Updated: Jul 8
PPC Remarketing can be a highly effective tactic to increase your account results. These powerful campaigns allow you to target users who have interacted with your brand in some way, such as by visiting your website or adding products to their shopping cart but have yet to make a purchase or convert in another way.
By retargeting them with relevant ads that tackle any barrier or remind them about your brand, you can encourage them to return to the site and complete the desired action while increasing your overall visibility.
However, many PPC remarketing campaigns fail to deliver the desired results. While remarketing campaigns may seem simple on the surface, they require a lot of careful planning and execution to be successful.
That means before jumping in, it's vital to clearly understand what you hope to achieve and how you will measure success. You'll also need to segment your audience, choose the correct ad format, set a budget, create compelling ads, and test and optimize your campaign to ensure it's delivering the desired results. So, let's roll up our sleeves and dive into what you need to know before launching your PPC remarketing campaign.
Have a clear goal
Before launching your PPC remarketing campaign, make sure you have a clear goal that aligns with your user's behaviour. So, your very first step, like most things in PPC, is to analyze your data and develop a strategy.
Do you want them to purchase, fill out a form, or become more aware of your brand? Based on this, establish which steps of their journey they would need that extra push. One of the best places to start is your Google Analytics goal funnels, where you can gather data and find pain points in the consumer funnel that you may want to remarket.
For example, if your goal is to increase conversions, you may want to focus on retargeting users who have abandoned their shopping carts. On the other hand, if your goal is to improve brand awareness, you should concentrate on retargeting users who have visited your website but haven't yet engaged with your brand.
Segment your audience
One of the keys to successful remarketing is segmenting your audience, and this segmentation should be aligned with your previously defined goals.
There are countless ways to target these audiences, ranging from basic demographics such as age and location to more advanced targeting methods like behaviour and interests, so choosing the most relevant audiences for your goals is essential.
Some of the most popular ones are:
Based on the product page visited
Based on not visiting a certain page
Custom combinations: Where a user has visited a certain page but not others
Time on site/Number of pages visited
This segmentation can also help you to understand your audience and develop targeted ads that resonate with the right people at the right time, maximizing the effectiveness of your campaign.
GA4 is also adding new and exciting audience settings to your Google ads. Ensure you are signed up for our newsletter, as we are working on a post about this.
Use the right Remarketing option
Several Remarketing Options are available for your campaigns, so ensure you .choose the one that best suits your audience and goal.
Standard remarketing allows you to display ads to visitors who have previously interacted with your website as they browse other websites and apps on the Display Network.
Dynamic remarketing takes things a step further by allowing you to display ads based on specific products a user viewed on your website.
Remarketing for mobile apps allows you to serve display ads to users who have used your mobile app or mobile website as they use other mobile apps or mobile websites.
Remarketing Lists for Search Ads - known as RLSA - allows you to customize and target search ads to past visitors on the Search Network as they search on Google again.
Video Remarketing displays ads to users who have interacted with your YouTube channel or other videos, whether they're watching YouTube videos or browsing the Display Network website.
Email List Remarketing - known as Customer Match. This feature allows you to upload your customers' emails to Google Ads and display ads to those individuals when they're signed in to Google Search, Gmail, or YouTube.
Create compelling ads
As mentioned, understanding your audience is key to understanding which message they may need to encourage them to take the desired action. By identifying their pain points, you can tailor your USPs to provide solutions that resonate with them. You may need to run several tests to tackle the main pain points and tailor your message, which brings the last point….
Ensure you include a test and optimize the process
Like any PPC campaign, testing and optimising your remarketing campaign to improve its effectiveness is essential.
It would be best to look at your creatives, audiences, landing page and bids strategies to understand what is working and not fully working. It may take several attempts until you find the perfect mix that tackles any barrier your user has in their first interaction.
Remarketing can be a potent tool that brings that incremental growth you aim for, but it needs much more than just setting up some audience lists and increasing bids. Have a look at your data and establish some hypotheses to test. Then ensure you are delivering relevant content and keep testing.
If you want to learn more about PPC and how to develop winning strategies, don't miss the next PPC event - PPC Live UK event in London on the 25th of May 2023.