Remarketing is a powerful tool for companies in the industrial sector. With remarketing, your business can retarget users that visited your site with hyper-targeted campaigns that motivate them to return to your website and act on your call-to-action (CTA), like requesting a custom quote.
Improve the performance of your campaigns by following these seven remarketing best practices:
1. Target your most valuable business buyers
Your remarketing audience is a critical part of your remarketing strategy.
Before your company launches a remarketing campaign, you need to think about who you want to target and why. In most cases, your business will want to focus on audience members with the most value and highest chance of converting.
For example, if you’re looking to drive quote requests for a specific product or service, you may build your audience around users that visited that product or service’s page. Or, you may take an alternative approach, focusing on audience members that match your client demographics.
Overall, if you want your remarketing campaign to perform and deliver a return on investment (ROI), you should focus your efforts on the most valuable audience members. Instead of targeting visitors interested in Service A, for example, you may concentrate on Service B because of its higher price tag.
2. Refine your audience with metrics and dimensions
Remarketing best practices also include refining your target market. While you can target specific page visitors and launch your campaign, it’s an ineffective use of your ad spend because that’s a broad audience.
Trim your audience with metrics and dimensions like the following:
- Time on page
- Goal completions
- Pages per session
- And more
A metric like goal completions, for example, can help your team remove users that already contacted your company, purchased your product, or requested a quote. Time on page, meanwhile, allows your business to focus on users that showed the most interest in your services, products, or company.
When you create your remarketing audience in Google Analytics, you can refine your audience with multiple dimensions and metrics then. Before you modify your remarketing audience, review your existing data in Google Analytics, as well as business goals.
3. Segment your audience for targeted campaigns
For remarketing campaigns with significant audience sizes, it’s helpful to segment your audience. Segmenting your audience allows your team to create hyper-targeted campaigns for specific users, which can make your ads stand out.
As an example, if your company operates globally, you may segment your audience by location. Now, you can create personalized ads that highlight the user’s location, as well as address location-specific concerns or unique selling points (USPs). For instance, maybe you offer free international delivery.
In another scenario, your team may segment your audience to target users in different stages of the buying funnel. Users that spent a longer time on page receive purchase-focused ads while users with a shorter time on page get information-focused ads.
With segmentation, you have dozens of options that you can use in your campaign.
4. Optimize your frequency capping
Once you create your remarketing audience and set up your campaign, your team can use frequency capping. With frequency capping, your company determines how many times a user sees your ad, ad group, or campaign. You can limit views by day, week, or month.
Remarketing best practices for frequency capping vary. Many experts in the industry, however, recommend limiting impressions or views to three per day. Depending on your ad strategy and account structure, you may restrict impressions by ad, ad group, or campaign.
You can access frequency capping with the following steps:
- Log in to your Google Ads account
- Select your ad campaign
- Click “Settings” from the sidebar menu
- Select “Additional Settings”
- Open the dropdown menu for “Frequency Capping”
- Click “Set a Limit
- Choose your parameters
- Click “Save”
After updating your settings, your changes will take effect immediately.
5. A/B test your ad copy and ad design
A must-follow remarketing best practice revolves around A/B testing. With A/B testing, your company experiments with different versions of ad copy, design, targeting, and more. You can use A/B testing for remarketing, as well as outside the advertising sphere.
For example, if you launched a new contact page on your site, you could A/B test its design.
Companies want to use A/B testing because it provides your team with the chance to improve your ads and their performance. Plus, you can learn valuable information about your audience, like what motivates them to act on your ad.
If you decide to A/B test, it’s essential for your company to test one change at a time. Testing multiple updates at once can result in a false-positive, which doesn’t help your team when it comes to determining why a campaign, ad group, or ad performed well.
For example, if your team updates your ad copy and targeting, you won’t know whether your refined targeting or revised copy generated the changes you saw, like an increase in clicks or click-through rate (CTR).
That’s why it’s essential to test one change at a time.
If you have a large remarketing audience, your business can often determine the impact of a change fast. In comparison, a smaller audience will require additional time due to its size. No matter your audience size, it’s critical for your team to make changes and assessments with data.
6. Keep your ad copy and images fresh
With a remarketing campaign, your company targets a specific group of users. Those users can remain a part of your remarketing campaign for up to 540 days, which translates to almost 1.5 years. That means (if you implement the frequency capping recommendations) they could see your ads over 1500 times.
If you launch and leave your campaign with the same copy, images, or video, you can bet that users will grow tired of your ads. That doesn’t translate to leads or revenue for your business, which is why you need to keep your ads fresh.
A few ways to make your ads exciting and new for users include:
- Updating your ad copy on a routine basis
- Changing your ad images (if advertising on the display network) regularly
- Updating your ad videos
Depending on your ad strategy and audience, you may also decrease the membership duration of your audience. For example, you may limit membership to 365 days for members that showed high interest in your company or 30 days for users that demonstrated low interest.
7. Review your remarketing campaigns weekly
A remarketing campaign, like any other advertising campaign, requires proactive management. Launching and leaving your campaigns can result in lackluster performance and results, which doesn’t help your business.
For the best results, your team should check-in and review your campaign every week.
As a part of these check-ins, you want to look at key data points, like your cost-per-click (CPC), number of impressions, CTR, and number of conversions. It’s also helpful to look at your cost-per-conversion because it’s an excellent way to demonstrate the value of your campaign to business leaders.
It’s also critical to look for trends, especially at the start of your campaign. You may notice, for example, that your ads earn dozens of clicks from mobile devices but zero conversions. In response, you exclude mobile devices from your ad campaign.
While it may become challenging, it’s beneficial if your team comes away from each check-in with actionable recommendations for improving your campaign. Every detail, big or small, can influence the success of your remarketing campaign.
Need help with your remarketing campaigns?
With these seven remarketing best practices, your business can get the most from your remarketing campaign. Whether you’re looking to generate leads, revenue, or awareness, a remarketing campaign can help.
If you need professional assistance with developing, launching, and managing your remarketing strategy, IndustrialFX can help. We specialize in digital marketing and advertising for the industrial sector, having generated more than 4.6 million leads for our clients in the past five years.
Contact us online today to learn more about our paid advertising services!