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Advanced AdWords: Remarketing Strategies
What is your remarketing strategy? A proper remarketing strategy can be an invaluable tool within any online marketing mix.
Remarketing (or retargeting) is a SEA technique that allows online marketeers to tag visitors to a website and target them with advertisements at a later time. These advertisements are shown on other websites, usually within the Google AdWords Display Network. It’s like converting the whole internet into your company’s newsletter!
Traditionally, remarketing is used to target potential customers. The visitors that started to buy a product online, but never completed their purchase. Nowadays, there are many other remarketing strategies.
Remarketing strategy can be used in order to:
- Increase upsales
- Introduce new products or services
- Reduce advertising waste
- Benefit from higher ad positions
- Lower your Cost-per-Click (CPC)
We present you with 10 remarketing strategies for you to use. This allows you to grab your high-quality website visitors, reel them in, and coax them further down the sales funnel.
Remarketing strategy 1: Classic remarketing
The most basic remarketing strategy involves a tag on a webpage - typically the start of a sales funnel. When a visitor loads the page, it places a cookie on the visitors computer. A remarketing campaign will check a visitor’s computer for the presence of remarketing cookies, and it will show the banners if they are found.
This is a good remarketing technique to start with. It allows you to continue a dialogue with an already engaged audience. The high relevance to the target audience will almost always guarantee a high CTR (clickrate) and high-quality web traffic against minimal cost.
TIP: Don’t place the remarketing script on the homepage or pages with a high bounce rate. You don’t want to remarket visitors that have shown a disinterest in your website.
Remarketing Strategy 2: Excluding visitors
Is your target audience unlikely to convert more than once? If so, use remarketing to exclude audiences from your campaigns. This way you won’t waste valuable advertising money on visitors that are unlikely to contribute towards your business goals. This will increase your CTR, leading to a higher quality score and, ultimately, higher ad positions and a lower cost-per-click. As a bonus, it also ensures that you won’t aggravate existing customers by giving them the feeling they’re being tracked over the internet.
Many business can make good use of this remarketing strategy. Here’s some examples:
- A new customer has just bought your only product
- A visitor signed a petition, and he/she can only sign up once
- A visitor has signed up for a newsletter, and you prefer to continue marketing through this channel
- A former customer has just cancelled your business’ services, and is unlikely to return
- Someone who just bought an iPhone can be excluded from Android-related marketing
- A visitor that just purchased a full-sized fridge, is unlikely to buy another one anytime soon
Remarketing Strategy 3: Behavioral targeting
Behavioral targeting is a more advanced remarketing strategy. It allows search engine marketing marketeers to target users with any combination of complex criteria, such as:
- Arriving from a certain domain , campaign, URL or search keyword
- Visiting a minimum amount of pages on the website
- Visiting one or more preselected pages on the website
- Connecting from a certain geographic location or IP-adress
- Language setting (so you can retarget, for instance, either French or English)
- Technical details (such as browser or operating system)
- The internet provider
- Any combinations of the above, using regular expressions
This allows for an endless amount of combinations, allowing you to determine exactly who you would like to each with your remarketing strategy.
Remarketing Strategy 4: Audience targeting
Technically this isn’t remarketing, as the tags are placed on another website that is frequented by your target audience. This can be a campaign website, a partner website, or even the website of a competitor.
A fictional example: Toronto-based Thomas Cook North America owns various brands, including Sunquest and Exotik Tours. Both brands sell summer holiday packages. As it is unlikely that someone will book two different summer holidays within a short period of time, it makes sense to block visitors that just made a purchase at Sunquest at Exotic Tours as well. And if they’re really into remarketing, Thomas Cook could remarket the bookers with remarketing campaigns on car rental and insurance!
Remarketing Strategy 5: Profiling & Upselling
Upselling is another popular remarketing strategy. You can tag visitors that have purchased or shown interest in a certain product. Your remarketing campaigns can target these people with accessories, similar or related products.
You can also combine various remarketing audiences, such as:
- Visitors that have recently purchased a game for the Xbox, combined with
- Visitors that have shown an interest in racing games
The relevancy of your customized remarketing campaigns will give you higher ad positions, against a lower CPC.
Remarketing Strategy 6: Introducing new products
Do you want to launch a new product or service? Or do you want to remind your customers when it is time for a replacement or tune-up? This remarketing strategy revolves around gathering enough tagged visitors and use them when you want to bring something to their attention. This way you can ensure an interested audience to quick-start the launch of a new product.
An example: The Bilderberg Group has bought a new hotel. Before it can be used, it has to be completely revamped. In the mean time, a temporary website informs visitors of the new hotel. The website also tags engaged visitors, who have seen at least two webpages. Upon reopening, every visitor who has shown interest is targeted using remarketing, and informed about the re-opening and new services.
Remarketing Strategy 7: Activate your customers
Do you need to activate your brand ambassadors? Barack Obama used this remarketing strategy for his election campaign, to get people to participate. Enthusiast Americans were coaxed to participate more and more. This was done using various stages of remarketing, geared to engage, to suscribe, to share, to blog and, eventually, to go out in the field.
Alternatively, you can use remarketing as a reminder to your consumers or clients. Some examples:
- Apple uses remarketing campaigns as customer service, to remind customers that warranty on their computer is about to expire.
- Chrysler can use remarketing to remind customers to bring their car in for maintenance.
- PwC uses remarketing to let clients know that a new version of their report or app is available.
Remarketing Strategy 8: Data mining for advertising
Google AdWords allows you to see the websites and individual URLs that were used in the remarketing campaigns. These are often very relevant, and can be used as placements in banner campaigns.
This allows you to kickstart a banner campaign in the Google AdWords Display Network and attract new visitors in a low-cost, low-risk campaign.
Remarketing Strategy 9: AB-testing
As remarketing audiences can be created using precise criteria, it allows you to run AB-tests within defined populations. This way you can test proposals, services, banner versions or any new initiatives in a controlled environment. The internet becomes your personal focus group!
Remarketing Strategy 10: Boosting display-campaigns
The previously mentioned remarketing strategies focused on a certain goal. However, all remarketing strategies have something in common. They usually yield a very high CTR. This boosts the overall quality score of your Display-campaigns within Google AdWords. All other Display-campaigns will profit, and will be granted higher ad positions and cost benefits in comparison to the competition.
All in all, remarketing strategy can be a very powerful tool within the search engine advertising mix. There are many opportunities and with some creativity they can certainly help you to obtain your advertising goals!
Do you want to know what remarketing can do for you?
Searchify has a lot of experience with classic remarketing. We’re also one of the few agencies chosen by Google to test the new remarketing for search. Want to know more?