Jordan Burleson

How To Create Remarketing Campaigns That Work

Est. Reading Time: 7 minutes

Remarketing-Tips

Whether you’re looking to drive sales, increase registrations, bolster applications, or promote awareness of your brand, remarketing can be an extremely effective component of your marketing strategy. Remarketing lets you show ads to people who’ve visited your website before or who have interacted with your site using their email. When people leave your website without taking action (register, buy, fill out a form, add to cart, etc.) you can show them targeting text or display ads to bring them back to targeted landing pages so they can convert. Below are just a few of the benefits of remarketing for your website:

Benefits of Remarketing

  • Large Reach Online: You can reach people on your remarketing lists as they use Google search and browse over 2 million websites and mobile apps that are part of the Google Display Network.
  • Branding Yourself: Because the cost-per-click is so low, you are able to run a large-scale and inexpensive branding campaign on popular websites.
  • Reach Visitors As They Are Ready to Take Action: Bring users back in the middle of their research/shopping process.
  • Remarketing Lists Are Tailored To Your Goals: Create unique lists for users that abandoned checkout/registration, users that have converted before and users that abandoned after one visit.
  • Low Cost-Per-Click: Because these users have visited your site before the cost-per-click is sometimes 2-3 times lower than search campaigns.
  • Simple Ad Creation: Produce multiple text, image, and video ads for free with Ad gallery.
  • Marketing Insights: See reports of how your campaigns are performing, where your ads are showing, and what price you’re paying.

Every website has a function. As a higher education site, your goal may be to drive more applications or showcase degree programs you need to fill vacant spots in. eCommerce sites have a goal of selling more products, seasonal goods or featuring sales/promotions that arise. Even normal content websites can get in on the action. Remarketing can be a crucial component or your website by bringing users back to download whitepapers, read new content or sign up for e-newsletters.

Remarketing Ad Types

Remarketing Campaign Types

  • Standard Remarketing: Used to show ads to previous website visitors as they visit. Display Network websites and use Display Network apps.

With standard remarketing, you are able to use AdWords remarketing code or your Analytics tracking code to start tracking every visit to your site and start building audiences. You can begin creating lists based on the product/content page they visited, based on visiting a certain page of your conversion process and even based on not visiting a certain page. The benefit of creating remarketing lists using Google Analytics is that your lists are much easier to build, just like narrowing down your audience using advanced segments or inline filters when navigating the Analytics interface. Standard remarketing relies on either text ads or image ads (we recommend using both) to maximize your chance of customers viewing your ads.

  • Dynamic Remarketing: Boost your results with ads that include products or services that people viewed on your website.

Dynamic remarketing is perfect for eCommerce websites or sites with products or service pages. These campaigns can be somewhat trickier to setup but are invaluable to your bottom line. You need a setup and verified Google Merchant Center account and remarketing code that tracks dynamic variables from your product pages. This step will need to involve a developer on your site or with an agency like Beacon. The beauty of these campaigns is that you can show users the exact products they viewed within an image ad on a popular site like CNN or Weather.com to bring them back to the shopping process. These campaigns have very low cost-per-click and high conversion rates.

  • Search Remarketing: Show ads to your past visitors as they do follow-up searches for what they need on Google, after leaving your website.

Remarketing Lists For Search Ads (RLSA) are simple to use and drive higher returns than standard search campaigns. After you have gotten visitors to your site through a search or non-branded campaign you can use search remarketing to bring them back as they continue researching on Google. For example, you may be selling ‘sectional sofas’ and bidding on those terms to bring people to your sofa pages. After they leave your site you can bid on ‘sectional sofas’ using a remarketing list to only show your ads to previous visitors. The same concept will work for users searching for ‘mba programs’ or ‘divorce attorneys’. Your cost-per-click will be much lower than the original one and the fact that they recognize your URL helps drive more clicks.

  • Video Remarketing: Show ads to people who have interacted with your videos or YouTube channel as they use YouTube and browse online.

Video remarketing works by linking your YouTube account to AdWords. You can start building video remarketing audiences by adding users who watched your videos, liked, commented or shared your videos and those users who subscribed (very qualified users) to your YouTube channel. By reinforcing your message with people who have already seen your videos or channel, you’re more likely to succeed in increasing your return on investment. Video remarketing also uses a different pricing model, known as CPV. With CPV bidding, you’ll pay for video views and other video interactions, such as clicks on the call-to-action overlays (CTAs), cards, and companion banners.

  • Email-List Remarketing: With Customer Match, upload a list of email addresses that your customers have given you and show them ads as they browse online.

AdWords Customer Match allows you to upload your email list to begin remarketing to them on YouTube, Gmail or the Search Network. This can be extremely valuable to relay promotional offers, new products, and services and increase brand advocacy from your repeat visitors. AdWords even gives you the option to upload a plain text file of email addresses and will hash them using an algorithm for your client’s and user’s security. A great way to use this remarketing type is by segmenting your users by their email address so you can remarket to:

    • Higher Education:
      • Undergraduate students
      • Undergraduate parents
      • Graduate program students
      • Alumni
    • eCommerce
      • Repeat purchasers
      • Users who abandoned checkout
      • Users who have converted
      • Visitors interested in specific products/services

In Conclusion

Remarketing can sound confusing and overwhelming but in reality, some campaigns can be set up and begin running in hours. Whether you are interested in getting your brand name out their, selling more products and seasonally low sales periods, boosting your monthly promotions, enrolling more students or simply educating your visitors, remarketing can be that missing piece of the marketing puzzle. Contact Beacon, to learn how you can get started in remarketing for your website today.