5 Tips You Need to Know


In my opinion, each single paid search marketing campaign must be a remarketing marketing campaign.

Gasp, I mentioned it.

Should, not might.

Should, as a result of if in case you have a remarketing technique utilizing “Target and Bid” audiences with each optimistic and unfavourable viewers bid modifiers you may form your remarketing technique to drive visitors throughout the choice journey.

Now, let me take a break right here, as a result of that was a mouthful – and over the rest of the article I’m going to unpack what this implies and 5 suggestions that can provide help to do that.

The number of remarketing techniques out there inside paid search immediately are rising from the remarketing listing in search advertisements (RLSA), to buyer match, customized audiences, related audiences, like audiences all the way in which to in-market audiences.

In order to benefit from most remarketing techniques, you want to have monitoring arrange.

  • Google Ads: You both want Google Analytics or the Google remarketing tag carried out.
  • Bing Ads: You want to have Universal Event Tracking (UET) arrange to your account. UET tracks conversion targets and goal audiences with remarketing lists.

Once a buyer has engaged together with your web site in a technique, form, or type, you should use a remarketing marketing campaign to just remember to’re messaging accurately, as a result of the common client engagement goes to contain multiple contact earlier than they really make the acquisition.

Use that house between in a strategic means to information focused buyer segments in the proper course – all you could have to do is seize the information.

The energy behind remarketing is the flexibility to overlay viewers knowledge on prime of search campaigns and the concentrating on capabilities that include it.

Using “bid & target: option for audiences allows you to overlay your audience data on to your search campaigns, and adjust everything from keywords, to ad copy, to landing pages, to your bid strategy based on the user data and intent.

Why You Need to Understand Your Funnels to Create Great Remarketing Campaigns

Before I dig into the tactical steps behind creating a remarketing funnel, here’s an example that characterizes what remarketing is and how it can be used to drive a customer’s purchase cycle.

Let’s say you are an online retailer selling tickets for sporting events. I go to your website looking to purchase tickets to a Seattle Seahawks game.

I go through various pages on your website, looking at different games, availability of seats, and even add a set of tickets to my cart for a game, but before completing the transaction I pull the plug –  no sale.

Based on my time spent on your site, you can pull different bits of information and use that to continue to reach me as I continue my shopping journey across the web.

You already know I had some level of purchase intent, so the next time I’m online searching for Seahawks tickets or tickets to an upcoming event, you could go back and remarket that exact game and seats I added to your cart, using the game day details, ticket prices, seats, etc. to make a very targeted ad, specific to me.

5 Tips to Create Amazing Remarketing Campaigns & Funnels

1. Understand & Optimize the Time Constraints Related to Consumer Purchase Cycles Then Adjust Your Membership Duration Accordingly

When you create a remarketing list, you’re allowed to set a membership duration timeframe (or look back window) for how long a person’s cookie remains in your marketing list.

Many marketers leave this set at the default setting of 30 days; however, marketers who are using search for demand generation will create lists with unique look back windows based on the purchase or lead gen cycle.

Here are a few ideas to consider with setting the remarketing window:

  • For awareness and brand campaigns, I typically recommend setting a longer look back window.
  • For ecommerce and lead gen campaigns, I typically recommend setting the look back window to 10-20 percent beyond the time frame of the average purchase cycle, to include those who may take a little longer to make their purchase.
  • For campaigns related to products and services that are perishable (like travel, entertainment, tickets, etc.), you’ll still want to use purchase window tied to the expiration date.

For instance, let’s go back to the Seahawks game.

I know the date of the game (let’s say it’s on December 30) so I know that any tickets I don’t sell by 1 p.m. PT on December 30 are perishable. If today is December 1, I would set my membership duration to 29 days.

If you don’t know the specifics about your purchase cycle to understand what timeframe to set your membership duration, get insights from your analytics account.

In Google Analytics, go to Conversions > Multi-Channel Funnels, then Select Time Lag. This report shows how many conversions resulted from purchase paths by number of days in length. 

2. Create Multiple Audiences & Remarketing Lists Based on the Purchase Journey & User Behaviors/Actions

Here, it’s important to really understand the steps of your purchase journey and cycle. Based on those steps and stages, create unique audience lists.

I like to create a purchase journey map where I document:

  • What the step of the journey is.
  • How I’m tracking that specific step.
  • The list name.
  • My thought process for the different ways I am thinking about using that specific list.

