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:

  • Standard – shows ads to your past visitors while they browse sites and apps on Display Network
  • Dynamic – shows ads to site visitors with specific products/services which they viewed on your website
  • Remarketing lists for search ads (RLSA) – it gives you a possibility to adjust bids in Search Ads campaigns to reach your site visitors
  • Video – show ads on YouTube or Display Network to people who interacted with your YouTube channel or specific video
  • Custom lists – show ads on Google Search, Gmail, or YouTube to people from your email list, uploaded to Google Ads, when they are signed to Google account

Don’t forget the setup!

In order to collect remarketing lists of the audiences who have been to your site, you could use the following:

  • Google Analytics tag
  • Google Ads remarketing code

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.

7 Golden Rules for The Best Remarketing Campaign

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:

Rule #1 – Structure your campaign

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.

Rule #2 – Define your audience

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.

Rule #3 – Use Google Customer Match

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.

Rule #4 – Think twice about banner text and design

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.

Rule #5 – Put your logo and CTA button on the remarketing banner

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.

Rule #6 – Choose the right banner size

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.

Rule #7 – Exclude what’s “bad” for you

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.

Crucial Role of Optimisation

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:

  • A/B testing – experiment with texts, creatives, CTAs, targetings in order to find the best performing ad variation.
  • Custom combination testing – check what works specifically for your product, try different ad cookie length, don’t be afraid to test multiple setting combinations to narrow your audience if needed.
  • Frequency cap testing – don’t be annoying and try to achieve the maximum out of your audience. Experiment with ad exposure to understand what suits your audience the best.
  • Landing page testing – as we are trying to reach the user who has already been to your website it would be great to experiment with landing pages. Try to specify it for the final user, depending on his previous behaviour on your website.



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