The ultimate guide to google ads remarketing

     
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Resale allows you lớn reach out khổng lồ visitors who have left your trang web without converting. Find out how you can use these specialized campaigns to increase conversions.

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Learn the exact steps required lớn create your remarketing campaigns on Google AdWords, Facebook, and Bing Ads.


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Find out how you should optimize your rekinh doanh display ads & landing pages to increase your click-through rate and conversions.


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Discover the metrics you should be analyzing to lớn measure the success of your resale campaigns.


What is Remarketing?

Do you ever feel like you’re being followed by ads online?

Consider this scenario: You remember researching for a workflow management tool. You rehotline clicking through khổng lồ a bunch of relevant websites about workflow management tools. However, since no tool in particular really stood out khổng lồ you, và because your need wasn’t that urgent lớn begin with, you decided to lớn continue searching at a later date.

You resigned from your decision to lớn purchase a specific tool, but some of the websites you visited had other ideas.

By some magic, the websites exactly what you were looking for. They knew you requested their help and tried to lớn grab your attention by not just one, but multiple ads that continue following you online.

One of the ads addressed a specific qualm you had about buying a tool và you were convinced to click. The ad directed you khổng lồ a post-click landing page that gave you the exact information you needed to commit — but you didn’t convert.

That sequence of events is known as remarketing:

Remarketing occurs on the Google Display Network or Bing paid search network when mạng internet users tìm kiếm. It involves using công nghệ like marketing tags and tracking pixels lớn deliver highly personalized ads to people who have sầu already visited your website or post-cliông xã trang đích but have sầu not converted yet.


Resale helps keep your br& in front of your potential customers’ eyes (& on their mind) even after they navigate away from your trang web — persuading them to lớn revisit your offer when they need it.

This visual by Retargeter aptly explains how resale campaigns work:

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Why are Rekinh doanh Campaigns Important?

According khổng lồ Markekhổng lồ, 96% of visitors that come khổng lồ your website are not ready khổng lồ buy. That’s a huge chunk of trang web visitors that you’re essentially losing out on since they aren’t converting.

Remarketing campaigns allow you to target these visitors with specific ads with the specific goal of convincing them to convert for your offer. With rekinh doanh campaigns, you’re reminding và convincing visitors that weren’t initially ready to convert yet.

These types of ads work because they allow you khổng lồ serve sầu people with ads who’ve sầu already expressed an interest in your hàng hóa. With the help of social truyền thông media channels, search engines, & tin nhắn you can remind them that they wanted khổng lồ solve a problem and why your product offers the best solution.

To that point, WordStream claims that conversion rates increase the more online users see an ad within resale campaigns:

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Chubbies experienced that firsth& when they launched a Fourth of July themed resale chiến dịch that targeted past and present customers. The campaign included animated ads and custom post-cliông xã landing pages that featured time-sensitive promotional codes that changed every hour:

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The chiến dịch saw huge success, resulting in 35.5% ROI & 4.6 times the above sầu average conversions within 12 hours.

Clearly, rekinh doanh campaigns have sầu the power khổng lồ convince hesitant visitors lớn convert on your offer and get present customers khổng lồ express interest in new offers.

What’s the Difference Between Rekinh doanh và Retargeting?

Both retargeting & remarketing are two sale terms which are usually used interchangeably. This next section will focus on explaining whether or not they refer khổng lồ the same concept of reaching out to users who’ve sầu already interacted with your brand.

Retargeting is most often used to lớn describe the online display ads that are shown to lớn visitors who’ve landed on your website and then exited without performing an action. This type of marketing is done using tracking pixels or cookies that follow the user around after they’ve left your website và show them targeted ads.

Retargeting ads are served to visitors through third party networks such as Google Display Network and Facebook etc., giving you the opportunity to lớn reach out your potential customers on a multitude of websites.

For example, this is Pardot’s rekinh doanh ad shown on Forbes, which attempts to lớn persuade visitors who aren’t ready khổng lồ sign-up yet, lớn download their ebook instead:

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While retargeting involves reaching out to lớn visitors via third buổi tiệc ngọt networks using display ads, resale refers lớn reaching out to lớn visitors via tin nhắn. So, lớn run your resale campaigns you need your visitors’ gmail addresses, which isn’t required for retargeting campaigns.

