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7 Small Steps in Remarketing Strategy with Google AdWords

7 Small Steps in Remarketing Strategy with Google AdWords

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Remarketing is a talked about subject in the blogging arena, considering that it is an important tool and the very fact that Google AdWords has catered to it quite well. There’s a lot of business that happens from remarketing lists online. Remarketing is not just a selling tool for the e-tailer it performs as a very important helping hand when it comes to the indecisive consumer. In this age of information, it is easy to get lost and overwhelmed when it comes to choices.

This is where remarketing as a tool really kicks in, it helps the consumer reconsider, and make a conscious choice. There may have been a lot written about this topic. This my take on it, and how it can help bolster conversion and even retain customers, in an ever so changing world where more choices keep popping up. Google AdWords as a product has really gone miles in allowing the advertiser to not only run multiple campaigns but also in remarketing of those advertisements to help better conversions and retention even if the strategy is crafted in such a way.

There is always the visitor, who came, and saw but did not convert. There could be a multitude of reasons to it. Mostly it’s just indecision or trepidation, or he was just spoilt for choice and left it to be decided for later. Here’s where you come in, you know the market, your product, and your customer. Time to get him, hook, line, and sinker.

7 Small Steps in Re-marketing:

Here goes,

1. YouTube for remarketing

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Video is a great tool with a huge potential for conversions, nothing works like a good story. People love to hear good stories and the people who tell them. There’s nothing like adding your remarketing clip at the beginning or the end of a longer more popular video. If your remarketing pitch is small, keep it unskippable. If its long about under a minute make it skippable. Remember the viewer is subtly reminded, and not to be annoyed. You can also link your YouTube account to your AdWords from the account settings. People come to watch their favorite shows on YouTube, it helps you get a certain subtle form of brand recall.

2. Google AdWords Play

If you are on the mobile platforms and into app, based conversions it would be a good idea to consider this option. Google AdWords from its settings allows you to link up your Google play account to AdWords. To do this access your account settings, under links select Google Play. This functionality lets you track conversions, and purchases from your app, and also links you to automatically generated display remarketing lists.

3. Cross-selling & Remarketing

If you are wondering how cross-selling helps ? If you sold a product to a customer, you could use remarketing to sell them an accessory for the product sold. For example, you sold a cellular phone to your customer. Since you know the product, you could use remarketing to sell compatible headsets, batteries, protective cases, etc.

4. Remarketing for brand awareness

If you are fortunate to have a settled budget on a slightly bigger side, you may want to consider using remarketing as a brand awareness method other than serving its intended purpose. The primary purpose of remarketing should be actually to bolster conversions. Brand awareness and recall may be looked at as a secondary benefit of it.

5. Remarketed remarketing

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If you intend to run remarketing in such a way as to create a positive impact and response. The advertisements for the remarketing drive should be framed in such a way that it enthralls the consumer into your offering. Freebies, discounts, and special offers are all the rage. This acts as value addition to re-orient the consumer to your offering.

6. Re-look the strategy

Focus your efforts on the ones that came to the cart and left. If the consumer came to the cart, the higher the probability of taking it further and completing the conversion. the reasons for their detour may be myriad. Re-focusing on this lot will help the cause.

7. Periodic retargeting

So your remarketing drive has worked, and conversions are up. Now is not the time to slack, look into the factors leading up to the conversions, other than the advertisement quality. Look into the seasonal timing. Is it a special time around the year ? If they bought it once, they will do so again. This is especially true with certain periodic consumables like paper, glue, ink, pens and other fast movers.

  • Segmented Remarketing

All the visitors that visit your page are not the same, treat them differently. Segmentation is the key to success here, segment your remarketing drives based on the consumer needs. Keep close tabs on what they visit, the number of times they visit, actions they have performed. All these criteria will help funnel the right target audience. Aggression is needed but unchannelled aggression leads to attrition. Come up with and use a different call to action (CTA) for different segments. Track the conversion of these segments.

  • Multiple Ad sizes

Create multiple advertisement sizes for multiple sites. This strategy will ensure that you don’t have to stick to a particular size. This ensures a higher eligibility on the Google Adwords network sites.

  • Test you Remarketing strategy

Keep probing your strategy, and tweaking it to generate better business. there are plenty of testing parameters available. The A/B test is one such to test your remarketing strategy. Testing your advertisements allows you keep a close tab on your budget so that you don’t go overspending.

  • Keep it Fresh

If you notice your CTR reducing, it may be probably due to advertisement fatigue. This is caused by overexposing your advertisement for longer periods, such that the consumer’s interest in the advertisement starts to drop or the consumer turns away from the advertisement or worse yet the brand altogether. Keep changing the Look and Feel of your advertisements as soon as you notice reduced CTR over a duration.

  • Frequency capping your remarketing drive

Use frequency capping just like you use it on conventional advertisements. frequency capping is a tool to be used with discretion. You may want to use higher frequencies if you are the retail business, or you may keep it steady if you are into fostering long-term business relations. The nature of your sales and products will dictate how you shape and re-shape your drive.

There is 1 comment

  • 3 years ago   /   Reply

    Great article, always been a big fan of remarketing and I use both youtube and google display network for this. A must for many companies to succeed online.

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