Remarketing is a clever way to connect with website visitors who did not make an immediate purchase or enquiry. It enables you to place targeted ads in front of a defined audience that has previously visited your website – as they browse the internet elsewhere.
Remarketing is a rapidly expanding area of digital marketing. It is a tool that allows a marketer to continue a conversation with a user, increasing the likelihood of a conversion/sale and increasing a customer’s lifetime value.
You know that people’s attention spans are short, so you need remarketing to keep your brand at the forefront of their minds as they navigate cyberspace.
What exactly is PPC? PPC is an abbreviation for pay-per-click, an internet marketing model in which advertisers pay a fee each time one of their ads is clicked. It is essentially a method of purchasing visits to your website rather than attempting to “earn” those visits organically. One of the most common types of PPC is search engine advertising.
Google AdWords is the most popular PPC program, accounting for roughly 90% of PPC ad dollars.
Using Google AdWords (now Google Ads)As the first major ad platform in the remarketing game, Google AdWords provides numerous opportunities to reach previous website visitors with advertisements of any format.
Criteria for the audience
Depending on the contingency, AdWords prescribes minimum sizes for remarketing and similar audiences context:
Remarketing for search: 1,000 active users in last 30 daysRemarketing for display: 100 active users in last 30 daysSimilar audience for search: Corresponding audience must include at least 1,000 individualsSimilar audience for display: Corresponding audience must include at least 5,000 individuals
To track audiences, AdWords uses a universal remarketing tag that can be put in place across your entire website
Using the AdWords tag, you can define criteria for your audience based on URLs visited within your site and on referring URLs. You can combine multiple criteria to group together people who visited multiple pages and to add exclusions. For instance, you could target people who viewed products on any URL containing /product/ and exclude people who converted on any URL containing /thank-you.
Next, you can choose to retroactively include people who match your criteria from the past 30 days (assuming the tag has been in place on your site from that point in time) or choose to only include individuals who match the criteria moving forward. You can also define the duration for which people remain in your list, which can range from 1 to 540 days.
Types of remarketing campaign type
A little case study about our platform, we had $5 daily spend
This amount is kinda small for SEM
Our strategy: 1. We activated the remarketing to build and save the people who had visited the site
We then spend the whole $5 for the first 3days on search only.
3. On the 4th day we spent $3 on search and the remaining $2 on display remarketing
By then we already met the minimum requirement for audience size, the display was only popping up for those who clicked on our site via search
4.on the 6th day we reduced search to $2 (small right?), then focused the $3 on those who have visited before for TOMA and conversion
5. After few hours people started signing up, and enquiry calls started coming in