5 Ways To Improve Your Remarketing Campaigns

A successful remarketing campaign can work wonders for most businesses but like any type of paid advertising to ensure the best results it needs to be properly setup and regularly tested. In this post we will cover 5 ways you can improve the performance of your remarketing campaigns.

 

1) Who Is Your Audience?

The target audience is typically the most important factor of a successful remarketing campaign. Selecting “All visitors” as your audience is not usually specific enough to optimize your campaign’s results.

Generally the more specific you are at defining your audience, the better your results will be. A good strategy is to segment your target audience based on your website’s pages, this allows you to create a customized ad copy that can directly targets those visitors.

By utilizing Google Analytics to help configure your target audiences you’ll be able to target individuals based on very specific behavior such as the time spent on a particular page, the amount of pageviews, etc.

 

 

2) How Are Your Campaigns Structured?

How have you segmented your remarketing campaigns. Have you properly separated your text ads from your image ads by assigning them different groups? Have you assigned a different ad group for each target audience? It’s important to ensure that your campaign structure is setup logically so that others will be able to look at your account and make sense of the structure.

 

3) Which Ads Are Being Displayed?

If you’re targeting users that have already landed on your site via a paid ad it’s important to show them a different ad copy in your remarketing campaign. Compare your remarketing ads with your normal display & search ads to ensure they feature different versions of your ad copy.

The ad copy that is being served should be based on the specific audience you’re targeting. IE: If someone visits a video card section of your electronics store, the ad they are served should be related to video cards as opposed to a more general ad showing computer parts.

 

4) Where Are Your Ads Being Displayed?

A good starting point for identifying problems with an under-performing remarketing campaign is examining the ad placements. Take a close look for any placements that are consuming a large amount of the campaign budget with low conversions or that aren’t particularly relevant to the ad copy. Removing these usually results in a simple but effective way to improve your remarketing campaign’s ROI.

 

5) How Often Are Your Ads Being Displayed?

For a positive user experience it’s important not to overwhelm your audience by constantly displaying the same remarketing ads to them, this can become annoying very quickly. Luckily, you can take advantage of the frequency cap settings to solve this. Under your campaign settings, if you scroll down there is an option to adjust your frequency capping setting. You can adjust the maximum amount of impressions for a given period of time at either the ad, group or campaign level. A good general number for a remarketing campaign is a max of 10 impressions a day.

 

 

Summary

Following all of the above steps will help to optimize poorly performing remarketing campaigns and setup your digital marketing strategy for long term success.