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Most marketers, however, loop the two methodologies of resale và retargeting and simply refer lớn them as rekinh doanh campaigns. The primary reason they bởi is because this is how Google defines remarketing:

Remarketing lets you show ads to lớn people who"ve sầu visited your trang web or used your Smartphone tiện ích. When people leave sầu your trang web without buying anything, for example, rekinh doanh helps you reconnect with them by showing relevant ads across their different devices.

The search engine giant groups retargeting display ads and tin nhắn remarketing under a single terminology i.e. “remarketing”, which is why most marketers also vì the same thing.

Rekinh doanh campaigns have the power khổng lồ improve br& recognition among mỏi potential visitors, rehotline them baông xã to lớn your post-clichồng landingpage, & convince them khổng lồ perkhung the desired action.

The remaining chapters in this guide will focus on explaining how rekinh doanh campaigns work in more depth, how lớn phối up your own campaigns on various platforms, & why you should always connect your remarketing ads to lớn relevant post-cliông chồng landing pages. Finally, the guide concludes by discussing the success metrics to calculate for your rekinh doanh campaigns.

Types of Rekinh doanh Campaigns

Using targeted ads or emails, remarketing campaigns offer marketers the quality opportunity khổng lồ reach out lớn visitors who have sầu left their webpages without buying.

These rekinh doanh messages can increase the likelihood that your visitors return lớn your post-cliông chồng trang đích and perform an action. This size of kinh doanh helps you drive sales activity on your webpages, promote awareness for your brand amuốn engaged audiences, và ultimately increase your ROI.

Remarketing campaigns can be categorized into five sầu main types:

Standard RemarketingDynamic RemarketingRemarketing Lists for Search AdsVideo RemarketingE-Mail Remarketing

Standard Remarketing

This type of remarketing involves showing display ads lớn past visitors (visitors who landed on your webpage và then exited) as they navigate their way through different websites that use the Google Display Network apps và social truyền thông media websites such as Facebook. Standard remarketing also targets visitors who use search engines such as Google khổng lồ tìm kiếm for terms that are related khổng lồ the products or services that you offer.

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The ad urges you to sign-up for a không tính phí trial with the help of a short video clip and ad copy.

Dynamic Remarketing

Dynamic remarketing involves serving visitors ads that are tailored specifically for them depending on how they have browsed a webpage. This type of rekinh doanh includes ad messages that are created specifically for the visitor who’s viewing the ad, increasing their chances of coming bachồng to your webpage for the retrieval of those abandoned items.

For example, ecommerce trang web dynamic rekinh doanh ads can include the exact shopping item(s) that a visitor placed in their abandoned shopping cart, making them more likely khổng lồ click the ad when they see that nhà cửa again.

If a visitor spent some time on the pricing page & then exited your website, your dynamic resale ad should center around pricing, maybe remind them of a không lấy phí trial offer or a discount.

You can also show rekinh doanh ads to visitors who have sầu browsed through your blog or other informational material and persuade them to lớn download a guide or a join a webinar that relates to the information they’re interested in.

This is what Marketo does with their dynamic rekinh doanh ad:

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Resale Lists for Search Ads (RLSAs)

Remarketing lists for tìm kiếm ads is offered by Google AdWords that allows you to customize your tìm kiếm ad campaigns for visitors who have sầu been on your webpage in the past. The search network lets you tailor your bids và ads to lớn the visitors that have sầu been on your website when they’re searching Google và other partner tìm kiếm sites.

You can use this type of rekinh doanh ads for visitors who leave your website và then go on Google search to find similar solutions. There are two basic strategies to follow when it comes khổng lồ RLSAs:

Set specific bids for your existing keyword for visitors on your rekinh doanh lists. For example, you can increase your bid by 30% for users who have sầu been on your website in the last 30 days. You can target visitors with specific ads who have either performed an action on your website (like visiting the pricing page or looking at the FAQ section) or put an chiến thắng in their shopping cart.Bid on keywords that you don’t normally bid on just for visitors who have been on your website, or have sầu bought something from you in the past. For example, you can bid on more broad từ khóa just for the people who have sầu previously visited your site, in order lớn cast a wider net lớn get them back to your brvà.

