Remarketing lets you reach people who have visited your website but did not convert, or target previous customers when they are active online. People who have visited your website are more likely to visit again, and those who have bought from you previously are also more likely to become repeat customers.
As well as driving sales activity, remarketing campaigns can also be used to increase registrations and newsletter sign-ups, increase brand awareness and increase engagement with new website content.
In this blog we are going to look at how we can drive sales and encourage repeat purchases and upselling with remarketing campaigns through Google AdWords.
When it comes to remarketing, a large chunk of time is required for planning and determining how it will help you reach your business objectives. Campaign types, audience criteria and ad creative all need to be considered before you jump in.
Creating Remarketing Lists
Remarketing lists allow you to set the criteria for who will see your ads so it’s vitally important that you take some time to think about these before starting your remarketing. We need to think about our business objectives before we decide which remarketing lists we are going to create within Google AdWords.
To drive new sales, remarketing can be used to encourage website visitors who viewed a particular product but did not convert, back to the website to purchase. So when creating this list, the criteria may be something like this:
· Target users who viewed a particular product but did not convert (reach the purchase confirmation page e.g. /thank-you/)
When creating the criteria for this list, we want to select visitors of a page who did not visit another page. We add the product page URL to the ‘People who visited…’ field, and the thank you page URL to the ‘But didn’t visit…’ field.
To drive repeat sales and upselling, marketers can use Customer Match, a new remarketing feature that lets you show ads to your previous customers based on their email address. These retargeting lists can be particularly useful for upselling to previous customers. We can export a list of customer email addresses from our customer database who we know have purchased a particular product, and create a tailored ad to drive sales on another related product we know they will be interested in.
For example, you are the owner of an online Water Sports Store and you have an upcoming promotion on a range of life jackets. You can export a list of customer email addresses who have previously purchased kayaks, jet skis, canoes etc. and target these customers with an ad for the life jacket promotion.
*Note – Customer Match is currently only available on Search, YouTube and Gmail. It’s not available on third-party sites on the Google Display Network.
Instructions on setting up a customer match campaign – https://support.google.com/adwords/answer/6276125?hl=en-GB&ref_topic=6296507
Pro Tip: You should have a separate remarketing campaign for each list you create.
Adding the Remarketing Code to the Website
Before we can do any remarketing activity, we need to add the remarketing code to our website so we can begin to capture our audiences. There are two ways in which remarketing code can be added to your website; Google Analytics code and Google AdWords remarketing code.
In Google Analytics go to the Admin tab and under the Property section and select Audience Definitions > Audiences. From here you will be able to enable remarketing and create your remarketing lists where you can set the criteria for users to meet before your remarketing ad will display to them.
You may need to update your Google Analytics tracking code to enable remarketing. Learn to enable remarketing in Google Analytics – https://support.google.com/analytics/answer/2444872?hl=en
In The Google AdWords interface go to the Shared Library in the right hand column and select Audiences. From here you can select Set up remarketing which will provide you with your remarketing code along with instructions on how to implement the code. You will also have the option to forward these directly to your web developer.
To use dynamic remarketing to show users exact products they viewed on your website, you will need to implement additional code to your website.
Dynamic remarketing set up guide – https://support.google.com/adwords/answer/6077124?hl=en-GB
Types of Remarketing Campaign
There are currently five different kinds of AdWords remarketing campaigns. Your business objectives will determine which campaign type/s is best for your business.
Standards AdWords Remarketing – Show ads to your past visitors as they browse Display Network websites and use Display Network apps.
Remarketing List for Search Ads (RLSA) – Show ads to your past visitors as they do follow-up searches for what they need on Google, after leaving your website.
Dynamic Remarketing – Show dynamic ads to past visitors with products and services they viewed on your website as they browse Display Network websites and use Display Network apps.
Video Remarketing – Show ads to people who have interacted with your videos or YouTube channel as they use YouTube and browse Display Network videos, websites, and apps.
Remarketing List for Mobile Apps – Show ads to people who have used your mobile app or mobile website as they use other mobile apps or browse other mobile websites.
Remarketing Ad Creation
One of the best features of remarketing is that you know the previous website behaviour of the user before you serve them your ad. This allows us to create an ad that is tailored to that user’s previous website behaviour and what action we want them to take next. For example, if we are looking to encourage repeat purchases, we can tailor the ad content to include a discount code for the consumer’s next transaction.
If you don’t have a designer, you can use the free AdWords Image Tool to create surprisingly good remarketing ads but they won’t quite match the quality a professional designer.
Some best practice tips for creating remarketing ads are:
· Make sure the ad matches the theme of your website and users are able to easily identify the ad belongs to your website
· Include a call to action button for what you want to the user to do
· Include a text ad for websites that don’t support image ads
List membership duration: The maximum days for remarketing list membership is 540 days. It’s very tempting to put this figure in so that you are able to retarget website visitors within roughly the past year and a half however we need to think about how annoying it may be for a user with an ad following them around the internet for almost a year and a half! Use your experience of dealing with your customers to think about their average time from enquiry to sale and look to set the list membership duration just over this period of time.
Frequency capping: There is a very fine line between reminding audiences about your brand or products they viewed on your website and stalking them until they hate you. Frequency capping allows you to set daily, weekly and monthly limits on how often audiences see your ads. You can set the frequency capping in the settings tab but you must have ‘All Features’ enabled. As a general rule I like to set a limit of 10 impressions per week.
After your campaign has been running for a while and has significant data, you can test the frequency cap to see if you can increase the performance of your remarketing campaigns.
Prevent your ads showing on bad content: There a number of content types that you more than likely don’t want your ads to show on, for example sexually suggestive content, but luckily AdWords provide you with the option to exclude them. Go to the Display Network > Placements and scroll to the bottom of the page.
Select the ‘Site category options’ and exclude categories you do not want your ad to appear on.
And lastly, don’t forget to action the normal PPC campaign optimization techniques for your remarketing campaigns:
· Test your landing pages
· Test your ad creative
· Review performance by location
· Review performance by time of day
· Review performance by device, and
· Review performance by demographic
I have personally found success with remarketing when campaigns are targeting viewers of one particular product with a tailored message around that product, such as a product specific promotional code. If you’re new to remarketing, start with one remarketing campaign to test the water before creating multiple remarketing campaigns.
About The Author
Stephen Brennan – Digital Success Executive @ Engage