8 Advanced AdWords Tips for Remarketing Campaigns


Creative AdWords Remarketing Campaign Tips for Advanced MarketersAdvanced AdWords Tips for Remarketing Campaigns

With AdWords managed adverting, you have to work deeper to discover the real gems. Remarketing involves an on-going process of testing and campaign optimization.

Be heard by the right audience to maximize remarketing campaigns. It provides timely touch points to drive the right customers to the right product pages on your site. They don’t have to click around or use an internal search box to get there – you make it simple for the buyer by delivering customized, high-performance ads in SERPs.

What we mean by remarketing. Remarketing is the opportunity to pick up a conversation and talk to someone who visited your site earlier about their identified interest. Google’s search engine predictable and complex algorithms are astonishing and leave a data gold mine for AdWords remarketing campaigns.

Likewise, the amount of information available to Internet users is staggering and accruing exponentially every day, which contributes to people’s attention spans as they may struggle to stay focused and continually choose what to click on and read. Whether your business wants to drive sales activity, increase event registrations, or foster brand awareness, remarketing may be the strongest tactical component of your advertising. It can drive return on investment (ROI) for all types of advertisers and is essential in profit-driven marketing models.

How Remarketing Works to Further Conversations with Prospective Buyers

When we start building a remarketing list, we are actually tagging everyone who came to our website, not just someone who clicked on an Ad. After they are “cookied” we can send specific ad messages. These efforts should be tailored to individual use. Think of it as face to face conversations. We now know quite a bit about our site visitors, and it opens up doors to tailor what you say in your next paid ad. New features in AdWords make it even easier to target and engage mobile audiences.

Your business goals, how competitive your niche is, which products you’re prioritizing, and the types of customers that you’d like to reach will all determine how remarketing will be most effective for you. Re-capture conversations and nurture them for conversions that you missed the first time. Recent PPC marketing research by Conversion XL indicates that retargeting consistently outperforms all other targeting methods. The correct remarketing tactics can have an enormous impact – if done right.

Sometimes it is best to automate the retargeting bidding process by using the AdWords Return On Ad Spend (ROAS) function. A further boost can be gained by coupling with Gmail Sponsored Promotions to gain the advantages of cross-selling complementary products. Remarketing can take on the form of offering additional or related products to individuals who recently made a retail purchase.

8 ADVANCED REMARKETING TACTICS

1. Maximize your Remarketing Efforts Window of Opportunity

2. Use Google Analytics to Segment Audiences for Remarketing

3. Let the Individuals Remarketed Feel in Control

4. Vary CTA’s & Ad Sizes in your Remarketing Campaigns

5. Use Multiple Means to Target Segmented Audiences

6. Take Advantage of AdWords Location Marketing Updates

7. Focus on Value and Education versus Direct Sales

8. Monitor, Teak, and Apply On-Going Learning to Improve

1. Maximize your Remarketing Efforts Window of Opportunity

AdWords automates a 30-day window for remarketing ads, but you can set it up to 540 days or 18 months. Catch as many individuals as possible over the longest amount stretch of time possible. This is a very generous time span to nurture a relationship. Remarketing works both ways: you can include a segment of visitors, and you can exclude another segment of visitors. Even a perfect remarketing campaign cannot reach individuals that have no intention of buying.

The member duration is how long you opt to store a cookie on and individual’s computer and target him or her. Various strategies when selecting membership duration should be considered for what fits your business model. Closely match with your business goals when choosing the duration of your remarketing advertising. If your clientele has a lengthy average time between conversions, then fewer impressions will suffice to remind gently them of your brand from time to time.

Be mindful of your audiences’ attention span and use frequency capping to limit the number of times a user sees one specific ad. No one wants to feel stalked. If your business offers rebuilt car parts to auto mechanics, for example, then you have repeat customers on a weekly frequency and may want to offer more frequent messages.

2. Use Google Analytics to Segment Audiences for RemarketingeCommerce marketing settings in Google Analytics

Advanced remarketing strategies that include using Google Analytics CRM data can unlock an entire new world of optimization targeting capabilities with paid search ads.

Instead of focusing on impressions, the number of clicks, or cost per click, your paid digital marketing should focus on the actions site visitors take that make you money. Take advantage of using Analytics to segment your audiences; I find it is much easier than doing it via AdWords. Create a segment that includes site visitors who have demonstrated that they are more ready to buy. You can determine this from which pages they visited, how many pages they visited. You can take the database and converted it into an audience. While you can build your list just fine from AdWords, you can get more granular by doing it within Analytics – and accomplish it with more ease.

