6 Tips for a Successful Remarketing Campaign
Who has a better chance of becoming a paying customer — a random user who is searching for relevant goods and services, or someone who was one click away from actually making a purchase on your website? The answer to this question is why remarketing is such a powerful tool in Google AdWords.
Your chances of scoring conversions (and improving your ROI) rises significantly among shoppers who've already confirmed their interests in your business.
Setting up remarketing campaigns is easy and fairly straightforward. But like any other aspect of online advertising, you won't get the most from remarketing unless you pay close attention to the details. Read on for six tips for boosting the success of your remarketing campaigns.
1. Start with Top-Performing Campaigns
A full-scale plunge into remarketing could significantly increase your AdWords costs. For the best ROI while minimizing cost increases, consider focusing your remarketing efforts on your top-performing campaigns.
This is the lowest hanging fruit because you know your offer works and it’s just a matter of squeezing more conversions out of the campaign. Then, once you gain more experience, expand to other campaigns in your account.
2. Don’t Be Afraid to Bid Aggressively
A Wordstream study found that, although remarketing click-through rates declined over time, conversion rates nearly doubled among shoppers who viewed ads twice! That's a huge bump, and it's worth bidding more than what you'd pay for typical ad placements.
Remember, with remarketing you’re showing your ads to prospects who already expressed interest in your product or service. This tends to lead to higher conversion rates and lower cost per sale.
Of course, not all website visitors should be treated equally. Prioritize and bid more aggressively for the visitors who made it further down the sales funnel. For example, a visitor who made it to the order form and then left is more likely to convert via remarketing than a visitor who left the site after reading just one page.
3. Make Remarketing Campaigns for Known Customers
Remarketing is great for connecting with interested shoppers, but don't forget about actual customers. You can specifically target people who've made purchases or requested more information. Do this with tailor-made campaigns that advertise new goods and services.
Remarketing is also a great way to inform your known customers about sales, discounts and other special offers. These campaigns are more likely to resonate with people who've already built up trust in your business.
4. Take Advantage of Broad Keywords
Broad-match terms are often viewed as the kryptonite of keyword lists. They're vague and nonspecific. They'll get you a ton of traffic for cheap, but a good chunk of that traffic won't be from interested shoppers.
Unless it's a remarketing campaign!
Broad-match keywords are fantastic with remarketing, because you're only targeting interested shoppers. For example, if you owned a house painting business, normally you wouldn't want to use "paint" as a keyword because you'd get too much irrelevant traffic from other searches. (The top related searches for "paint" on Google include "paint games," "paint Microsoft" and "paint app.”)
However, if you're targeting people who've already shown interest in your business, then you don't need to worry so much about them finding you again with a paint-related search — even if it's not entirely relevant.
Taking advantage of cheaper broad-match keywords can re-engage shoppers more quickly and at reduced costs.
5. Offer Special Discounts to Shopping Cart Bouncers
There are all kinds of reasons why people leave websites without buying what's in their shopping carts. Sometimes, people just get busy or distracted. Other times, they may have second thoughts. Whatever the reason, these folks were, at one point, just a quick checkout away from becoming paying customers.
Thanks to remarketing, you can target ads specifically toward shoppers who bailed from your shopping cart page. Why not incentivize them to finish what they started by offering them an attractive coupon?
6. Don't Pester Shoppers
Remarketing is a great tool for engaging with interested shoppers, but put yourself in the consumer's perspective. What do you feel when you're bombarded with the same ads either online or on TV? Chances are, you don't like it. Neither does your advertising audience.
Fortunately, you can avoid this by adjusting the duration and frequency capping settings within your remarketing campaigns. The duration is how long your ads follow each shopper. With frequency capping, you can set how many times a person sees your remarketing ads per day or per week or per month.
Remarketing is a powerful tool for putting your ads in front of shoppers who you already know are interested in what you're selling. To be able to communicate directly with these potential customers is a huge advantage, and that's reflected by generally higher CTRs and conversion rates among remarketing campaigns.
That said, remarketing is not guaranteed to work without the right optimization techniques, which we've reviewed in this post. Follow these tips, and you'll be well on your way toward reconnecting with shoppers who are already close to becoming your customers.
Want more tips to improve your Google AdWords performance? Click here to get a copy of our Ultimate Google AdWords Checklist.
Phil is Founder and COO of Main Street ROI. Phil leads the company’s operations and is primary creator of Main Street ROI’s marketing training programs. He is an expert in search engine marketing, website analytics, and sales funnel optimization. Phil’s marketing thought leadership has been published on Forbes.com, Inc.com, MSN.com, and many other major business media outlets.
Phil earned his Master of Engineering Management degree from Thayer School of Engineering and Tuck School of Business and his Bachelor of Arts and Bachelor of Engineering degrees from Dartmouth College. While attending Dartmouth, Phil started every game on the varsity football team as the defensive safety.