Google Adwords: 4 Tips for Remarketing Campaigns
This is the first article of July, let's hope that June will not be repeated this month and I can write much more than just 3 articles, I have already accumulated some ideas so at least I promise you 4 quality articles 😉
Something that I am falling in love with is Remarketing in Google Adwords, sincerely this tool helped me a lot with several clients and I would like to share some reflections that I hope you find useful.
Remarketing strategies are becoming more and more popular among Google Adwords advertisers, basically for the simple reason that well implemented they tend to work. Very well.
However, as with all things in life, rushing without a minimum of prior planning can result in hitting a wall, without getting the expected results.
Here are 4 tips for Remarketing Campaigns in Google Adwords
1) Define the Lists to Use
The basis of any Remarketing campaign are the lists that we generate with the users who visit the pages of our site where we include the Remarketing code.
Depending on the type of goals we have, we may need to show ads only to people who left the site without converting, maybe to EVERYONE who has ever visited the site or in case of an e-commerce site we may need to show Ads to people who bought a Smartphone in the last 30 days.
There is no one way to use Remarketing, so it really depends on your creativity and overall business goals.
2) Don't lose sight of your Priorities
Many times the idea of applying new options and tools sounds very tempting, it could even seem that this is the only thing you need to achieve your goals, But is it really worth the time and effort that will be invested?
A bit of skepticism is always good, before applying any new option or tool, evaluate if there are some elements of your campaign that you are not paying enough attention to and analyze if they urgently need to be optimized.
Don't run blindly into Remarketing just because it's something that sounds "cool," but instead use this option after evaluating whether the time and resources to be spent can be better utilized in other areas of your lifelong Google Adwords endeavors.
3) Choose a Good Offer
Depending on the type of remarketing list you use, you may need to think of different types of offers that could be better received by users.
Do you have a remarketing list with people who bought an LED TV in the last 30 days? It would seem like a good idea to offer them the newest Nintendo or maybe a Blu-ray player.
Maybe a Remarketing list of people who asked about Caribbean vacation packages last year? You could show them ads with cruise deals when summer returns.
A list of all the people who visited your landing page but didn't convert? If you find it cost-effective, you can pursue them with ads for several days after their last visit, since the lack of conversion could be due to nothing more than that the visitor was at a very early stage of the purchase process.
With a pinch of common sense, you can come up with clever ways to get the most out of your list users.
4) Choose the Ad wisely
Users who are on your Remarketing list already know you, your product and your brand, in the worst case they only vaguely remember you.
It is very good to take advantage of this familiarity and exploit it, many of the people I advise with their campaigns tell me that several of their new clients express that they hired them and not their competition because "They saw his ads everywhere".
A user may be frustrated that an ad is chasing them across the content network when the ad is not of interest to them, however when the ad shows an offer Very good that responds to their needs and the design of the ad is attractive to them, users do not see you as spam but they see you as a strong brand that they can trust with their purchase.
What are your experiences with Remarketing so far? 😉
