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The Power of Remarketing in PPC Advertising

Asghar Paracha
Written By
Asghar Paracha
March 15, 2024
10 minutes read
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It is a cut-throat industry where engaging your audience and pursuing them to convert is more challenging than ever. However, there is a strategy that can give you the desired returns of your efforts and that is remarketing.

There is a lot of buzz around this advertising technique and if you know about PPC campaigns, you must be well aware of what remarketing is. So, we will get into the depth of remarketing in PPC advertising and how you can benefit from it. Let’s get started.

What is Remarketing?

Remarketing is a digital marketing strategy that includes showing targeted ads to people who have previously interacted with your brand or your website. It is one of the effective forms of marketing especially when you want to compel people who left your website without making a purchase. The targeted ads that pop up on their screens consist of the products or services they have previously shown their interest in. It works as a motivation to re-energize them and compel them to return to your website and make the purchase.

Have you ever received an email from a brand you visited, asking you if you have left something in your cart? Or seen an ad on Meta for the same product you were looking at? These are some of the examples of remarketing. PPC remarketing is performed via several online channels including Meta Ads, Google Ads, and LinkedIn ads. It can be conducted through many ad formats inclusive of search ads, video ads, or display ads.

Remarketing

What does it take to build an efficient remarketing strategy? The very first point to be considered is your audience. You must understand your audience and create particular segments of the audience based on their behavior, visited pages, actions, viewed products, and more. When you keep these factors in mind, you can create relevance that has a high chance of re-engagement. The important factor here is “relevance”, if your ads are not relevant to your audience, the chances of conversion are extremely low.

Benefits of Remarketing in PPC Advertising

1. Personalized Ad Experience

Remarketing is a channel of more personalized experience for your target audience. With the information on how people have interacted with you and your brand, you can create ads that they are interested in.

For example, if there is a retail product that your audience has previously shown interest in, you can develop discounts and promotions according to that particular interest. By following this approach, your ads will be more personal and you will get the chance to connect with your target audience and gain the required conversions.

2. High Engagement

The best part about remarketing in PPC campaigns is that it helps enhance engagement with your target audience. Your targeted ads will act as a reminder for them to connect with your brand, visit your website, and eventually make a purchase. It will foster familiarity and a relationship of trust between you and your audience.

3. Budget-Friendly

Remarketing is also cost-friendly as it targets the people who have already taken an interest in your brand and may just need a push to convert. So, instead of spending money on creating ads for new users, you utilize the same budget to convert the potential buyers who are halfway there. Moreover, you can decide your own budget by understanding how much is required for remarketing ads every month.

4. Desired ROI

Among other PPC strategies, remarketing works better and has delivered results especially when it comes to a better ROI. When you target people whom you have developed familiarity with, the conversion rate is high with targeted ads that are likely to convert them. Moreover, you will also have low cost-per-acquisition.  You can also optimize campaigns for maximum efficiency when you advertise to people who already know your brand.

5. Optimization of Campaigns

With the help of the data collected through remarketing campaigns, you gain valuable insights into user behavior. This information helps you optimize your strategy for a better conversion effort. You can also evaluate the conversion rates, KPIs, and other metrics to make data-driven decisions. Moreover, with this information, you can also improve your targeting methods, your ads formats, and ad placements to ensure more effective campaigns that deliver results.

Techniques of Remarketing in PPC Advertising

1. Video Campaigns

Visuals attract your customers like nothing. While many marketers are utilizing remarketing in PPC, everyone doesn’t opt for videos. Engaging and high-quality videos can be your tool for remarketing. Thus, create a successful video campaign that can show the world what you have to offer in a meaningful manner. You can also hire a professional to use videos to your advantage.

2. Visitors with Abandoned Shopping Carts

We all have been in a position where we were almost buying some items and changed our minds, leaving the products in the shopping cart. This happens to the majority of the people and you must use it to your advantage. With their favorite items in the cart, such buyers just need a bit of motivation as they are very close to making buying decisions and your remarketing ads can become the source of it.

Start by developing a remarketing list and specifically target such an audience. You can acquire the URL of their shopping carts and order confirmation page to set up a remarketing campaign and compel them to make a purchase.

3. Email List Remarketing

Email can be a great way of remarketing. If you have emails from customers who have previously interacted with you, you can create a remarketing campaign. Google Ads allows advertisers to create “Custom Audiences” by uploading contact details or email addresses of their customers. So, whenever your audience signs into their Gmail or YouTube accounts, you can directly target them with your ads.

You must ensure that you do not include the email addresses of the audience who has already been converted. Target new users who have not converted yet and do not waste your resources on those who completed the action you want them to take.

4. Exclusion of Low-Quality Traffic

Not every traffic is profitable for conversion especially if it is from irrelevant web pages. Some of the many pages whose traffic doesn’t count include the careers page, customer service page, and advertise with us page. Moreover, users who have stayed on your webpage for less than a second do not qualify as quality traffic. If you exclude such visitors and traffic from the very beginning, it will save you time and resources in your long-term marketing plan.

5. Frequency Cap

You surely want to act as a reminder for your audience but you do not want to annoy them with continuous bombardment of remarketing ads. Therefore, be mindful of this approach and set a frequency cap to make sure that you are not spamming your audience with too many ads that can turn out to be counterproductive instead of advantageous.

6. Choosing the Right Audience

Your marketing campaigns will ultimately go in vain if you do not choose the right audience. Start targeting the right audience for your brand or you will lose your potential buyers. The tip is to find the correct audience. How can you do it? You can determine the list from social media or email marketing profiles to target individuals who have checked out your profile previously.

7. Dynamic Marketing

Dynamic marketing can be a great method of remarketing in PPC. What is dynamic marketing? It includes creating marketing campaigns that are more personalized and adaptable based on user behavior and preference patterns. It is different from static marketing where you use the same content for all users without customization.

With the help of dynamic marketing, you can choose the correct layout based on the individual and their device which help you provide the best advertising experience.

8. Responsive Ads

Your remarketing campaigns must have responsive ads. They are essential to provide your users with a better experience. These ads are designed to fit all screen sizes and the ad space of all devices. If you have a potential buyer using a mobile phone and another using a tablet, your ad must fit the space of each of their devices.

Conclusion

Remarketing campaigns are an ongoing investment. It doesn’t show you results instantly but it has the power to charge your business if utilized in the right manner. It requires mindfulness, effective planning, and the right strategies to be successful.

At Digital Gravity, we provide turnkey solutions to all your digital marketing needs including PPC marketing. Our experts understand the role of an effective remarketing strategy and how to leverage remarketing PPC campaigns to gain conversion. Partner with us and you will witness the results you have desired.