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One of the most important facets of effective online marketing is finding the right audience. In a Display Campaign there’s no use in showing an ad promoting sports car insurance on a kids game site, unless they happened to get very lucky at their school’s Christmas raffle then the only result will be a poor Click-through Rate (CTR), or even worse a high volume of expensive irrelevant traffic draining budget away from better performing sites.
A much better technique is to target your ads towards people that you already know are your audience by Remarketing to people that have already visited your site but didn’t convert. This could be for a number of reasons; perhaps they didn’t have enough time or they didn’t spot an offer that would have changed their mind. This is where Remarketing comes in, when a user meets your requirements – such as reaching your tickets page but not converting – then they will be added to your Remarketing ‘list’ and become eligible to be served ads, perhaps changing their mind with an offer they missed or reminding forgetful customers about your site.
A quick look at one of my own Remarketing Campaigns reveals that this month so far a 25% improvement in CTR and a massive 37% increase in the Conversion Rate has been seen over the standard Contextual Display Campaign on the Google Display Network – Remarketing really does work!
Now we’ve got past the why let’s get on to the how. Luckily for any budding Remarketers, with a bit of patience and strategy it couldn’t be easier to set up a simple Remarketing Campaign for all the most important pages on your site, just follow the steps below and you’ll be up and running in no time.
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