9 Remarketing tactics to grow your business

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Remarketing maybe relatively new to the digital marketing world but it is fast becoming an essential tool which warrants its own budget slice. It allows the marketer to recapture the specific interest of that high-end target market who visited your website but did not convert. To put it another way you can continue marketing to the prospective client after they have left the shop!


How does it work?


Visitors are tracked by the cookies placed on their device after visiting your website. Where that placement cookie placement occurred will be dependent on the pages visited and what factor of the sales conversion process you wish to monitor. The tracking then links in with your Google Ad campaigns. The result being an ad will appear on future external website pages the prospective client may visit. It will be specific to the product or service they were interested in buying and designed to negate the reason they did not buy.

Clearly this can add a very powerful tool to your online marketing armoury. But only too often tagging and ad creation are haphazard and are not properly thought out. Here are 9 essential tips to streamline your campaign and maximise resulting leads and conversions:


  1. The goal you create will determine how your campaign is structured 


Bounce stats can be both depressing and enlightening whichever way you look at them, but on their own they are not enough to create robust targeting goals. It is more than just looking at which pages’ visitors have exited. You need to have a clear idea in mind as to the direction of the google ad campaign. Consequently, this will involve determining which type of visitor, funnel, pages, product or service to target.  This could depend upon where the visitor has decided to leave, what product or service they were interested in buying, location of the visitor or which pages are hot landing pages etc.

Determine which type of client you are going to target first and foremost and structure your approach from there.


  1. Create ad groups to target various visitor needs



You will find visitors have left the conversion funnel on different pages. Some may have only been viewing information pages when they left. Segmenting the ad campaign into micro remarketing campaigns (i.e. ad groups) will allow you to focus on the requirements of individual types of visitors. Create different ad group to target those unique needs.  For instance, a visitor who has left the buying cycle on the “delivery” page may be enticed by an ad which offers a discount on postage. A visitor who left on the price page may be enticed further by a time-restricted sale offer.


  1. Time is of the essence



You also need a clear vision of the duration of your ad campaign – what budget you will credit to each segment within it. To determine the latter, you need to have an idea as to how long you follow each visitor with the ad campaign. Google is set to a default of 3 months but this can be changed to suit your ad group. A shorter period of 30 days is great for retail – it catches the visitor with their original desire in mind but does not batter them to death with the idea.


  1. Use different sizes for your ad


As much as the content of the ad highlights individual visitor groups, it is also important not to forget the shape and size of the ad itself. Each site that your ad will be seen on within the Google ad network may call for a unique size or shape so it is important to cover this eventuality by creating ads in more than one guise.


  1. Hot traffic needs a higher budget


It is difficult to know which product or service a visitor was interested in when they have bounced from the home page or a page more to do with information or brand awareness. The visitors who are going to be much easier to convert are those who have travelled partly down the conversion funnel already. Hence this is where you need to be spending your budget. To balance the campaign, lower outlay on home page and non-converting pages. Also, target this audience to re-provoke that interest by using blogs, webinars etc.

There is a school of thought that why waste budget on clients who are going to buy from you anyway. But use the ads to keep your brand top of mind.


  1. Click bait to entice your visitors back


When visitors have fallen away in the conversion process it calls for more aggressive ads which talk of discounts, savings and special offers. Clearly, these visitors know what the product is and they need that extra prod to make the sale. Discounts need to be linked primarily to those specific products or services visitors almost converted on. This could be something like: “20% off until end of November” or 15% off for first time buyers.


  1. Think long-term and don’t forget brand awareness


Don’t forget those visitors who visit one or two pages and disappear. Especially the ones who perhaps visit your information pages a lot. This type of visitor is becoming loyal to your site and need a more nurturing ad which pushes brand awareness and a link to a page which offers free info, or an eBook or white paper etc. Ok, they may not be the first to convert but you are enhancing brand awareness, loyalty as well as playing the long-game to a conversion in the future.


  1. Don’t over egg the pudding 


A word of warning. Re-targeting can make people very angry. If they are seeing the same ad for the same product again and again they can feel like they are being stalked! (a little like that over-zealous shop assistant when you just want to browse). You need to get the frequency of the ads right. Through the Google ads remarketing dashboard you can set how often they are seen over a month, day or week. For more “urgent ads which are offering a discount within a set period there may be a necessity to be more frequent but be careful of over-exposure.


  1. Refresh those tired ads


For the same reason make sure you refresh those ads you have been using a long time. They may not be causing outward irritation but they may lose that powerful message and engaging quality when they are seen too often. They just become part of the web page “furniture” and are not given a second look. Think about re-writing content or changing the image to keep it enticing.




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