There is no universally valid remarketing strategy. Its settings vary depending on what you specifically want to achieve. The strategies that others have used in the campaign may or may not succeed in yours. Therefore, we are adding a further 6 best practices to the list of best strategies we’ve recently written for you to try to achieve your goals.
1. Up-sell or cross-sell to existing customers
You can target customers who have already made a purchase in your e-shop with additional product advertising based on remarketing lists. For example, if you sell smartphones, customers who have already bought them may be interested in cases. Use your remarketing lists of customers who have already completed a conversion to engage with them again.
2. Adjust your location and language targeting settings
Your potential customers can know more than one language and browse the web from other parts of the world. Keep this in mind when setting up geographic and language targeting. Therefore, you can target your ad to sites with different languages (or even all languages).
On the other hand, make sure that you target only the locations where you can provide your services to your potential customers or deliver products.
3. Extend or decrease the duration of the remarketing lists
To reach people over a period of time, you can adjust the “membership” of people in your remarketing lists. If you can estimate how much time people need to perform a conversion, customizing lists in this way can be an effective strategy. So you can reach them even after sixty or ninety days since they visited your site.
Conversely, if you only want to focus on new potential customers, decrease the “membership” duration in these lists. You will only target customers who have visited your site recently.
4. Accelerate ad delivery
By accelerating ad delivery, your remarketing ad is displayed as quickly as possible until your budget is exhausted. That also means, that it is displayed to your visitors sooner after coming to your site.
However, this strategy may also be counterproductive if the ad appears to your potential customers too often. People can become tired of it or even build up aversion to your brand.
5. Focus on websites that show results
Customize your Content Network advertising based on the results it shows. If you are advertising on a few websites that do not get you enough conversions, exclude them and try to advertise on others. You can find conversion information in your account as a “Conversions Tracking” feature. From the available data, you can also evaluate the performance on different websites.
Focus on websites which your target audience is potentially visiting. On the contrary, don’t waste your budget on those where you can’t get it, or on the sites you don’t want to be linked to.
6. Grow remarketing list size
In the long term, in addition to selecting appropriate remarketing sites, focus on expanding remarketing lists. If you have a longer “membership” duration in the lists, these lists will be larger. The more people you have in your lists, the more you will be able to reach them effectively.
Of course, it is not worth relying on only one of these strategies. Combine them according to the goal you want to achieve. If you conclude from subsequent reports that your chosen strategies do not deliver desired results, review them, change settings, or choose a different type of strategy.
If you enjoyed this article, read how to set up Dynamic Remarketing through Smart Shopping Ads.