Remarketing is a great way to continue advertising to people who have already visited our websites, but there are many things that could be done beyond just showing them ads over and over. With following optimizations, you can get remarkable results.
This post will get you through some guidelines on AdWords (Google Ads) remarketing best practices for optimization, but don’t forget to discover the most effective ways of doing things.
Optimization in remarketing comes in a few different forms:
While your results may vary, we’ve found the most success with remarketing ads when they are brand focused. This is because the people you’re targeting are familiar with your website. They might not pay any attention to a random creative advertisement, but they may be much more likely to notice an ad that’s touting a brand they’re familiar with. This is especially true if you plan on testing special offers for remarketing visitors. They may not notice a discount or sale if they don’t notice that it’s for a site they’re familiar with. Our best advice is to start with ads that match your website and your brand as a control set of ads and test from there.
For the most part, you can probably direct remarketing visitors back to wherever they came from. If they got a remarketing cookie from a product page, it’s probably safe to land them back on that product page. However, if you’re planning on offering specials to them, you’ll want to create a custom landing page that reflects that deal. If they come back to the site and don’t see anything about the deal they were promised in the ad, they’re likely to bounce.
It’s a bit tricky to do placement exclusions for remarketing. If you’re not familiar with what we mean, placement exclusions happen when you download a placement report and decide which sites your ads are performing poorly on that you should block from showing your ads. This is a very easy task when you’re dealing with topics or contextual marketing on the Display Network. Then, you can look at performance and relevancy at face value. However, with audience targeting, such as remarketing or interest category marketing, then you’re targeting the person who happens to be on that website. Content relevancy of the page itself may not be as important in AdWords remarketing campaign as it will be in other Display campaigns.
So, what do you do? You’ll still have websites that perform poorly, and you should still exclude them. Even though we’re targeting the people visiting the site, some sites attract bad people (i.e. people who don’t want to give you money) more than other sites, display your ads in such a way that invite accidental clicks, etc. We recommend being more tolerant with your Adwords remarketing placement performance. Give those sites as much tolerance as you can within your goal margins.
Most importantly, Something that goes extremely good for one account may not be the most effective for another Google Ad account, so it is recommended that keep on testing and trying new ideas within your remarketing campaigns and finalize the best running campaign based on its performance.
Feel free to ask any questions in the comments or contact us if you need any PPC service to grow your business through Google Ads.
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Xenia Consulting is a professional digital marketing agency in Pune that leverages inbound marketing to deliver business leads for you. We do this by generating meaningful and relevant content and then driving it effectively to influence your prospects, using a mix of social and digital channels.