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Being in Marketing for many, many years we get asked several questions repeatedly. One of those questions is What is the absolute best marketing strategy for getting an ROI, basically what solution do you get the most from with little effort. The answer is easy and quite clear, except it always needs to be explained but that strategy is Remarketing. The explanation that is needed is that remarketing can not work alone, it needs to be added to work with other strategies.
Remarketing fits almost every marketing strategy because it’s one of the lowest-funnel and most adaptable campaign kinds available. If you’re thinking about investing in remarketing – or already have – make sure you’re getting the most out of it by following the advice below.
1. Stay away from the Junk in Junk Out Syndrome.
Have you ever heard the phrase “garbage in, garbage out”?
Consider remarketing as a river that receives water from a variety of sources. If one of those streams becomes contaminated, there will undoubtedly be problems downstream. Remarketing is the process of re-engaging traffic that has already shown interest in your content. If the traffic was never relevant to begin with, re-engaging it is unlikely to result in a conversion.
A remarketing campaign may not be performing correctly because one of the initial traffic sources may not be providing quality traffic. So, what’s the best way to get to the bottom of it? Was Remarketing Effective at First, but Then Failed? Look at any new ads or traffic sources that ramped up around the time remarketing started sputtering if it used to perform well but then started spinning. You could come upon a smoking gun. It could not even be anything the marketing department started — it might be something as simple as a news piece with a link to the website.
Examine the site’s statistics to see if anything stands out. Look for any traffic sources, landing sites, or campaigns that don’t appear to be bringing in quality visitors.
It is possible that the issue may not be as comprehensive as a channel or a campaign. Instead, it might be a handful of overly broad terms. It’s also possible that your viewers need to be segmented even more.
Be a proactive driver when it comes to traffic. Even if the traffic is “free,” quality usually outweighs quantity. Consider this, a contest giving away large, expensive products that everyone – not just your prospects – desires. Suppose your organization decides to run one of these. In that case, you should consider deliberately omitting them from your remarketing campaign, or at the very least, segmenting them into their own ad set or ad group.
2. Analyze your remarking campaign
Many digital media managers don’t have absolute complete control over their marketing efforts. It’s very hard to regulate all external elements that might influence website traffic. However, we do have control over the audiences we employ. (Assuming there is enough traffic in the pool.) The audiences in use are, without a doubt, the most significant aspect of remarketing. With audiences, the objective should be to identify different levels of intent based on the activities done and participation.
You can then match those audiences to the purchase funnel to make sure you’re sending the right content to the right people at the right time. You must examine your data and then analyze it to establish who those audiences should be.
3. Examine your remarketing content and how your audience interacts with it.
You may utilize your viewers as secondary dimensions and custom segments in Google Analytics, which opens a world of possibilities for performance analysis. Take time to look at how different audiences interact with content. Then utilize all this data to modify the information and content pieces sent to each audience, making it easier for them to locate what they’re searching for and encouraging conversion.
4. Create a connection between your audience and your ads.
The benefit of segmenting your consumers is that you can now build hyper-relevant adverts that speak directly to that group. With text advertising, you can utilize audiences to dynamically adjust the ad’s wording so that it speaks directly to the prospect. It would be best to produce something relevant to the audience and where they are in the purchasing funnel when using picture advertisements. Generic advertising doesn’t credit the time and effort you’ve invested into segmenting and knowing your target market. It turns out that the best-performing ads on search engines are often ones that use the exact same text as one of their competitors’ products. A white label marketing agency can provide your ad with a competitive advantage (but only if you use the right one).
5. Selecting a Remarketing Offer
Remarketing with an offer may certainly aid conversion – but at what price? You don’t want to instill in your consumers the expectation of obtaining a promo code if they abandon their carts.
[bctt tweet=”Consider remarketing as a river that receives water from a variety of sources. If one of those streams becomes contaminated, there will undoubtedly be problems downstream.” username=”ThatCompanycom”]6. Remarketing – Consider the big picture.
Remarketing may have a substantial cross-channel impact and isn’t limited to only display remarketing. Consider how it may leverage remarketing audiences to drive action and allow you to bid more aggressively across paid social, paid search, YouTube, Shopping, and display.
Remarketing lists are an excellent method to construct cross-channel content routes so that your prospect sees an ad that correlates to the next stage in the journey rather than a repetitive ad for information they’ve previously downloaded through another channel.
7. To cast a wider net, use remarketing.
Remarketing lists can be a valuable tool for qualifying visitors who haven’t provided enough information to qualify. Broader, higher-funnel phrases with lower intent, for example, can be matched with high-intent remarketing lists to collect volume on those terms without generating dramatically low-intent traffic. Think of remarketing lists for search ads. (aka RLSAs)
It may also integrate remarketing lists into DSA (dynamic search ads) campaigns to gather traffic from qualified prospects on keywords you don’t have in your account while also identifying new phrases. Consider remarketing lists as training wheels for ads you want to try but are concerned will be too high-funnel. Not sure what a RLSA or DSA is or how to set one up? Consider checking out our white label ppc management service
8. Cross-Sell & Upsell
The most typical remarketing setup includes an all-purchasers exclusion list. However, this isn’t always practical. While it’s not a good idea to keep showing ads for products previously purchased, there are plenty of alternative possibilities. Instead of dismissing all buyers outright, consider how you may re-engage them to buy accessories and other goods that are relevant to their interests.
9. Make Sure You’re Adding Value in Small Steps
Allowing remarketing to consume results from another high-performing campaign that is more cost-effective is one of the cardinal sins of remarketing. Please look at the campaigns and channels generating a lot of sales from recurring customers and sculpting audiences, and timing around them to be proactive. For example, if the email does an excellent job at upselling clients within three days of their purchase, you might want to wait until after three days to use advertisements to upsell.
Another method is to test remarketing and then analyze buy volume from repeat transactions to ensure that remarketing drives incremental volume after it goes live. Of course, it will almost certainly cannibalize some customers, which is usually okay as long as it is profitable. If it’s gobbling up a significant amount of revenue, especially from a premium or more cost-effective channel, you might want to rethink your audience configuration to boost overall profitability. So test and retest then test again. Never stop testing and experimenting to get the best outcomes.
In Conclusion
Remarketing is often the best use of any marketing budget, not necessarily to generate new revenue on its own but to assist the other marketing channels in keeping the ROI and assisting the overall sales funnels across the board to be as effective as possible. Even your overall branding/brand recognition gets a boost from remarketing efforts as you can stay at the forefront of your prospect’s mind.
Written by, Rona R.