To demonstrate, one of the best examples you’ll find is Tirenvày, a European online tire retailer. The company used rekinh doanh lists for search ads & saw a 161% conversion rate increase, leading khổng lồ a 22% overall increase in sales.

Video Remarketing

Video remarketing involves showing those visitors resale ads that have recently seen your videos or to lớn people who have been on your trang web.

You can display Clip rekinh doanh ads on YouTube at the beginning or in-between videos your potential customers are viewing (where they’ll have the option to skip the ad). You can also display a remarketing ad on the right side margin where they find Clip suggestions.

For example, this is Grammarly’s video clip rekinh doanh ad on YouTube shown at the beginning:

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Thư điện tử Remarketing

Email remarketing encapsulates two techniques:

Serving remarketing display ads across different websites to users who open an gmail from you.

AdRoll, a retargeting agency, uses a Facebook newsfeed remarketing display ad to reach out khổng lồ users who opened an tin nhắn by the br& và clicked on the links but didn’t complete the purchase. The ad not only reminds the visitor about the visit to lớn the AdRoll website, but also gives them an insight inlớn how AdRoll can do retargeting for them:

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Reaching out khổng lồ visitors who have sầu left your website without completing a purchase with targeted follow-up emails that convince them to lớn come bachồng khổng lồ your website.

Fab’s shopping cart reminder gmail is a perfect example of targeted personalized email rekinh doanh, the tin nhắn not only gives the visitor a written và visual reminder of the thành công they abandoned, but also provides a CTA for visitors who don’t want khổng lồ go on the trang web và sift through other items to find what they wanted lớn buy:

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And here is Chubbies gmail remarketing campaign. The email includes a CTA button that takes visitors directly to lớn their shopping cart, letting them know that they have left a task incomplete:

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Personalized rekinh doanh emails can help businesses receive sầu 10x more revenue than emails with generic content:

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Regardless of the type of remarketing technique you use, it’s important khổng lồ rethành viên proper segmentation. That way you’re able khổng lồ show visitors targeted, personalized tin nhắn and ads which are more likely lớn convince them khổng lồ revisit your brand & make a purchase.

The next chapter will discuss how you can gather data for your remarketing campaigns, what campaign goals you need khổng lồ mix, và how you should properly segment your remarketing audiences lớn increase the ROI of your campaigns.

How Do You Gather Data for Resale Campaigns?

To run your campaigns smoothly you need lớn gather data about who your rekinh doanh audience is. And to lớn vày that, there are two primary ways to collect an audience list:

1. Pixel-Based Remarketing: This is the most comtháng khung of audience collection. It works with the help of a JavaScript code (a pixel) that gets placed on your website or post-click trang đích cần seo. After the pixel is attached, every time a visitor comes lớn your trang web or post-click landing page, the pixel drops an anonymous browser cookie in the visitor’s browser. When the visitor exits your page và browses other websites, the pixel lets your provider (whether you’re using Google retargeting or a social network lượt thích Facebook) know that these visitors need khổng lồ start seeing your ads.

Pixel-based remarketing guarantees that your ads get seen by people who’ve either looked through your trang web or clicked through to your post-cliông xã landing page. Another advantage with pixel-based remarketing is that it’s timely, visitors can immediately begin seeing ads that can convince them lớn baông chồng lớn your offer.

2. List-Based Remarketing: List-based resale involves using lists of your existing customers or visitors who have sầu provided you with their gmail address, of which you can retarget specific ads lớn them. For example, maybe you want your blog subscribers khổng lồ download an ebook whose pop-up ad they’ve sầu been ignoring on your blog, or you want không tính tiền trial users khổng lồ nâng cấp to lớn a paid plan. Both examples could be executed with list-based rekinh doanh.

To get started with list-based remarketing, simply upload the danh sách of tin nhắn contacts you have into lớn your remarketing platsize, and your audience will start seeing your ads as they browse through web. You can also sover your audience personalized emails that hotline them back to your brvà.

Now that we’ve sầu covered how resale works, let’s look into the goals you need khổng lồ mix for rekinh doanh campaigns.

