What is remarketing?
Remarketing is a form of marketing explicitly aimed at people that have already expressed some interest in your brand, typically within the form of visiting your website. When someone browses your site, the likelihood is that they need an interest in what you sell.
Why use remarketing?
Remarketing is such a useful tactic because your best audience is usually whichever group of individuals is presumably to convert. And who is more likely to reply positively to your ads than someone who already expressed interest in you?
Where are you able to use remarketing?
Remarketing can be used in a variety of advertising strategies, including email marketing. The only common place for it to seem, though, is in PPC. And with most PPC being run through Google Ads, the most common method is RLSA ( remarketing lists for search ads) .
What are remarketing lists for search ads?
RLSA — Remarketing lists for Search Ads — is Google Ads’ primary remarketing tool. The way it works is that Google tracks traffic to specific pages on your website, usually those closest to conversion. When users visit those pages, Google tracks them and targets ads to them afterward.
When people see ads from a business they’ve already gained interest in, they’ll be far more likely to click than they might for other ads. In some cases, users were close to purchasing from you but got distracted, and therefore the ads remind them to travel back and finish.
How to found out search retargeting?
Now that we’ve covered the fundamentals of RLSA, the subsequent question is that this — how are you able to found out remarketing search ads for your business?
You’ll need to start by logging into Google Ads.
Once there, there are two components you’ll get to set up:
- Remarketing lists: Remarketing lists are essentially where you tell Google which users you would like to remarket to.
- Remarketing tags: Remarketing tags are what you increase pages on your website so Google can track traffic there.
Start by creating some Ad lists. You’ll apply to remarket either to an entire campaign or to individual ad groups.
To get started, follow this process:
- Either select an existing campaign or ad group or create a replacement one.
- Click “Audiences” within the left-hand page menu.
- Add an audience list by clicking the pencil icon.
- Select “Campaign” or “Ad group” under the “Add to” section.
- Click “Select a campaign” or “Select a billboard group.” Then choose the campaign or ad group you would like.
- Click “Website visitors” under the “How they interacted together with your business” section. Within the resulting menu, select the checkbox next to every list you would like to feature.
- Click “Save.”
Once you’ve found out your remarketing lists, you’ll get to add tags to your website. That process is significantly more complicated than the one above, and while you’ll find the instructions from Google online, you’ll got to be conversant in your website’s code.
If you don’t feel confident working with code, consider getting help from an outdoor agency like WebFX.
How to optimize your RLSA?
Once your RLSA is up and running, you’ll likely start seeing a better number of conversions than before. But if you would like your remarketing search ads to be truly effective, you ought to search for additional ways to optimize them.
Here are three simple ways you’ll get the foremost from your RLSA!
1. Bid on more branded keywords
Even for standard PPC campaigns, it’s often a simple idea to bid on branded keywords — that’s, keywords that incorporate terms associated with your brand (such as your business name).
The reason for this is often that if someone searches directly for your business, you would like them to be ready to find you. Otherwise, your competitors could bid on your branded keywords and steal your traffic.
But consider this: Which users are presumably to look directly for your brand name? Probably those who have already interacted with you before, right? meaning branded keywords are often particularly effective in search retargeting. As such, consider targeting them.
2. Target shorter and more generic keywords
Another sort of keyword you’ll want to focus on in your remarketing campaigns is short-tail keywords. In regular PPC, short-tail keywords often have too many possible contexts and an excessive amount of competition.
3. Decide the way to handle converted users
Search retargeting focuses on reaching people who have already visited your website, but it’s usually aiming at those that are visited without converting. So, what does one do when it involves those that did convert once they visited your site? Does one still target them?
The answer depends on what you’re selling and the way you would like to run your marketing.
For some businesses, users aren’t valuable enough to plug in once they’ve made a sale. In other cases, though, you’ll keep marketing to existing customers to upsell other products.
The choice is yours, but make sure to select the most benefits of your marketing strategy.