You’re running a PPC campaign on AdWords, and you captured people’s attention. They checked out your website or app, but they didn’t convert or take action. What seems to be the problem? If you’re facing this predicament, consider remarketing.
Remarketing is a feature in AdWords that allows marketers to show ads to users who already checked them out—whether through a site visit or app download. It’s like saying, “Hey, please come back and take a look at us again and when you do, please buy from us, submit that form, sign up for a subscription or perform the action we intend for you to take.”
Remarketing is a strategic tool to compel people to give you their time and see what you have to offer the second time around. Let’s face it. Some visit your website or download your app when they’re just in the process of shopping around or exploring options. If they leave without taking action, you can do remarketing so that people can remember you and hopefully, do business with you.
Remarketing is a clever way of reaching out potential customers again, and here are five tips to make it work for you.
It’s all about the message.
The key with remarketing is to stand out within a given space and to reach your target audience amidst the myriad of elements present in a web page. So how do you do that?
The key is to create a call-to-action that compels and banner ads that create impact. Incorporate powerful design, creative ad copy, and large, clickable buttons. Likewise, it’s important to keep it within context, which means that retargeted ads should be able to make users remember the first time they learned about you.
Take advantage of YouTube.
With 4,950,000,000 videos watched every day, YouTube is evidently a great avenue to showcase your remarketing ads. However, some marketers are discouraged from doing remarketing on the said platform because they don’t have the capability to create videos. If you’re in the same position, don’t let that stop you. There are organizations as well as easy-to-use editing software that can help you create video content.
You can showcase your video through In Stream or an advert prior to the actual YouTube video the user wants to watch.
Link to your Google Play account.
You can link your Google Play account into AdWords, so that you can engage people who have tried your app. They can help you encourage users to use your app again after not using for a while. At the same time, you can also promote new versions or updates of the app.
Sort your remarketing list.
When doing remarketing, you need to understand that visitors are not the same. Segment them according to behavior and create ads accordingly.
Meanwhile, you can also consider excluding some from your remarketing lists. For instance, you can filter your list for search ads and exclude people who have already carried out a certain action on your site.
For instance, you have an online shopping website. If they already registered within your e-commerce platform, you can already exclude them from the list to avoid paying for their clicks. Remember that there are some cases when people don’t key in the URL, they search for the website to log-in, and you wouldn’t want to be paying extra for clicks from users who already converted.
Create concrete goals and test strategies.
Just like when you first started using AdWords, create measurable goals when remarketing. Keep track of your progress, continue testing your strategies, and make adjustments if needed.