There are two basic goals for rekinh doanh campaigns:

Awareness: You can use awareness campaigns lớn retarget visitors about your product features & other announcements. This is a less targeted goal because it’s directed at visitors who haven’t interacted a lot with your business. You can run your awareness campaigns as a precursor for your conversion campaigns. Conversion: For conversion campaigns, you want visitors to lớn recognize what your brand does. Beyond that, you want them lớn click on the ad, direct them to a post-clichồng trang đích, and convince them khổng lồ convert on a khung.

Whether the goal of your remarketing chiến dịch is awareness or conversion, the ads and the pages used must be optimized since you want them khổng lồ re-engage with your br&.

The key to lớn creating optimized and personalized remarketing ads và post-cliông xã landing pages lies in proper audience segmentation.

Audience segmentation is the process of dividing an audience of potential customers inkhổng lồ groups or segments, based on different characteristics such as demographics và interests. Segmentation helps you run your marketing campaigns smoothly because it enables you khổng lồ create specific groups for audiences. Then, create laser targeted ads & post-cliông chồng landing pages that have the power to convince these groups to convert.

For remarketing campaigns it’s best to segment your audience based on these three characteristics:

Resale segmentation by behaviourRekinh doanh segmentation by timeResale segmentation of existing customers

Rekinh doanh Segmentation by Behavior

Not Interested (these visitors spend less than a few seconds on your website, don’t navigate to any other page on your site, & immediately exit)Interested (these visitors browse through the trang web content, maybe even look through to other pages — for example the blog, pricing page or the about us section).

The “Not Interested” segment have sầu very low intent, so serving them remarketing ads will only add to lớn your spend & not really favor your ROI. The “Interested” visitors, on the other hand, have sầu high intent & a much higher probability of returning khổng lồ your brvà và actually buying something if they are served with the right ad messaging.

You can create further segments in the “Interested” audience segment và customize resale ads for people based on the exact behavior they demonstrated on your website.

You can use soft-sell resale ads (ads that ask visitors khổng lồ opt-in lớn an gmail menu in exchange for a không tính tiền ebook or newsletter, etc.) for visitors who have sầu read your blog, about us, or resources section. For those who have sầu visited your product page & reviewed your pricing plan, you can move go for the hard-sell và show ads that convince them to come baông chồng và purchase your hàng hóa.

Resale Segmentation by Time

This segmentation strategy refers khổng lồ three things:

The time duration between a person’s visit to your trang web & when they see the first ad.The frequency with which your visitors see particular ads.The time duration between a person’s first visit to lớn your website and the time when they stop seeing your remarketing ads.

For both Google AdWords & Facebook, the mặc định time duration for when a visitor is added to your rekinh doanh list & when they are bumped off the các mục is mix to lớn 30-days. Of course, the 30-day cycle is rephối if they revisit the website within the first 30 days. You have sầu the option to lớn increase this limit depending on your chiến dịch.

Be careful with any resale campaign, though. It doesn’t bode well for your brvà if you show your ads too soon, especially with visitors who only spkết thúc a few seconds on your webpages.

Another thing khổng lồ monitor is the frequency with which visitors see your ads. Showing the same ad more than once on a single website is not efficient because it comes across as spammy.

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Rotating personalized ads for the time duration you’ve mix for your campaigns is the best approach you can take with your rekinh doanh campaigns. This helps the audience explore new information about your brand và makes them more familiar with your messaging. Which can then persuade them to click through to lớn your post-clichồng landingpage and convert on the call-to-action button.

Rekinh doanh Segmentation of Existing Customers

Not to lớn be left alone, this audience segment has the highest chance of clicking through khổng lồ your post-cliông chồng landingpage & converting for your newest offer as they are already familiar with your br& & know your product well. In addition to lớn display ads, personalized remarketing emails also work for this audience.

You can launch resale campaigns for existing customers when you release a new product feature; this works especially well for customers who aren’t very active sầu on your platform. Any new feature update can convince them to lớn become more active sầu. Existing customers are also a great audience for rekinh doanh campaigns khổng lồ push upgrades to lớn a higher pricing plan.

Properly segmenting your remarketing audience can be the deciding factor between the success and failure of your remarketing campaigns. Now that you know which audience segments work for your rekinh doanh campaigns, it’s time to lớn discuss how you can set up your rekinh doanh campaigns on the three biggest advertising networks — Google AdWords, Facebook, & Bing Ads. Clichồng through to chapter 4 for more details.

