A Handy Guide to Re-Marketing Campaigns

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Remarketing campaigns aim to reach to people who have previously visited your site. Google notices that these are potential customers and so wants to keep them eager to return. This can happen in many ways, for example if someone goes onto your site and adds things to the basket but does not buy, Google can show them your adverts with a message of an offer in order to get them to return and buy the things in the basket.

Why Use Re-marketing?

Re-marketing campaigns allow you to re-advertise to users who have previously visited your website.

Every time a user visits your website, a cookie is placed onto their IP address. This allows you to identify that unique user and gives you useful information on this user such as how long they spent on your website and where that user came from. By installing a re-marketing code onto your website you will also be able to track where the user goes after visiting your website. Your adverts will appear on every website that the specific user goes to after visiting your website. You can set a 30/60/90 day expiry window so that your adverts will be shown to users until this time is up. This means that you can remind users of your company, which increases the likelihood of someone re-visiting your website and completing an enquiry/sale.

Benefits of Re-marketing:

  • You can re-advertise to users who have visited your website through any source. Although re-marketing campaigns are created and monitored in Google Adwords, as soon as someone lands on your website your adverts will be targeting them.
  • Re-marketing campaigns are cheap to run. You only pay when a user clicks onto your adverts, just like the traditional PPC (pay per click) method. The re-marketing campaign runs across the Google Display Network (GDN), which has a lower cost-per-click than the Google Search. Because of this, we suggest implementing a daily budget no higher than £5 as this campaign will not generate a high amount of daily clicks.
  • You can generate a better ROI (return on investment) than other advertising campaigns. The target audience through the re-marketing campaign are more refined as they have already visited your website and are further along the stages to completing an enquiry/sale. Therefore if someone clicks onto your adverts and re-visits your website, they are more likely to complete an enquiry/sale than someone who is new to your website.

Note: We are an Adwords remarketing agency and can help with your campaigns.

What you need to consider 

1) Tracking: Your website will need a tracking code which should be played immediately in order to view how well your remarketing campaign is going in terms of impressions (number of people viewing your ads) and conversions (number of people clicking onto the advert and performing the action you want e.g. paying for an item)

2) Cookie lengths: The ‘cookie’ is what Google places into the users browser and identifies them as being a former visitor to your site. The length of a cookie determines how recent the former visitor is to your site e.g. visited within the last 14, 30, 90 days. Note that a long cookie length may not guarantee more people come back to your site as some visitors are only after a specific product in a certain duration of time.

3) Relevant advert/message: Because you are targeting former visitors they are already aware of your site and what it looks like, so it is necessary to use a targeted advert rather than the format for your original Adwords advert. Make sure that your remarketing advert clearly shows your brand and some of the recognisable products that they have already viewed.

4) Retargeting customers: If you are constantly selling a product on your site, a customer who has already bought it may be interested in a resupply of the same product in a few weeks time. A remarketing campaign allows you to create compelling ads which remind customers where they bought their product from and may stop them from searching elsewhere on the web for the same/similar products.

5) Landing pages: It is very important that the landing page a customer is taken to is relevant to the offer or message you have displayed for them. e.g. if you say ‘Buy One Get One Free on all hair products’ and the user is taken to the home page they will look elsewhere. Not only can a poor landing page cause you problems in the short-term and suffer from a low return on investment, but it can also cause some visitors to never use your site again.

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