Re-Targeting

Re-targeting, also called remarketing, allows you to re-engage people who visit your website by having a cookie deposited into their browsers that quietly designates them for targeted ads at a later time. Good re-targeting can help you recoup on website bounces, lower your cost-per-acquisition (CPA) and overall CPC at the same time.

There is a natural cycle of engagement that is created even with visitors to your website that don't initially buy something. By using remarketing effectively, you can complete that unfinished cycle. Some professional paid search strategists even believe that re-targeting is the one and the only way to successfully drive a strong ROI on the display network.

In 2014, luxury watch supplier Watchfinder set out with the goal of getting site visitors who hadn't bought anything on their first visit to come back and buy something. After putting together 20 detailed lists of non-buyers who had shown initial interest, they improved their average order value (AOV) and lowered their CPAs at the same time.

Watchfinder was able to generate an ROI of 1300%, boost their AOC by 13% and reduce its CPA by 34% just by using Google Analytics to carry out a precise re-targeting campaign.

About 90% of visitors to commerce websites leave without converting or buying on their first visit, but re-targeting can improve your ROI by as much as 50%. While standard display advertisements have a CTR of about 0.05 to 0.1%, a re-targeting campaign is likely to have CTR of about 0.2%. You’ll want to keep the following things in mind to make re-targeting work equally well for you.

Build Your Re-Targeting List at the 100-Visitor Mark

Just like all other campaign types, strong re-targeting campaigns depend on your time investment into finding out the true characteristics of your target audience. You can use the AdWords Shared Library's audiences tab to build up all your remarketing lists.

When you create the Google AdWords remarketing list for those who visit your website, you can establish a timeframe for the maximum number of days that tagged visitors can remain members of that list. The best time to start re-targeting will be when you've gotten at least 100 visitors within 30 days.

You can start a new campaign by clicking +Campaign and selecting "Display Network Only." Select 'No marketing objective' and 'All features' to ensure that you've got access to all the tools that are compatible with your remarketing campaign. Specify the name of your campaign, starting budget, bidding strategy, language and target location.

After you've chosen the default bid amount and named the re-targeting ad group in Google AdWords, choose "Interests and remarketing" as the way that you'd like your ads to be targeted. The prospect list that you built before in the audience tab will serve as the re-targeting campaign's desired target audience. After specifying your targeting parameters, you can either create the specific advertisement right then and there or do it later.

Specify Your Re-Targeting Objective

The range of things that you can compel your target prospects to do through re-targeting includes far more than just purchases. You can use re-targeting to compel those who visited your website to subscribe to a newsletter, fill out a survey, or even just volunteer more information that allows you to get better insight into what defines your ideal buyer persona. Always make sure that your CTA on the GDN accurately fits your chosen audience's most likely activities before encountering the ad.

Use Re-Targeting to Enhance Display and Search Ad Coordination

Re-targeting can be an exceptional way to improve the effectiveness of alternating between Display and Search ads that play off of one another. Re-targeting the audience of a decently performing Search ad with a relevant Display ad can create an even lower CPC rate.

No matter what kind of content you use in a re-targeting campaign, always aim to use content that reminds the re-targeted audience of what they’ve seen so far but is still distinct enough to be something original.

Be as Contextually Specific as Possible

To keep your remarketing campaign from getting unnecessarily expensive, be sure to make use of all the contextual targeting tools that you can. You will want to filter the parameters as narrowly as possible to avoid wasting your budget. The average price that you pay for conversions and impressions naturally gets lower as your ad relevance rises.

On Facebook, there are over 1.7 billion active users that you can create a custom audience from with a social media re-targeting list. The custom audience of people to re-target on Facebook can be created with website traffic, phone numbers, emails, and even past app use. You can use your re-targeting list to create a “lookalike” audience of people within the same demographic.

On Twitter, you can use the Audience Manager tab in your Twitter Ads account to build a list of website visitors. In addition to visiting your landing pages, you can narrowly define a range of specific actions that you would like to have Twitter Ads treat as qualification for membership on your re-targeting list.

You can paste the tracking pixels you make in Google Ads, Facebook Ads and Twitter into the HTML of your landing pages to collect the qualified visitor traffic you drive to them for re-targeting later on.

Takeaway Bullets

  • Build Your Re-Targeting List at the 100-Visitor Mark
  • Specify Your Re-Targeting Objective
  • Be as Contextually-Specific as Possible