How Do You Set Up Remarketing Campaigns?

Three main platforms are available for remarketing campaigns: Google AdWords, Facebook, và Bing Ads. This chapter will provide an overview of how you can begin remarketing campaigns on each platkhung.

Remarketing with Google AdWords

When you run Google AdWords resale campaigns, your ads receive sầu the most exposure across the internet. The Google Display Network Reach in the US is incredibly high, reaching over 92% of visitors across millions of websites, videos, and devices:

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Follow these steps to lớn successfully set up your resale campaign in Google AdWords:

Sign-in to lớn your AdWords tài khoản.Click the ‘Shared Library’ option.Cliông chồng ‘Audiences’.Clichồng ‘Set-up Remarketing’.Clichồng ‘View AdWords Tag for websites’.Select và copy the provided resale tag code, the tag will work for both Smartphone và desktop websites.Place the tag code at the bottom of the website pages you want to use for your campaign.Save and publish your page.You can check if your tag is working properly with the help of ‘Google Tag Assist’.Cliông xã ‘Continue’Cliông xã ‘Return to Audiences’

Within a few days your tag will start collecting the cookies of your trang web visitors, & the ‘All Visitors’ danh sách in your tài khoản will begin to fill up.

When setting up your chiến dịch, a few things you should take into consideration:

Creating Customized Lists

Google AdWords automatically creates a resale các mục for you, which consists of all visitors who arrive sầu on your tagged pages. However, you have the option lớn create your own customized lists to lớn deliver better targeted ads:

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By adding rules for your customized lists you’re telling Google which visitors should be shown which specific ads. Doing this helps you create targeted ads, which have sầu a higher cliông chồng through rate. For example, you can create a separate danh sách for people who visit your Resource Center or Support page, and show them ads that highlight your tư vấn team.

You should also set the membership duration khổng lồ suit your individual campaigns. Membership duration refers khổng lồ the period of time a visitor stays on your các mục, of which the default membership duration is 30 days. However, you have the option to lớn prolong this duration lớn a maximum of 540 days.

Run Tests

To ensure the efficiency of your resale campaigns, it’s important you run the following tests:

Ad Testing: Experiment with different ad messaging for the various audience lists you have sầu created. Test ad copy & Gọi khổng lồ action button copy to see which combination produces the highest click-through rate.

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Custom Combination Testing: Try a different combination of membership duration with different audience lists, và see which audience responds well to each time duration.Frequency Cap Testing: Test the frequency with which you’re displaying your ads.Bid Testing: Monitor your bids for costs, impression cốt truyện, & ROI và adjust accordingly.post-click trang đích cần seo Testing: The messaging on the post-cliông xã landingpage you connect with your resale ads is very important. Test your copy and thiết kế to see which combination brings in the most conversions.

When you run resale campaigns with Google AdWords you have the option to run the following types of campaigns:

Standard Remarketing: Showing ads khổng lồ past visitors as they visit Display Network websites & use Display Network applications.Dynamic Remarketing: The ads shown to lớn visitors include specific products or services that they looked through on your website.Resale for di động Apps: Show ads lớn visitors who have either used your Mobile tiện ích or di động trang web.Resale Lists for Ads: Show ads to lớn visitors as they bởi follow-up searches for what they need on Google.Video Remarketing: Show ads khổng lồ visitors who have viewed your YouTube videos.Thư điện tử List Remarketing: Upload a menu of your customers’ gmail addresses, và when these visitors browse through different websites, they can see your display ads.

Google AdWords remarketing campaigns offer you the chance of reaching out to lớn a vast number of visitors on multiple websites across the internet.

Resale with Facebook

To get started with your Facebook rekinh doanh chiến dịch you must have a Facebook tài khoản for Business ads. Once you’ve signed up for an account, you’ll find the option to lớn select Audiences in the Facebook Ads Manager.

You should select the “Custom Audiences” option for rekinh doanh as this allows you lớn reach out to lớn visitors who have already been on your trang web with relevant ads.

