Consumer buying behavior has undergone rapid changes in recent years. With so much marketing noise these days, users rarely make a purchase decision immediately after seeing an ad. They evaluate their purchase options several times before deciding.
When they are busy searching online, the various options available to them can be overwhelming. It is why Google terms this stage of a buyer’s journey the “Messy Middle.”
It’s crucial to reconnect with your prospects, especially when they are evaluating their options. Remarketing is the only way to target such customers. Businesses generally use remarketing ads for brand awareness, but you can also use them to send the right marketing messages at the right time. Remarketing ad campaigns can boost your revenue by increasing conversions and ROAS (return on ad spend).
In this blog, we discuss in detail remarketing ads and how to use them effectively to get the most from your paid campaigns.
Businesses are increasing the number of interactions with website visitors to boost sales. Since a user enters the sales funnel the first time they visit the website, it is your responsibility as a marketer to send them the right marketing messages to propel them further into the sales funnel. It increases their awareness of your brand, so the next time they make a purchase, they will consider your brand too.
Remarketing helps businesses achieve various objectives such as promoting awareness, increasing registrations, and driving sales. Initially, you can try both Google and Microsoft platforms for remarketing as both have distinct features. As a market leader, Google is known for its mind-blowing search volume. Meanwhile, Microsoft is known for less competition and affordable prices compared to Google.
You can use remarketing ads on both Google and Microsoft to increase the impact of your regular PPC campaigns. Google gives you access to reach more than two million websites and apps through GDN (Google Display Network). Meanwhile, the Microsoft Audience Network allows you to reach users on reputed websites such as Forbes, Yahoo, AOL, and Amazon. You can produce engaging ads, leverage automated bidding, and extract performance reports using remarketing campaigns.
Most remarketing ads target past visitors as they browse different websites on Google Display Network. Since the retargeting feature of PPC ads has a tremendous impact on your conversion rate, you can try several types of ads in this category. Some of them are:
It is highly customized and, therefore, highly effective. During dynamic remarketing, marketers try to bring users back to complete the buying cycle. They systematically show potential customers ads of specific products that they visited on their website. Highly targeted, these ads get the best results if shown at the right time.
Remarketing lists target the customers that perform follow-up searches after they see a product on a website. RLSA allows you to customize your search ads campaign for your website visitors. It also allows you to customize your bids and ads when these visitors search on Google and partner sites.
YouTube also allows you to remarket to the people who have viewed your videos or visited your YouTube channel. It is also an excellent way to generate leads and increase subscribers.
Customer match lists allow advertisers to create paid ads to target prospects on different channels such as Search Network, Gmail, Display Network, and YouTube. They use a visitor’s contact information—phone number, email address, or physical address.
A customer match list is highly result-oriented. With it, you can match around 50.40% of your email list to real users who you can target through your ads. It allows Google Ads and Microsoft advertising to show ads online.
Although remarketing ads are a proven way to drive results, your strategy may vary according to your client’s business goals. You can use the following to narrow down your campaign’s focus and achieve your client’s objectives.
A. As far as access to visitor information is concerned, Google advertisers are on top, and they can target most website visitors and app users. Therefore, you can use the “Google ads optimize list” to reach your website visitors, app users, and your audience at other places.
B. You can also use MSFT (Microsoft Corporation) ad targeting options on Microsoft platforms. It will help you experiment with innovative bidding techniques to optimize conversions.
Here are a few intelligent bidding strategies you can use to drive conversions:
A. Enhanced CPC (cost-per-click): It can help you tweak manual bids so you can target interested potential customers.
B. Target CPA (cost per action): In such remarketing ads, you need to optimize your bidding to get maximum conversions at the predefined cost per action.
C. Target ROAS: It allows you to generate more revenue at a predefined ROAS.
Tip: You need to raise your bid if you want to reach more customers and improve ROI. Consider making a bidding strategy to stay competitive and achieve a high-quality score and improved ad rank. With a better quality score, you have a higher chance of being seen on the Google Display Network.
A. You need to target lookalike audiences or customers with similar characteristics to those on your existing remarketing list.
B. Reconnect with the website visitors who abandoned their shopping carts.
C. If you have a list of customers, use it to upsell or cross-sell them your secondary or complementary products. They are more likely to buy. You can also customize your ads for them and create remarketing lists for specific products.
D. To prevent inundating customers with an overwhelming number of ads, limit the number of times your visitors can see your ads.
E. Schedule the ads when your target audience is most likely to see them. You can use Google Analytics for this purpose.
A. Use custom ads and keep the content relevant to your audience. Maintain visual uniformity, and use strong calls to action (CTAs). You should also test your ad copies frequently through split testing.
B. Use responsive display ads. They adjust to fit any space neatly. It will save you time and improve user experience across different devices.
C. If you have a remarketing list that is more likely to convert, you can increase bids on it.
Since remarketing ads are created to help you reconnect with users who have already shown interest in your products, you should continue experimenting and tweaking your bidding strategy to improve your ROAS. In trying to connect with your ideal customers, focus on the objectives you want to attain.
If you need expert help with remarketing ads, DashClicks should be your one-stop destination. As a white label PPC agency, we will run your campaigns as per the latest market trends to achieve the best results. To learn more about our remarketing services, click here.