Successful Remarketing Criteria
Having a successful Remarketing Campaign goes beyond just tagging your website’s landing pages, to give cookies to your visitors. Designing custom tailored ads, according to the visitors’ onpage activity is just the first step towards the goal of achieving your goal: getting your potential customers back.
Criterion #1: Define your Remarketing StrategyGetting to know the target audience you wish to address your ads to, is the first step towards a successful campaign. Develop your whole campaign accordingly, whether you target all your site visitors or just the visitors of a specific landing page. Each strategy demands both a different approach, as well as different (and sometimes more complex) design & copy needs.
Hint: There’s always some better way to formulate your remarketing audience: “Added item to cart AND did not buy” being an all time fav.
Criterion #2: Determine the landing pages you tagIn case you wish to focus your Remarketing Strategy to just a number of landing pages, in order to achieve a successful campaign, you have to define which and how many pages you should tag, based on your marketing objectives.
- Targeting the bounced visitors of your top 3 leading pages, to get them back to your store,
- advertising your top selling product pages, to increase sales, or,
- remarketing to your converted customers, in order to further establish awareness
are all great ways to use Remarketing.
Remember, though, that it’s not a onesizefitsall service, which means that individual needs to be taken into account and specialized actions are a must.
Criterion #3: Bid on shopping cart and conversion abandonmentHaving visitors process to the shopping cart or completing a conversion you have set, means that they seem to express particular interest towards your store/business. Having these visitors come back to your website, after they bounced out, is a key element to increase your sales and/or ROI. Therefore, focusing on these landing pages and increasing your ad spend to customers who visited those pages is a necessary remarketing adjustment.
Criterion #4: Consider Google Remarketing Member duration & frequency cappingGoogle Remarketing member duration allows every advertiser to monitor and adjust the time, during which their ads will be shown to the website’s visitors. That being said, Google offers varying choice, from the default 3month period, to the fitforretailstores 30 days. This feature basically gives advertisers the chance to display their ads for the time period after the site’s visit, which they think is ideal, in order to achieve conversions and/or sales.
The frequency capping feature of Google’s advertising platform is another feature which allows advertisers to set the number of times a visitor will be exposed/ will come across their ad, during a day, week or month. Adjusting the frequency your ad is displayed, to appear ideally, so that the potential customer keeps being intrigued is part of the recipe for success.
Criterion #5: Don’t hesitate to TestLast but not least of the criteria for a successful Remarketing Campaign, is A/B Testing your campaign. In order to monitor the ClickThrough Rates (CTR), the views, the interactions and the conversions stemming from your ads, you have to keep testing. Try adjusting the ad messaging as well as some images, to find the combination that produces the best. Optimize your landing pages and apply different variations regarding your ads’ Budget and Callto-Action (CTA) buttons. Even minor changes can affect your campaign in a positive way, leading to an increase in ROI and multiplied conversions to your stores.
Want to keep your online store performance firing on all cylinders? Then missing out on these Remarketing Campaign criteria is not a choice. Get in touch with us, to find the ideal Strategy for your business. Give us a call.