Retargeting, another name for remarketing, is the practice of displaying advertisements to users who have already interacted with your ads or visited your website.

Remarketing is carried out by inserting a small piece of code that enables a company to keep “cookies,” commonly known as data on user behavior and “PPC Expert” search history, on the user’s computer.

The information can then be applied to a more focused advertising strategy. This target market is thought to be the most likely to interact with your advertisement once more by clicking on it and making a purchase.

Remarketing campaigns are more affordable and accessible on a variety of ad networks and platforms, including Facebook Ads, Bing Ads, and the Google Display Network.

It can be a very effective advertising strategy for both direct conversion and brand awareness-building.

This article outlines seven best practices for remarketing agencies to use in order to enhance client performance through a successful, goal-driven campaign.

Remarketing Guidelines

1. Concentrate on high-value clients

By focusing only on the customers who are most beneficial to your company, you can spend less money. A valuable customer is one who has the potential to spend money and is more likely to convert. Give users who linger on your website or product pages more attention.

Make a list of current customers to target with remarketing ads. Keep in mind that audiences have a membership duration, which means that cookies added to an audience will expire after a predetermined number of days, typically one month.

2. Establish remarketing campaign objectives

An example of a remarketing campaign goal is to convert cart abandoners from the previous month into paying customers this month, or to reach a specific sales or subscriptions goal.

Establish specific campaign goals because only by doing so will you be able to monitor your progress.

Shopping cart abandonment will rise as more consumers switch from in-store purchases to online and mobile purchases.

According to a study, 75% of people who leave items in their shopping carts unfilled say they’ll come back to the website later to finish their transaction.

According to estimates, advertisers could recover about 63 percent of abandoned goods with carefully thought-out remarketing campaigns.

3. Limit the number of times ads are displayed.

In order to prevent your current and potential customers from becoming turned off by the volume of advertisements for your goods or services they see, the remarketing ads can also be restricted to a specific number per week or per month. Your target audience won’t feel harassed if the frequency of the advertisements is restricted.

Go to Advanced settings and select Ad delivery to limit the frequency of advertisements. Ad rotation and frequency limitation. Your desired number of impressions per day, week, or month can be set for frequency capping. As an alternative, you can allow Google “PPC Expert”  to choose how frequently your advertisement is displayed.

4. Refresh ad copy

If you frequently display your ad to the same users, keep it fresh because they will want to see new information, so continue testing various ad copies.

Because the same marketing strategies are unlikely to be effective for different market segments, remarketing ads can be highly personalized, and you must do so.

Create tailored advertising copy for each of your target audiences, and consider whether the calls to action also need to be modified. You can also run tests on various ad sizes to determine which are most effective with your audience.

Don’t forget to include your brand name and call to action.

4. Audience segmentation 

Create advertisements based on the interests, demographics, and behavior of the target audience (homepage only visits, product page visitors, blog readers, infographic and eBook downloaders, etc.). On the Google Ads Shared Library Tab Audience Manager section, you can manage your audiences.

Users who have abandoned their shopping carts within the last two months can also be divided into groups and then targeted as an audience. These users are potential buyers because they were at the top of the purchasing funnel.

Additionally, you can combine several of your current audience lists to create Custom Combinations, or a new audience. The personalized mix may be directed at both the audience of app users and the audience of website visitors.

Use dynamic remarketing, number six

To find the best products to market to your desired target audience at a specific time, use dynamic prospecting. By doing this, you’ll have a better chance of attracting new users and clients.

Using dynamic remarketing, you can show users tailored ads based on the goods or services they have looked at on your website.

These ads have a variety of templates, and Google displays them to users based on their search history. The objective of the dynamic remarketing campaign is to maximize the value of current customers.

7. Test campaign results

You can experiment with a variety of remarketing campaign elements, including:

Ad copy analysis

A conclusion

Running a remarketing campaign often results in very good performance for PPC advertisers in the UK. However, many advertisers employ a “set it and forget it” strategy for remarketing campaigns, failing to optimize them. To further enhance the performance of your remarketing campaign, use these seven best practice recommendations for running a successful remarketing campaign.