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Home » Blog » Articles » How to Convert Your Site Visitor into a Client or a Short Guide for Google Ads Effective Remarketing
If you had an opportunity to study your site traffic, you would notice that around 98% of visitors do not perform any actions on your site during the first visit. Thus, you need to come up with a plan on how to persuade them to become a client of yours and here comes remarketing.
Remarketing – it’s a way to target people who visited your site and didn’t complete the target action on it. You can implement remarketing in various ways:
In order to collect remarketing lists of the audiences who have been to your site, you could use the following:
We recommend implementing Google Analytics one as it provides you with more opportunities for further retargeting actions, such as creating customized retargeting lists based on your website visitor’s behaviour.
Once everything is almost ready do not forget to make your second encounter outstanding.
We came up with these easy customization rules, that will allow you to stand out:
With the help of remarketing tags, you will have not only people who didn’t convert but also those who completed the purchase, hence it would be a great possibility to target them with the upsell or secondary purchase goal. It is vital to separate your audience correctly depending on the campaign’s goal.
Results depend not only on a perfectly customised banner but also on a carefully selected audience. We need to understand who could be still potentially interested in our product/service and show ads only them. In order to do so you need to set up your goals in Google Analytics – e.g. people who have been on the website for more than 30 sec; opened our registration form, but never finished; added something to the shopping cart and never bought. You can personalise your goals depending on your product, site configuration and audience behaviour.
If you ever wondered how to reach people similar to your audience who would be interested in services that you provide, Google Customer Match could perfectly help you with that. This tool offers you an opportunity to target your customers across Google Services with your offline and online data about them.
Ad texts should be unique and catchy, with remarketing it’s always a good idea to offer something special – a free sample, trial or a discount. It is also important to change your banner for remarketing, as it will raise your opportunity to be noticed by your audience. Old creatives could become easily recognizable, hence annoying and not effective anymore. You can always try to add some time pressure caption on a banner to hurry your customers up and make them think that this offer is a limited one. The overall design should match the landing page style, as it will decrease your bounce rate. People who click on the banner will be sure that they got where they wanted and there will not be an element of surprise for them.
It’s always a great idea to put a button on your banner in order to attract customer’s attention and suggest an action if he became interested. CTAs could vary depending on your product and current promotion – “Order now”, “Register”, “Learn more”, etc. The usage of a logo on the banner could be useful as well for remarketing purposes. As your customer already been once to your website, it could grab his attention and remind him to check it one more time.
As we mentioned before – it is better to make special banners for a remarketing campaign in order to achieve greater results. However, there is no need to spend a lot of money on it – just make sure that you go for top-working ad sizes and you have a static version for emergency purposes.
Do not show your ads to low-quality traffic – visitors with a high bounce rate and low time on site. Always try to eliminate sensitive content and site categories that contradict your product’s values, it could be potentially harmful to the perception of your brand image.
While campaign customisation is necessary at the beginning, optimisation will allow you to achieve even greater results. Here are fundamental optimisation technics for your remarketing campaigns:
Icons made by Vectors Market and Freepik, from www.flaticon.com
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