Ensuring you are capturing your target audience is vital for success within your Pay-per-click campaigns but how can you carry that performance further? One solution we recommend using is remarketing!

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What is remarketing?

Firstly, we need to explain a bit more about what remarketing is for those who may not be familiar. Remarketing is a method of pushing digital ads to existing users or customers of your site with the aim of getting them to engage further.

One common example, that you may have experienced, is the ‘abandoned cart’. This popular method of remarketing allows e-commerce websites to capture any users that may have added products to the basket but not continued to checkout, and then by either showing them an ad or automatically sending them an email to prompt them to continue their user journey in the hopes they will convert.

Remarketing can be a powerful tool when it comes to conversions and with the evolving technologies used by key platforms such as Google and Facebook, we are able to boost user stickiness like never before!

We have created a guide with our 5 top tips to ensure you are running a strong remarketing campaign.

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1. Understand your user journey

Having a clear vision of what your user journey is, is one vital step to understand how you can implement a responsive and affective remarketing campaign. You need to know what the end goal is going to be and how users will navigate to this point; whether it is lead generation via a contact form or placing an order at checkout, getting to grips with this user flow is important.

But why is this important you may ask? Well the point of remarketing is going to be getting back in front of existing site users and one key challenge here is that people may have dropped off your site journey for a reason. This then makes the task of getting them back more tricky so we need to make sure we are understanding what they have done so far to then be able to appeal to them again or giving them the final nudge to complete the journey.

Using key tools such as Google Analytics (especially GA4) will help when it comes to seeing the flow of traffic through your site. You may find a drop-off point in your user-flow, this is where you need to focus your efforts within your campaign.

Talking about user-flow, this “flows” smoothly into our next tip…

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2. Fine-tune audience targeting

Now that you have further data on your site’s weak points and where your users seem to be dropping off; you can turn this into valuable data for your remarketing campaign.

At the base level of targeting, you need to create an audience data set of all users that have navigated through your site but not completed conversion events. Once this data is in place you can set up different ads to serve to those users to give them a friendly nudge to continue or restart this journey. But how can you take this further? Well within your user flow data, you should be able to fine-tune what users have interacted with.

For example, a user might have come to the site via a PPC Search ad for ‘property management services’ but actually showed a lot more interest on ‘property insurance solutions’ that you are offering. Using that data you can serve them remarketing ads with a targeted focus on the ‘property insurance solutions’ allowing you to engage with them further!

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3. Choose the right platform(s)

There are a range of different platforms that will allow you to carry out remarketing but which one you go with completely depends on who you want to target and Where your audience are.

Lets start with Google, who offer a wide range of dynamic ad campaigns suitable to run as remarketing for your site. Google can target across a range of different ad types and are suitable for both B2B and B2C industries. With the introduction of max performance campaigns, you can introduce Google’s somewhat powerful automated bidding algorithms to help boost performance and targeting for your campaign. Whether it’s via search, display or video, Google is a great platform to incorporate your remarketing efforts.

But what about social platforms? Both Facebook and Linkedin have comprehensive solutions to carry out remarketing campaigns for your site. Deciding which one will depend on who you are looking to reach; If you are looking to reach the sales director at an architecture firm, you are going to want to target this within LinkedIn as opposed to Facebook.

Linkedin and Facebook also offer tracking script that can be placed on your site to monitor user engagement and conversion; for Facebook this is called a pixel code, and for linkedin it’s insights. With these you will be able to also gather data for remarketing purposes, similar to what analytics does for Google Ads.

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4. Make your ads stand out

It is important to ensure you are creating ads that will be impactful and engaging to your targeted audience, especially so for a remarketing campaign. Ensuring your creatives stay brand consistent but also capture the specific detail you are trying to target will be important. If you are trying to remarket to sell a specific product to an audience that has shown a specific interest over another product, make sure this is represented within your ad set.

If you haven’t been successful in converting users from your initial ad set, maybe it’s time to incentivise them… Whether it’s a promotion, discount or time-sensitive offer, this could be key to ensuring these users act now!

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5. Focus on scheduling and frequency

Finally, our fifth top tip for remarketing is about the scheduling of your ads and how frequent targeted users will see them. The last thing we want to do is cause annoyance and overwhelm causing a user to ignore them, this can cause you to lose potential conversions.

You can avoid this issue by setting a frequency cap; this means you can, for instance, make your remarketing ad appear a couple of times and if it is not engaged with, it will not be served until a later stage or even display a different ad in an attempt to re-engage.

All of this is there to avoid you wasting precious click-budgets dedicated for remarketing.

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Overview

Remarketing can be a very powerful tool, especially when it has been optimised properly to its best potential. Each case may be different so it is important that it is set up to complement already existing marketing tactics and that it takes into consideration all of the tips we have provided above.

As part of our comprehensive PPC management campaigns, we are able to set up remarketing campaigns to boost further engagement for your site. Get in Touch if you would like to discuss remarketing for your website!