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Let’s face it, we’re all looking for ways to improve the quality and, vitally, the relevance of our leads using pay per click (PPC). An extremely effective way to do it is through re-marketing – re-targeting the people who have a proven interest in your website & its products or services.
PPC is not cheap, but by optimising your re-marketing campaigns, you can increase the ROI of your efforts very quickly. Re-marketing allows you to tailor your PPC campaigns to your specific business goals – especially if your business is built on repeat custom. In this article, I’ll talk you through how re-marketing lists can be used to reduce abandonment, bring visitors back to your site and how to avoid becoming a re-marketing stalker by placing caps on its activity.
Want to know more? Read on!
Re-marketing helps you to reach people who have visited your website. It consists of a static image, video or text ad placed on the Google Display network.
How is it different from standard display advertising, you ask? It’s simple…targeting. Re-marketing boosts the quality and relevance of your PPC leads, ensuring that each person on your PPC lists has visited your site before, and thus demonstrated previous interest in your product or service.
These people, after all, are much more likely to convert than first-time visitors.
Re-marketing allows you to find the people who’ve visited your site before by using a special tracking code, placed in the cookies of anyone visiting your website. A re-marketing list can be set up using Google Analytics, and can be customised, depending on the intentions of your re-marketing campaign.
So how to make sure your re-marketing is as effective as possible?
More than 60% of online shoppers abscond before completing an online transaction. It’s in your interests to try and entice some of those defectors back.
In order to re-target those who’ve visited your site before, it’s important, of course, to understand why they were there in the first place, and what it’ll take to get them back.
The first step is to analyse your data and then develop a strategy – choosing which site visitors to target ads to, which to target separately and which to avoid targeting at all. You can separate these audiences based on the product page they visited, the point at which they abandoned the checkout process or the pages they didn’t visit.
Harassment is a very easy way to alienate potential leads through PPC. If you show audiences on your re-marketing lists your ad too many times or for too long, they are likely to get very annoyed, very quickly.
Frequency capping allows you to decide how often you’d like each person to see your ad during a set time period. Pick a frequency cap according to your individual business goals. For example, if your customers demonstrate a long average time between conversions, they should need fewer reminders of your brand, whereas if you business is built on regular repeat business, more frequent ads could be more appropriate.
It’s really up to you to be clear on your audience, business goals and where your Adspend will be most effectively targeted.
Need help generating re-marketing codes or coming up with a strategy to optimise your re-marketing lists? I’ve 10 years experience in the digital industry, and can offer you the outsourced expertise of a digital director today. Get in touch, I’ll be happy to help.
