Along with any PPC effort, it’s worth setting up an accompanying remarketing campaign.
Often, campaigns target all users with the same ads and the same bids — users who see your ads for the first time and those who have seen them before, or those who have already visited your site through another channel.
However, dividing the effort into new online users and remarketing audiences will yield better results with a more nuanced approach.
Improve your PPC campaign performance and increase your conversion rates with remarketing efforts like RLSA.
However, while doing so, keep these six considerations in mind to avoid common pitfalls.
1. Find a scale
Don’t assume there is a large audience that can be retargeted.
Use your site analytics data from other channels to measure the number of repeat visitors per month overall and by business unit or product to allow forecasting of available renewable traffic through paid search campaigns.
As with any marketing initiative, scale is key.
In some cases, you may find that your remarketing volume is really small.
Thus, if your audience size is small during the typical 30 day window, consider moving to 60 or even 90 days.
While 1,000 users used to be the minimum list size for Google Ads, depending on your click-through rate (CTR) and conversion rate (CVR), you may need a higher limit.
For example, if you usually see a CTR of 5% and a CTR of 2%, then 1000 impressions will only result in 0.5 conversion.
1 million impressions are needed for this position to collect 10 conversions, a level where things are still not impressive but can be interesting.
2. Don’t just sell – cross sell and upsell
The common assumption is that the person who did not engage may need additional motivation in the form of more frequent and/or more persuasive messages. That may be the case.
However, in many cases, they’ve already collected all the details and decided they didn’t need what they thought they did.
Many users in the discovery phase not only look for potential solutions, but also reaffirm that the problem they are looking to solve is indeed the right problem to solve.
When setting up remarketing, test both the upselling message and the upselling or upselling message.
Give users more reasons to consider you, especially if your site offers popular supplement or supplement products.
The selling message involves saying the same thing users have heard before in a different way: with a direct call to action and/or a one-time exclusive offer.
Cross selling would promote related offers, while cross selling could encourage users to consider a more tailored offer. They may not end up buying that higher quality alternative, but the latter can indirectly underline the value of the initial option considered.
3. Think exclusion
Seems clear? Users who have just purchased your product or service will not immediately want to do so again. Then again, we’ve all seen companies redirect us with something we just bought.
In general, for most B2C campaigns, converts from the last seven to 14 days can be safely excluded from all campaigns except those with cross-selling objectives.
For the best experience, consider when your service is consumed. The delay before a transaction can be made again will vary by product category.
Aspects such as seasonality, target location, and target ROI will further affect the frequency required to target repeat users.
For example, someone who books a summer vacation might not buy again from you until several months later. One could argue that a person’s planning and thinking would start sooner.
However, media that is purchased too early may result in a lot of extra costs that reduce your target investment return.
With that said, if you’re aiming to incentivize ex-converters to buy more of the same from you, it often makes sense to wait a while before retargeting them.
On the other hand, cross selling can be done immediately after the transaction is completed, but it also needs careful management so that it does not drag on for too long.
Put an end to it especially when using the product makes the add-ons irrelevant.
For example, selling a traveler a rental car or a room upgrade doesn’t make sense after the vacation begins. After a month or so of purchasing a cell phone plan, the switch is less likely to want upgrades to more comprehensive plans.
4. Make a purchase
Remarketing is often seen as a short-term tactic for cart abandoned or new site visitors.
However, it is possible to remarket to users who last visited the site a year ago.
In the pursuit of acquiring new customers, loyalty nurturing is often overlooked.
Keep consumption patterns and seasonality in mind as you do so.
If someone books spring break with you, when will they start planning next? What program renewal course do you offer?
5. Synergy with other channels
Search remarketing will, by default, remarket to all users who have visited your site.
In other words, you’ll target people who have visited your site through other channels—after viewing display ads, interacting on social media, coming from email blasts, etc.—in addition to organic search and direct traffic.
Think about the messages people saw and build on them.
If you feel particularly progressive (and scope supports it), create remarketing campaigns by channel or channel groups.
6. Additional budget not required
This will make many CMOs happy. In the beginning, you won’t need an extra budget for remarketing.
Remember, it’s all about targeting people who’ve already been captured by your existing campaigns. Simply isolate those repeat seekers and create new experiences for them.
However, these are the same users you were actually targeting.
Of course, you may want to search for these users more aggressively and send bid modifiers to these audiences.
However, unless your remarketing audiences are large and/or you expect a significant increase in CTR, the budget doesn’t need to jump.
The extra budget for remarketing is nice, but it’s not a requirement in the short term. Certainly not for preparing some preliminary tests.
As cookie discontinuation approaches, there has been an increased focus on first-party data, and our remarketing efforts align well with this new direction.
Remarketing solutions align well with supporting first-party data initiatives.
Whether you use emails to build an audience or use forms to capture user details on a landing page at the beginning of the conversion journey, build your remarketing efforts to win twice: First, strive for conversion optimization, then synergize efforts to capture first-party data.
- 10 remarketing tools to re-engage and win conversion
- Remarketing Guide: 8 Types of Remarketing You Should Do
- Winning at Retargeting: Tips for Reconnecting and Converting
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