We live in a world where marketers are introduced to a new innovation almost hourly. But one that is not exactly new, but still underutilized is SEM remarketing. Who better to show ads to than your previous site visitors? Balance Marketing Group has found that the ROI on remarketing ads can be incredible. If you haven’t yet tried it, what are you waiting for?

For those unfamiliar with Google remarketing, here’s how it works. A visitor lands on your website. Google’s ad network writes a cookie in that person’s browser, identifying them as having previously visited your website. When this same person is visiting another website in the Google display network, your ad appears, “remarketing” them back to your site. The power of showing ads to people who’ve previously shown interest in your products is incomparable.

With that background in mind, here are some tips for:

Start Tagging Visitor
You need at least 500 visitors tagged with the remarketing cookie before Google will show your ads.

Test Different Cookie Time-frames
Google allows you to to create different audience segments depending on how recently prospects visited your site. We recommend creating several segments to start, 180 days (the max allowed), 90 days, 30 days, 14 days, etc. Your bidding strategy should change depending on how recently the visitors viewed your site. You’ll find that you can afford to bid higher on more recent visitors because they’re more likely to convert.

Design Unique Remarketing Ads
If you’ve ever designed a banner ad for an audience whose mostly not heard of you, you need to approach remarketing creative differently.

Target Visitors by the Content they Viewed
Target visitors on a product level. Showing an ad featuring a brand new mustang to a visitor who originally browsed SUVs is not effective.

Target Visitors by their Stage in the Buying Cycle
The most effective tactic is targeting visitors who’ve recently abandoned their shopping cart or contact us page.

Create Ads & Landing Pages that Follow Scent
As with any ad-to-landing page relationship, there needs to be solid follow-thru that matches the promise of the ad. It’s frustrating when customers click on ad featuring a specific product or offer, yet landing page offers no such fulfillment of the ad.

Optimize through Site Exclusions
Once your ads have received a decent number of impressions, clicks, and conversions - pay close attention to the performance of each domain. Despite the fact that your ads are always being shown to qualified visitors who have seen your site before, certain sites perform significantly better than others. Because remarketing targets the individual, and not a specific site, your ads will potentially be shown on sites that might not mesh well with your brand.


On November 28, 2011

/ Marketing /