In its simplest form, remarketing allows you to follow-up with potential customers who have visited your website by placing advertisements on other websites as they browse the internet. Following the advertising theory of effective frequency, the more often visitors are exposed to your advertisement the greater your chances of converting them into customers.
For most users with limited experience with remarketing, this tends to be where the strategy ends. With the search network continues to grow more competitive, it has become increasingly important for advertisers to extend the value of their PPC efforts through remarketing.
There are two major components to remarketing – lists and advertisements. Knowing how to utilize the two effectively can lead to major results in a relatively underutilized market. To better understand how remarketing can help you with achieve greater results, we’ve created this post to illustrate how these two components make all the difference.
Generate Actionable Lists
Unlike paid search, remarketing accumulates lists of audiences who have visited your page. However, the two are fundamentally similar in terms of optimization. The tighter your lists and audiences, the more effective your efforts will be.
Categorize Your Audiences
For websites that offer a variety of services and products, taking a granular approach to your audience list can be highly beneficial. Most PPC platforms allow you to exclude and specify the types of advertisements that specific audiences will see, increasing the value of each engagement.
For example, if your financial services company offers mutual funds and retirement planning, it will benefit your remarketing to divide your lists by audiences interested in either mutual funds or retirement planning. Separating your lists by interest will allow you to show your audience the advertisements that are most applicable to them.
Offer Audiences Greater Value
Another advantage of focusing your lists is the ability to offer special deals or complimentary products and services. For the financial services company, advertisements that gain successful conversions for mutual funds can use remarketing to run advertisements for retirement planning. This increases the value of your customers with additional conversion opportunities.
Create Your Ads with a Purpose
The display network can feel limiting with restrictions on dimensions and content. Yet, an image can tell a thousand words. A study by WordStream found that 67.5% of advertisements on the display network are text ads Aim to Educate Use the space available to educate you visitors about your product or service. Having visited your website, the visitor has an impression of what it is that your company offers and how the product or service may meet their needs. Using a text ad with little information about your product or service can be perceived as spam, lowering the value of the engagement. Use the display ad to inform the visitor about features, benefits, values, and advantages of using your product or service. Know Where Your Advertisements Are Showing The display network is expansive and advertisements can appear on a variety of websites. The network will also allow you to choose where or where not to display your advertisements, ensuring that all impressions are relevant to the advertisement. In the financial services example, it may be beneficial to have advertisements appear on publication websites like the Financial Times, Bloomberg, and the Economist. Plugging your advertisements in relevant websites of interests ensures that your brand remains part of the conversation. Understanding these two fundamental components of remarketing will allow you to apply more advanced strategies to optimize the return on your investment. The most important thing to keep in mind is to remarket with a granular approach. On its own, remarketing is very broad and mismatching advertisement to users is a loss of a conversion opportunity. By organizing who and where your advertisements are seen, you will increase the likelihood of visitors returning to your site to complete a conversion. The digital marketing landscape is growing increasingly competitive, requiring more advanced strategies to generate the most return on your investment. Strongpages is highly experienced in working with clients from a variety of industries, offering a full-suite of PPC and SEO services to optimize the quality of your websites traffic. To learn more about PPC strategy and how remarketing can increase the value of your products or services, contact us and our digital marketing experts will contact you shortly. [1] Larry K. “5 Seriously Powerful but Underused Google Adwords Features”. WordStream. http://www.wordstream.com/blog/ws/2014/10/27/google-adwords-features