Remarketing is undoubtedly one of the most powerful online advertising tools to keep your brand in front of potential leads during the longer B2B conversion cycles. Even better, remarketing provides the opportunity to keep your existing clients and customers coming back by cross-selling products and services similar to ones they have already purchased from you.
If you’re one of the many online advertisers who are ready to up the ante on their 2016 PPC campaigns, check out the tips below to ensure your next campaign brings in the results you need.
6 Steps to a Successful Remarketing Campaign
1. Use your remarketing tag to your advantage.
Make sure to tag all content pages, parent sites, microsites – basically tag as much of your website as possible. This allows you to develop detailed audiences for every page (or product/service) on your site.
2. Create narrow custom lists.
Once you have an audience, you can begin remarketing to them. The key to building great remarketing lists is keeping them as custom and tight knit as possible. Build each list based on visitor behavior or buyer persona. In other words, segment your lists based on what products or services visitors showed interest in.
3. Create tailored image ads.
If they are interested in a specific product, make sure to deliver powerful and compelling imagery, targeted and relevant messaging and very strong call to actions (CTA’s). Quickly remind visitors of who you are in a way that encourages them to revisit your site. Ideally, you would have 2 sets of image ads per custom list to A/B test.
4. Create tailored landing pages.
The same rule applies for landing pages, make sure to send visitors back to a unique landing page that compels users to convert. Like your image ads, tailor each with the proper imagery and content so visitors feel propelled to action.
5. Always stay within your industry.
Most of the time, less is more. Don’t be scared to exclude sites or content on the Google Display Network! Exclusions should be performed on a regular basis to make sure your ads aren’t shown on unrelated or inappropriate sites.
6. Never remarket to converted leads.
This is by far the biggest annoyance from web users. Once a lead completes the desired action (provides contact information or downloads a content offer), be sure to remove them from the remarketing list. Instead, focus on turning them into returning customers by offering complimentary products and services that further benefit them.
For more information on creating a successful online advertising strategy, check out these additional resources: