{"id":15716,"date":"2019-01-31T18:27:38","date_gmt":"2019-01-31T18:27:38","guid":{"rendered":"https:\/\/directiveconsulting.com\/ca\/?p=15716"},"modified":"2024-05-23T07:42:16","modified_gmt":"2024-05-23T11:42:16","slug":"increase-conversion-rate-by-remarketing-2","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/ca\/blog\/increase-conversion-rate-by-remarketing-2\/","title":{"rendered":"Increase Conversion Rate By Remarketing: A Step-by-Step Guide"},"content":{"rendered":"<h2><span style=\"font-weight: 400;\">What is Remarketing? <\/span><\/h2>\n<p><span style=\"font-weight: 300;\">To understand how you can utilize <a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/remarketing\/\">remarketing<\/a> campaigns in your PPC strategy to <\/span><span style=\"font-weight: 300;\">increase your <a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/conversion-rate-optimization\/\">conversion rate<\/a>,<\/span><span style=\"font-weight: 300;\"> you must fully comprehend what remarketing is. Remarketing or retargeting is the act of advertising to those who have already been marketed to in the past. Simple enough, right?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">In digital marketing terms, users who have visited your site, or viewed your products and services, can be remarketed to via ads after they have left.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">This can be done by utilizing a user&#8217;s unique <\/span><a href=\"https:\/\/digiday.com\/media\/know-cookies-guide-internet-ad-trackers\/\"><span style=\"font-weight: 300;\">cookies<\/span><\/a><span style=\"font-weight: 300;\"> based on their IP address, allowing any online actions to be stored as files and remembered by previous websites visited.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Remarketing Campaigns: Why Should I Use Them?<\/span><\/h2>\n<p><span style=\"font-weight: 300;\">Before we get into how to create a remarketing campaign, it\u2019s essential to emphasize the importance and the \u201cwhy\u201d behind user remarketing. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">Some advertisers tend to shy away from remarketing campaigns with the thought of \u201cannoying\u201d their consumers with a constant bombardment of ads. However, with a higher conversion rate and <a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/click-through-rate\/\">click through rate<\/a> than general display ads, that is not the case. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">Below, learn why you should choose to include remarketing campaigns in your <\/span><span style=\"font-weight: 300;\">PPC strategy<\/span><span style=\"font-weight: 300;\">&#8230;ASAP. <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Tap into Your BOFU (Bottom of the Sales Funnel) \u00a0Audience<\/b><span style=\"font-weight: 300;\">: By displaying ads to users who are already in-market for your products and services, you can target users further down the conversion funnel. This, in turn, can lead to higher revenue for your business over time. We love to see that. <\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Enhance Brand Familiarity<\/b><span style=\"font-weight: 300;\">: Users who have visited your site have already become familiar with your brand. Therefore, by displaying ads to them, you can focus on creating more motivating ad copy and higher incentives to convert than focusing on introducing your business and explaining what you offer.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Remind Users What You\u2019re Up To<\/b><span style=\"font-weight: 300;\">: With a fast-paced environment on the internet, users are constantly getting distracted online. By utilizing remarketing ads, you can present a subtle reminder to users who may have been distracted before or were not far enough along in the conversion funnel previously. Time to remind them! <\/span><\/li>\n<li style=\"font-weight: 300;\"><b>Increase Conversion Rate<\/b><span style=\"font-weight: 300;\">: <\/span><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2015\/10\/01\/remarketing-facts\"><span style=\"font-weight: 300;\">Research shows<\/span><\/a><span style=\"font-weight: 300;\"> that a higher number of ad impressions leads to a higher conversion rate among those who see your ad. <\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 300;\">What are we waiting for? <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Types of Online Remarketing and Which You Should Choose:<\/span><\/h2>\n<p><span style=\"font-weight: 300;\">While there are several online remarketing strategies, including email remarketing and video remarketing, we will focus on two methods that have the highest potential for increasing conversions in your PPC strategy. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">These two methods are as follows:<\/span><\/p>\n<p><strong>1. Display Ad Remarketing:<\/strong><\/p>\n<p><a href=\"https:\/\/support.google.com\/google-ads\/answer\/2454000\"><b>a. General Display Remarketing<\/b><\/a><span style=\"font-weight: 300;\">: This tactic shows ads to previous website visitors on various apps and websites within the Google Display Network. This type of online remarketing is best used for clients who want to increase the number of eyes that see display ads with a broader audience.<\/span><\/p>\n<p><a href=\"https:\/\/support.google.com\/google-ads\/answer\/3124536\"><b>b. Dynamic Ad Remarketing<\/b><\/a><span style=\"font-weight: 300;\">: This tactic shows targeted ads to previous visitors that include specific products users viewed on your site. <\/span><\/p>\n<p><strong>2. Text Ad Remarketing: <\/strong><span style=\"font-weight: 300;\">Often referred to as <\/span><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2015\/03\/12\/remarketing-lists-for-search-ads\"><span style=\"font-weight: 300;\">Remarketing Lists for Search Ads (RLSA)<\/span><\/a><span style=\"font-weight: 300;\">, is a powerful remarketing method to show text ads on the SERP to users who are searching for particular keywords. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">For example, you can target past visitors who are searching for keywords about your services or who may be searching for competitors\u2019 brand names. This way you are raising brand awareness to MQLs who are still in-market. It\u2019s no secret that this could be beneficial!\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">How to Create a Remarketing Campaign (Step-by-Step):<\/span><\/h2>\n<p><span style=\"font-weight: 300;\">Now that we\u2019ve covered the importance of why you should utilize remarketing within your account, the question remains, \u201cHow do I create a remarketing campaign?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Listed below is a step-by-step guide on creating a winning remarketing campaign within Google Ads and beef up your PPC strategy.<\/span><\/p>\n<p><b>Step 1<\/b><span style=\"font-weight: 300;\">: Login to the account you wish to use.<\/span><\/p>\n<p><b>Step 2<\/b><span style=\"font-weight: 300;\">: Create a campaign: On the left-hand navigation bar, go to the \u201ccampaign\u201d section and click the plus sign to create a new campaign.<\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-large wp-image-15718\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/01\/Cassie1-1024x818.png\" alt=\"Step 2 to increase conversion rate in a remarketing campaign.\" width=\"1024\" height=\"818\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Cassie1-1024x818.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Cassie1-300x240.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Cassie1-768x613.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Cassie1.png 1520w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><b>Step 3<\/b><span style=\"font-weight: 300;\">: Select the goal for your new campaign and campaign type. Depending on your business, the goal would typically be to generate leads. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">For this example, we will use \u201cLeads\u201d as the campaign goal. As for campaign type, this would also depend on your business needs as well as the type of remarketing campaign you wish to create. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">For RLSA campaigns you should choose \u201cSearch\u201d and for general remarketing you should choose \u201cDisplay.\u201d For this example, we will choose to create a \u201cSearch\u201d campaign. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">See what I mean by this below: <\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-15719 size-large\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/01\/Cassie2-1024x416.png\" alt=\"Step 3-A to increase conversion rate in a remarketing campaign.\" width=\"1024\" height=\"416\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Cassie2-1024x416.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Cassie2-300x122.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Cassie2-768x312.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Cassie2-1536x624.png 1536w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Cassie2.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><img decoding=\"async\" class=\"aligncenter wp-image-15720 size-large\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/01\/Cassie3-1024x243.png\" alt=\"Step 3-B on how to increase conversion rate in a remarketing campaign.\" width=\"1024\" height=\"243\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Cassie3-1024x243.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Cassie3-300x71.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Cassie3-768x182.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Cassie3-1536x365.png 1536w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Cassie3.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><b><\/b><\/p>\n<p><b>Step 4<\/b><span style=\"font-weight: 300;\">: Now that you have created a new campaign, the time has come to add in the audiences you wish to target. For this step, navigate your way to the \u201cAudiences\u201d section of your account and click the plus sign to add one. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">From there, you will utilize imported audiences from the various <\/span><a href=\"https:\/\/analytics.google.com\/analytics\/gallery\/?#posts\/search\/%3F_.tab%3DAll%26_.start%3D0%26_.type%3DREMARKETING_LIST%26_.sort%3DUSES\/\"><span style=\"font-weight: 300;\">remarketing packs<\/span><\/a><span style=\"font-weight: 300;\"> and choose audiences based on how they interacted with your website. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">See below: <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15721\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/01\/Cassie4.png\" alt=\"Step 4 to increase conversion rate in a remarketing campaign.\" width=\"512\" height=\"257\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Cassie4.png 512w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Cassie4-300x151.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/p>\n<p><span style=\"font-weight: 300;\">**Caution: Be sure to exclude \u201call converters\u201d in your audience exclusions list to avoid targeting users who have already converted!<\/span><\/p>\n<p><b>Step 5<\/b><span style=\"font-weight: 300;\">: Create ads: Whether you choose the display or text ad route, be sure to create advertisements with motivating copy to catch your users\u2019 eye when on other sites. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">**Tip: Since you are targeting users who have already been to your site, avoid overly descriptive copy and, instead use a persuasive CTA to get users to click your ad. <\/span><\/p>\n<p><b>Step 6<\/b><span style=\"font-weight: 300;\">: Add keywords: (RLSA): If you have chosen to create an RLSA campaign, you will need to add in targeted keywords in which you wish to display your text ad for. We recommend organizing these keywords into <\/span><a href=\"https:\/\/neilpatel.com\/blog\/google-adwords-skag-strategy\/\"><span style=\"font-weight: 300;\">single keyword ad groups (SKAGs)<\/span><\/a><span style=\"font-weight: 300;\"> to granularize your data better to see where you are performing best.