Retargeting (also known as remarketing) is a core strategy in PPC where you can select a group of people determined by a previous behavior or behavior (the audience) and target their ads to or away from that group of people. And there’s no shortage of statistics to show us why this is a core strategy.
Retargeting can increase ad engagement by 400% and increase sales by 50%—if you do it right. So in this article, I will help you do just that.
10 tips for better retargeting campaigns
The rules of engagement in PPC are always changing, and it is important to adjust the structure and strategy with the times. So, here are 10 tips to make sure your remarketing campaigns are as effective as possible.
Tip #1: Use First-Party Data Targeting (Customer Lists)
first party data is information that any user you own agrees to allow you to track/hold. This may include contact information (email, phone number, etc.), page behavior, and other data you obtain through user consent. Buying contact lists does not count as first-party data and should not be used for remarketing (which can actually result in ad account suspension).
Almost all advertising platforms (Google, Facebook, Microsoft, LinkedIn, Twitter, etc.) allow advertisers to target an uploaded/synced list of customer emails/phone numbers. This type of remarketing (whether targeting or excluding) uses first-party data to help advertisers more effectively match their messages to potential customers.
As cookie-based redirects (ie, website visits) are being phased out, it’s important to develop a strategy to gain customer trust so they can provide you with contact information.
These lists can be used Remarketing audience Or for seeding lookalike/lookalike audiences.
Tip #2: Don’t Avoid Lookalike Audiences
Lookalike audiences (for google remarketing) and lookalike audiences (for Facebook Remarketing) is a powerful exploration tool. They choose people who display desirable traits and use them as role models for finding new audiences.
When lookalike audiences first appeared, there was concern that they would go to waste. Advertisers love control, and giving algorithms “freedom” seems scary. However, lookalike and lookalike audiences often outperform direct remarketing, and definitely outperform without using any audiences.
It’s important to note that lookalike audiences and lookalike audiences are only as good as the list you use to seed them.
Lookalike Audiences will automatically generate lookalike audiences that require you to be actively crafted in the respective Ads Manager.
notes: The ad network will allow you to set a certainty percentage that the user is similar to the torrent audience. Make sure you only choose 1% certainty, as larger quantities tend to bring more waste.
Tip #3: Exclusions can be as powerful as campaign goals
Audience Exclusion is an Underused Tactic save on budget And send messages more targeted.Setting up audience exclusions follows the same logic negative keywords And exclude placements: No one in the excluded audience is eligible to see your ad.
By excluding remarketing lists that are seeded for similar audiences, you can ensure that only new users see your ad. You can also exclude closed but incomplete traffic.
For example, if you’re in the real estate industry, searches for commercial and residential may be close if not identical (even if they are very different in value). By excluding in-market audiences in sub-sectors that advertisers are not interested in, they can protect their budgets and ensure they get enough useful volume.
notes: when using it Automatic or Smart Bidding, excluding or directly targeting audiences is the only way to help ad platforms guide your budget. If you’re using manual bidding or Enhanced CPC, you can use positive and negative bid adjustments to direct your budget toward or away from specific audiences.
Tip #4: Use Analyzing Audiences for Better SEO Collaboration
One of the greatest benefits of connectivity Google Analytics Your ad account is able to sync audiences.Advertisers can identify and address why organic traffic isn’t converting, budget for segments that have historically performed better/worse than others, and leverage additional analytics segments Audience targeting and creativity.
Work with your SEO team to understand which segments they find useful, which segments to target, and which segments to exclude. Paid campaigns often get volume quickly, so if content teams want to run tests, or if they’re interested in seeing responses to specific layouts, analytics segments can help with these collaborative efforts.
It’s important to note that Analytics segments are sometimes too small to run on their own, so be realistic and tell ahead of time with your team about what will and won’t work.
Tip #5: Use the term your audience is using
Ad creative should always be attractive and inspire profitable action.Good Ads Can Be Great Target specific groups that tend to participate.
You can also control messaging by using audiences to target budgets to specific groups of people. Taking the time to analyze whether a group of people is using a variation of a word (for example, “marketing tool” versus “marketing software”) can help ensure that messages land. 
Make sure you’re as specific as possible (whether using local audiences or remarketing). Target pet owners (no pet type specified), otherwise a lot of creativity is wasted.
if you are using remarketing listuse ad copy and creative to honor the prospect of the conversation you started, ideally overcoming common objections to conversions.
Tip #6: Make sure your audience is large enough to serve
Ad algorithms need data to work, and if your goals are too small, your budget will struggle to deliver. Regardless of the platform, if an audience is less than 1,000 people, it cannot be served.
If you’re using a customer list as a seed for lookalike or lookalike audiences, be aware that processing can take up to 48 hours and you’ll get “too small to serve” before fully rendered.
That’s not to say you shouldn’t build an audience to target later. You might just have to keep it on target and watch it for a while.
Regardless of the platform, if an audience is less than 1,000 people, it cannot be served.
Tip #7: Know the difference between goal and observation and observation
Viewers can apply to either target and observe, or just observe. This choice determines whether the audience you choose will really affect whether the budget is aimed at or away from the audience.
If you choose a target and observe, the audience has to have enough people to serve, so it makes sense to start with a new audience. Also, if you use Smart Bidding, the algorithm ignores your observed audience and only allocates budget directly to those who appear to meet Smart Bidding goals.
Tip #8: Have a Brand Stance
in your brand and Competitor targeting activities Can be an effective way to centralize your budget and ensure proper messaging. Setting up these campaigns requires you to choose one of two strategies:
- Brand campaigns that exclude organic traffic to protect cheap clicks that steal general service budgets.
- Brand campaigns are designed to follow people who are already familiar with your brand, with one ad group targeting people on remarketing lists and one ad group excluding them.
Both paths can be profitable. It’s important to understand why you choose one path or the other.If your team has attribution Problem, you might want to go the first way. If you trust your tracking and all teams use a single source of truth for reporting, the second is often the best.
for competitor activityconsider adding your current client list to the target and observe, so you can overcome the reasons they might consider leaving you.
Tip #9: Use Remarketing Lists Across Channels
One of the best ways to take advantage of remarketing lists is to apply the list from one channel to another as a lookalike/lookalike audience.This Cross-Channel Marketing Strategy Will allow you to find ideal customers on different advertising platforms that you would otherwise not be able to capture.Plus, you can feel comfortable testing your budget on new channels (this is one of our Paid Media Strategy Essentials) because you are using audience guardrails to protect your budget.
Tip #10: Budget for Remarketing Campaigns
normal Mistakes made by advertisers Was mixing remarketing budget with general service and expecting good results soon.
Just because a campaign is focused on a more focused audience, doesn’t mean it doesn’t need a budget to run. Make sure you allocate enough money to new campaigns every day to accelerate and achieve their goals.
A good rule of thumb is to allocate 15-20% of your paid campaign budget to remarketing (at least initially).due to auction their industry prices.
Use these tips to get more out of your retargeting campaigns
Remarketing is a powerful tool in digital marketing that will yield the best results based on first-party data and collaborative campaigns. Here’s a review of the redirection tricks I covered above:
- Targeting using first-party data (list of customers)
- Don’t shy away from lookalike audiences
- Exclusion can be as powerful as active targeting
- Better SEO Collaboration with Analytics Audiences
- Use the term your audience is using
- Make sure your audience is large enough to serve
- Know the difference between a goal and observation and observation
- have a brand stance
- Use Remarketing Lists Across Channels
- Budget for remarketing campaigns
