Google AdWords Strategy: 12 Remarketing Tips
Remarketing is, contrary to popular belief, one of the best and main sources of conversions and clicks for many leading advertisers. However, despite its effectiveness, remarketing remains a misunderstood art that never gets the attention it deserves. This is because it has been wrongfully judged as complicated. As such, remarketing in Google AdWords is usually kept aside.
What remarketing actually does is run the same ads yet again to the website visitors that have already seen them. This is an important tool in the online market, mostly because it plays on the sense of familiarity that these previous visitors have. Remarketing will help people to remember your brand by inviting them to think back on what they’ve already seen. It works through the showing of ads on other websites – including platforms such as YouTube or Spotify – following the initial contact with your advertisements. In fact, remarketing ads can appear at just about any location.
If you already know the “whys” of Google AdWords marketing, then the only thing left to cover are the “hows”. Just like every digital marketing tool, Google AdWords is comprised of a series of seemingly complex functions, the use of which requires some form of mastery with regards to the platform. But fret not, you don’t have to have superhuman intuition or the brains of Nikola Tesla. All the success and conversions you’ve been waiting for are hiding in this article.
So, try implementing these tips into your next remarketing campaign and watch the magic unravel right beneath your very eyes. Your marketing approach will never be the same.
- Reaching all your website visitors
All remarketing efforts begin with an attempt to reach everyone that visits your website. If you want to do this, the easiest and most efficient way is to select your entire domain to target for remarketing. Thus, everyone that reaches your website will become a potential remarketing target.
- Try showcasing different product categories
If you want to go beyond just promoting your brand in general, you have an excellent way to do so through remarketing. By splitting your remarketing campaign into various product categories, everything you have to offer will be on the menu. Having more specific ads will then lead to a greater probability of getting conversions.
- Be sure to only target visitors who didn’t convert
This can’t be stressed enough. Countless advertisers forget that they only have to appeal to those whom they have not been able to score conversions from. By selecting only those people as targets, you will both get more clicks and a higher possibility of conversion. It’s easy but it does wonders.
- Focus on visitors who have abandoned their shopping carts
The key here is to create several different remarketing groups. One for those who didn’t get anything, another for people who added only one item to their cart, and yet another for the ones who added multiple items. After marking out your various remarketing groups, the most aggressive ads should be directed to those who have had the most items.
- Target offers and promotion ads mainly to existing customers
If you’re already boasting a formidable roster of satisfied customers, then that will give you an excellent opportunity to remarket some new offers to them. Doing this can promote complementary products or offer new ones to those who have already provided conversions before.
- Reach out to customers only after a select time period
Timing is everything and there is much evidence to prove this. For instance, research has shown that Google AdWords conversions are on the rise for the marketers who have a distinct remarketing timetable. By setting up a remarketing campaign to all customers who have bought from you in the last 30 days or so, you’re bound to get repeat conversions and a plethora of clicks.
- The ads should always be new and tailor-made
Probably the worst sin committed in all remarketing campaigns is ad recycling. Nothing looks worse than having people realise that the same boring advertisement is chasing them to every corner of the internet. Therefore, you should always invest in the construction of a new set of ads. These should be tailor-made to your website and you should always aim to target new people who have yet to convert. They will feel like they’re being addressed directly which will help spark their interest.
- Use multiple sizes and styles for remarketing
The testing process is all about assessing what works best for you and your brand. This should include making at least five different ads and taking them all for a test drive. By having many potential ads, you increase your number of options. Testing also allows you to determine which is the best performing one and inform you about which ad to run.
- Use Google Ad Gallery in order to create ads with greater ease
Ad Gallery is a free Google AdWords tool that provides you with hundreds of templates that pretty much comprises every good display ad. Google always switches them up and frequently adds new and trendy ones. By having already set templates on hand with room for text and images, creating display ads will never be the same.
- Expand the focus of your remarketing campaign to all languages
It’s important to never forget about the global influence of the internet. Sure, you may only be looking to serve customers in your area, but have you ever thought about the fact that these customers may be multilingual? That’s why it’s best to set ad targeting for all languages just to make sure your campaign is able to achieve the required magnitude.
- Cap the number of visits per day
A remarketing campaign can easily spiral out of control. You may find your budget absolutely drained because some visitors have actually seen the ad over 10 times in one day. This doesn’t just waste money, it drives customers away as well. As such, a recommended practice would be to cap the number of visits to a maximum of three visits per day.
- Schedule the ads for a specific time
If the majority of your customers made purchases over the weekend, it would be beneficial to publish your remarketing ads at those timings. You’ll know for sure that they’re online at that time and it would be a shame for you to not seize the opportunity.