When creating a marketing strategy, plenty of advertisers remarket their ads in an effort to win over businesses that they might have lost. Remarketing is perhaps one of the most effective ways to re-engage with people who’ve had previous interactions with your brand. It displays ads to people who visited your website as they go through other sites and apps. Remarketing is great for building familiarity with your brand and helps direct prospects through a sales funnel.

You may have remarketed in the past where the ads pop up several times. Some advertisers say that the ads have to be viewed twice, while others suggest it takes four or five times in order to make an impact. It’s a double-edged sword; it can sometimes be annoying and other times a great advert that can grab a user’s attention.

So, how can you effectively win over businesses without appearing redundant? Here we’ll be three key areas that you should consider to make your remarketing ads more effective. Should you require any further advice or assistance when it comes to Google AdWords then get in touch with your local experts.

Start with a good strategy and approach

The first step in optimising your remarketing ads is to figure out who to retarget. Think about what action you want your visitor to take when they go on your website. A good example could be filling out a contact form or offering them to buy your products/services. One mistake most advertisers make is that they retarget everyone who has visited their website. Just because someone visited your website, that doesn’t mean they’re interested in what you have to offer.

To better understand your website visitors, create lists based on their onsite behaviours. This can be anywhere from the time they’ve spent on your website, how many people looked into the top pages, or who checked out an item and didn’t complete the purchase. All of these things can help you identify which customers to target and help you save time and resources.

You can also set a duration for visitors on the list depending on your product service. For example, buying office supplies is a quick purchase, which means you only want to remarket for a short amount of time. Buying computer parts on the other hand, requires more time and research, therefore enabling you to set the list duration for a little bit longer.

The most important thing is to think about the products/services you are offering. What are the chances that someone will buy off of your website on their first or second visit? Make use of remarketing to guide a visitor across multiple touchpoints and eventually convert them by reverting them back to key areas of your website. This can help them decide if your website offers what they’re looking for before directing them to a conversion-focused page.

Know how to create your ads

Once your strategy has been planned out and your lists have been established, the next step is to figure out how to create your ads. Make use of company logos that resonate with your brand. This captures the attention of your visitors when they see the ads. Additionally, you want a clear CTA (call-to-action) in the ads of what you want your visitors to do when they return to your website. Don’t just focus on the messaging and try to make the ads as engaging as possible.

These days, most people are used to seeing ads since they’re all over the place. Using a static banner just won’t cut it. This means you have to be creative with your adverts. Think about using HTML5 banners that can appear video-like or use high format ads where the user can interact with it by playing a game or watching a video. The key is to give your visitors a reason to click your ads.

HTML5 banners and high format ads are not always feasible (unless you have access to a great designer). If you choose to go with static banners, focus on both the imagery and the messaging to capture the attention of your visitors.

Protect your brand from being an annoyance

While remarketing ads are a great way to stay connected with your target audience, it’s also an easy way to lose them. Nothing feels worse than being followed by an ad and seeing it several times a day. Some advertisers get carried away with remarketing their ads to the point where some users just find it intrusive. That’s the last thing you’d want to happen as they could potentially cut ties with your brand altogether.

To help protect your brand from this issue, set up frequency capping in your campaign settings. While it may limit your impressions and drive less clicks, it will help deliver higher quality visitors, ones that won’t find your ads to be a bit of an annoyance. Apply a list of sites where you don’t want your ads to appear as this can also safeguard your brand from being associated with with websites that contain harmful content.

You can choose to exclude from different content groups in Google’s remarketing campaigns so that you brand doesn’t get associated with sensitive and inappropriate content.

Key takeaways

No matter which industry you’re in, having a good strategy will go a long way towards ensuring that your remarketing efforts are rewarded. If done correctly, remarketing ads can drastically boost your conversion rates and ROI. This is because the previous visitors of your website are already familiar with your brand and they are are more likely to be converted into customers or complete other important actions on your site.

These three key areas will help make your remarketing ads more effective. Have a good strategy in place by building lists and figuring out who to retarget. Create visually appealing ads that will get past visitors hooked and lead them to a clear call-to-action. Lastly, don’t serve your ads way too many times or they’ll appear intrusive to the eyes of visitors. Consider these areas when remarketing your ads to help reconnect with previous site visitors.