Remarketing is a powerful strategy to serve ads to those who have already acquainted with your brand. This way there is a better chance of a conversion.
There are certain platforms you can use to create your remarketing strategy. But out of these, Google ads have the best outcomes. This post will focus on creating and optimizing the Google ad remarketing campaign.
Before we get into the steps of creating a remarketing strategy, let’s first discuss the things you must know before creating a strategy.
Set Clear Goals: First you need to define what set of users you want to target with your remarketing ads and accordingly you need to segment the users.
Here are some of the target examples:
● People who left midway before making a purchase or taking a certain action.
● People who checked out your website or app, but did not take the desired action.
● And, people who did not check out a page that you wanted them to check out, like a promotion or offer.
Once you are clear about whom you want to target. You can narrow down your strategy, platforms and ad messaging.
For example: If your goal is to increase conversion, you should target an audience who is showing a high intent in buying your product.
How to Create a Successful Google Ads Remarketing Campaign
The first thing you need to know about Google ads is that it has a display marketing feature that allows you to remarket your service on a number of Google affiliated channels. Here are some of the things you need to remember while designing your Google remarketing campaign.
1) Try Out a different Set of Customers –
To get most out of your remarketing campaign, just try targeting a different set of customers with a different set of ads. Why target one particular group when you can test both the audiences for maximum returns. Also, do not only focus on targeting your website visitors. If you have an app, try including those in your campaign.
2) Use Smart Bidding Strategies –
Google understand the marketer intent and provide you with a variety of options. There are smart bidding options available to you in the Google ads, which can be used to get better results. There are namely four strategies you could try:
● Enhanced CPA
● Target CPA
● Target ROAS
● Maximize Conversions
3) Tag the Right Pages –
One important part of running a remarketing campaign is to determine which pages you want your user to land upon. In my recommendation, you should stick to use the most successful page.
For example, if your aim is to generate leads for your ebook, tag your lead generation page since your users are already familiar with the page and all you need to do is provide a nudge.
4) Use Auto-targeting –
Google algorithms are getting smarter each day. They automatically target an audience similar to your remarketing audience to ensure you have maximum exposure and better results.
For example, you can use auto targeting to reach more people who contextually target a similar audience.
5) Use Dynamic Remarketing –
Have you ever seen a product you recently checked following you on the internet? Well, that’s remarketing in the definition.
Well, dynamic remarketing is taking it once step ahead. It shows you only relevant products but also adjusts the ad layout which it feels is the best. This way it does not disturbs the user with irrelevant ads and increase your chance of improving the conversions.
6) Try Upselling and Cross-Selling –
It is a common myth that remarketing is only employed for users who didn’t convert in the first go. You can absolutely use this technique to remarket that audience who have already purchased your products. And why not? They trust you and has a higher chance of converting again.
A lot of marketers ignore this tactic as they only concentrate on prospective customers. You can cross-sell and upsell other products they might be interested in.
7) Expand your Location and Language Targeting Options –
Another simple yet effective tactic to boost your conversions is to expand your location and language setting. Your prospects can reach you from any language, browsing from any language. Limiting your language and location to 1-2 parameters can limit your options and conversions.
8) Use A/B Testing –
Just like any other advertising campaign, you should test different sets of ideas to see which idea works better. Without A/B testing it is impossible to know which factor is responsible for the conversion. Once you do A/B testing, you get an idea of what works for you and what doesn’t.
9) Pay Attention to Cart Abandonment –
If the goal of your remarketing campaign is to maximize the conversions and your target group includes the high-intent user. These are the users who have reached the final page of your product but for some reason, didn’t end up converting. These users have high intent and are easiest to convert. So make sure you add these users to your remarketing list and bid more on this audience segment.
Conclusion –
Google Ads Remarketing campaigns are a brilliant way to target qualified leads and get them to convert. However, for a beginner, it might not be very easy to create and execute such campaigns. Hence, I advise you to start small. Test your ideas first and then launch a large scale campaign.
There are plenty of resources available for you to leverage and learn in-depth strategies. Not only Google ads but there various other brilliant platforms available through which you can learn to remarket. Make sure you know the basics before approaching any new platforms or strategies.
