One of the most crucial components of every marketing strategy is the target audience, but chances are you’re overlooking a crucial demographic. Consumers rarely convert after their first visit to a website, so you need to develop ways to engage them and keep them coming back for more.
The key to a successful remarketing plan is to figure out how to persuade website visitors to return and make a purchase. There are many different ways to do this, but PPC remarketing may be the most successful one. This blog will serve as your comprehensive resource for PPC remarketing, explaining all you need to know to create successful remarketing ads for your company.
What is Remarketing?
Remarketing is a form of marketing approach used to entice consumers back to websites, rekindle their interest in them, and encourage conversions. Remarketing occurs when you get emails asking if you’ve forgotten to buy something or when you see ads on Facebook for the items you were just browsing. Because your goal is to get your clients to return to your website, remarketing methods can be applied across a variety of media. Remarketing is typically carried out through email or PPC channels like Facebook and Google advertisements.
This is an important part of any overall digital marketing strategy because there is evidence to suggest that around 92% of first time site visitors don’t make a purchase. This figure could appear incredibly alarming to marketers. However, we operate in the context of the customer journey, which presupposes that a client has contact with a brand on various levels. You can build advertising and content that will appeal to, engage, and convert users if you have a solid understanding of how your site’s visitors behave.
Remarketing VS Retargeting
Often, the term ‘remarketing’ is used interchangeably with ‘retargeting’, but there are some subtle points to be aware of that differentiate the two.
Retargeting often only applies to paid media advertising, when the goal is to direct potential customers toward making a purchase. On the other hand, remarketing is frequently viewed as an email-specific technique that focuses on re-engaging your existing clients.
This distinction is not universally accepted, and Google contributed to the confusion when they announced their ad retargeting system as a remarketing tool. For our purposes, we’ll consider remarketing to be a tactic that enables you to reconnect with prospects and guide them toward making a purchase. You are specifically aiming for those who have visited your website and showed enough interest in your company to make a purchase but haven’t done so yet.
Google Ads Remarketing Campaigns
Using regard to Google specifically, retargeting campaigns may be created with both static and animated pictures, video, and responsive text advertising and can be run on both the Google Display and Google Search Networks. As well as these different campaign types, there are also a number of different remarketing options available in Google Ads.
- Standard remarketing is a very neutral approach, simply showing your ads to people who have visited the site when they browse sites on the Display Network.
- Dynamic remarketing is very similar except the ads shown are specifically related to the products or services that prospect viewed while on site.
- Video remarketing is similar again; allowing you to target those who have interacted with your YuTube channel or videos with both ads on YouTube and Display ads.
- Remarketing for Mobile Apps will be of interest to those with apps or a mobile website, as it allows you to serve ads to visitors when they use other mobile apps.
- Remarketing Lists for Search Ads (RLSAs) allow you to target past visitors on the Search Network with tailored ads to help provide relevancy.
- Email list remarketing allows you to upload your known customer emails so you can serve ads to those users if they are signed in.
Key Benefits of Remarketing Ads
Reengaging with an interested audience may be accomplished quite effectively by using remarketing advertising into your marketing plan. A first-time visitor to a website will rarely convert, as we’ve already mentioned. Usually, it takes a few contacts, trips, and engagements to persuade someone to convert. Remarketing advertisements may represent one of the steps in the buying process. Additionally, you’re targeting a demographic that is far more likely to convert by focusing on folks who have already expressed interest in your company. They have showed an interest in your product and a willingness to interact with your company. The secret is to simply keep your company top of mind.
Remarketing ads also take into account the particular topics that a visitor was interested in on the site, making them much more relevant than regular marketing activities. For instance, which is more persuasive: a marketing message that is general or an advertisement that features the goods you were most recently considering? Your company will only gain from increasing significance.
Building a Profitable Remarketing Campaign
Remarketing campaigns, if done correctly, may be a very successful alternative regardless of your company or sector. We’ll walk you through the processes of creating a successful retargeting campaign in the following section of our guide to PPC remarketing so you can successfully convert new clients and recover lost website visitors.
Understand your goals
Understanding and outlining your goals should be the first step in any new campaign, but is particularly important for new remarketing campaigns. Your campaign’s aims will dictate the remarketing strategies you choose because some will be more suitable than others. Start by deciding whether you want to concentrate on bringing prospects closer to conversion or raising brand awareness and moving them further down the funnel. As an alternative, you can be attempting to drive visitors to your mobile website, app, or YouTube channel. Knowing what you’re looking for is arguably more important here than in other campaigns because it will dictate which retargeting alternatives you utilize, as there are once again retargeting solutions tailored to help you reach your goals.
Goals can also be viewed in terms of the actions that you want your audience to take. You might want to develop a campaign that is focused on encouraging site users to carry out a certain activity, like downloading a whitepaper, on a page they visited. As an alternative, you may already be aware of one of the most popular remarketing campaigns: converting customers who abandoned their carts or didn’t make a purchase. These are generally thought of as email campaigns, but when carried out through PPC, they can still be highly powerful. Finally, you can use campaigns to guide users to a certain page that they might have otherwise missed.
Additionally, you must ensure that your KPIs are realistic and pertinent. This will enable you to monitor the development of your remarketing activity, ensure that your campaigns are effective, and highlight any areas where you may need to optimize in order to meet your objectives. You might use Cost per Lead, Site Visits, or View Through Conversions as examples here. Think about the data that will assist you enhance your campaigns and be beneficial to your company’s stakeholders.
Define your audience and create a remarketing list
You must make remarketing lists to support your targeting efforts once you’ve chosen the objectives for your ads. The many remarketing campaign kinds that are available and the activities you can push your audience to do have been covered thus far. This will be crucial in aiding in the identification of your target market.
You must be able to specify the target audience for your remarketing ads to Google. There are two basic ways to do this: either by uploading client emails gathered from lead generation campaigns, or by leveraging information from a remarketing tag installed on your website. Each has advantages and moments when they can shine. For “abandoned basket” campaigns, for instance, customer email retargeting can be quite successful, and you can direct people to different parts of the website by leveraging website data and page visits.
You’ll be building a new audience list in your Google Ads account if you’re creating an audience using the data from your remarketing tag (learn how to set it up with Google if you’re unsure if you already have one). We’re primarily interested in the “List Members” section of the audience list setup. Here is where you can specify who your target market is. You can choose which users to include by using templates: those who have viewed a particular page or a particular set of pages. To limit the number of users who can be added to the list, rules can also be set. You can upload your lists here if you use emails as part of your remarketing strategy.
Accelerate business growth!
The opportunities for speeding your business’ growth are infinite once you’ve determined your audiences and your goals! Because they take into account the real activities and engagements that visitors had previously had on your site, using these specialized audiences allows you to build focused adverts that are far more likely to inspire action. Your creatives are significantly more captivating and therefore lot more likely to result in a conversion when they are based on actual user behavior.
A potent strategy for reaching your marketing objectives is to re-engage lost website visitors and provide them with relevant information that advances them further down the conversion funnel. The key to unlocking this kind of plan to quicken the growth of your company is Google remarketing ads.
Remarketing Campaigns with The Revenco.Agency
Remarketing ought to be a key component of your overall marketing plan for astute marketers. It can be difficult to find the ideal balance of data and language to make your remarketing advertising relevant without coming across as overly “creepy.” Working with a digital marketing company like The Revenco.Agency is a terrific approach to support your remarketing initiatives and make them more effective at achieving your objectives. Contact our team right away for a free marketing consultation if you’d like to learn more about how we can assist you in developing successful remarketing campaigns.