Take viewers to the page that is the most likely where they want to be. Every click they need to take in-between seeing your ad and their desired destination on your site gives the visitor a chance to leave the site instead. You need to know that the person that you are remarketing to is interested in buying your product or services and where they are at in the purchasing journey.

It is not so much about if a person arrived on your site; it is more about what they want at the moment and where they are at in their desire to purchase a product. Online shoppers can be easily overwhelmed and run out of patience if inundated with marketing messages.

Most business sites already have a Google Analytics account where you can find a remarketing code rather than using AdWords for that part. While you can still generate your remarketing code in AdWords, there are many reasons to take advantage of obtaining your remarketing code from Analytics. Every digital marketer has their preference; I like to set up remarketing lists based on goals versus something like the number of pages visited. After all, being strategic is very much about what fits your business and your future revenue. Using the Analytics method also saves time as well as reduces the amount of code that needs placement on your website.

3. Let the Individuals Remarketed Feel in Control

You don’t want to bombard buyers. Rather advertise in a timely manner first and look for opportunities. Recognize one-off buying events. Test your list durations. Identify how often someone needs to buy your item. “74 percent get frustrated with websites when content, offers, ads, promotions, etc. appear that have nothing to do with their interests”, found Janrain

A new car, for an example, it typically not purchased as often as clothing items. Depending on your product, you may be considering when there is the annual season of selling Christmas items or back-to-school items such as computers. Test to find the sweet spot for frequency caps. This may be a brief fragment of time, which is often related to the element of urgency for some items, like a truck part if a driver is facing work delays, as well as price points.

The prospective buyer who is led to your site from your ad holds the decision as to whether or not they find the page related to their search and compelling enough to stay. So know your data well when setting up your remarketing lists. Marketers face continual risk of annoying people if showing them your ad too often and all over the Internet.

Selecting Ideal Audiences

The very first step to successful remarketing, mirrors standard processes of optimizing paid search and begins by analyzing your data and forming a strategy. Decipher which website visitors you’d like to target ads to and which visitors you don’t wish to target. Each of these groups, the ones you want to target distinctly and the ones you don’t want to include, are audiences. Then use JSON-LD markup to help users find your products.

4. Vary CTA’s & Ad Sizes in your Remarketing Campaigns

Another remarketing tactic is to manage your website visitors uniquely by user intent. Segment your remarketing campaigns to send ads that directly speak to the wants and stage of your customers in the buying process. Have your predictive data well studies to best determine how aggressive or how nurturing you should be in your remarketing efforts. Then create different Call to Actions (CTA’s) for each segmented ad group and various sales funnel successes. Monitor your conversion rates and create workflow segments to guide your prospects in finding the information that needs to hit the “BUY” button.

By testing out various ad sizes you ensure that your ad is eligible to show on every Google Ad network site that is suitable. Work aggressively to optimize campaign message reach. This will allow you to follow your website visitor on more of their trafficked sites.

5. Use Multiple Means to Target Segmented AudiencesMinneapolis PPC Agency ad targeting remarketing strategies

There are different manners of targeting these audiences:

• By considering the product page they visited

• Based on who visited a specific page in your checkout process

• Evaluating who did not visit a certain page

• Any custom combination you select

One example we commonly use is to target potential buyers who visited the first page in a checkout process without reaching the thank-you page showing they made a purchase or took the action you wanted. This targets users who demonstrated that they were interested enough in your product to add something to their shopping cart, but for some reason they didn’t fully complete the buying process.

6. Take Advantage of AdWords Location Marketing Updates

Google’s latest AdWords update includes features that offer improvements for location marketing. There are advantages available for both short and long term remarketing strategies.

Google Maps was previously regarded as a branch of Google that was off-limits to advertisements from specific businesses and professionals; if an address or establishment was searched for, results only came up in organic results. But that has changed.

If your AdWords manager makes use of Google’s AdWords location extensions to have your ad exposed to local, interested, and viable potential customers, you may have more impressions that could lead to additional business. This location information populates into Google Analytics, unless the user blocked their location, and can be used when remarketing to geo groups.

The possibilities are endless when it comes to remarketing to specific locations. Say you have opened up a new Minneapolis store front and are running specials at just the location; let your current clientele in the nearby area know of your grand opening event.

