Investing in your business’ growth is essential to thriving in a competitive market—primarily online. If you are looking for lucrative ways to explore opportunities for your business, remarketing is a beneficial option. Remarketing will allow you to gain some new customers, but using some basic remarketing strategies that work can help boost those numbers and get your business booming.
Look Beyond All Users
The most functional strategy to implement in a remarketing campaign is to look beyond Google’s default All Users setting. When setting up remarketing, Google automatically programs websites with an all-visitors audience—this means every user that visits a website, even if for just two seconds.
Why It Is Beneficial
Going beyond the default “all-users” remarketing helps refine a website’s audience and weed out any low potential converters. While targeting every user that lands on a website provides the broadest possible audience, the quality of those leads is also critical to the success of the ads. Targeting those that do not spend more than 10 seconds on a site is less beneficial than targeting those that spend more than 10 seconds there.
Audience Segmentation is the practice of breaking down the larger audience group into smaller groups with shared qualities or characteristics. Segmenting the audience that visits a site for remarketing can ensure that the ad spend targets those with high conversion potential and lowers wasted spend. Why does segmentation lead to higher conversion? It gives smaller audiences breathing room. For example, the segmentation of cart abandoners may hold 300 users while the general audience of the site users is closer to 300,000. Those 300 people are a significantly smaller group, yet they have a much higher potential to convert, making it a more valuable audience.
Here are some potential segments to try:
- Cart abandoners
- Users spending time on the shipping information page
- Browse abandoners
- Users that utilize the search bar function
There are many other ways to segment an audience. Use your website’s data to inform which audiences are most valuable for your unique business.
Advertise Based on Audience
Segmenting audiences is beneficial to run ads and decide who gets remarketed to at all, but it is also helpful for companies to tailor their ads to the specific group. Ads do not need to promote in a one-size-fits-all sense.
Brands that tailor their ads to address specific group concerns can often find more success in their remarketing efforts. For example, a group of users who spent time on a site’s shipping information page may convert from a remarketing ad that explicitly mentions shipping or promotes a discounted or upgraded shipping code.
Something many brands forget about is where their ads show up. When investing in Google remarketing ads, remember that the ads can pop up anywhere on the internet where users in your audience are visiting. Review your ad placement and disallow certain sites to avoid your ads showing up on less desirable websites or ones where they do not make sense.
Many companies avoid app placements for their remarketing ads because, while adults use many apps, it is more likely that a child sees the ad while playing on an app.
There are many basic remarketing strategies that work for businesses—often, a brand benefits from a unique strategy built for their offerings and audiences. Logical Position knows the settings to use in campaigns to ensure that Google serves the ads to people with the highest conversion potential. It is very easy to set up Remarketing with Google Ad, but it takes time and effort to ensure you’re reaching the most valuable users that have visited your site. Contact us today for more information on how we can guide your remarketing campaign to success through ecommerce campaign management.