All You Need to Know About Remarketing
Have you ever felt as though Internet ads were stalking you? Sometimes it seems that when an advertiser locks into your buying intent for a product, they’ll persistently keep serving you relevant ads… even when you’re visiting completely unrelated websites.
This is called ad remarketing or retargeting, and even though it sounds like an incredibly sophisticated technique, it’s very easy to implement and benefit from. The present article will bring you up to date on how it’s done.
What is re-marketing?
Simply put, it’s a technique that involves recapturing visitors who previously expressed interest in a product but failed to take action during their initial visit. It could be someone who put items in the shopping cart but went away before placing an order or just someone who once happened to skim through your website, or any other in-between scenario… the specifications are up to the advertiser.
How to implement remarketing in your campaigns
Getting started with this involves adding a custom tracking code to your website. You can either generate this code from your AdWords account or Google Analytics; if you’re not using the latter yet you absolutely should, since it will be extremely useful for fine-tuning the performance of your AdWords campaigns and optimizing your website to achieve higher conversions.
Here’s how to get a tracking code from within your Google Analytics interface:
– Log in to your account and click on the Admin tab; there, you’ll find a section titled “Remarketing Lists”.
– From the upper left hand corner, you should see an option to create a “New Remarketing List”; click there, name your list and make sure it’s connected to your AdWords account.
– Now the most important part; you need to specify the scope of your re-marketing; you can either choose to target all site visitors indiscriminately, specify groups of visitors depending on certain criteria and even add custom conversion goals.
– Make sure to think carefully about the most suitable criteria and make sure to experiment with different options, since it will make the biggest impact towards your conversion rates.
– You can create different lists to keep track of your experiments; we recommend starting with the simpler options and evolving towards most complex filters.
Best practices to get the most of remarketing
Not all remarketing campaigns are the same, and effectiveness can vary drastically depending on how you set things up. Some tactics that you should consider using start with the basics such as creating a strong call to action (just adjusting this simple phrase can make a tremendous difference in your bottom line) and split testing your ad setup. From there, you should consider getting more creative with your remarketing connecting to your e-mail marketing campaign, watching for seasonal cycles, offering promotions and special deals, upselling or trying to grow your social media presence.