PPC | November 7, 2014
Remarketing: Why It’s Bad (And How You Can Do It Right)
Do you ever get the feeling you’re being followed? Well, many people are indeed being cyber stalked. No we don’t mean by a jealous ex-partner on social media, but being followed by pesky image ads. Learn how to implement a PPC campaign the right way with these easy to follow remarketing tips.
A lack of control of ads may not tempt customers but instead scare them away. No one likes the feeling of being haunted, whether online or not.
Google does not cap the frequency of ads by default but this is such an easy thing to do. Control how many times an ad appears within a certain time frame with a frequency cap. To do this, navigate to your campaigns section, advanced settings, and then frequency cap. We’d recommending restricting your ad to appearing around 3 or 4 times.
If you are not using Google, frequency capping is especially important, as you could buy 1,000 impression and only end up reaching one person.
Let us set the scene: You are sat at home one weekend and you are extremely bored. You want something to do so you look up your local cinema. You don’t fancy any of the films on offer but one is set in an exotic location, which gets you thinking about how lovely a holiday would be. So you spend the rest of your time researching and maybe even booking a short trip.
While you find that fantasy location, you are likely to be followed by adverts for the latest cinema deals and film releases. But that ship has sailed; you are no longer concerned about what you are doing today – you’re going away on holiday soon! The ads are wasted on you.
Most internet users will go through multiple ‘search sessions’ in a period of time. Therefore when remarketing it is important to filter using custom segments and to target specific topics – in this case, travel. By remarketing this way, your ads will only appear during relevant searches and will only target potential customers when they are most likely to be interested.
If an ad doesn’t grab the attention of a potential customer the first time they see it, what can you do to interest them on future viewings? Well, one nifty technique is to use image ad variations.
Most companies are now catching onto the idea that multiple sized ads means they can fit onto more sites. But different themes, layouts and colours in the same ad group can also be greatly effective. Everyone will have their own visual preferences and some styles may be simply more appealing to some than others. By creating multiple versions and rotating the ads you have a better chance of a conversion.
Negative Audience Lists
If someone has just bought something from your website it is very unlikely that they are going to return and buy more straight away. They won’t have even received the goods yet. Advertisements for your products or services are, as a result, likely to become redundant.
Use negative audience lists and you can block your ads from showing to these customers for a set period of time. This should be at least a week. It’s okay to target them in the future but don’t pester them in the meantime.
Stick to these 4 remarketing tips and you won’t only advertise to your potential customers but you’ll convert them too. There’ll be no more scaring them off and over to your competitors. Take control of your advertising!
(images: Developers and Internet Marketing Synergies)