How To Get The Most Out Of Your Remarketing Campaign
Remarketing is the action to reintroduce a product or service to the marketplace when sales begin to decline. While this can be done in a number of ways, remarketing essentially encourages users to buy or use their products by increasing their visibility on websites their users frequent.
So how can you make sure that your remarketing campaign is successful? Display ads can be expensive and at times can produce little to no tangible results. If you are planning on undertaking a remarketing campaign, remember these three steps, to make sure that you’re getting the most out of your money, time and campaign.
Segmentation
The first thing you need to consider is the people that you’re targeting, and the best way to do this is to segment the data you’ve received from web analytics. This can be anything from the last time they visited your website, to the products they bought, or the pages they spent the most time on. This can easily be achieved if you’ve installed your eCommerce as part of your overall analytics tool.
Understanding this information will allow you to create a more developed and detailed remarketing campaign for specific users.
Testing
Whether it’s prompting a person to complete a booking form or buying a product online, it’s important to try different methods, websites, and time lengths to determine what is most successful amongst your customers. There are multiple tests that can be used to achieve this information; for example one can determine the optimal time for people to be remarketed.
Another can provide information on which products are your highest converters from remarketing campaigns; by analyzing both click-through rates and conversion rates.
Testing is important because it allows you to decide what type of results you want from your campaign, and which methods are, and are not, successful for your business overall.
Understanding Code
While it may seem detailed or confusing, the benefits of implementing tracking code far outweigh the complications. While you should always have a remarketing tag, you can add fields for tests, segmented audiences and media placements.
Furthermore, the ability to assign an accurate ROI involves taking all of these variables into consideration. In short, optimization requires information, and the more knowledge you have about your remarketing campaign, the more successful you’ll be in the long run. The more adept you are with implementing code, the more data you’ll have to use to your advantage.
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