Google Ads remarketing can be a great way to keep your business in front of potential customers, but using the right strategies is key. In this blog post, we’ll share some of Agency Partner’s favorite simple tips for getting the most out of your Google Ads remarketing campaign. Whether you’re just starting out or looking to optimize your current strategy, we’ve got you covered!
Apply A/B Testing
We love a good A/B test for how much you can learn from such a simple process. Find out what works best for your company, your industry, and your audience by optimizing with all the data an A/B test can gather for you.
Try Dynamic Remarketing
While standard remarketing puts your ads in front of internet users who have already recently visited your site, dynamic remarketing makes it possible for those ads to be automatically tailored even more to what your previous visitors are most likely to respond best to. This can be anything from customizing layouts to optimizing timing.
Expand Your Targeted Segments
Maybe your ‘customer needs’ focus is too narrow. Expand the range of who your ads are reaching by targeting new user segments with different ads. Consider the users of your mobile app, too, and what their needs are versus those who access your site on a desktop. Never underestimate the impact on conversion of user experience.
Change Up Your Max Bids for CPC
If you prefer the control with setting manual bids instead of relying on automatic bids, take another look at what you’ve set as your maximum amount per CPC or cost per click. It may be worth upping the budget so that you increase your chances of having your ad top the high search volume pages.
Leverage Cart Abandonment Opportunities
Cart abandonment has gotten a lot of attention from marketing departments lately, and for good reason. A visitor who already went so far as to click or press ‘Add to Cart’ shows much higher purchase intent than a visitor who just took a lingering glance at a product page.
Savvy remarketing to these easy converts may mean offering a small discount to help get them through the finish line of making the purchase. They’re certainly a segment worth a higher CPC bid in our opinion.
Make the Most of Remarketing Time Limits
Capitalize on the modern short attention span and set your automations to reach out to your remarketing targets quickly before they lose interest or completely forget about why they initially were interested in your product or service. If you have multiple remarketing ads running, you can customize different durations for each of them!
Note: It’s recommended to start with a duration of 30 days, meaning your ad reaches visitors who didn’t take further action on your site in the previous 30 calendar days. Adjust from there to find the best time limits for your particular audience’s response.
Set Up Responsive Ads
Similar to dynamic remarketing, this option helps automatically adjust your ads to the best dimensions for whatever space it appears in. It’s a big time-saver for sure!
Reassess Your Frequency Cap
What’s one of the worst things you can do as a marketer? Annoy your audience to the point it creates a negative brand perception. When making these settings and planning your remarketing campaigns, think about your real motivation with them – you’re not bombarding visitors with your brand or client’s existence; you’re just gently reminding a visitor of that item they may want to revisit.
Keep this in mind, especially when figuring out how often an ad is shown to a user, and it may have to be trial and error as there is no set universal number. How much is too much for your specific audience?
Avoid Negative Brand Associations
Maybe there are particular brands or publications you don’t want your own brand to associate with and advertise on. Google Ads allows you to set specific sites and their categories you want excluded from your remarketing campaign displays.
Widen Your Target Location and Language Settings
Unless you’re a local business and want to keep it that way, consider expanding the locations you reach and the languages your site can be translated into. It’s such a simple switch that can help make sure you’re maximizing audience potential.
Remarketing can be an extremely effective way to reach out to customers who have already shown interest in your product. By using the strategies we’ve outlined in this post, you should be able to create a remarketing campaign that drives traffic back to your site and increases conversions. Need help getting started? Contact our team of experts at Agency Partner. We’d be happy to help you get the most out of Google Ads and increase ROI for your business.