The practices may take some time, but these general remarketing guidelines will help you create a valuable remarketing campaign for your company.
1. Segment audiences based on user intent
Proper segmentation is critical to the success of your remarketing efforts. The best way to do this is to take a big picture look at your site and mentally group your pages according to a few different categories – product/service pages, informational pages, resource pages, your homepage, and so on.
You then want to determine user intent with regard to these page groupings. Continuing with the page groups above, for example, users on your product/service pages are likely closer to converting, while users on your homepage might just be checking out your company for the first time.
If you set up retargeting audiences based on these page groups, you can then tailor your ads to match user intent. You might want your more aggressive, salesy ads to target your “product/service page” audience, while you could offer additional resources to your “homepage” audience instead of pushing sales on them.
When it comes to retargeting campaigns, segmenting your audiences according to user intent properly is a great way to boost your effectiveness.
2. Put a frequency cap on your retargeting campaign
This is one of the single most important step in all of remarketing. Google allows you to put a frequency cap on your remarketing campaign, so that users aren’t getting blasted by your ads 24/7.
You can choose a monthly, weekly, or daily limit, but you should almost always err on the conservative side. Internet users fully expect advertisements, but they will take note if they’re seeing ads for “Joe’s Body Shop” 5 times a day.
AdWords keeps tabs on your frequency data, so if you’re not sure exactly where you should set your frequency, you can always raise or lower the cap after you have some data to dig into.
3. Don’t waste money on users that have already converted
This is one that’s easy to forget about. After a user converts (via your remarketing campaign or otherwise), they’ll still be a part of whatever audience list they initially were added to until that cookie expires.
This means that even after they purchase a specific product, they could still see ads for that product – which is a waste of your advertising budget.
This is where “burn pixels” become useful. These are tracking pixels that remove users from a certain remarketing list.
It’s easy to solve this issue with Google. You can simply create a new remarketing list consisting of users that have converted. And then you can save that list as a “negative audience” within your remarketing campaign, as users who are customers already, won’t be targeted by that specific campaign.
You can even go a step further here and target those already-converted users with new ads, either upselling them, offering other resources, or whatever else you might want them to see.
4. Send remarketing traffic to tailored landing pages
This tip applies to any online advertising campaign, but is even more applicable when it comes to remarketing audiences.
If you’re running a normal AdWords campaign, you can create landing pages tailored to users based on the keywords each ad targets. With remarketing campaigns, you can do the same thing but based on past behavior, which is often a stronger foundation for landing page relevance.
Because you know they’ve already been on a certain section of your website, you can be even more confident that you know what they want to see in a landing page. Taking the time to set up proper landing pages for your remarketing campaigns can result in some of the highest landing page conversion rates you’ll ever see!
Do you have any remarketing tips and tricks?
The techniques for remarketing may vary according to the type of industry and business. If you have any suggestions for remarketing audience segmenting, optimization techniques, or any other tips related to remarketing, let us know in the comments below!
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