Hello, and welcome to my multi-part article series on “Strategies to Help You Become a Better Adwords Remarketer”. In my last article we covered a number of things that we could do to help you refine your remarketing strategies when building out your remarketing audience lists. In this article I want to take some time to review a few strategies regarding your remarketing ads
The primary idea regarding remarketing is that you need to find the visitors that have shown engaged interest in the services or products that you are offering on your website. These visitors are the ones that are assumably more likely to complete the exercise that you are pondering to use as a conversion over the searchers who haven’t visited your website as of yet. There are many strategies to consider when it comes to developing your ads, and I’ll start off today with a few of those:
Remarketing Ad Strategies
- Shape Your Remarketing Ads To Fit Your Remarketing Strategy – Get your creative juices flowing! The strategy that your use to creative your remarketing ads, is as important to the success of your remarketing campaigns as your strategy for creating your remarketing lists themselves. Here are a few things to consider when you start the development process for your new remarketing ads:
- You need to make your remarketing ads relevant. Keep the ads relevant not only to the landing page that you are sending them to, but they should also be relevant to the remarketing list that you created for that landing page. The three things should all be relevant to each other. This is crucial!
- Design the remarketing ads to have the same look and feel as the website itself. When visitors, especially ones that have already been to your website and are familiar with the design of it already, see your ad they will be draw to a familiar design. They will say to themselves “I recognize this design”, and without even reading the content that you added to the ad itself they will already begin remembering what it was that they went to your website to look for in the first place. It they already have your site bookmarked then you may even save yourself the charge for a click as well. Design is important, as it is a part of the relationship process that you have already started to develop with the visitor.
- Make sure when writing the content for your ad that you include an engaging “Call to Action” just the same as you would for ads that are housed in your Search Campaigns. Good Call To Actions are designed to induce an instant response and/or engage a viewer to make an immediate conversion whether that would be a form lead, sale or some other trackable event. If you follow all of the above strategies and include a great Call To Action your percentages that an single person that views your ad will go up dramatically.
…try all of the strategies that I’ve listed here, and track them each as you implement them. You will find that they each will help your Conversion Rate increase and in turn your Value to Cost Ratio.
- Reach All Of Your Audience Members By Using Every Ad Format and Size That Google Offers – In order to be able to reach every member that you have built into your audience list you will need to create an ad in every size and ad format that Google is offering to you. The fact is that you have no idea when, and especially where the members on your list are going to see your ad. Keep in mind that every site that is currently showing ads on the Google Display Network are using the same ad sizes or even format. Some sites may use both Text and Display ads, some websites may only use one of the other and then each site will only be using a specific set of ad sizes which will vary from site to site. So, the best way to ensure that every member of your remarketing audience is seeing your ads is to make sure that you have all your bases covered from the start. Use everything that Google has to offer you.
- Not a Graphic Designer? Use Google’s Ad Gallery To Develop Your Ad Creatives – Google’s Ad gallery, which was known previously as display ad builder, is an tool that Google offers to help you with your ad creation. This ad creation tool gives you multiple display ad formats from a multitude of different categories (image ads, dynamic ads, Lightbox ads and others), for you to use in any of your display campaigns that utilize the Google Display Network (or GDN). There are a number of benefits to using Google’s Ad Gallery, but I would say that the biggest benefit that most people would label is that it is easy to use for the novice graphic designer, and even if you have no design experience you should be able to develop some engaging, and beautiful Display Ads to use with your remarketing campaigns. That said, here are a few other benefits for you to consider (as identified by Google):
- Differentiated products and services –use the Ad Gallery to create different ads for each of your products. If you have followed my instructions thus far then you should have created remarketing lists based on the products and services that people are visiting on your website. So, it only makes sense that we offer a specific ad that talks directly to those people in our specific audiences about the products and services that they have engaged with. This will help build your relationship with your audience members and ultimately help lead them to convert.
- More Effective Campaigns –when you create multiple ads that speak to specific audience members you are essentially making your Campaigns more effective, and you will see it in the end product as you start to see your Conversions and Conversion Rates increase over time.
- No Cost Ad Templates – There is NO additional cost! This is a free tool that Google allows you to use to help better your remarketing campaigns and increase your KPIs. If you can’t afford a graphic designer, why wouldn’t you want to use it?
- Customizable Ad Styles – You can customize each ad style within the parameters that Google provides.
- Industry Standard Ad Templates – Google offers templates that are industry specific, and even if you don’t find one specifically tailored to your industry there very well may be one that is close enough to yours that you can use it anyway.
That’s all for this episode. I hope you found this information useful. Please join me for the next installment where we will cover Bid Strategies and other General Strategies as well.
By: Ed Cehi, PPC Director