TEACH ME HOW! REMARKET: THE (NOT SO) HIDDEN GEM OF PPC by Mark Snodgrass
Reliable Acorn 12:07 PM BMA Carolinas
Wouldn't it be nice if you could get in front of people who have expressed interest in your product? Remarketing can help you do this.
Google is one of the possible platforms you can use. It's easy and quick to setup.
What Remarketing is...
A form of online advertising by which an ad is targeted to customers based on their previous internet actions. It allows you to serve ads to only those users who have previously engaged with your brand (at the level you desire).
What is remarketing used for? Get someone to take an action after visiting your website. For instance, you could use Remarketing with:
- Information requests
- Lead gen
Differs between B2B and B2C. People aren't going to buy a $10k piece of machinery based on a Remarketing ad.
How Remarketing works
There are 5 things you need to do:
- Define audience lists and determine your goal
- Add code
- Upload creative
- Set bid amounts
- Count conversions
It's all about the lists. Whatever your website is setup to capture, you can create a list from it. For example: website visitors, blog subscribers, video watchers, entered a funnel, came from a certain site, makes a purchase of $50, clicked an email link, etc.
There is a minimum cookie visitor threshold for you to use Remarketing. That's 100 users in Google Analytics or 1,000 AdWords users.
The most important part of Remarketing: the burn list. Stop sending ads to people who have accomplished your goal. If you don't you can alienate customers and waste money. If you are tracking an offline conversion you can set an expiration time for your ads, to prevent them from being served your ad.
Attribution is important, when it comes to Remarketing. There is a difference between first and last-touch attribution. You'll need to keep track of each to accurately measure the effectiveness of your campaign. Don't just trust one or the other.
Remarketing is not just a B2C tool. Use it to get B2B customers complete a lead-gen form, download white papers, move them further along the conversion funnel, request a demo or receive a sales call, etc.
Remarketing Lists for Search Ads (RLSA) allows you to show your Remarketing ads in Google search results.
How many times should you serve your ad? It depends on your buying cycle. You have to experiment to find the right number of times. If you serve it too long, you're just wasting your money.
Be careful. There area places you do not want your ads to be served-up. Google will allow you to limit the sites on which your ads are shown. Under some industries (think healthcare and HIPPA laws) where you are not allowed to use Remarketing.
How to make Remarketing happen?
- Define your goals
- Identify your web pages on which you want to serve your code
- Setup your audiences (in your Remarketing platform)
- Apply tags to your website.
- Generate your creative- there are lots of options.
- Load your Creative. Always be testing it's effectiveness.