Remarketing can help your PPC campaign do better, but keep these six things in mind to avoid making common mistakes.
With any PPC effort, it is advisable to launch a remarketing campaign.
Too frequently, campaigns target all visitors with the same advertisements and bids, including those who are seeing your advertising for the first time, those who have seen them before, and those who have already visited your site via another channel.
But a more detailed strategy that segments an endeavor into net new users and a remarketing audience would yield greater returns.
Boost the efficacy of your PPC campaign and increase your conversion rates with remarketing techniques like RLSA.
Nonetheless, keep in mind the following six precautions to prevent typical errors:
1. Seek balance
Do not presume that there is a vast audience that can be retargeted.
Use site analytics data from other channels to estimate the number of monthly repeat visitors, both globally and per business unit or product, in order to predict how much traffic your paid search campaigns may generate that can be remarketed.
Like with any marketing endeavor, size is essential.
In other instances, the remarketing volume may be rather low.
If the audience size is small after 30 days, you might want to extend the time to 60 or 90 days.
While 1,000 people has been the minimum list size in Google AdWords, you may require a higher threshold based on your normal click-through rate (CTR) and conversion rate (CVR).
For example, if you usually see a CTR of 5% and a CVR of 2%, you will only get 0.5 conversions for every 1,000 impressions.
A million impressions are required in this circumstance to generate ten conversions, a threshold at which things are still not particularly significant but can get fascinating.
A common idea is that a person who doesn’t do business may need an extra push in the form of repeated and/or more convincing communications.
It may be so.
Yet, in many instances, they really gathered all the information and determined they did not require what they believed they required.
In the discovery phase, many users also make sure that the problem they are trying to solve is the right one, in addition to looking for other solutions.
2. Test a sale message as well as a cross-sell or upsell message when using remarketing.
Give customers more reasons to remember you, especially if your website sells common pills or complements.
With a more direct call to action and/or a limited-time offer, the sales message consists of stating the same thing customers have heard previously in a new way.
Cross-selling would advertise complementary products, while upselling would push customers to choose a more complicated product.This more expensive option probably won’t be bought, but it could indirectly show how valuable the first option was.
3. Consider exclusion
Customers who have recently purchased your goods or services are unlikely to purchase them again immediately.
But we have all experienced firms retargeting us with a product we recently purchased.
In general, for the majority of B2C efforts, conversions from the previous seven to fourteen days may be safely removed from all campaigns, with the exception of those having cross-sell objectives.
Consider the duration of your service’s use for the optimal user experience.
The interval between subsequent transactions will vary by product type.
Seasonality, the target’s location, and the intended ROI will further influence the ideal frequency for targeting repeat users.
For example, a customer who books a summer trip may not purchase from you again for several months.
One may argue that planning and deliberation will begin earlier.
Nevertheless, purchasing media too early may result in a significant number of extra expenditures, thereby decreasing the ROI objective.
Thus, if you want to encourage prior customers to purchase more of the same from you, it is generally prudent to wait a little before retargeting them.
Cross-selling, on the other hand, can occur soon after a transaction, but it requires careful supervision to ensure that it does not continue for too long.
Set a cutoff point, especially when a product’s usage renders add-ons unnecessary.
When a trip has begun, upselling a tourist on a vehicle rental or accommodation upgrade makes little sense.
A month or two after purchasing a cell phone plan, converts are unlikely to desire upgrades to more extensive plans.
4. Go long
Remarketing is commonly viewed as a temporary strategy for shopping cart abandoners and recent site visitors.
Nonetheless, it is feasible to remarket to consumers who last visited the website a year ago or more.
In the rush to acquire new customers, loyalty building is frequently neglected.
Evaluate seasonality and consumption trends as you do so.
If someone planned a spring break vacation with you, when will they start arranging another one?
What is the software renewal cycle that you offer?