Sometimes, life returns us to a previous point, bringing everything full circle. With AdWords remarketing, you can put the wheels in motion to do the same! An effective, organized pay-per-click (PPC) remarketing campaign can bring previous website visitors back with visual ads that feature enticing imagery and language. As a result, you have a second chance to capture their attention, persuade them to convert from visitors into leads, and ultimately, win new business. So don’t spin your wheels searching for a way to make it happen! Instead, avoid these PPC remarketing campaign mistakes to reach new heights with your AdWords advertising. That way, new leads are just around the corner!
When potential customers first visit your website, they get their first taste for your company, brand, and offerings. Much like that first ever ride on a Ferris wheel, that initial website visit can spark long-term interest and a sense of familiarity. Remarketing allows you to leverage that interest and familiarity to bring customers back to your website. However, they need to make that initial visit first.
Remarketing campaigns rely on different Audience Lists (more on this below!), but to develop those lists, you need AdWords Search and Display advertising campaigns running. As a result, you can build website traffic, then organize that traffic by automated categories for more effective remarketing.
PPC advertising comes with a list of head-spinning, exciting benefits—growing your remarketing lists is just the start!
As your website traffic reaches new heights, your remarketing Audience Lists will too. That’s why it’s essential to consider other creative ways to reach out to potential customers. You can also target customers by the other websites they’ve visited, their long-term interests, research, and buying habits. These audience types are called Affinity (based on interests or habits) and In-Market (based on researched products or services). By targeting additional audiences that would consider your company relevant to their interests, you can branch out beyond your initial remarketing list. As a result, you can advertise to a larger ring of people—and get those people interested in your business!
Audience Lists can be organized by visited landing pages, product purchases, visitors who abandoned shopping carts or forms, and so much more. Remarketing allows you to focus on all website visitors or segment them by Audience Lists. Using the latter, you can create campaigns that use direct language based on customer behavior to re-engage them.
Using broad ads for all website visitors can help boost brand awareness, but segmenting ads based on previous website behavior is an effective strategy for encouraging customers back to your website. That way, the ads are garnered specifically towards their interests or remind them of their previous experience on your website.
If an Audience List focuses on customers who made a purchase a month ago, you can use stunning remarketing ads to show off similar products. You can even use Similar Audiences to target potential customers similar to your previous website visitors. As a result, you put a spin on their initial interest and turn them towards your website!
Many businesses offer their products or services to customers beyond a single city, state, or even country. It’s important, then, to make sure your location targeting is set to show your remarketing ads to customers within your market area. Otherwise, you could be missing out on remarketing to previous website visitors by neglecting to target ads in their area. Expanding your target location keeps everyone in the loop, too!
One of the many benefits of PPC advertising is the ability to have complete control over your budget. AdWords offers numerous bid options, so you can decide how and when to spend your money. Instead of watching your advertising spend shoot sky high by using the wrong bid strategy, you can take a different bid strategy for a spin.
There are a number of different AdWords Display ad formats, including HTML-5, Image, and Responsive ads. A high-quality, well-designed ad is created to compel customers, encouraging them to return to your website and complete an action. They also showcase your brand, reminding customers of their original visit to your website by representing the company’s visual identity. Neglecting to use quality ads can distort text, images, and keep your ads from displaying in different locations on the page, depending on the ad size.
Put the wheels in motion to design your stunning display ads here!
Website visitors often remain within an Audience List for the duration of 30 days, by default. However, you can extend the time frame within your settings to keep those website visitors in the list longer. By extending that time frame, you can maintain a larger audience for remarketing. Reducing the membership duration, meanwhile, allows you to target those visitors while their visit is still considered recent—and in some cases, more relevant to their current needs.
How many times can you go ‘round and ‘round on a Ferris wheel ride before you’re exhausted (and/or dizzy)? Customers might grow tired of seeing the same ad over and over again, too. If that’s the case, you may want to consider frequency capping, which limits the number of times an individual sees your display ad. As a result, you can keep from oversaturating them with the same visual. Frequency capping can also reduce your impressions throughout the day. If you’re using viewable cost-per-thousand-impressions (vCPM) as your bid strategy, this will decrease wasteful spend as well.
When are customers most likely to circle back to your website? Using data from your campaigns, you may discover that customers are more active at certain times of the day or are more likely to convert at certain times—or on certain days—throughout the week. An ad schedule allows you to control what days and times your ads display. As a result, you can cut down on wasted impressions and display ads at the high time they’re most likely to be effective.
Once your remarketing ads have run for a while, you may notice some strategies are working better than others to convert visitors into customers. By focusing on the most effective combination of strategies, you can optimize your remarketing campaigns. As a result, you spend money on the strategies that accomplish your goals so that everything turns full circle!
By avoiding these 10 PPC remarketing campaign mistakes, you can let effective advertising strategies take the wheel! As a result, you can encourage visitors back to your company website and get a second chance at winning new customers. As part of a successful digital marketing strategy, PPC remarketing puts the wheels in motion for brand awareness and new customer acquisitions. Now that’s the stuff to keep business growth rolling forward!
Ready to take PPC remarketing for a spin? We have your ticket for success here!