Are visitors leaving your website without making a sale? Remarketing PPC campaigns are the solution to your problem!
Gone are the days of traditional marketing – marketers in the modern world rely on Pay-Per-Click (PPC) advertising to promote their products and services. It is an effective and efficient technique to reach the target audience and to stay competitive. Remarketing or retargeting is an intelligent use of PPC campaigns to convince interested users to convert.
If potential customers are leaving your website without performing the desired action, such as filling out a form or making a purchase, you can attract them back to your product/service through well-placed remarketing campaigns. With a remarketing campaign, you can explore the best strategies to attract customers, enjoy a skyrocketing return on advertising spend (ROAS), and watch your business bloom.
Let us uncover the best ways to create an outstanding remarketing PPC campaign in 5 easy steps.
Step 1: Research Keywords
The first step of a Remarketing Campaign, be it Remarketing Google Ads or remarketing Bing Ads, is to conduct thorough keyword research specifically relevant to your remarketing campaign.
You must identify keywords and phrases likely to trigger a past visitor or potential customer to revisit your website. It is also crucial to identify the words and phrases that are similar to what previous visitors are likely to use when searching for products or services that may be similar to yours.
While it sounds simple, Keyword research can be challenging. The most obvious keywords are highly competitive. If you choose keywords with high competition, the bidding amount will be higher, and you will end up spending more money on the campaign.
You can use tools like AHREFs, SEMRUSH, and Moz to find keywords. The best way is to hire a PPC expert who can choose keywords that cost less and bring in more sales.
Step 2: Create Target Audience Segments
Once you have completed keyword research, it is crucial to segment the identified keywords. You can segment these based on the user intent and relevance, such as grouping keywords related to a particular product category, brand, stage in the purchase journey, and customer demographics. This will enable your remarketing campaign to craft highly targeted ad groups for better reach and traffic on your site.
You can segment your remarketing audience based on their behavior and engagement. The audience could create segments of your audience, such as people who visited the website but didn’t make a purchase or those who added things to their shopping carts but didn’t check out. Each category could then have a separate ad campaign for maximized relevance.
Furthermore, Audience Exclusion is a crucial step in a successful remarketing PPC campaign. Audience Exclusion ensures that you are not wasting your resources on remarketing to users who have already completed the desired action.
This helps you with not showing ads:
- To people who may not be a part of your target audience,
- To people who have converted already,
- People who are likely to be uninterested in your offerings.
Such an effort assists in efficient and better allocation of budget.
Step 3: Tailor Remarketing Google Ads Messages to the Target Audience
Once you have segmented your target audience, you must create ad copies specifically tailored and relevant to your target audience.
There are several ways you can go about tailoring your Google Ads content. Craft a compelling ad likely to resonate with your audience and their previous interactions with your site to trigger a response. A few ways to do this could be:
- To remind them of their last visits
- To bring up their shopping carts and remind them of what they liked the last time
- To encourage them to “complete their purchase” of the items they left in their cart on their last visit
- To reiterate their interests and highlight the benefits of those products/services
Creating persuasive messages tailored to target your segmented audience can lead to higher conversion rates and lower costs.
Step 4: Use Dynamic Marketing
One of the most important steps after tailoring messages is incorporating dynamic marketing in your remarketing PPC campaign. Dynamic marketing is similar to tailoring messages, but the primary purpose of these ads is automatic personalization.
In simple words, dynamic marketing ads are personalized ads showing ad content based on the products or pages a potential customer has visited. It comes in handy when you want to re-engage users.
Remember the keywords identified in Step 1? You will need those keywords and phrases in this step. You can insert keywords in your dynamic ads to alter the ad text based on the user’s search query.
To set up dynamic remarketing ads on Google, you will have to sign up to Google Merchant Center; it will further guide you on how to create retargeting Google ads.
Step 5: Invest in Optimization and Testing
A remarketing PPC campaign does not end with its creation and implementation. You must regularly review your campaign’s performance to ensure effectiveness and fill gaps by making adjustments as and when required.
Continuous optimization and testing are crucial stages in this entire campaign. You are encouraged to invest in A/B testing to experiment with variations of ads and decide the best one from among them. You can also test for big strategies and landing pages for further efficiency.
Regularly reviewing click-through rates (CTR), conversion rates, keyword performance, and costs incurred is crucial to ensuring a successful remarketing PPC campaign.
Conclusion for 5 Steps to Create an Outstanding Remarketing PPC Campaign
Remarketing PPC campaigns have become an indispensable tool in the world of digital marketers in modern times. As traditional advertising methods fade into obsolescence, it is crucial to understand how a brand can reconnect with past and potential customers via strategic remarketing and retargeting campaigns. Researching keywords, segmenting keywords and audiences, crafting dynamic ads, tailoring messages, and investing in optimization and testing can help in creating an outstanding remarketing PPC campaign to gain a competitive advantage in the industry.
Frequently Asked Questions (FAQS)
What is the difference between remarketing and retargeting Google Ads?
Remarketing Google Ads focuses on targeting audiences who have visited your website or social media before. Such ads usually involve paid advertisements. Remarketing, on the other hand, targets people who have already engaged with your business. It is to re-engage people who have shown an interest in your products or have done business with you previously.
What are the key benefits of Remarketing Google Ads?
Remarketing your brand allows you to grab and attract the attention of visitors to your website who did not complete a purchase on their last visit. It assists your business in increasing brand awareness, re-engaging potential customers, boosting sales and traffic on your website, and establishing your brand as an ideal product or service type for all.
Do retargeting ads still work?
Yes, Retargeting Ad Campaigns perform ten times better than regular physical banner advertisements. They also offer better opportunities to convert potential customers into actual customers than traditional advertising activities. It would be a good idea to invest in retargeting ads.
