each user than even a display advertising that aims certain search terms.
Relevance is the main word in digital marketing advertising. These ever-growing functionalities have made it vital for marketers to be optimizing and creating remarketing ads with the best practices in mind.
Polishing Adwords techniques take patience, testing and calm to maximize the number of individuals who stays in your marketing campaign. Remarketing is the best way to do just that.
Remarketing is one of the strongest and biggest conversion techniques in online marketing today.
It is an underused Adwords technique that has been mainly beneficial for your B2B customers. Funnels and sales cycles are comparatively bigger for business-to-business B2B than for B2C (business-to-consumer) companies, where developing brand awareness, encouraging potential customers and educating them to complete their conversion are exponentially more vital.
Remarketing is the best way to show relevant ads to users based on their past browsing habits. Google PPC remarketing is a method to re-engage potential users who have already shown their interest in your company or product.
Before going further, have a quick look at the 4 types of Google Adwords remarketing techniques:
Video Remarketing: Retarget ads to those people who have visited your site or YouTube videos.
Remarketing lists for search ads (RLSA): Retargets people who have visited your website and left to make a Google search.
Static Remarketing: Provides display ads to your app and website visitors as they search their favorite websites.
Dynamic remarketing: Display services and products that a visitor has previously viewed.
Recommended: A Most Brief Guide to PPC For your Business
This article shows a complete list of the best tips and practices to assist you to get the most out of Google remarketing campaigns.
Best Practices for Setting up Remarketing in Google Ads:
1. Set-Up Remarketing Codes
The initial step in developing a remarketing campaign is to create and place the required code you will require to place cookies in the computers of your website visitors. This code can be created within Google Ads or Google Analytics.
It includes the placement of a single code on every single page (known as a run of site code). This is the similar one that Analytics already utilizes to check traffic on your website with a little modification.
Whatever way you utilize to create the code, place it on every page of your website and use URLs to make audiences and custom combinations.
In case you have an account of Google Analytics, you can find the remarketing code here. The reason you need a remarketing code from Analytics is a decent feature of being able to set-up lists of remarketing dependent on motive instead of just pages visited.
You could set one up for individuals who have visited a few pages something like 3 or 4, spent more than 5 minutes on your website and much more.
2. Google Remarketing Lists for Search Ads (RLSA)
This is similar to the Google Ads feature, but in place of targeting web browsers via Display Network of Google, it targets previous visitors on the Google Search Network.
So the users who are searching for different things on Google and its partner websites, the remarketing ads will be shown relied on your custom targets.
3. Maximize your video campaigns
Most of the marketers are doing content marketing but not most of them taking advantage of video.
It is hard to script, edit, film and launch a successful video with at any cost. YouTube is the most powerful platform to show the world your product and service story and make meaningful points with your audience.
The best spot to being is by putting advantage of Director Onsite Program of YouTube, where they shoot, compose and edit high-quality videos for you.
Whenever you have a high-quality video with you, you can join the place of folks who can be using the remarketing.
You may hire professionals to design such types of campaigns for you in order to meet your business needs.
4. Re-engage visitors with abandoned shopping carts
Sometimes people stores some items in their online shopping carts without finishing the purchase.
Since these people are very close to taking a buying decision, it can be a profitable chance to contact them and help them buy.
To contact this audience, set up the remarketing list to target "those visitors who did not visit other pages of your website," and determine the URL of the shopping cart page and order confirmation page.
James is running an online grocery store. He finds that his customers don't purchase the items they just put them in their shopping carts.
James decides to set up a remarketing campaign in order to catch the attention of these customers back to his store and hopefully complete their purchase.
5. Be Attentive About Traffic Drivers
This is one of the best reasons to be really thoughtful and proactive regarding the types of users that you are driving to your store via all channels and how you are re-engaging them into your business.
Moreover, if the traffic is unpaid quality is always better than quantity.
Many times, we have seen that the companies that are leveraging social and content tactics that are built to get a crowd but not the right one.
Consider giveaways of big extravagant things that everybody needs – not simply your prospects.
In case your company should choose to run one of those, you should need to think proactively by segmenting them out into a different ad group or ad set or just excluding those from your remarketing campaign.
6. Google Email List Remarketing
If you have a list of customer's email, you have to utilize these emails to remarket to them.
As a custom audience upload email lists to Google Ads, you can offer these potential customers advertisements whenever they signed into their Gmail, YouTube or Google search accounts - you need to make it sure that you are not using your previous converters.
Definitely, the match rate you will get will be higher on Google as compared to Facebook.
7. Display different product categories
To showcase various categories of products, make a remarketing list for every product category where the URL for every list includes the category name.
Scott is the owner of an online home appliances store and would like to showcase different remarketing ads to his customers shopping for furniture and customers shopping for home decor.
He creates an ad that shows for customers who searched his furniture's page and a separate ad for customers who searched for home decor's page.
8. Analyse your content and engagement of customers with it
It is necessary to analyze your content in Google Analytics, you can set up your visitors to be used as custom segments and secondary dimensions, which then opens up an arena of possibilities for assessing performance.
In this way, you can go deep into how particular customers engage with content.
For example, have a look at:
- Assess the landing pages perform best.
- What site searches are performed by your audience?
- What content parts they generally navigate through.
- Analyze the most common exit pages.
- Know how the audience engages with events and their preferred content format.
Utilize all this information to your profit, in a manner to make updates to content pieces and information conveyed to each audience to assist them to get they are searching for to incite and quicker conversion.
9. Create relevance between your ads & audience
The best thing regarding super-segmenting your audiences is that you now have the chance to make hyper-relevant ads that talks to your audience.
With image ads, you need to create something suitable for your audience.
With text ads, you have the chance to utilize audiences to change the text dynamically in the ad in order to talk to the prospects.
Generic ads are not good to all of the work that you have put into segmenting and understanding your audience.
10. Cross-sell or up-sell to existing customers
Your existing clients may be interested in your complimentary services or items that you offer.
You can make remarketing lists for particular items. If your customers have seen these particular items and then purchased that, you could tell them for another related item via ads.
Make a list of converted customers, you will get a smaller group of potential visitors, but these customers will be interested and familiar with your business.
Make sure to design your ads for this group of customers.
Remarketing is the best strategy these days to target your existing or previous customers. It helps you to convert more visitors into potential customers and give big increment in the sales of your business.
By applying the best capabilities of one or more forms of remarketing ads on different search engines like Google and Bing, it will become easy for you to target the customers who might do the big purchase.
Put up the change to target those people who have already inquired regarding your services or products and just didn't complete a conversion or make a purchase.
Author: Venkatesh C.R
Venkatesh C.R, CEO of Dot Com Infoway , handling the entire team of professionals with experience on small as well as the large integrated projects. Dot Com Infoway, 360° App & Web solutions company that turns your ideas into world-class products and helps you reach your target customer.