7. Focus on Value and Education versus Direct Sales

If you have a high traffic volume to your website, another advantage you can leverage using remarketing to increase clicks to your non-lead generating web pages. Concentrate on nurturing your bounced traffic to educate them about your products, services, your experience, and how you offer solutions.

While your ultimate goal is to get leads and sales, the route there is offered a better user experience in the purchasing process. When you provide interested consumers information or something for ‘free’ – without asking for anything in return, you build your brand and nurture lost leads by showing them they are what is important to you. When they are ready to buy, this courting often results in a higher cost sale – and a long-term loyal customer.

8. Monitor, Teak, and Apply Learning to Improve

Rather than setting up your remarketing campaign and then relying on autopilot, watch for seasonal changes, holiday sales triggers, potential purchases around events, and other buying triggers. What item they are shopping for but abandoned? What channel they came from? Was it from a referral site? You may want to segment one remarketing ad to a pool of individuals who all arrived from a particular magazine ad, which indicates their interests.

Segmented audience targeting when used for remarketing or interest category marketing, targets the person who happens to be on that website. While of key importance in organic search, content relevancy of the web page itself may be less important in a remarketing campaign or even in other AdWords display campaign. In this use case, the user is targeted rather than the content.

How to Targeting a Product Page

Commonly, marketers prefer to target only people who have been to a certain URL on your site, such as a product page, and then combine it with individuals who have certain interest categories. Let’s say your website sells vacation packages, and your company has hard data that shows people that Google has marked as being interested in traveling to Europe and are 65% more likely to convert than people Google has not marked as interested in overseas experiences. Then, you could create a custom combination targeting your product page for Tours of Europe and the interest category “England, Venice, France” and so forth.

The main takeaway here is how granular you can get and putting your marketing spends on what could work for your website and help those seeking your type of product or services. You can use placements with remarketing only to remarket to people who visit specific websites. Test all viable options!

How to Create Brand Focused Remarketing Ads

If you’ve established online brand credibility by putting in tons of hard work, then don’t let your competitors steal your traffic.

Competing advertisers might bid on your company’s brand keywords and try to sneak a deal. Even if they use your brand name, you have a tremendous advantage. Individuals who search for your brand already know who you are. This makes it easy to advertise using all variations of your brand search terms and occupy more real estate in search results to serve the right landing page on your site.

Every remarketing campaign is unique and everyday results may vary. Time and experience have proven that often the most success with remarketing ads is very brand focused. Trust is a huge factor. When the people you’re targeting already recognize your brand name, they may be more likely to notice an ad with a brand they’re familiar with. This is chiefly true if you plan on testing special offers for remarketing visitors. It is more challenging to get a discount or sale noticed if they don’t recognize that it’s a site they’re already familiar with.

Bidding on branded keywords is generally cost effective and helps in improving the overall quality score of your AdWords account and ads keywords; this influences the rank and CPC of your ads. Begin with ads that match your website and your brand for your control set of ads and then test further. When you understand the basics of how your remarketing can work, you can always improve it.

Discover Your Most Likely Buyers from Segments

Going deeper into the “interested” segment can even further reveal the heart of your most qualified audience segment.

Take advantage of gleaning ‘Time on Site’ details in your AdWords data to craft a remarketing list designed to fit your most engaged site guests.
Additionally, consider the levels or pages that they journey to on your site. So, people that add a product to their wish list have one level of interest, viewing the cart and filling in payment details is a much deeper level of interest and buyer intent. Other digital shoppers are known to even abandon a shopping cart after a finally a review of their order. It is an important detail to have knowledge of for your remarketing campaign as it indicates a significant level of interest in your product.

Your particular business niche is going to determine much of what their “interests” looks like. Your typical buyer will have a unique purchase journey, though not dissimilar to overall purchasing patterns. The time frame of a product purchase may be days or months depending on, for example, if the purchase is a custom order and the item still needs to be manufactured.

A Remarketing Grid crafted for your business will make adaptions to for a successful remarketing campaign for your site, buying patterns, traffic and your profit margins.

A critical aspect of a Remarketing Grid is determining visitors with behavior patterns that indicate above average interest in what you are selling, and then tweaking your AdWords advertising spend to (re)market to those most likely to buy. “The key assumption being that the more interested someone appears to be, the more likely they are to buy (or for lead gen sites, sign up). Using Google Analytics to identify this ‘level of interest’ is essential in that it addresses the major shortcoming of both AdWords and Facebook’s remarketing potential,” believes Mike Rodes from the Digital Marketer.

