If you are planning to lead a pay per click campaign for your company, one of the things you can consider is remarketing. It is one of the most amazing things to happen in the online advertising/marketing world as it’s revolutionizing the way companies gain new clients. Also, it is a great way to target people who have been on your site by tagging them, showing them relevant advertisements as they navigate the web, and then helping them return to your site, and perhaps make a purchasing decision.
Repeat This Process: Plan > Execute > Monitor > Adjust
It is highly recommended that you keep an eye on your site’s remarketing and analytics accounts to gain invaluable insights in your customers’ web surfing habits to make your own advertising more effective. For starters, you can begin monitoring your site’s analytics on a monthly basis. Some questions you want to ask yourself include:
- What keywords are your visitors using?
- Which factor(s) – times of the day, season, etc. – play a major role in driving traffic?
- What pages are your visitors leaving from?
- What pages are your visitors going to next?
Get the Basics Right
Due to remarketing ads being generally small, they can be a bit tricky to design. However, there is nothing to fear as these general guidelines help ensure that nothing will go wrong:
- Simple designs work wonders: As there is often a lack of space, this form of advertising requires a more simplistic approach. In most cases, your potential customers may have already seen your website and know who you are. Your ads should remind them of you, of the products that they considering buying from you as well as offering a quick way for them to return to your website.
- Keep to your current brand colors and guidelines: Your advertisements must remind the viewers of your overall brand in less than two seconds. Hence, it is important to keep your colors and logos consistent.
- Include a call to action: You might hear this often but it is a really effective technique. One of the ways you can get your visitors to take action is to contact you.
- Offer limited-time, special deals: If your landing page has extra space, do consider mentioning any kind of special offer that your company has going on.
Be More Specific
It pays to be specific because remarketing rewards specificity. Let’s say that you run a kitchen remodeling business and you have a website that features a range of service areas. You then set up your remarketing campaigns in part by service areas. After that, you get even more specific on the sub-pages that receive the most viewers. Take a look at this sample navigation: Kitchens > Kitchen Counters > Marble Kitchen Counters. Your remarketing campaign should be tagging all of those who are interested in marble kitchen counters and continue to present ads that are specific to marble kitchen counters once your viewers go off the site.
Keep in mind that you are not only creating ads for your company or the services you are offering. Your ads should be exactly what your visitors are looking for. This will help you garner additional conversions, clicks and attention. If your ads have been rather generic lately, start getting specific today. Simply make your ads match what the end user was doing on your site, and ensure that you deliver that visitor back-to the service or product they were initially viewing.