Not satisfied with lackluster returns on your Google AdWords remarketing efforts? If so, then it might be time to take a look at some advanced strategies.
Fortunately, there are plenty of options to choose from.
Even better: your competitors probably don’t know about them.
In this article, we’ll go over some of the most effective AdWords remarketing strategies that will help you boost sales.
AdWords Remarketing Strategies – Use Dynamic Remarketing
If you’re using plain vanilla remarketing, then you’re showing ads to people who’ve visited your site. However, you can improve your targeting with dynamic remarketing.
What is dynamic remarketing? It’s a way to target people who’ve visited specific pages on your site instead of targeting people who’ve visited any page on your site.
For example, if you’re running an ecommerce website, you can target people based on the product pages that they’ve viewed. AdWords will show those folks an ad that promotes the products they’ve already looked at.
That gives you an opportunity to snag a sale on a second effort.
Fortunately, it’s fairly easy to get started with dynamic remarketing. Begin by creating a feed that describes all your products or services. It should include details such as a unique ID, price, and image for each item. You can create the feed in any one of the usually recognized list formats: .csv, .xls, or .xlsx.
Then, upload the feed to the Business data section of your shared library. If you’re a retailer, you’ll need to upload it to Google Merchant Center.
Once you’re done with that step, add the dynamic remarketing tag to all pages of your site. That’s how visitors will get added to remarketing lists.
Finally, create responsive ads that AdWords will show to people who’ve visited your pages.
Netshoes used dynamic remarketing during a Christmas push recently. The result: a 30-40% lift in revenue, a 100% improvement in click-through rates (CTR), and a 61% higher conversion volume.
AdWords Remarketing: Launch a Sequential Remarketing Campaign
Remember: the sales process is not a single-step journey. It’s often the case that people have to be led by the hand through a series of intermediate points before they finally make a purchase.
You should adapt your remarketing strategy accordingly.
Too often, marketers think that a single remarketing ad is all that’s necessary to get people back to their websites where they’ll eventually open their wallets. That’s not necessarily how it works.
You might need to use a few remarketing ads to help people work their way through the sales funnel.
Start by finding out how long it takes people to convert once they’ve touched your brand. Here, Google Analytics is your friend. That is, if you’ve defined goals or collect e-commerce transaction data.
Click on Conversions on the left-hand sidebar. In the drop-down menu that appears, click on Multi-Channel Conversions. Then, select Time Lag.
In the table that appears, you’ll see a breakdown of the percentage of customers who converted after a certain number of days.
Let’s say that 50% of your customers convert within one week (0-7 days), 30% convert in the second week (8-14 days), and 10% convert in the third week (15-21 days). The rest convert later on.
Now you have some great info. People are most likely to convert within the first week, but you shouldn’t ignore people in the second and third weeks, either.
Create three audiences: one for the people who’ve visited your site within the past week, one for the people who visited your site two weeks ago, and one for people who visited your site three weeks ago.
Then, launch a different campaign for each of the audiences. Tailor your message in each campaign accordingly.
Since half the people who visit your site convert within the first week, that’s a good sign that your landing page is closing the deal.You should run an ad that highlights some of the points from that page to people who’ve visited your site within the past week.
People who visited your site a couple of weeks ago need a little more convincing. Show them an ad that offers social proof or explains why your product is better than what your competitors are offering.
Folks who are three weeks removed from touching your brand need the most incentive. Consider offering them a discount.
Keep in mind: those are just some of the options you can use with sequential remarketing. The possibilities for creating a great sales funnel with AdWords are limitless.
AdWords Remarketing Strategies – Segment Your Remarketing Audience
You probably already segment your market. Now, you need to segment your remarketing audience.
Why? Because all web traffic isn’t the same.
For example, somebody who abandoned the shopping cart is in a completely different part of the sales funnel than somebody who visited your homepage and bounced away after 10 seconds.
If you treat both of those people the same, you’re wasting resources. That’s why you need to segment your audience.
Here are some segmentation options you can use:
- The number of times people visit your site
- The amount of time people spend on your site
- Demographic detail
- Goal completion
- Technology platform (mobile or desktop)
It’s not as hard as you might think to segment your audiences. Once again, Google Analytics is your friend, assuming you’ve linked it to AdWords.
Just click Admin at the bottom of the left-hand sidebar. Then, click on Audience Definitions in the middle section of the page that appears next. Click on Audiences in the dropdown menu.
Click on the New Audience button towards the top. Then, click Create New.
From there, you can define your audience as you see fit. For example, you can set up an audience that consists of people who’ve visited your site twice and spent more than a minute on the site each time.
Once you’ve done that, give your audience a name at the bottom and click the Next Step button.
Finally, choose a destination for your audience.
Although you can segment your audiences into some very well-defined groups, be careful about getting too narrow in your criteria. Remember, AdWords won’t run ads to an audience that doesn’t have at least 100 members.