4 Steps for Remarketing Targeting Optimization4 Steps for Remarketing Targeting Optimization

Make adjustments throught the AdWords Display Campaign Optimizer to make changes from “agressive targeting” to “conservative targeting”.

1. Select the Display Network tab.

2. Choose the ad group you want to change.

3. Select the red +Targeting button.

4. Choose the second box called “Targeting Optimization”.

We recommend conducting an E-Commerce SEO audit to manage technical issues to help ensure that your landing pages function optimally.

Successful AdWords Management is much about Continual Testing

For your remarketing lists, you must have a sufficiently high number of visitors. The minimum is 100 people. Take your window of time and first determine how many visitors your site has every day, taking into consideration ep and flows of traffic on weekends and weekdays. Consider adding an incentive to those who need it to make a decision. Like free parking, theater tickets, tour add-ons.

In general, whatever action you are attempting to have your visitors take on your site, if they have already taken that action, you will want to exclude them on future remarketing ads. Have you ever booked an airline ticket and then found that you received an offer to rent a car for your trip. Individual visitors who typically bounce immediately have demonstrated a lack of interest or being ready to buy.

Re-marketing in AdWords is super powerful for increasing business revenue because you’re targeting prospective buyers that have already visited your website. They are much more likely to convert from a prospect to a client than ice cold traffic will. In short, re-marketing displays ads to in-the-moment buyers wherever they are. Think of it as sort of following them around and inviting them back to your site.

5 Ways Google Helps you Remarket to Past Site Visitors

1. Standard remarketing: Ads appear to previous site visitors as they surf Display Network websites and utilize Display Network apps.

2. Dynamic remarketing: Show dynamic ads to former visitors with products and services they saw on your website the next time that they browse Display Network websites and use Display Network apps.

3. Remarketing lists for search ads: Show ads to your past visitors as they preform consecutive queries for what they want on Google Search, after leaving your website.

4. Remarketing for mobile apps: Show ads to individuals who have engaged your mobile app or mobile website as they use other mobile apps or look around other mobile websites.

5. Video remarketing: Ads are displayed to persons who have interacted with your videos or YouTube content as they engage YouTube and browse Display Network videos, websites, and apps.

Additional Remarketing Campaign Tasks

After updating your site’s Google Analytics code for your remarketing campaign, the Google team gives you a few additional tasks that include:

• You have a minimum of at least one active Google AdWords account that is linked to the corresponding Analytics account (admin access required).

• You have agreed to the Google Analytics Terms of Service.

• You indicate agreement with the Google Analytics for Display Advertisers Policy.

• Then update your privacy policy to include appropriate indication that you are using remarketing for your digital advertising.

“Consumers have been pretty consistent and clear in their feedback. The way to avoid alienating them is to give them what they want—personalized, relevant content using their data in a responsible and transparent way.” – Larry Drebes, CEO of Janrain

“It’s a bit tricky to do placement exclusions for remarketing. If you’re not familiar with what we mean, placement exclusions happen when you download a placement report and decide which sites your ads are performing poorly on that you should block from showing your ads.” – PPC Hero

“The best advertisers are clear with Google about what they want to achieve: they want to spend money to generate new, profitable customers.” – Jeff Sauer

Services to Incorporate New AdWords Remarketing Opportunities

Hill Web Marketing specializes in search and display advertising. Our passion is to find creative opportunities to reach your ideal audience throughout your conversion funnel by matching content to intent and focusing on providing the right user experiences at the right moment.

Hill Web Creations

651-206-2410

ADVANCED REMARKETING: Summing it Up

When it comes to earned search, Google can crawl deep-web pages and better guess queries that focus on eCommerce products that could be difficult to reach otherwise. But when by honing your PPC advertising with deeply segmented remarketing lists, you can take a ready buyer to the exact web page selling just the item they want.

If you find that you’re targeting the people who previously visited your site, but they end up being individuals who fail to make a purchase more than other sites, you may need to offer those websites as much tolerance as you can afford to that fit within your goal margins.

Remarketing is a powerful targeting technique on the Google Display Network. By customizing your ad copy and bids to your highly specific audiences, you can gain a tremendous return within your accounts. Our tips for remarketing encompass ads click and convert tactics to improve your paid advertising efforts. We will take a tool at your ad including, ad groups, ad keywords and landing pages to see what improvements can be made.

Call 651-206-2410 for services to run your AdWords remarketing campaign and gain chanced to Double your AdWords Conversion Rates

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