How To Improve PPC Campaign Through Remarketing

October 16, 2022

If you wanna improve PPC performances, using remarketing campaign gives you many benefits. Many campaigns targets all the audience, who are seeing your ads for the first time and those who have already seen these ads before with the same ads and the same bids. In this tutorial we’re going to discuss about the way to improve PPC campaign through remarketing. To do so, you need to avoid some common remarketing campaign mistakes. They are given below.

1. Seek Scale

Scales are one of important thing you need to consider for improve PPC campaign before start a any remarketing campaign in any channel. Because they will lead your campaign into the right direction. You might not have a large retargetable audience. Therefore you need to get a measurement about it. You can use your site analytics data from other channels and find how many monthly repeat visitors exist overall.

Remarketing volume might be small. If it is a small amount with 30 days, go further and take measurements out to 60 or 90 days. If the minimum list size in Google Ads is 1000, based on your typical click-through rate (CTR) and conversion rate (CVR), you need a higher threshold. Because it not enough to gather conversions. For an example, if the CTR is 5% and a CVR is 2% and 1000 impressions, they will make only 0.5 conversions. In this rate, to gather 10 conversions, you need to have a million impressions.

2. Don’t Just Sell – Cross-Sell and Upsell

When doing remarketing, it’s better to test both a sell message and a cross-sell or upsell message. Sometimes a person who has not make a purchase before need some encourage through messaging to make them to buy. Sometimes they can decide not buy anything after receiving more details. They might only want extra information. And also someone might looking for not only solutions but also extra information to confirm the problem that really exists. You need to give reasons to users to remember your site and its products.

The sell messages says the same thing that users heard before in a different way. A cross-sell promotes related offerings and upsell can encourage users to consider about offering. They may not end up buying this high-end option, but this may highlight the value of the initial option considered.

3. Think To Exclude

People who just purchased your product or service may not want to buy the same product or service again right away. we have seen sometimes companies retarget us with something we just bought. But it’s better to exclude them from retargeting audience. They can be excluded for next 7 or 14 days from your campaigns except for cross-sell goals.

You need to think about the consumption time of your service. The delay before making another purchase can be different from many reasons. Seasonality, location of the target, and target ROI can effect to making another purchase.

For example, someone who booking a summer vacation may not purchase again it from you until many months later. you might think there is a chance to they making a purchase months later. you might think there is a chance to they making a purchase sooner. But it does make sense stay some time to retarget them again instead motivate them to buy same thing again from you.

4. Go Long

You might think remarketing is a short term strategy. But it’s not. You can retarget visitors who came your site even a year before. Remarketing is not all about target people who abandoned shopping carts or recent site visitors. You can use consumption patterns and seasonality to retargeting. For example, when someone booked a spring break getaway with you, when will be the next time they start planning one?

5. Synergies With Other Channels

Default remarketing is remarket all the users who have been visited your site through searching. You can retarget But also there are some visitors who have been to your site through other channels like seeing display ads, interacting on social media, coming from emails. You can try retarget them along with direct visits and organic search. Find what is the channel make you most visitors and create remarketing campaigns with those channels.

6. Extra Budget Not Required

Extra budget is not a requirement. Remarketing is targeting people who already captured by your current campaigns and isolating them and creating new experiences for them. If your remarketing audiences are not large and/ or you do not expect CTR to substantially grow, there is no need to jump budget. Having an extra budget for remarketing is good, but in the short run it’s not required.

If you avoid above common remarketing campaign mistakes and follow our instructions, you will be able to improve your PPC campaign.

Frequently Asked Questions

What is the difference between remarketing and retargeting?

Remarketing and retargeting are two different things. Retargeting is focused on paid ads. It can take a variety of forms, and target a broad range of individuals also. Remarketing is focused on email campaigns and reaching out to people who have already had interactions with your service or products, allowing for more specific upselling and messaging.

What is PPC?

Pay-per-click also called PPC is an online advertising model. Advertisers pay based on the number of people clicked on their ad. Pay-per-click can improve your site’s visibility on search engines. It also increase traffic to your landing pages.

How long should you run a PPC campaign?

PPC can give results overnight. But it requires at least three months of time to work. These three months of time serve as a training period for you campaign. It provides you valuable data that can be used to improve your campaign’s performance.

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