Expert Tips For Is A Remarketing Campaign Worth It

The user saw your ad – they didn’t click – they moved on. So should you…right?! 

With an average of only 2% of potential online customers that make a purchase after their first visit to an online store, that missed opportunity could be massive. A remarketing campaign can be a great way to reach those potential customers who maybe weren’t ready to convert the first time they viewed your product or service – but now they are! 

What Is Remarketing?

In the world of digital marketing, remarketing is the process of delivering ads to users around the internet who have previously visited your site. The process relies on that thing with a funny name you’ve heard of called “cookies” – a “cookie” is placed on your device when you visit a site that uses them and you also meet their criteria for activation. This could mean that you visited a specific URL for a product or service and left without buying.

Types of Remarketing

• Display remarketing – the most popular type, these ads are paid to appear on a third-party page thanks to cookie tracking.
• Search remarketing – as the name suggests, this uses paid ads that track users all the way back to a search engine results page (SERP) like Google.
• Dynamic remarketing – this type will look different to each unique viewer, as the specific ad deployed depends on a combination of actions to result in a dynamic ad – this option is much more personalized to the viewer.
• Video remarketing – create a short ad to place in front of YouTube videos, for example, to remind viewers of your product or service
• Email remarketing – make use of your email marketing lists and send out abandoned cart reminders or newsletters with targeted discounts
• Social Media remarketing – this tactic focuses on mainly in-feed ads, often based on users’ visiting habits of a business’ social channels

How to Create a Remarketing List in Google Ads

1. In the Tools & Settings of your Google Ads account, go to Audience Manager under Shared Library to find all your selected audiences.
2. Create a new audience by clicking the top left blue button.
3. To make a Remarketing Audience, select Website Visitors.
4. Give this new audience a name.
5. From there, determine based on the provided list what sort of remarketing campaign you want to run.
6. If you’ve chosen a campaign targeted to visitors of a particular URL, next you’ll specify what those URLs and associated keywords are.
7. Then tell Google to populate the list with visitors from the past 30 days or to start a whole new list.
8. Choose the length of time those visitors will remain on the remarketing list.
9. It’s a good idea here to add some details in the description of the audience to help you stay organized.
10. Finally, press “Create Audience” and wait for the approval from Google Ads – it can take as many as 24 hours.

Remarketing and Retargeting – Are They the Same?

The two terms are commonly used as having the same meaning, but there is some technical nuance you may want to consider.

• Remarketing is really about reminding and upselling specifically through email with prior customers
• Retargeting is officially about paid ads to encourage re-engagement with new potential customers

Psst!…Take a look at Agency Partner Interactive’s Guide to E-commerce PPC for some deeper-dive tips on how to get started with paid ads!

Is It Worth Investing in Remarketing?

Here it is – the whole reason you clicked through to this post – Is a remarketing campaign worth it?

YES!

With benefits like these, how could the answer be anything else?!

• Boosted CTR

No more important a reason, the average Click Through Rate increase alone makes the effort worthwhile. No other type of ad has a better ROI thanks to the inherent fact that the viewer had some interest in your business from the start – they’re already warmed up for the customer journey!

• The reach of new customers

Remarketing doesn’t just reach people who directly interacted with your site. You can also manage your campaign to reach those who were simply looking at similar items or services.

• Positive user experience

A lot of users simply get distracted when in the middle of trying to make or decide on an online purchase. Remarketing to them can be a very useful and positive experience with your brand.

So, is re-marketing worth it? The answer is absolutely and unequivocally yes. It’s been shown to increase ROI for businesses of all sizes and industries and can be a major boon to your bottom line when done correctly. That said, it’s not something you should just dive into without some planning – there are different types of retargeting, after all, and not everyone will be appropriate for your business. But our team at Agency Partner knows how to make re-marketing work for you – so contact us today to get started!