From the danh sách of Custom Audiences select the “Website Traffic” option — this lets you create a các mục of people who visit your trang web or view specific web pages:

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Now you can select the audience you want lớn target your rekinh doanh ads from the drop-down thực đơn in the “Website Traffic” tab. You have sầu the following audience options:

Anyone who visits your websitePeople who visit specific pagesPeople visiting specific pages but not othersPeople who haven’t visited in a certain amount of timeCustom combination

You can mix a target date range for each audience option you select. 30 days is the default date range that you are given, however, you can increase the duration depending on the lifecycle of your rekinh doanh offer.

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Facebook rekinh doanh campaigns offer the following advantages:

Track Conversions: The Facebook Pixel lets you gather data on how people interact with other websites after viewing yours. You can trachồng customer behavior across different devices, which helps you refine your ad strategy & run better, more informed campaigns.Serve sầu Dynamic Ads: You can serve visitors ads that carry specific information about their trang web visit. Personalized ads have a higher click-through rate since they are created specifically for the visitor.Create Lookalượt thích Audiences: You can run resale campaigns for Lookalượt thích Audiences (people who have sầu similar interests and demographics lớn visitors who have visited your website). This can help you exp& your visitor base.Use Custom Conversions: Custom conversions use URL rules based on specific URLS or URL từ khoá. For example, instead of tracking a standard event, or all visits khổng lồ a certain webpage, you can choose lớn traông chồng visitors for a specific section of a page. This helps you create further segments of your audience & create more targeted ads:

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Running your resale campaigns on Facebook allow you lớn traông chồng conversions on your Facebook ads và optimize ads based on the data that you gather from your campaigns. Create a targeted audience for future ads based on the data that you’ve collected và remarket successfully khổng lồ qualified và prospective leads.

The bonus point of using the Facebook Pixel for remarketing campaigns is that it can also be used to lớn serve remarketing ads to your visitors on Instagram.

Remarketing with Bing Ads

You can reconnect with visitors who have left your trang web without performing an action by creating your resale campaigns on Bing Ads.

The network allows you khổng lồ trachồng visitors that visit your website with Universal Event Tracking (UET). All you need to lớn vị to lớn start off your campaign is place the UET on the trang web pages you want khổng lồ traông chồng. You can then create kinh doanh lists of audiences who have performed certain actions on the trang web in order lớn segment them inkhổng lồ lists.

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The next step involves associating your resale lists to ad groups and optimizing và keyword on the search network. The ads you create for your remarketing campaign should be personalized for each audience segment, and they should be connected khổng lồ relevant post-cliông xã landing pages.

Whether you choose khổng lồ run remarketing campaigns on Google AdWords, Facebook, or Bing the ads you create for your campaigns must be optimized và they should always be connected to relevant post-cliông chồng landing pages.

Click through to chapter 5 lớn learn how you can optimize your rekinh doanh ads và post-cliông xã landing pages.

How to lớn Optimize Remarketing Ads và Landing Pages

Everything we’ve discussed until now has mostly been focused on the behind-the-scenes stuff — things that your visitors don’t really care about.

Which platkhung you choose to lớn run rekinh doanh campaigns holds no importance for your audience; they are not bothered by your frequency cap or the number of segmented lists you have created. What they see in front of them are ads and corresponding post-cliông xã landing pages. These are things they care about.

It won’t matter if you run all six types of Google AdWords rekinh doanh campaigns, if you haven’t created optimized ads and connected them to relevant post-clichồng landing pages, each chiến dịch will have a tough time delivering positive sầu results.

How khổng lồ Create Optimized Resale Ads

Resale campaigns essentially consist of display ads that use images, video, and rich truyền thông types khổng lồ engage audiences.

To create effective sầu display ads, make sure that the image và copy are relevant to lớn the hàng hóa feature or offer you’re trying to lớn catch the visitor’s attention with. Creating different display ads for each rekinh doanh audience segment will help you craft laser-targeted ads that appeal to the visitor you’re trying to lớn target.

Visitors clichồng ads because they’re looking for a solution khổng lồ a problem & it’s your ad’s job to make it clear that your offer is worth investigating. To achieve sầu this, you should think like your customer và craft ad copy that includes phrases that your audience are likely to lớn pay attention khổng lồ.

