A remarketing campaign, when set up well, can cost less than a regular pay-per-click campaign. Here are some best practices to follow for remarketing campaigns:
- Know your remarketing campaign’s objective. Is it for general branding or to facilitate a purchase? If it’s for a purchase, remarketing ads are ideal to offer special pricing to customers who have already visited your site and to motivate them to take action now and buy! Also, we recommend using cost-per-click bidding for most campaigns, except for the most generalized branding campaigns, which could use cost-per-impression.
- Set up specific bids. Use the features in AdWords to segment or target your display campaigns based on interests, remarketing lists, or demographics. In the case of remarketing, you’ll want to set bids based on specific audiences, it increases the chance of your ad displaying properly. Each audience segment will have a specific bid assigned to it that you can manipulate in order to accomplish your goals. Follow your campaigns and adjust bids as necessary to achieve conversions on your website.
- Use remarketing tags. Remarketing tags are specific Google analytics scripts that when implemented, allow you to target website visitors that have been to specific areas of your website. By using a single code throughout the website, you can build lists within Google analytics based on actions, pages visited, and goals, and use them in AdWords to build your target audience. When putting together the audience, you will have the ability to exclude people who have completed certain goals or have already purchased from you.
- Use contextual targeting. Contextual targeting matches your ads to those sites on the Display Network that are relevant based keywords or topics, among other factors. You have the ability to allow Google to choose these sites for you with Automatic Placements or you can manually add websites or pages by using the Managed Placements option. After your campaign has run for a while, you also have the ability to block sites that aren’t performing or don’t match your goals.
- Limit the frequency that your ad is shown. Don’t be creepy or annoying. Put a frequency cap on how often your ad is shown to certain users. We suggest capping your ads at 3 views per 24 hour period.
- Measure what works. Review your placement reports and nurture the campaigns that perform the best. Follow your statistics and keep your goals in mind.
Remarketing can be a very successful endeavor for many goals in your advertising campaigns. It sends a highly targeted message that should result in a substantial ROI. Following these basic standards will help you to achieve your goals.