Smarter Remarketing

Kelly Pollhammer, Digital Marketing Intern

smarter-remarketingSimply put by Google, remarketing helps you match the right message to the right people at the right time. Perhaps someone browses your website (or mobile app) and shows interest in a specific product, but decides not to purchase. By integrating remarketing into your engagement strategy, you can later reach out to these potential buyers while they’re searching the web again. Is remarketing advertising right for every business? Not necessarily. However, there are several different approaches your company can explore when deciding whether or not to utilize remarketing tactics.

The basics: how does remarketing work?

To start remarketing, add a small snippet of code from your AdWords page on all pages of your website, including any “Thank You” or confirmation pages. Once this has been implemented, the next step is to establish remarketing lists. These lists, of course, are based on your company’s preferences. Perhaps you’d like to create a list of visitors who view the most popular page on your website; visitors who did not convert but who you’d like to capture again; or, visitors who did convert with whom you’d like to maintain visibility, etc.

Once your visitors have clicked on the page you specified, or completed your desired action, they’ll be added to the appropriate list. If a user viewed a specific page, or product on your website and was added to that particular list, they will be served that remarketing ad while on the Google Display Network. These ads can be tailored with specific messages as well as include images and animations, and can be shown in the Display Network, the Search Network, or both. With remarketing, your visitors will find your ads highly relevant, helping to maintain their connection with your company. It’s that easy.

Explore remarketing possibilities

Depending on your site and business goals, there are several different remarketing campaign types that can be utilized:


Remarketing for the Display Network

As discussed above, this setting will show ads to your site visitors while they browse the web.


Remarketing Lists for Search Ads

This technique shows ads to your site visitors when they search for what they need on Google. You can then expand your reach with additional keywords, set bid adjustments for people who have visited your site, and tailor your ads to them.


Dynamic Remarketing

These ads are created based on the pages your customers visited or how they interacted with your site, and are shown to your site visitors while they view other sites on the web. Dynamic ads include relevant details such as product image, title, and price. Dynamic marketing can be used by advertisers with a Google Merchant Center account.


Remarketing for Mobile Apps

Reach customers who have previously visited specific sections of your mobile app, and show ads to them when they use other apps.
Any combination of these types of techniques can be used and further developed as remarketing is built into your strategy.







Establishing a remarketing strategy

Remarketing can be integrated into all approaches of digital advertising. Whether your business goals focus on building awareness, driving sales, or increasing completion of website goals like encouraging registrations, good execution of remarketing can certainly drive ROI in the right direction. It’s a matter of recognizing a way that will effectively align remarketing with your current brand approach.

"Small businesses with very low budgets might not be overly suited to use AdWords PPC normally because their budget is too little and gets exhausted quickly. By targeting users who have already visited the site they can ensure their PPC traffic is more qualified and so more likely to convert."
-Tara West, Koozai Blog

Does your business already have an impressive conversion rate? If so, you can use remarketing to encourage upselling and/or cross-selling. Target those customers who have already purchased products from you by showing them ads that promote other similar and complementary products.

Do you want to capture customers who almost converted? Use a compelling ad to bring them back to the landing page that first captured them. You can customize your ad text depending on which pages of your site the user has already visited.

Does your company tend to engage with returning customers in a certain time frame? Create a time-sensitive campaign for them by utilizing membership duration settings. With this, you can decide how long a visitor’s cookie stays on your list. For example, if you have customers who tend to purchase from you at least every 90 days, you can set the duration of ads shown to those customers on the list to be 90 days. If they visit again within the time frame, the time will be reset. This way, your ads are relevant for those who frequently return, and are not considered a nuisance to those who are no longer interested. Additionally, you can utilize frequency capping, a feature that allows you to limit the number of ads a user is shown per day.

Already got the basics down and looking for more? Explore this guide for the advanced advertiser to take your remarketing campaigns to the next level.

Handy tips for every remarketer

Looking for a few ways to get your remarketing ads off the ground? Try some of these tips to increase conversions:

  • Have the same look and feel as your site: keep the design and logo consistent with the theme of your website to give users that familiar feel

  • For e-commerce, try offering a discount or free shipping in your ad

  • Include images of previously visited products, or complementary products that will intrigue the user

  • Use frequency caps to limit the number of impressions users are getting – don’t leave them feeling annoyed by obsessive ads

  • Create ads that will work on all different ad sizes, web or mobile, still or animated, with a strong call-to-action

  • Continuously experiment with a variety of features and ad content to maintain relevance to your audience

The creative options as well as segmentations here are endless – explore different combinations of ads, lists, frequencies, and networks to find which remarketing strategy is most effective for you.

*This post was co-created by Kelly Pollhammer and Ali Merkert. Ali has joined R2i as a Digital Marketing Intern for the summer until returning to the University of Miami to complete her Marketing and Management majors. In her spare time, she is a total foodie – devoted to baking (carrot cake is her specialty), cooking and testing out new restaurants. Freshly Google Analytics certified, Ali is excited to share her evolving knowledge of the digital marketing world.

Kelly Pollhammer

About the author: Kelly Pollhammer

Kelly Pollhammer is currently a Digital Marketing Intern at R2i in the Baltimore office. Having just received an undergraduate business degree in marketing from James Madison University, she is eager to expand her knowledge and experience in all areas of the digital marketing realm. Online, you'll find her tweeting about a summer country concert she's at, pinning a new recipe, or Instagram-ing yet another lovely evening at Camden Yards.

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