Another thing lớn Reviews in display ads is branding. Make sure that your branding is on point so when people clichồng through to the post-cliông chồng trang đích they know they’re in the right place.

The anatomy of an optimized rekinh doanh ad consists of:

An engaging headline The ad headline should be relevant to the visitors’ experience on your website và it should be crafted in a way that they pay attention lớn it.Relevant, visually appealing media: Whether you choose lớn include an animation or a static image on your display ad it should be relevant khổng lồ the offer presented in your ad copy.A click-worthy CTA button: For your ad CTA button khổng lồ get clicks it should be designed in a contrasting color và have sầu actionable, personalized copy.Actionable Copy: Display ads have limited characters lớn explain your offer so be careful not to write too much. Ad copy that gets to the point immediately and offers visitors an incentive to lớn cliông chồng will likely produce higher click-throughs.

Freshdesk’s resale display ad checks all the optimization boxes:

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The headline immediately lets the visitor know what the service has khổng lồ offer.The image conveys that Freshdesk’s customer tư vấn is linked to multiple platforms including tin nhắn, phone, Facebook, Twitter, và live sầu chat.The CTA button stands out from the other ad elements and gives visitors an incentive sầu to lớn cliông xã with the copy “Free 30-DAY TRIAL.”

Alliant’s resale ad on the other hand is not optimized for visitors:

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The headline is very vague, doesn’t tell anything about the service or what the visitor will get if they cliông xã the ad.No compelling imagery to lớn convey the benefits of Alliant’s services.The CTA button is contrasting, however, the copy is not actionable, “Learn More” — about what, though? The ad doesn’t specify anything.

Another thing that’s absolutely vital is connecting each ad khổng lồ a dedicated post-cliông chồng landingpage instead of your homepage.

Why You Should Connect All Remarketing Ads lớn post-clichồng landing pages

post-click landing pages are dedicated standalone pages that promote a single offer without any distractions. All your rekinh doanh ads should be connected khổng lồ post-click landing pages instead of your homepage because post-cliông chồng landing pages are more focused và inherently have sầu a better conversion ratio than a homepage.

A homepage, on the other hvà, is not dedicated lớn promote one offer (your rekinh doanh offer in this case), and when visitors cliông xã through to lớn it after looking for that offer they can easily get lost. When they don’t see what they expected to lớn find on the page, they’ll simply leave sầu again.

Let’s demonstrate this concept with two examples to evaluate the experience from both sides. One ad will take you to a post-click trang đích while the other will take you to lớn a homepage.

This is Pond5’s resale display ad:

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The ad copy talks about captivating your audience with HD videos & clips. This is the homepage you’re directed khổng lồ when you cliông xã the ad:

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The page headline doesn’t really talk about captivating audiences. Sure, it talks about videos but it doesn’t match the ad headline.The background video is a little distracting & makes it hard for the visitor to lớn understand what’s written on the page.The page has too many links that navigate visitors away from the page, & distract them from joining the service.

Now, let’s look at Aha!’s display ad:

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The headline talks about roadmaps.The image depicts a sản phẩm roadbản đồ.The CTA button offers a không tính tiền trial

Once clicked, this is the post-clichồng trang đích cần seo visitors are directed to:

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The page headline talks about creating roadmaps, which is what the ad copy promised- this leads to message match that assures the visitor they’ve sầu arrived on the right page.The gif on the page showcases the service’s dashboard và how you can start creating your roadmaps from templates.The form fields are arranged properly making it easy khổng lồ fill out.Below the page fold benefits of the service are mentioned in readable paragraphs.Customer badges improve Aha!’s credibility.No external navigation links that disrupt the conversion ratio và distract the visitor from completing the conversion goal.

Resale ads are created for segmented audiences; not everyone is interested in every single sản phẩm feature you offer. So why would you risk directing your visitors to lớn your homepage that talks about your entire brand & company và doesn’t promote anything specifically.

Dedicated post-cliông xã landing pages give you the unique opportunity to attract audiences with the same message that convinced them to lớn clichồng the ad. This helps them see what they wanted without any distractions and increases the possibility of them converting through the CTA button.