AdWords Remarketing: Use Content Remarketing
As we’ve seen, people arrive at the purchase point by going through stages in the sales cycle. Your remarketing efforts should recognize that.
You don’t just have to use sequential remarketing to nurture sales leads, though. You can use content remarketing as well.
As the name implies, content remarketing involves running display ads to people who’ve shown an interest in the content on your site. It’s content marketing taken to the next level.
You might have to use some of the tricks you’ve already learned to make content remarketing happen.
For example, you can identify people who’ve read blogs on your website. Alternatively, you can segment your audiences into people who you think will be interested in reading some of the articles that you’ve already written.
Keep in mind: you’re not likely to land immediate sales with content remarketing. But that’s not the point.
Instead of going for the quick close, content remarketing is designed to keep people interested in your brand. Then, when they have to make a purchase decision later on, they’ll take a look at what you’re offering.
AdWords Remarketing Strategies – Remarket to Existing Customers
Yes, you read that right.
Part of your remarketing effort should focus on existing customers.
Why? Because they’re already sold on your brand. Many of them will happily take a look at “the next thing” you’re offering.
Also, it’s generally accepted that it costs a lot more money to acquire new customers than it does to sell to existing customers. So you’ll spend your marketing dollars more efficiently when you target people who’ve already purchased one of your products or services.
Here are a few ways that you can remarket to existing customers:
- Advertise new products or services to them
- Offer them an “Existing Customer” discount for a limited time
- Cross-sell or upsell them
How do you find existing customers in remarketing campaigns? Use Google Analytics (again).
Just create a goal that includes a completed purchase. Then, create an audience from people who’ve fulfilled that goal.
AdWords Remarketing Strategies – Cap the Number of Times Audience Members See Your Ad
Sometimes, it just doesn’t pay to keep showing people the same ad over and over again. You need to pull the plug.
Fortunately, you can do that with frequency capping.
If you’re unfamiliar with frequency capping in the Google Display Network, it lets you dictate a maximum number of times that people will see your ad before you stop showing it to them.
You can also specify that maximum impression count per day, week, or month. Further, you can apply the cap per ad, ad group, or campaign.
Google counts an impression when 50% or more of the ad displays for one second or longer.
If you want to set up frequency capping, just pop into AdWords and click on the relevant campaign. Then, edit your campaign settings. Within the list of settings, you’ll see Frequency capping.
AdWords Remarketing: Change Your Ad for Non-Converting Audience Members
There’s a reason why you’re not seeing the same beer commercials you saw just a few years ago. It’s because people get burned out on the same ads over and over again.
But they ran their course. Anheuser-Busch marketing execs knew that the company needed to move on from those commercials. Otherwise, people would get tired of them.
The folks who view your remarketing ads are no different. They’re not going to appreciate seeing the same ads repeatedly.
More importantly, they’ll subconsciously tune out those ads.
So switch it up. Put a new ad into the mix that will get you some conversions.
Keep in mind, though, when you create a new ad, don’t just put different copy in the same graphic design. People won’t notice the change in text.
Give your whole ad a complete makeover. That way, you’ll capture the attention of people who’ve been ignoring your overtures.
If you’re offering an incentive (like free shipping), consider offering a different incentive (like a price discount). You might even opt for a stacked incentive (free shipping plus a price discount).
Use RLSA For AdWords Remarketing Strategies
If you really want to get out in front of your competitors, consider using Remarketing Lists for Search Ads (RLSA). They work like display network ads, but show up in search results.
Here are a couple of things to keep in mind:
- It’s okay to bid on generic keywords with RLSA. That’s because you’re targeting people who’ve already taken an interest in your brand.
- You can take your competitive advantage to the next level by bidding on competitor keywords. Use a tool like SEMRush to uncover those keywords.
There’s a caveat, though. When you go with RLSA, you need to define an audience of 1,000 members or more. Otherwise, your ads won’t display on the search network.
If your website doesn’t get a lot of traffic, RLSA remarketing might not be an option.
It’s easy to set up an RLSA campaign. Start by creating a “Search network only” campaign. Alternatively, you can select an existing campaign or ad group.
Click on the Audiences tab towards the top. Then, click +Targeting.
Select Add To and choose either Campaign or Ad Group.
Then, click on either Add campaign targeting or Add ad group targeting. Select Interests & remarketing.
In the Select categories dropdown menu, choose Remarketing lists. Pick the audience you want to include in your retargeting campaign. Note that you can choose more than one audience.
Once you’re done with that, finish setting up the campaign as you would normally and launch it.
Wrapping Up AdWords Remarketing
Now you know about a few advanced AdWords remarketing strategies. Pick some of the options highlighted above that you think would be a best fit for your advertising campaigns. Then, run them for a while and check your analytics to find out which strategies are working best for you.
And, as always: test everything.