Is your business taking a holistic approach to its marketing strategy? 97% of site visitors don’t ever return to your website, according to MailChimp. This can lead to astonishingly low conversion rates, and can significantly impact your marketing strategy. Retargeting allows marketers to increase their brand awareness and optimize their conversion rates through an entirely new way of reconnection. In this blog post, we offer insight into best practices that you can use for your remarketing campaigns in Google AdWords.
What is dynamic display remarketing?
Dynamic display remarketing is a method of marketing that allows you to create tailored outreach to prospects that have visited your services’ site or app. Because of this, you’re able to create graphic-based, textual, or other forms of outreach that can then retarget them and encourage them to come back to the brand with offers, product recommendations, or other associated calls to action. For remarketing and other types of Google Ads marketing campaigns, you may benefit from professional Google Ads management in order to make the best use of your time and resources.
Best practices for Google AdWords dynamic display remarketing
While each marketing campaign is influenced by the type of brand and offers behind it, there are certain steps that you can take to make your marketing efforts as effective as possible. Below, we’ve compiled several best practices that you can use in your Google AdWords remarketing campaigns:
Remove barriers to purchasers wherever possible in your ad campaigns
When setting up your remarketing campaigns, it is important to remove any barriers to purchasing that you may identify in your ads process. These include exclusions such as location or language. The reason why this can be helpful is that your audience that will be touched by these ads has already been familiarized with your brand — likely through your website or app. If you can optimize your ad’s presentation and utility through keywords, compelling graphics, or relevant calls to action, you can experience a higher conversion rate and CTR. This allows you to remove any barriers to entry that may be relevant to other types of ad campaigns.
Create a data strategy that will amplify your remarketing efforts
Taking the time to set up data tagging for both customer-facing views of your site (desktop and mobile versions) is an investment of time that can pay off significantly in the long run. This allows you to have a more data-supported strategy that can help you to tailor your remarketing efforts. You can do this easily with Google Tag Manager.
Consider deploying A/B split testing for your ad layouts
No two ads are built the same way. Your audience may resonate with certain ad elements more than others. A/B split testing can provide you with valuable insights about what resonates with the audience. Google is built to automatically re-size and optimize your display settings and other formatting elements, leaving you with the task of optimizing your copy and other creative elements. Your A/B tests will yield more comprehensive information if you allow them adequate time to produce results, ideally over one month, before changing ad elements in an attempt to optimize. Taking advantage of the data provided using this tool and editing your remarketing display ads accordingly can help you in boosting your conversion rates and improving your ad campaign performance.
Invest in quality photography or graphics for your B2C or B2B brand
Advertisements do exponentially better with quality photography. For B2C companies, this can be a significant investment but will pay off in the long run. DepositPhotos has actually found that 60% of the surveyed consumer base was more inclined to reach out to companies who included quality graphic imagery in their advertisement campaigns. While this is a simple change that you can make, the importance of this step shouldn’t be understated. For B2B brands who work in software or another niche that doesn’t allow for physical photos, be sure to invest in quality graphics that clearly show your area of specialty.
Optimize your frequency caps using Google’s optimization tool
In the interface, Google offers optimization automation techniques for your frequency caps that is data-driven for the best performance possible. Frequency caps help your prospects to be exposed to ads a set amount of times in a given time period. While there are other manual settings available to you, Google recommends using automated bidding capabilities and other strategies available in their suite to determine your strategy going forward, creating maximum impact.
Google AdWords is a top choice for your remarketing efforts
Google AdWords is a proven tool that can help you boost your conversions and CTR significantly. The platform offers significantly deeper insights that allow you to assess best practices and remarketing strategies, keywords, optimization techniques, and more. AdWords is included free of charge for those who already have a GoogleAds account, and can significantly bolster your digital marketing strategy.