Given that in most of the landing pages 99% of visitors do not get the desired effect, remarketing or retargeting is a powerful tool to recapture our users and improve conversion rates at a relatively low cost. Remarketing campaigns that have come to double the conversion rate often have conversions generating between 40% and 50% cheaper. However, the remarketing is not a foolproof solution, so it requires effort by the marketer and that is to plan and optimize campaigns effectively with a well-defined strategy to maximize all Google Adwords campaigns.
With the strategy going forward, you want to recapture users who have not purchased or you may choose to offer a complementary product to a user who has already converted. Cross-selling to users that have already purchased can also be a successful strategy. Are you going to start remarketing campaigns on specific products or product range? Once you have outlined your goal, create lists of ways to use remarketing in accordance with the strategy. Having decided on the strategy you can create lists of remarketing. These campaigns usually have a higher CTR than other campaigns of the content network. However, it is important to note the end of the remarketing campaigns are campaigns display network, and therefore need a greater number of prints in the search network to generate enough clicks eventually convert. It is essential that the remarketing lists have a high number of users. If you do not know where to start doing remarketing, choose products that generate more traffic to your website so you will thereby have a large number of users in the lists of remarketing.
Make sure to use a different message. Remarketing campaigns are aimed at users who have visited your website, which means that they are already relatively familiar with your product. Since they have seen prior marketing attempts, the message of the ads cannot be the same as for users who are going to reach your website for the first time. Don't waste this remarketing ads either. Use messages like "Are you still interested?", "Decide now", "Do not wait", or "You still have time".
A successful campaign should create targeted offers. In relation to the previous point, remarketing campaigns are a great opportunity to attempt to recapture users by offering customized discounts or offers. Ads could also create a sense of urgency if you keep the user for a limited period. Set a limit of impressions per user. Surely many of us have felt like an advertisement "chased" us through the entire network after visiting a website. Therefore it is advisable to limit the number of daily impressions. The maximum number depends on the strategy we want to follow, my experience tells me that around 2-3 a day is enough and always less than 5. We may limit the impressions from the tab at the campaign level settings.
Combine text ads with visual ads. Thus shalt reach more users and show your ad on more pages of the content network without tiring the user. Regarding the ads, make sure that creativity is the design of your page, so it is easy to remember your site and your product. Make sure that the segmentation is correct and the lists are properly defined. It is important to ensure that the HTML used to generate lists of remarketing are effectively implemented where they should be. For example, if the goal of the campaign is to recapture users who have not purchased, make sure that you have created a combination that includes users who have visited your site but excludes those who have already become customers.
Optimize, test, optimize, test and optimize again. Remarketing campaigns are effective but are not an infallible tool that works alone. What may work for one of your products may not work for others. Test different messages and offers, optimize campaigns, and exclude any other networks that do not work which will allow you to place stronger bids for those that will. This will help to provide better results and stop the ad formats that do not work.