Remarketing is an advertising strategy that promotes your business to users that previously interacted with your site. You can remarket to users across various channels, from social media platforms like Twitter to video-sharing sites like Instagram.
Sometimes called retargeting – this strategy is one of the most powerful digital marketing techniques available today.
Just like any advertising campaign, you’ll need to keep a close eye on your analytics and make adjustments as necessary to make your remarketing strategy extremely effective. Every step requires careful planning to do well. Remarketing is also the most cost-effective advertising method that increases customer retention and engagement… IF you’re doing it correctly.
Popular ad networks like Google AdWords, Facebook Ads, and Bing Ads, etc. allow you to set up remarketing campaigns easily. Continue reading for our top 6 practices on how to do remarketing right.
6 best practices for your remarketing campaign
1. Send remarketing traffic to tailored landing pages
This tip applies to any online advertising campaign but is even more applicable when it comes to remarketing audiences. If you’re running a normal AdWords campaign, you can create landing pages tailored to users based on the keywords each ad targets. With remarketing campaigns, you can do the same thing but based on past behavior, which is often a stronger foundation for landing page relevance.
2. Target high-value customers only, don’t waste money on users that have already converted
This is one that’s easy to forget about. After a user converts (via your remarketing campaign or otherwise), they’ll still be a part of whatever audience list they initially were added to until that cookie expires. This means that even after they purchase a specific product, they could still see ads for that product – which is a waste of your advertising budget.
This is where “burn pixels” become useful. These are tracking pixels that remove users from a certain remarketing list giving way for you to target your high-value customers only based on various customer demographics to boost your ROAS (return on advertising spend).
For instance, if you’re an eCommerce merchant, you can identify the age group, gender, and interests of your highest spending customers. Based on the data, you can retarget your ideal audience who are more likely to spend more on your site.
3. Choose an optimal frequency cap
This is one of the single most important steps in all of remarketing. Frequency capping allows you to limit the number of times your ads appear to the same person on the Display Network. Google lets you impose a frequency cap on your remarketing campaign so that users aren’t getting blasted by your ads 24/7. You can choose a monthly, weekly, or daily limit, but you should almost always err on the conservative side. Internet users fully expect advertisements, but they will take note if they’re seeing ads for “Shatta Wale Barbering Shop” 10 times a day.
Choosing the optimal frequency cap for your remarketing campaign ensures that you’re not wasting your advertising budget by targeting people who don’t want to be your customer.
4. Create campaigns based on Audience Segment
Segmenting your audience based on their interaction is a great strategy to show a highly customized ad to your potential customer. Proper segmentation is critical to the success of your remarketing efforts. The best way to do this is to take a big picture look at your site and mentally group your pages according to a few different categories – product/service pages, informational pages, resource pages, your homepage, and so on. For example, when a visitor comes to your homepage, you can target them with creatives that are geared towards increasing brand awareness. If they’re engaged with your pricing or products page, you can convince them to become a paying customer with a custom ad.
5. Use Optimized Images for Dynamic Remarketing Ads
Dynamic remarketing takes remarketing a step further. While remarketing allows you to show ads to people who have previously visited your website, dynamic remarketing shows ads that contain exact products and services they viewed on your site. Dynamic remarketing is a perfect retargeting strategy for eCommerce merchants to retarget their potential customers on Google Display Network. While creating a dynamic remarketing campaign, make sure that your ads can display product-specific images from your product feed.
6. Track Your Campaigns in Analytics to Make Informed Decisions
It is highly recommended to use UTM parameters to better track your ad campaigns in Google Analytics. UTM parameters, also known as UTM codes are little snippets of text added to the end of your URL for better tracking in Google Analytics.
By creating campaign URLs with UTM codes, you can analyze which campaigns are high performing, which ads and keywords (for CPC ads) are triggering the most clicks.