Remarketing… That’s when websites stalk you with their ads, right…? Wrong.
Remarketing is a method digital marketers use to connect with people who previously interacted with their business digitally, including visiting websites, social media presences, mobile apps or digital ads. When used correctly, it shouldn’t feel like stalking. In fact, remarketing is one of the most powerful and cost-effective ways to re-engage and connect with customers.
If you are completely new to remarketing, here is a great article that covers the basics of remarketing and how you can get started today. This article is for the seasoned pros out there looking for ways to optimise their remarketing campaigns for better results.
1. Double-check your basics
Making sure that you have checked the basics below will pay dividends as you start focusing on the finer points of your remarketing campaigns.
- Strategy and campaign objective – Is your campaign objective set according to your remarketing strategy? If you’re aiming for conversions with your remarketing campaign, ensure that your campaign is optimising for them.
- Tracking – Are you confident in your website and conversion tracking capabilities? Before you get fancy, make sure your setup is solid and cleanse any unwanted tracking software.
- Audience lists – Are they up to date and correctly segmented?
2. Manage your ad variations and frequency so you don’t cause ad fatigue!
Remarketing is about staying top of mind for your audience but remember what we said about stalking? The distinction between a great remarketing campaign and an ordinary one is ensuring you’re not bombarding them with the same ads everywhere they go online.
A core principle of marketing is to interact positively with your consumers to create profitable and long-lasting relationships. It’s tough to do that when you’re trying to sell them a product all times of the day, everywhere they go and probably not always in the right frame of mind.
Consider using frequency caps for all of your ad channels so your audiences only see a defined number of ads within a certain timeframe. Take it one step further by figuring out when your audience will be in the right frame of mind to explore and purchase your product and setting complementary ad schedules.
3. Focus on your ad quality scores
Ad quality scores are ratings given by ad platforms to estimate how relevant your ad is to the end user. It takes into account multiple variables like ad content, targeting metrics and the landing page experience. The more the entire user experience gels together, the higher the ad quality score.
So, why does it matter?
Ad platforms prioritise ads with higher ad quality scores. Take Google’s mission statement for example:
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To organize the world’s information and make it universally accessible and useful.
It’s in their interest to provide a seamless experience to quickly provide useful content for people online which is the purpose of the ad quality score. Ad platforms will prioritise ads with high-quality scores, which means marketers like us will see more traffic and conversions when we start reporting on performance.
4. Keep on remarketing to your most engaged audiences
A person who becomes your customer is familiar with your brand and likes what you’re selling enough to pay for it. This is a great opportunity to start cross-selling other complementary products. Plan out remarketing journeys for each of your products or services and watch your marketing engine run like a well-oiled ad machine.
When you begin these specific remarketing campaigns, you will notice that each audience is quite small. This shouldn’t be an alarm for concern though because these audiences are leaps and bounds ahead of cold outreach campaigns.
5. Experiment, refine, tweak and boost results
As digital marketers, it’s our role to continually optimise and improve campaigns to reach our marketing objective at a lower cost. This could be a hunch you have or an idea based on past experience. Validate your ideas by continually scheduling and running experiments to gather valuable data. If they prove to be successful, integrate them into the active campaign.
Here’s a few experiment ideas that might be worth considering:
- Which devices perform best? Is it worth prioritising budget based on the device people are using when they come across your ad?
- Which day or time of day works best? It might be worth scheduling your ads to only run during effective times to save the media budget.
- What messaging and imagery works best? As marketers, it’s our responsibility to record and continually create ads with the best performing messaging and imagery.
- What offer works better? Is it a percentage discount or perhaps a free consultation?
Remarketing can sometimes be forgotten about or not given the love it deserves. Hopefully, this article on remarketing has provided you with some guidance and inspiration to improve your remarketing campaigns for better results.
If we have inspired you, check out some of our other articles on our blog like how to create killer marketing plans and how you can capitalise on the rise in video marketing.