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-15722\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/01\/Cassie5-1024x711.png\" alt=\"Step 6 to increase conversion rate in a remarketing campaign.\" width=\"1024\" height=\"711\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Cassie5-1024x711.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Cassie5-300x208.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Cassie5-768x533.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Cassie5.png 1498w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">How To Increase Conversion Rate with Remarketing<\/span><\/h2>\n<p><span style=\"font-weight: 300;\">Now for the bread and butter&#8230;how to increase conversion rate through remarketing. Through various trials and errors and working with a wide variety of clients, I have listed several \u201cbest practices\u201d that have proven to increase account performance.<\/span><\/p>\n<h3><span style=\"font-weight: 300;\">Start With A Wide Audience<\/span><\/h3>\n<p><span style=\"font-weight: 300;\">Utilize all audience remarketing packs (i.e., engagement pack, channels pack, etc.). Start with a broader audience with all website visitors and section each viewer by how they interacted with your business. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">For example, create an audience of users who have visited your website in the past 30 days, another audience for users who visited within the past 90 days, and another for users who visited 2+ pages. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">Once you start to collect data, you can see which audience is performing the best at the lowest cost and change bids accordingly. By doing so, you can granularize your data for the best results. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">This will save you money and increase conversions in the long run.<\/span><\/p>\n<h3><span style=\"font-weight: 300;\">Know Your Industry<\/span><\/h3>\n<p><span style=\"font-weight: 300;\">One crucial aspect of remarketing campaigns is to ensure you know your industry as well as the platform you are using to display your ads. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-15723\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/01\/Cassie6-1024x684.jpeg\" alt=\"Start remarketing efforts within Google Ads and follow steps to increase conversion rate.\" width=\"438\" height=\"293\" \/><\/p>\n<p><span style=\"font-weight: 300;\">For example, a remarketing campaign for a business selling men\u2019s t-shirts would perform better by displaying remarketing ads on Facebook than within Linkedin. However, a B2B company selling construction software would benefit from remarketing to working professionals on LinkedIn. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">In general, most accounts should start their remarketing efforts within Google Ads and expand to different platforms as they see fit. \u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 300;\">Utilize Bid Adjustments <\/span><\/h3>\n<p><span style=\"font-weight: 300;\">As your account continues to grow and collect more information, you should adjust your bids based on the best performing data. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">This pertains to various data sets including demographics, audience type, ad scheduling, etc. For example, if you see you have a lower <a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/cost-per-acquisition\/\">CPA<\/a> and higher conversion rate with female users vs. male, you should set a bid adjustment higher on female users. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">Start with smaller bid adjustments such as 10% and increase or decrease as needed.<\/span><\/p>\n<h3><span style=\"font-weight: 300;\">Optimize Ads\/Landing Pages<\/span><\/h3>\n<p><span style=\"font-weight: 300;\">One of the top ways to increase conversion rate is by continually optimizing your ads and landing pages. By creating <\/span><a href=\"https:\/\/neilpatel.com\/blog\/ab-testing-introduction\/\"><span style=\"font-weight: 300;\">A\/B split tests<\/span><\/a><span style=\"font-weight: 300;\">, you can alter design and copy in efforts to maximize your <a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/user-experience\/\">user experience<\/a>. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">Some tests you can apply to your account include changing header copy to be more specific and motivating, changing CTA button color for a more eye-catching design, testing a short form vs. long form version, and so on. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Final Conclusion<\/span><\/h2>\n<p><span style=\"font-weight: 300;\">Now that you have the tools and advice needed for a successful remarketing campaign, it\u2019s time to create yours. With PPC strategy continually changing, it is imperative to note that not all tactics will work the same for every account. <\/span><\/p>\n<p><span style=\"font-weight: 300;\">However, the only way to know is to test it out! Are you still having trouble with your <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/services\/ppc\/\"><span style=\"font-weight: 300;\">PPC strategy<\/span><\/a><span style=\"font-weight: 300;\">? Talk to one of our search marketing experts now for a <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/services\/ppc\/\"><span style=\"font-weight: 300;\">free custom proposal<\/span><\/a><span style=\"font-weight: 300;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is Remarketing? To understand how you can utilize remarketing campaigns in your PPC strategy to increase your conversion rate,<\/p>\n","protected":false},"author":37,"featured_media":15717,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[48,50],"tags":[74,87,140,177],"class_list":["post-15716","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-perspectives","category-ppc","tag-b2b","tag-conversion","tag-ppc","tag-training"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Increase Conversion Rate By Remarketing: A Step-by-Step Guide | Directive<\/title>\n<meta name=\"description\" content=\"Increase your conversion rate with this step-by-step guide to utilizing remarketing campaigns. 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