How to Optimize Your AdWords Campaign with Remarketing

Thursday 16th, June 2016

google photoSo you’re running an AdWords campaign for a new product launch.

Sam has visits your landing page, he doesn’t find it persuasive enough, drops from the page and business as usual.

For Sam, it’s just was just another search result that didn’t provide what he wanted. But you’re the one who has lost a couple of dollars.

Now how in the world you get people like Sam to click on your page and take the desired action. The answer lies in a technique that doesn’t get much credit where it’s due: remarketing.

Conventional knowledge defines remarketing as ‘an online technique that allows advertisers to reach out to the visitors who’ve already visited a site’.

As it turns out, in 96% of the cases, potential customers leave a site without making any purchase that has proved to be one of the biggest problems of e-commerce industry.

With remarketing, you can tag your website’s landing pages to attach cookies for your visitors. You can target the visitors with a set of tailored ads based on their online activity. These ads will follow them throughout the advertising network.

This might sound a bit creepy, but remarketing works. And boy, does it work like a charm.

Here are some tactics that you should consider while you implement, test and tweak remarketing campaigns.

Create Remarketing Lists

It’s no secret that the AdWords scenario is constantly evolving. Targeting methods have also evolved constantly. Remarketing lists is a great example.

When a visitor leaves your site without buying anything, a cookie is latched on to their IP address. Remarketing Lists for Search Ads (RLSA) helps you to reconnect with them once they resume a search on Google. This RLSA feature helps you to customize the bids, tailor the ads and provide suggestions to the users by monitoring the search history.

Likewise, there are two basic strategies for using remarketing lists for search network. First, you can simply propose keywords you don’t usually bid on, but you do so just for those people that have recently visited your site or converted on it in the past. Second, you can upgrade the keyword list that you are already using for people on your remarketing strategy.

Exclude Extremely Short Sessions

It has been found that on the majority of e-commerce sites, about 50% of sessions last less than 10 seconds – which practically has no influence on your remarketing efforts.

Naturally, these visitors are simply not into your product or have clicked on it by the accident. Hence they aren’t good prospects for driving some future conversions.

Therefore, your goal here should be to stop wasting money on engaging users that don’t fall in your target demographic.

In order to eliminate these visitors from your remarketing campaign, you can simply create a remarketing list in Google Analytics for sessions which last less than 10 seconds and the problem is solved. Simple enough, yeah?

Offer Incentives to Repeat Visitors

To start with, you can use coupons and discounts to incentivize a lost shopping cart visitor to return to your product page. Someone who has visited your online store and has clicked through to a particular product page is likely very interested in purchasing that item.

For whatever reason they have left your sales funnel. This is an ideal time to reach out to the lost sales by remarketing them with an incentive.

When your potential customer sees your special offer when they are online, you’re more likely to convert that person (and get a sale). Through remarketing, you also increase your brand awareness and begin to develop a loyal, repeat customer.

Remarket To Converted Customers

One of the common practices in remarketing is to exclude the converted customers.

So, if someone downloaded your e-book or made a purchase, you would no longer chase them down online to get them to convert. This is reasonable, but it’s not always the best way to generate repeat customers and increase brand awareness.

You should tag your post-conversion landing pages to remarket to customers who’ve already converted with you. Create a clever remarketing campaign to retarget your market with a low frequency and longer duration to keep your brand top of mind.

Some pointers:

  • If you’re having a sale in 6 months, retarget your previous customer list.
  • If you’re introducing a new fall fashion, increase your member duration to retarget heavily when your new stock arrives.
  • If you’re introducing a newly developed software product, re-target your previous conversions and offer discounts for being loyal customers.

 

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