Remarketing is a way of reaching back visitors of your website and turning them into customers. After the effort of convincing someone to click the add and once that first touchpoint has happened, it is worth continuing the relation between your business and that potential buyer… with remarketing. Correctly made remarketing strategy makes sure that the visual reminder of your shop (video add, graphic, text) is being displayed in the right time and the right place – an approach that helps you to avoid paying for empty impressions. Remarketing simply adds one more valuable step in the purchase funnel!
How the Process of Setting up the Remarketing Campaign Should Look Like?
First step is to have Google Analytics and Google Ads account. These accounts have to be connected, but the process is simple, a matter of verification the ownership.
On Google Analytics you create the audience list, to collect the data about past visitors. Important fact is that this list will be possible to use for remarketing purpose only after it collects more than 1000 people – for privacy issues. Take into account that this can take some time, depending on the traffic your website has.
Once the list is ready to serve, on Google Ads you create one of the campaigns below. What makes these campaigns as retargeting is the type of audience you choose to target:
A) Dynamic ads – generated automatically by Google Ads algorithm. It means the system takes the images and text from your website, automatically creates several combinations and prompt them for the audience. There is a very little influence where you show your ads, so most probably they land on mobile gaming and dating apps or low quality webpages. B) Responsive Display Ads – you choose your own graphics, videos and text, and let Google combine it into various versions of ads. You have more power on targeting and placements. And evidently more control over you brand image.
C) Standard Display Ads – you choose your own graphics ads. This type can give similar results to Responsive Display Ads but asks for additional work of a graphic designer. The advantage is that you have absolute control over the look&feel and some brand prefer this.
Once campaign is ready, you allocate the daily budget. In the case of retargeting, the audience is narrow but the point in to shape nicely the list of where the ads should appear.
What is the Best Remarketing Message?
With the time, Google Ads dashboard allows you to make optimization. Do not forget to check which graphics or text brought more clicks and purchases, or from which websites prospect come from.
Another possibility is to target visitors who have visited a specific page (a collection or a product) with a dedicated message (showing this specific product on the ad). But to arrive there, it takes more effort and time as you have to collect min 1000 for this specific page only, and then to create dedicated ad for each. You can imagine tough that long therm result can be beneficial.
Overall Recommendation for Starting With Remarketing Campaign
Activate tracing code and make sure it is implemented properly. I mean especially the currency, because you can collect data about purchase value in one currency only. So in case you sell in many currencies it is important to decide which one you will collect and then check if the values are being registered correctly (sometimes a coma in wrong place might turn the stats upside down).
Start building remarketing audience list as soon as possible. It takes time to reach the minimum 1000 users to serve remarketing ads.
Consider content strategy – which images, videos or text will make to goal of convincing visitors to return to your website and complete the purchase?
Consider campaign strategy – first phase should focus on bringing users who visited any page of the websites. As the account matures (proven history of balanced metrics, regular payments etc.) you might consider retargeting more granulated groups, such as visitors of specific collection, those who left the basket without payment, those who have not visited a particular webpage, newsletter signups and more.
Ensure good audience targetingand ads placements – it is all about detecting ideal customer and finding the best spot for your ads. You apply demographics data of the ideal customer (persona model) and ensure you do not pay for “empty impressions”. Google by deafult show the ads to anyone and all over the Internet, so configuration of filters is crucial for not overspending, and making sure money are being spent well. You want to be sure ads will be shown to those who are most likely to buy and avoid places that generate low-value touch points, such as gaming and dating mobile aps, music channels, nieche websites, content for children etc.