Remarketing best practices | Straightforward ways to boost your profit

Posted: 03 Oct 2022

What is remarketing?

Remarketing involves serving ads to people who have previously visited your website or engaged with your content on social media. It’s a low-cost way to increase your online sales and boost profits. A remarketing pixel is placed on your website to reach visitors who have visited certain pages or taken certain actions. 

Remarketing in PPC shows ads to past visitors while they browse the web, read news sites, do product research or watch videos. They serve personalised advertising experiences to ensure that your brand remains top of mind and encourages visitors to come back. You can reach consumers who have interacted with your social media content or watched a video through engagement-based remarketing. 

The benefits of remarketing

When done correctly, remarketing in PPC can lead to higher conversion rates. The fact that you are reminding people to return to your site with your ads at the right time leads to far more people making purchases. The goal of Google Ads remarketing is to show targeted ads to visitors who have already visited a site. Traditional remarketing involved sending an email to a customer to upsell an accessory or supply or renew their subscription. 

In today’s world, remarketing involves re-engaging customers through email, SMS, social media, offline ads and retargeting. Direct-to-consumer e-commerce brands can also remind users based on their purchasing history to take action. Using Google Ads, you can remarket to your customers. Through the tool, you can drive traffic to your website with hyper-targeted ads that reach more than 90 per cent of online users. 

Remarketing best practices 

Remarketing allows you to retarget high-value audiences based on gender, age and interests, and boost your return on ad spend. Remarketing in PPC ads is one of the most cost-effective optimisation strategies for boosting conversion rates and driving sales. 

Track campaigns in Google Analytics

You can better track ad campaigns in Google Analytics by using UTM parameters. To improve Google Analytics tracking, UTM codes or parameters are added to your URL as text snippets.

The Google Analytics Custom Audiences feature

To show more personalised ads to your audience, remarketing in PPC uses a customised and segmented remarketing list using Google Analytics audience segments.

Google Ads and Analytics Data Integration

The data you collect from Google Analytics is readily available if you install it on your website. Your analytics account can be linked to your Google Ads account to track customers acquired through remarketing.

Onsite Optimisation

To rank higher in Google and earn more quality traffic from search engines, it is very important to focus on on-site SEO, content, keywords, visual assets, geotagging and a well-structured website. In this process, website elements are optimised to enable users to have a richer online experience.

Remarketing costs on Google

Remarketing in PPC is a great advertising strategy that targets previous website visitors. Using remarketing audiences, brands can target ads across the web. Google’s average cost per click (CPC) for search or display ads is around $1 and $2. It’s less than $1 for display ads. According to remarketing statistics, e-commerce companies spend an average of $0.65 to $1.24 per click. Although this is purely a market average, not a statistical standard.

Types of remarketing

Check out these seven remarketing in PPC techniques you should consider for your future campaigns.

Visitors to the pricing page

Prospects who view the pricing page are more likely to be advanced shoppers than those who view your homepage.

Abandoned carts users

Abandoned cart users that added products to their carts but did not complete the purchase process.

Visitors to industry-specific pages

Ads that speak specifically to the needs of niche audiences by targeting unique ads tailored by industry. 

Remarketing across channels

Build remarketing segments based on specific campaigns and channels that have driven visitors to your site.

Previous buyers

In the event that someone made a purchase from your website previously, you could remarket to them later on in an effort to induce them to make another purchase.

Engagement audiences

Facebook, Instagram and LinkedIn offer the ability to retarget engaged audiences. Users can be targeted with ads if they have liked, followed or engaged with your page or ad in any manner.

High funnel conversions

Set up campaigns with signups or CTAs like a free resource, gated content or product demo and you’ll build an audience segment for high intent buyers.

The bottom line – Are you ready to start remarketing?

Remarketing is a smart and intuitive marketing tool used for increasing sales and brand awareness. With its multiple applications across a wide range of markets, it is an inexpensive approach that can be used to engage people of different backgrounds and demographics. What are your thoughts on remarketing in PPC? 

If you need some remarketing support, the team at Detail Marketing is here to help. Say hello. 👋

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