An optimized remarketing post-cliông chồng trang đích should have sầu the following elements:

The headline must be clear, convincing, empathetic and have sầu a clear connection with your ad.All page media should be relevant & eye catching.The CTA button must be designed in a contrasting color và be specific khổng lồ the offer.The form should have sầu labeled fields and shouldn’t ask for unnecessary information.Trust indicators (testimonials, customer badges & statistical evidence) should be present on the page.The page should not include off-page navigation links.The copy must mention your UVP, & reinforce any claim that your ad makes.

Another important aspect of post-cliông xã landingpage optimization is A/B testing.

A/B testing is a method of gathering insight lớn aid in optimization. It involves testing an original design (A) against an alternate version of that design (B) khổng lồ see which performs better. That original kiến thiết is also known as “the control” & the alternate version is known as a “variation.”

By performing A/B tests and collecting data on your post-click trang đích cần seo, you can gauge which combination of page elements results in the most conversions.

Resale gives you another chance of reaching out to your potential audience. Don’t waste it by directing visitors lớn a page that’s not designed for conversions — like a cluttered homepage. Create optimized remarketing ads và connect them khổng lồ laser-focused post-clichồng landing pages to lớn get the best out of your resale campaigns.

Proceed to chapter 6 lớn learn how to lớn measure the success of your resale campaigns.

How to Measure Success in Resale

Remarketing helps marketers reach out to lớn visitors who have navigated away from their trang web without converting. The ads and post-click landing pages created for these campaigns help you Điện thoại tư vấn baông chồng lost visitors và move sầu them further down your conversion funnel:

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Whether or not you have sầu been able lớn convert lost visitors inkhổng lồ leads or customers depends on the following metrics that help measure the success of your resale campaigns.

Lead Conversion (CPL)

Lead conversions are the number of leads that are directly attributed lớn remarketing ads. The leads are in the form of conversions on your remarketing post-clichồng landing pages.A high CPL indicates that your ads were successful at attracting visitors và your post-clichồng landingpage messaging convinced visitors khổng lồ convert on your offer.

Nurture Touches

Nurture touches refer lớn the engagement from your existing contacts with your remarketing display ad campaigns with reference to late-stage or mid-stage ads and offers.

This metric helps you identify which lead is actually ready khổng lồ cliông xã the CTA button & buy your sản phẩm. Nurture touches help identify untapped leads that are ready lớn make a sale from your existing audience pool.

View Through Conversions

A view through conversion is a conversion that occurs when a prospect views your rekinh doanh display ad, but doesn’t cliông chồng, and returns to your trang web or clicks to your post-cliông xã trang đích cần seo on their own.

View through conversions can be measured with the tracking pixel placed on your post-click landing page. This metric is important because it helps you complete the conversion funnel puzzle & allows you lớn figure out all the possible routes your sale funnel can take lớn get a conversion.

Page Visits

Page visits measures the number of visitors that arrived at your remarketing post-cliông chồng landingpage from your ad. You can also measure page visits for your website in connection to rekinh doanh campaigns because visitors may return to your trang web because of br& awareness, và not necessarily by clicking your display ad.

E-Mail Opens

Reaching out to prospective sầu customers through tin nhắn is a powerful khung of resale. Measuring tin nhắn open rates gives you the opportunity to lớn collect data that helps you write better gmail subject lines in the future.

Personalized nurture emails can increase user engagement. This metric gives you the opportunity to lớn measure if the remarketing emails you’re currently sending out are working or failing to impress your audience.

Marketing Qualified Leads (MQL)

Marketing qualified leads are leads who have sầu been qualified by the kinh doanh team as more likely khổng lồ become customers in comparison khổng lồ other leads. The MQL values are derived from lead scoring, audience behaviour, specificprospect activities, và firmographics.

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Now it’s your turn to lớn create remarketing campaigns

Remarketing campaigns help you reach out lớn the 98% of visitors who leave your trang web without converting. When you create segmented audience lists & combine those with rekinh doanh ads & post-cliông xã landing pages specifically for these lists, you not only increase the probability of customer conversion but also generate brand awareness.

Testing your remarketing display ads và post-click landing pages allows you lớn create campaigns that engage audiences và persuade them lớn convert.

Start creating professional and 100% customizable rekinh doanh post-click landing pages today with zerovn.net. Sign up for your 14-day trial here.