There might have been various instances where you were casually browsing for a product on Amazon and then started seeing ads for similar products on top of Google search or even on your Facebook News Feed.
Believe it or not, we are all surrounded by remarketing on the internet.
The aim of remarketing is to re-engage with visitors after they leave a website in an attempt to bring them back to the platform. Typically, the message can be a reminder to complete an action or show fresh, personalized content to entice visitors to make a purchase decision.
What a remarketing campaign does is it gives businesses a chance to get in front of those people who showed some level of interest in them. Popular types of remarketing include standard marketing, video remarketing, and email list remarketing.
The desired outcome of such a campaign is to:
- Get repeat customers
- Boost content marketing and SEO efforts
- Get back bounced website visitors and transform them into customers
- Boost brand awareness
Today, so many people visit a site but leave without converting. A common example is 67% of people abandoning their shopping carts, if the latest statistics are to be believed.
Hence, brands need to know how to optimize a remarketing campaign in order to aid business growth and gain more customers. In this post, we'll discuss what to do with a remarketing campaign once it succeeds or fails. Let's begin:
How to Optimize a Failed Remarketing Campaign?
You can define remarketing failure as a campaign that did not succeed in converting a user to a customer in the campaign's allotted time.
Here are some ways in which you can optimize a failed remarketing campaign:
1. Did You Annoy Your Site Visitors?
Ensure you don't bombard a user who showed passing interest in your brand's offering. This will never convert them into your customer and may even annoy them and turn them against your brand.
As a best practice, we recommend that you enable frequency capping on every campaign. A campaign's length should also fall well within the set industry standard (1-3 months, with up to 3 views of the ad per day). This way, the user may choose you over your competitor.
2. Brand Disconnect
Have you ever seen an irrelevant ad while browsing your favorite destination website?
Let's take an example to understand this further. You are on a sports site and you see baby adverts on it. Irrelevant and irritating, isn't it?
Something like this will definitely make you question what the advertiser was thinking in the first place. It even interferes with your engagement with the destination site.
Image Source: HubSpot
So here's a tip while optimizing a failed remarketing campaign:
If a user shows even a mild interest in your product, ensure you don't follow them onto non-relevant domains.
3. Are You Targeting the Right Demographics?
Check if you are targeting demographics that can convert. And for this, you need to know the difference between aspirational researchers and transactional shoppers, and then accordingly apply it to your campaigns.
Let's understand the difference between these two with the help of an example:
Someone who shows interest in a DSLR and wants to own it may not have the money to purchase it. Hence, bombarding a student who desires to purchase their first camera will be a waste of spend and simply won't work. However, if you target a user who is searching for their next camera with a purchase window of 30-60 days, it will be a step in the right direction because they will be a meaningful target.
How to Optimize a Successful Remarketing Campaign?
You can call a remarketing campaign successful when a user converts into a customer within the campaign's timeframe.
Take a look at how you can optimize a successful remarketing campaign:
1. Retain Them as Customers
There is one thing you can do to get more out of your remarketing campaigns - Adapt your campaign to similar products in order to retain your customers.
Here's what we mean to say:
Adapt your offering to suit the needs of your existing customer. For instance, you see that a customer just bought a camera from you. Now, they would not need a camera recommendation or the same advertisement following them around. This would only cause buyer remorse at the functionality/feature level. Instead, you can show them a memory card or a compatible lens in your ad. Doing so will increase the chances of them making a purchase from you.
Image Source: Superhuman
2. Don't Keep on Making Redundant Asks
What many brands do today is keep a prospect on a remarketing campaign with the same ask but no new information. In other words, if you are bombarding your converted clients without updating the ask, you need to stop doing it. This is because this gives a bad reputation to your brand and indicates that you don't care about your customers or understand them.
3. Assess, Assess, and Assess
When you see success with a remarketing campaign, ensure you assess whether you should expand the client opportunity on the domain it was captured on or do you need to change the domain. In all, when it comes to where you should promote yourself, it's important you maintain a level of selectivity.
Important Tips to Optimize Your Retargeting Campaign
Retargeting, the method of advertising online, can help convert your visitors and boost your site's performance. Now, it's time we take a look at some proven tips that will help optimize your retargeting campaigns:
1. Pause Your Underperforming Ads
One of the most effective remarketing campaign optimization strategies is to pause your underperforming ad campaigns. It's important that you pause your ad groups or ads that don't have any clicks or don't convert. All you need to do is follow the ad's performance to correctly readjust the campaigns.
2. Incorporate a CTA
The Facebook news feed allows you to include a CTA below your banners, offering encouragement to the user to click and get back to your site. A few types of CTAs you can select include “Subscribe,” “Download” and “Purchase.”
Image Source: Databox
3. Change Your Banners on a Regular Basis
This is one of the most powerful remarketing campaign optimization strategies to follow. Your banners can appear boring to your visitors, particularly if you have retargeted them for a while and didn't change your banners. Make it a point to refresh the ads so that your ad message remains attractive. You can do this as per your sales cycles or every month.
If your site is available in only one language or your services are located on a specific territory, we recommend that you target only the countries, regions, or cities concerned.
Note: In case you own and run a multilingual site, then you should create separate campaigns and set up geotargeting for each of them accordingly.
Pro Tip: Here is a guide to Google Analytics to check where your visitors are coming from.
5. Do A/B Testing
A/B tests of your ad groups, websites, networks, segments, geotargeting, and banners (message, design, product) act as an excellent way to understand the needs of your clients and boost your ROI. So, do implement A/B as it is one of the best remarketing campaign optimization strategies.
Image Source: Hevo
Special Note: The above-stated advice may change depending on the retargeting platform you use.
Partner With DashClicks to Offer the Best Results to Your Clients
Are you a digital marketing agency that wants to outsource Google Ads? If yes, then you should definitely go for DashClicks' white label Google Ads services. The white label agency's conversion-focused Google Ads campaigns will help drive sales and leads for your clients.
The experts at DashClicks are trained and certified to create and manage Google Ads campaigns. Hence, you can always rely on them to get the best outcomes for your clients.
In all, partner with DashClicks for these services and let it serve as an extension within your business. This will help you save a lot of time and effort, all while boosting agency growth.
Using DashClicks' Analytics App
You can also use DashClicks' Analytics App to add your Google Ads analytics. Once you integrate it, your analytics data will start populating within the application.
Also, after you successfully integrate your Google Ads account, the Analytics app will show a new overview section and a tab at the page's top. You will also be able to see an overview of the metrics on the Google Ads tab.
The overview metrics that you will be able to see include: impressions, clicks, conversions, amount spent, and ROI.
Wrapping It Up
Retargeting can succeed or fail depending on the strategy that you use in the execution, creation, and even follow-up on the campaign. So, ensure you use a proper strategy to get more out of your remarketing campaigns. Learn how to optimize a remarketing campaign and implement the tips and strategies we've discussed to see the best results. Good luck!