You can’t always convert leads the first time. Sometimes, you must remind them about your company and product to rekindle their interest in your offerings. This practice of targeting users who’ve already engaged with your content or ads is called remarketing. It’s an essential strategy in pay-per-click or PPC marketing, helping you increase the chances of turning leads into conversions.What is the role of remarketing? What are the strategies involved, and how do you execute these approaches? Below, we share an in-depth blog post answering these questions. Keep reading to learn more.
Understanding Remarketing in PPC
What is remarketing in the context of digital marketing? This is a strategy where marketers target users who’ve previously engaged with the brand in some way, whether they clicked on an ad or visited your website. However, these users didn’t complete an action, failing to become a conversion.
Remarketing helps you re-engage these warm customers — ones that are already aware of your brand. These prospects are more likely to convert since they’re already familiar with your offerings.
Given how PPC advertising has strict budgets, remarketing efforts are critical to help improve conversions while managing ad budgets. Given how remarketing provides multiple touchpoints, the practice can help improve brand awareness by 71% in some cases. For B2B companies, remarketing can increase clickthrough rates (CTR) by as much as 147% compared to the B2C market.
What Are the Types of Remarketing Strategies in PPC?
Generally, remarketing strategies fall into five categories.
- Standard Remarketing: Based on the user's history, you show targeted ads as they browse other websites or apps.
- Dynamic Remarketing: You create personalized ads based on specific products or services the user viewed in the past.
- Remarketing Lists for Search Ads (RLSA): This is a Google Ads feature that lets you target users who have previously visited your site when they search for relevant terms on the search engine.
- Video Remarketing: This strategy is a more specific type of re-engagement for users who have watched your video content on YouTube or other social media platforms.
- Customer List Remarketing: You upload customer data from CRMs into Google Ads, allowing you to target warm customers across various platforms.
Setting Up a Remarketing Campaign
There are several steps involved in the planning and execution of remarketing campaigns.
Step 1: Audience Segmentation
At this stage, you group audiences based on their past behavior. For example, you can add cart abandoners into the group with strong intent but no action. On the other hand, blog readers can be added to the group that has shown interest but has no intent to take action.
Step 2: Pixel Setup and Tracking
A pixel is a small line of code or tag you add on your web pages or apps to track customer behavior accurately.
Step 3: Creating and Publishing Targeted Ads
Focus on creating engaging and personalized content based on the audience segments. You can also use impactful visuals to catch the attention of your target audience further. Finally, a compelling call-to-action should be added that encourages the site visitor to perform the desired action.
Crafting Effective Remarketing Strategies
Remarketing requires unique strategies compared to the usual paid marketing campaigns. Here are a few ways you can take yours a step above your usual approaches.
- Tailored Messaging: Customize messaging based on audience segments, helping ensure that your content speaks to their current mindset.
- Frequency Capping: This practice helps manage the number of times a user will see your ads, helping you avoid ad fatigue.
- Including Incentives and Offers: Offering special discounts or perks help make your PPC ads more appealing.
- A/B Testing: Test your remarketing PPC ads to see which ones are increasing your conversions and which ones are only costing your ad budget.
Measuring Remarketing Success in PPC
How do you know if your remarketing efforts are succeeding? A few metrics to track include the conversion rate, cost per acquisition (CPA), and return on ad spend (ROAS). Engagement metrics, such as CTR, can also help you understand audience interest.
Based on the data, you can analyze the campaign’s performance to determine which ads are working in which audience segment. This insight helps you adjust your remarketing campaigns for better numbers.
Remarketing Best Practices and Common Pitfalls
To increase your chances of favorable results, continuously update audience segments. Refreshing your ad creatives regularly helps you avoid ad fatigue and lets you offer something fresh to your audience.
There are also a few mistakes and pitfalls to avoid. For example, we discourage you from over-marketing to the same audience because it hinders your performance. Failing to personalize your ads and refining your audience can also reduce engagement and diminish the campaign’s effectiveness.
Final Thoughts on Remarketing Strategies for PPC Ads
Remarketing in PPC advertising helps you rekindle the interest of customers who’ve previously interacted with your content. Done right, this practice can help you convert warm leads into your desired results, from sales to subscriptions.
Connection Model provides expert assistance in setting up and optimizing remarketing campaigns. Ready to win back lost customers? Contact us today to explore customized PPC and remarketing strategies that drive results!
Written By: David Carpenter
