Remarketing is a powerful tool in the arsenal of pay-per-click (PPC) that allows marketers to re-engage users who have visited your site. Remarketing also allows marketers to use the Display Network to show static images, animated images, video and text ads through the use of cookies. With so many options available, finding the best strategy in a variety of configurations can feel overwhelming.
To effectively use remarketing strategies, you’ll need to first become adept to the many features and settings that come with the display network. Here are some remarketing tips to consider when exploring its features.
- Experiment with Image Ad Sizes
Generating image ads in remarketing is a staple practice that allows marketers to use creative slogans, color schemes, and visuals in their advertising. Image ads are used in the Display Network in the form of banners on advertising-supported sites and reaches over 90% of world internet users. While the possibilities from the Display Network are huge, the reach of your image ads is largely dependent on the size and dimensions of the advertisement. Each site has pages that will only accept images ads of a certain size and dimensions. To effectively reach your largest potential audience, image ads should be made in multiple sizes and dimensions for deeper insights during testing. The three common image size and dimensions that every remarketing campaign should have in rotation are: Keep in mind that experimenting with image ad sizes will only prove fruitful if the overall design and copy are the same. Using at least the three sizes and dimensions above will help ensure the conclusions of your test are accurate. A remarketing campaign is only as effective as the remarketing lists allow them to be. A remarketing list allows marketers to group and target qualified audiences based on behaviors, demographics, and actions taken on your site, such as: If your site has high traffic, but few conversions, then grouping and targeting these audiences with advertisements that match their site behavior can help persuade them into converting. For example, if site visitors have gone through key product pages, but haven’t read the case studies, then promoting your latest case study to these groups can help better inform them on their purchase decision. Engaging potential customers with remarketing ads is a careful tip-toe between being consistent and being viewed as “spammy”. Where you land on that line is largely dependent on the length of your sales cycle. The default remarketing list membership duration is 3 months, which depending on your industry and product, may be too long. For sectors where purchases are large investment and require a great length of time like software and technology, then a lengthy remarketing list membership could be justified. In B2C sectors where you’re selling consumer goods, then limiting list membership to about a month is more ideal. Not only will this preserve your brand, it will also help bring costs down to potential customers who are more likely to convert. Losing a customer at the cusp of conversion can be frustrating. Either they got distracted, the final price point didn’t sit well, the site experience was off, or they were in the middle of their shopping journey and didn’t want to commit; whatever the reasons, them leaving the cart does offer other opportunities with remarketing. As mentioned in tip #2, creating audiences based on behavior can help you better structure your remarketing campaigns to secure more conversions. With customer who didn’t convert the first time, the key is frequency and product variation. If you’re site has variations in its landing pages, then bid higher on these audiences who didn’t convert and direct them to pages that present the other qualities of the offer. If not, then use variations in your remarketing ads. Bidding high on these customers will help ensure that your brand is fresh on their minds throughout their shopping journey. Remarketing is a powerful tool for site with high traffic. Especially if conversion rates aren’t where you’d like them to be. The key to mastering remarketing is developing a thorough understanding of how its features and settings, enabling you to structure creative campaigns around your existing pages and visitor behaviors. Integrating PPC into your digital marketing strategy doesn’t have to feel overwhelming. With years of experience in developing successful digital strategies, Strongpages has generated significant results for clients in a variety of competitive industries. Learn more about how PPC services can help you reach your digital marketing goals by filling out our form and a digital marketing expert will reach you soon! Don’t forget to follow our Twitter: @Strongpages & LinkedIn: Strongpages for more insight on successful SEO and PPC strategies! [1]“About the Google Display Network”. Google. https://support.google.com/adwords/answer/2404190?hl=en