Working in PPC, one of the best, most powerful tools we use is remarketing. So it can be quite shocking when people ask “Does remarketing even work or is it just annoying and off-putting for potential customers.” So with the question in mind, I’m going to answer the question: Does remarketing work?
Question 1: Does remarketing work?
Bottom line yes. If you can use remarketing, then I suggest you use it. It allows you to take full advantage of all site traffic and brand awareness and to follow people around related sites to try encouraging them to click on your ad, which provides you with cheaper clicks and conversions.
Google AdWords remarketing, conducted through the Google Display Network, is a form of online advertising that enables advertisers to show ads to users who have already visited their site while browsing the web. Remarketing, also known as ad retargeting can be incredibly successful and can dramatically increase your ROI.
Question 2: How does Google remarketing work?
Setting up remarketing is quite simple really. It works by placing cookies on our website visitors machine when they meet your criteria. Their cookie ID is added to your remarketing list. You will have several lists with a range of different criteria.
For example, you may wish to target visitors that viewed a particular page or section on your website but didn’t make a purchase or complete an enquiry form.
There are various advertising controls including the length of time that a cookie stays on the remarketing list, an impression cap on how many ads per day are shown to individuals and allows the ability to block ads on different sites.
The Google remarketing feature has recently been through a revision and Google has added more features and controls for advertisers. The remarketing feature now allows more flexibility by using Google Analytics codes, allowing for lists to be created and managed without the need to place the specific code on the website.
Question 3: What do I need to be aware of?
There is a minimum threshold of 100 cookie ID’s on each remarketing list before a campaign can become active when using the Display Network and a minimum of 1000 on the Search Network.
To be successful, it is important to make sure your ad is highly relevant to what your visitors will be looking for and also make sure it contains some form of enticement to encourage them back to your website. An example of this would be to use call outs such as special offers or promotional codes.
If your aim is to raise brand awareness, then you can create ads that achieve exactly that by displaying your brand to visitors over a period, whether that be days, weeks or months. Also, remarketing is part of Google AdWords, so you will be able to track this via conversion tracking.
Question 4: Can I use remarketing on a shopping campaign?
The answer is yes. This is called Dynamic Remarketing. The reasons to use dynamic remarketing:
- Ads that scale with your products or services – pair your feed of products or services with dynamic ads, scaling your ads to cover your entire inventory.
- Powerful yet simple feeds
- High performing layouts
- Real-time bid optimisation
This takes an extra step further, letting you show previous visitors ads that are based on the products or services that individual viewed on your site. With messages tailored to your audience, dynamic remarketing helps to build leads and generate sales by encouraging previous visitors back to your website to complete what they did not finish, for example, adding products into a basket but not completing the checkout.
Are you interested in remarketing? Think this would benefit you greatly? Call DPOM now to get this setup and start seeing the conversions increase.