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Remarketing is one of the most solid digital marketing tactics that you can implement for your search campaign. It allows you to push visitors to your site further down the marketing funnel towards conversions. Remarketing is a method for your brand to reconnect with people that have interacted with your website or mobile app.

Google Ads builds basic audience lists for remarketing automatically, e.g. “all website visitors”. However, it’s also a good idea to leverage Google Analytics for audience definitions. Linking your Google Ads account with Google Analytics allows you to build more detailed remarketing audiences. For example, you might want to define an audience for visitors that have interacted with your site for a minimum amount of time.

Remarketing is a cost-effective way for you to reconnect with your audience and gives you the opportunity to optimize the ad copy language accordingly. As a general rule of thumb, you want to focus your ad copy language more on CTA (call-to-action), credibility, and reassurance. This could also be a good opportunity to show off good reviews in your messaging. Showcasing your reviews is a good way to build brand trust and push people towards purchase. 

If your site has blogs and has thus built decent organic traffic, one strategy is to build a remarketing audience around the organic blog traffic to push those people further down the funnel towards conversion. If there has been good interaction with your blogs, that audience has found value on your site. Your brand can leverage this credibility for remarketing.

If you have video assets, and we always suggest that you do, you can launch a YouTube remarketing campaign targeting your search audience pool. Videos can have an amplified, cost-effective remarketing effect. Remarketing with video ads can pull your audience in more and optimize conversions. It is another way to reach your relevant audience.  

Testing and optimizing are two important concepts, not only in regards to remarketing. You need to test your CTAs, your ad copies, images, and videos. For example, we have noticed that even swapping out your display remarketing images can increase CTRs (click-through-rates) again. You want to avoid ad fatigue when remarketing and perhaps set a frequency cap for your ads.

Remarketing is a must for a successful digital marketing strategy. Search and the various social media advertising platforms offer remarketing capabilities. There is no one-size-fits-all tactic and it’s important to test and optimize for best results. If you need help with your remarketing strategy, contact us and we can get your campaign running. Stay safe out there!