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How to get the most out of your remarketing campaigns

What's a remarketing campaign? How can you get the most of yours? Discover what you should know about planning and executing killer remarketing campaigns with your native advertising.

0-1By Stephen Forde
CEO of Media Fortress
Connect 


You want to get the most out of your native ads, right? You’ve probably heard of remarketing, but maybe you’re not really making use of it. Perhaps you’ve dabbled with remarketing, but you’re interested in getting better. Lucky for you, you’ve come to the right place. In this blog post, we’re going to discuss the key points about remarketing campaigns, their importance and how to get the best results from them. 

What is a remarketing campaign?

Basically, remarketing campaigns refer to showing targeted ads to users that have visited your site in the past. Let’s say users view an item/product on your site and then switch to some other web page. You can precisely show them targeted ads for the items/products they viewed on your site when they are browsing the web or watching YouTube videos encouraging them to complete the purchase.

How effective is remarketing?

Today, it is not only possible – but almost essential – that you focus your advertising spend on users who have already shown a specific interest in your product/brand. The result: not only do you get better ROI and more targeted efforts but it also makes your product/brand quite trustworthy & highly reliable. This has turned out to be a main reason the majority of online marketers get a higher ROI on retargeting than other forms of marketing.

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How can you succeed in Google remarketing campaigns?

 Remarketing campaigns have proven to be effective in getting better ROI, improving conversion rates, producing highly-qualified leads, raising brand awareness, and increasing visitor traffic. For this reason, various companies are thinking long and hard about their remarketing efforts and are investing heavily in marketing modality. In order to get the best results from remarketing efforts, there are certainly a few things you’ll want to keep in mind. 

Best 3 practices to get success:

  • Give High Priority to Valuable Customers with your remarketing efforts 
  • Always Give Second Highest Priority to Others
  • Remove Converting User From the List

Give High Priority to Valuable Customers:

As you know, some degree of segmentation is present in almost all marketing strategies. Segmenting only potential customers, though, may lead to disappointing results, in terms of long-term conversions. What you should be doing instead is keeping a look out for your most valuable customers. Those are your customers that are already interacting most often with your content or spending time checking out your products and services. When you begin to target only a valuable group of customers, you’ll pretty quickly come to understand the greater bang for your buck that comes from targeting customers already primed to convert. Disregard potential customers that aren’t engaging with your content or are doing business with your competitors. Prioritize those that are already interested, and drive the deal home with retargeting. 

Suggestion: Don’t try to sell everything to everybody. Promote what is most important to your most interested customers. That’s logical, isn’t it?

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Always Give Second Highest Priority to those that failed to convert:

In this day and age, with so much to buy and consume right at our fingertips, it’s all too common that a customer makes it nearly to the end of the buyer’s journey, then pulls out at the last minute.

Take, for example, online shopping. How many times have you filled up your virtual cart only to decide not to buy after all? I know I’ve done this more times than I can count. Sometimes you decide against the purchase because you know you don’t need the goods, shipping is steep or you’ve simply changed your mind, for one reason or another. Other times, though you might have forgotten. Maybe you got distracted doing something else.

Members of your audience that have come to this point are very good candidates for remarketing. Some audience members will ignore your retargeting ads,  as they decided not to convert for a reason. Others, though, may complete the desired action right then and there. At the very least, it’s definitely an informed way to spend with great potential for impressive ROI.

Remove Converting User From the List:

Do you have a limited budget for your remarketing campaign and want to make sure you optimize quickly? Then you should be aware that one of the greatest ways to waste money and degrade trust when carrying out a remarketing campaign is to continue sending retargeting ads to customers who have already taken the desired action you are trying to promote. 

This problem is most often the result of low-level segmentation forming the basis of remarketing lists for many businesses, particularly in the e-commerce world. For example, lists of customers that have visited a particular category of products. This in and of itself is not a problem, but if you’re not filtering out those that have already taken your desired action, you very often end up with a remarketing campaign that targets only those that have already purchased. These are the customers you’ve already captured. You already have their ear! If your remarketing campaign is only reaching them, you might as well be throwing money out the window. 

Suggestion: The best way to overcome such issues is to create a parallel list in Google remarketing, included with the customers who have done a conversion already.

Looking for How Google Remarketing Works?

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To get started with Google Remarketing, you need to follow some below-mentioned steps:

  • First of all, go to  www.ads.google.com
  • Login to your Google Account, if you already have a Google account, you will not need to make a new one.
  • Next, select already experienced with Google advertising, if already experienced.
  • After this, select/create an account without a Campaign.
  • Enter mandatory details and click on the submit button to set up your account.

Google Ad advertising options:

  • After login to your Google account, you’ll most likely want to start searching for the different options for advertisement. 
  • Dynamic Remarketing: This is the best remarketing option you can rely on. It allows you to show ads to earlier visitors that just viewed a specific product or service on your site.
  • Standard Remarketing: This is the 2nd most used remarketing method, which allows you to show ads to the past users when they browse websites and apps on the Google Display Network.
  • Video Remarketing: It simply allows you to show ads to users who have seen your YouTube channel or videos uploaded onto it.
  • Email List Remarketing: Email list marketing is also known as customer match. Basically, google ads enable you to upload an email list of your potential customers, in order to show ads to them if they are logged in to Google Search, Gmail, or YouTube.
  • Remarketing For Mobile Apps: If someone tries to use your mobile app, Google ads will let you show ads to them when they use other mobile apps.
  • Remarketing lists for search ads: It also allows you to target past visitors while they search on Google & Google’s Search partner sites.

Conclusion:

By now, it’s probably clear to you that Google remarkerting campaigns are a smart idea. It can lead to huge better ROI and an overall better line of communication between you and your target audience. But one thing you always need to keep in mind, if you’re not following an informed retargeting strategy – be it with google or via other means – you won’t see positive results and you may end up degrading trust with or annoying current and potential customers.

So what’s the key message here? Informed segmentation. To get the greatest band for your buck, make sure you base your retargeting lists off of informed segmentation. 

Want more insights?

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