PPC Tuesday – Post Holiday PPC Remarketing

By Profitable PPC Team
TOPICSPaid Search

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They say you never get a second chance to make a first impression. This applies in a lot of areas in live, be it a sales pitch, job interview or perhaps meeting your significant others parents.

This can be stated as well online, as according to Google 97% of new visitors do not convert the first time they arrive at your site. However through the use of remarketing you can increase your chances the second time around that those visitors who left your site come back and ultimately convert. With online marketing you can still have that opportunity through the use of Remarketing.

With remarketing a site is able to communicate with people who’ve previously visited key pages on their website but did not perform a conversion, be it a purchase, lead generation form fill, or email signup. This gives you another way to match the right people with the right message. By doing so the end result will be higher conversions and in some cases revenue for your campaigns.

For example, if you have keywords that you don’t use because you haven’t seen conversions in the past, you can use these keywords to drive traffic to your site, then use remarketing on the Google Display Network to capture incremental conversions from a more qualified set of potential customers.

This gives you another way to match the right people with the right message. By doing so the end result will be higher conversions and revenue for your campaigns.

This can also be another way to utilize some under converting keywords. You can use those keywords that drove traffic to your site to use remarketing to capture incremental conversions from a more qualified set of potential customers.

When thinking about the benefits that Remarketing brings, I think of the following four areas:

  1. Through the promotions you have out in your remarketing ads, you increase the awareness for your brand. The “billboard” effect if you will. Those who go to the site and then later see the ad on another site will remind them to search for that brand when the user goes to search for that particular product offering.
  2. The messaging can be tailored around the targeted group or the behavioral statistics of the audience. This can vary by people who do general searches for a theme that is related to a client’s product.
  3. By doing this you prevent those customers who initially bounced from your site to go to another competitor site and making their transaction there. By coming up with enticing offers and promotions you can persuade those to come back to your site to give it another shot.
  4. Lastly by doing this you not only secure new customers but more importantly you build upon the loyalty of your existing customers, ensuring higher retention and lower attrition.

So for those who are interested in testing out a Remarketing campaign, I would follow the following four steps:

  1. Determine which area to target, be it people who just visit your homepage or a particular part of your page that can benefit from a remarketing campaign.
  2. Create target remarketing campaigns based on the areas of the site. This can be those who visit the confirmation page, shopping cart, a landing page through a PPC ad. Google AdWords has a very easy to follow process in how to set this up.
  3. Enable tracking coding from these campaign segments on targeted pages to gather a database of prospects in which to serve these remarketing ads and offers to.
  4. Once the campaign accrues enough visitors in the database in which to remarket, in most cases being 500 at the minimum then activate the campaign and monitor to see what conversion activity transpires as a result.

This is a quick example of the use and benefit of Remarketing for a travel client that I worked on. Through spending $9k in Remarketing in one month they were able to generate an additional $115k in direct click and post impression revenue, accounting for a Return on Ad Spend of over 1,000% and representing 20% of their total SEO & PPC revenue.

This was a situation in which 1/5 of their revenue would have been otherwise lost had they not had Remarketing setup to accompany their PPC campaigns. This is a initiative that will help more than hurt, so don’t let this lost revenue past you by!

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