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10 Top Retargeting Tips For AdWords Users

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Retargeting or remarketing is a strategy which allows advertisers and marketers to personalize all ad impressions they serve, to advertisers by showing products or content recently seen or otherwise of relevance to the user. Through web analytics marketers can know which customer has viewed what or if they have abandoned a cart, and then the customers can be retargeted so as to give better conversion ratios. Here are some tips for retargeting your customers –

1. Dynamic Remarketing

Dynamic remarketing allows to see previous visitors ads that contain products and services viewed by them on your site. Dynamic remarketing is an amazing feature for building leads and sales by bringing previous visitors back to the site to finish what was started by the customers. Dynamic remarketing ads are definitely worth the extra effort as it brings higher conversion rates when compared to static remarketing ads. More reasons to go for dynamic remarketing are:

    • Scaling your ads by pairing them with your feed of product and services and covering your entire inventory.
    • Prediction by adwords can provide the dynamic ad-layout which will perform best for the particular platform or person.
    • AdWords optimizes the process of calculating the optimal bid for each impression using help of enhanced CPC and conversion optimizer.

AdWords Remarketing

2. Via YouTube

“Video Remarketing” can be done by showing tailored ads to millions across YouTube based on viewers search history. By re-telecasting ads, your message is more likely to succeed in increasing your ROI with people who have already seen it. In the video section of AdWords, video remarketing lists can be generated that would include viewers who have –

    • Interacted with or viewed your YouTube videos
    • Subscribed to, or unsubscribed from your channel
    • Viewed your TrueView in-stream ads
    • Visited your channel

AdWords remarketing

3. Time lag

Time lag is a report which depicts number of days users take to convert after the first click on an ad. Many times even after 30 days, there are a number of people still doing research with an intention to purchase a particular product. A firm can create a remarketing list for people who last visited the website site between 30 and 60 days ago, refreshing the memories of potential customers with the information that the products are still available in the store.

4. Via Apps

Remarketing through apps opens you to target users who already have an app installed, with ads that provide a window for additional usage. Segmentation of users can be done on the basis of past actions in order to tailor more relevant messages. For eg – Targeting a particular ad to users who have made a relevant purchase in your app. An app can be configured to send remarketing events to AdWords which allow to run some specific types of app engagement campaigns.

AdWords remarketing

5. Exclusion of specific audience

To reach specific audiences through ads and removing irrelevant or unprofitable or existing audiences. By reaching only the audiences that are relevant to your business, a lot of reduction in costs and increase in probability of conversion can be achieved. This increases the likelihood of an ad to attract more clicks and conversions.

AdWords remarketing

6. Referral URL

Referral URLs allow you to view the source that drove traffic to your website and make that final click which linked the customer to you. It finds application across all platforms like AdWords, Search, GDN display, YouTube, etc. It can be used to monitor traffic coming from other websites. For eg – If you are running a promotion on Facebook, you can keep track of the audience who clicked on those Facebook promotions to reach your site from that promotion and show them the same one.

AdWords remarketing

7. Tagging email links with query strings

Remarketing lists can be made by tagging email links with query strings allowing you to identify leads coming through promotional emails and planning. You can even target people differently depending on whether they came in via email you sent. It is possible to go as deep as identifying an audience that came in from specific promotional emails, which can help you to follow-up on those leads.

8. Google Analytics

It is one of the most underutilized tools for remarketing. Remarketing option can be switched on from Data Collection present in Property Settings and then set up lists based on demographics, IP addresses or any other metric (the possibilities are endless). After the data has been synced with AdWords, similar lists can be created for your use.

AdWords remarketing

9. Smart lists

According to conversion data, Google creates smart lists using Google Analytics. The list is kept up to date to include users who show characteristics of those having a higher probability to convert using indicators like location, device, browser, referrer, etc. 10,000 daily page views and 500 monthly transactions are the criteria for smart lists. Google replicates this in other firms with similar business model to generate the list in case the data provided is not enough, though the reverse is preferable.

Adwords remarketing

10. Sharing is essential for growing

By sharing audience data with a strategic partner which compliments your firm, you can have more material for AdWords to process the remarketing list and optimize it. The firm should notify about the data being shared to other websites in their privacy policy.

Hopefully these tips are helpful in your remarketing efforts. If you have any more tips which are over and above the one’s given, please feel free to put them in the comments.

Image Credits: socialblogspot, Google Developers

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