For the Seahawks ticket example – I can create lists specific to the Seahawks, or their opponent, or CenturyLink Stadium, or potentially to each individual game date so long as that information is passed through the URL string.

Here are a few of the different types of remarketing lists I may create the following types of lists:

  • Visited Website
  • Visited the ticket page for Football
  • Visited the Seahawks Page
  • Visited the Select a Seat Page
  • Added Seats to Cart
  • Started Entering Billing Information
  • Completed Transaction
  • Created a new account
  • Logged into Account

Based on each of these specific on-site actions I could assign them to stages of the consumer decision journey.

I could also start to figure out how I would change my search marketing strategy from including the keywords I would target, the ad copy messaging, the landing page, or even my bid optimization strategy, based on the action that the consumer took.

3. Adjust Your Consumer Messaging Based on the Audience List & Keywords Targeted

Once you’ve mapped out the purchase journey and what audience will align to each step you’ll need to figure out how to apply it to your search strategy.

Should you shift consumer messaging based on the keywords they’re searching and where they are at within that purchase journey?

This opportunity to shift your messaging could be one of many different things:

  • Ad copy can be customized based on products and services as the consumer goes down the purchase path. Pull in specific data such as pricing, quantity of products available, offers, etc. into your ad copy based on the audience list.
  • Use ad customizers like countdown messaging for promotions or events.
  • For abandoned carts, you could offer a discount or incentive to bring the consumer back to your store.

This is getting to the heart of how you may be planning on using the specific list.

Let’s go back to my Seahawks game day example. Because the Seahawks tickets are perishable, you may choose to use the countdown ad customizer to include how many days are remaining before game day – or counting down to the hours until the game starts.

Also, think about your ad extensions and how you can customize and leverage your ad extensions to be more specific about stage of the funnel and even where you might choose to land the visitor on the site.

4. Understand Your Landing Pages & Think About Conversion Rate Optimization

Think about where you would take someone if they’re in a different stage of the purchase journey.

How would you optimize your landing page and its content to make it more personal, more curated, and more relevant to that searcher?

In my Seahawks example, where would you choose to take a user is they came back after abandoning the cart and searched for “Seahawks tickets”?

You can arrange an A/B take a look at to two completely different touchdown pages for a similar advert copy to see should you can impression conversion fee.

I might almost definitely run the take a look at of sending them both to the web page for the particular Seahawks sport in addition to the core Seahawks web page.

If my web site had the potential, I may additionally use a web site hyperlink extension to name out the tough ticket worth that was beforehand chosen and take them to the “select a seat” section of the acquisition journey; after which use the extra web site hyperlink extensions for the core Seahawks web page or different upcoming video games.

With audiences, you may take a look at the advert copy and touchdown web page parts to optimize to conversion fee!

5. Adjust Your Bid Strategy Based on Audience

Adjusting your bid optimization technique for viewers focused campaigns is an usually ignored tactic.

Because you may assign viewers lists on the advert group and marketing campaign degree, it means that you may regulate your bid optimization technique, too.

Based on the previous or earlier engagements with the person, would you could have a unique ROAS/ROI or optimization goal?

For occasion, I’ve managed search campaigns the place web new prospects had a ROAS goal of 125 % versus current prospects had an optimization goal of 250 %.

Why?

Because whereas our current bid fashions didn’t embrace lifetime worth, we knew from our inner knowledge that 20 % of the brand new prospects would turn out to be common repeat prospects, so we might be extra aggressive to purchase net-new customers.

Here’s the primary takeaway:

If you’re attempting to create a tremendous remarketing funnel, it goes again to your knowledge and understanding client intent and habits after which mapping that habits and intent to your search campaigns.

From there you may customise nearly every thing when you’re utilizing the “Target and Bid” setting for audiences.

Without Data, We’re Just Making Guesses at a Customer’s Intentions

There’s quite a lot of nice data out there to you inside your analytics account to primarily go down and create a ton of in-depth remarketing lists that may be layered on prime of your search campaigns.

This provides you the mandatory levers to pull to your key phrases, advert copy, touchdown pages, and your bid optimization instruments and techniques – and it must be a central a part of your enterprise’s gross sales technique.

The world is your oyster, go forth and begin creating ah-maz-ing remarketing campaigns.

More Resources:

Subscribe to SEJ

Get our each day publication from SEJ’s Founder Loren Baker in regards to the newest information within the business!

Ebook



Tags: