Helping customers along the journey to purchase
If we consider recent stats from the Google audiences program, recognising the customer journey and understanding how we can intercept potential purchasers at key moments throughout their online activity, is vital.
Not only to improve Paid Marketing performance, but also increase brand awareness and user engagement from your website overall.
Did you know…?
- 96% of visitors leave a website without converting
- 70% of people abandon their basket without purchasing
- 49% of consumers visit a site 2-3 sites before converting
- 90% of people switch between screens and devices before making a transaction.
So, how can advertisers re-engage with these on-the-fence customers via Search ads?
This is where Remarketing comes into its own.
Remarketing lists for search ads enable advertisers to tailor campaigns (and even ad copy the customer sees in Google search results) based upon their website movements.
Whether your potential customer has reached a category, product, basket and any pages in-between, PPC advertisers can adopt two types of targeting to show the most compelling ad copy, to the right user, at the right time – all based on the pages the user has visited on your site.
This allows us to either increase bids if a searcher has been on the site before (but still show ads to new site visitors), or exclusively target the searchers who have been on the site before.
Essentially, these allow advertisers to employ ‘Target & Bid’ or ‘Bid Only’ strategies.
Target & Bid
- Target and bid means that ads will exclusively show to potential customers who have been on the site before.
- This allows ads to be tailored depending on the audience type (i.e. basket viewers, product viewers).
“Displaying specific ads to visitors who have abandoned the basket – perhaps offering a Free Delivery code – will increase CTR and conversion rate.”
- More generic search terms can be utilised within an RLSA campaign, as these keywords will only show ads to potential customers within your chosen audiences, previous purchasers for example.
- This is a fantastic opportunity to make previous customers aware of other products you offer.
Figure 1: Example Search remarketing ad featuring 10% off code incentive for new users to improve CTR and conversion rate
- Ads are not restricted to selected audiences, and will show to searchers who haven’t been on the site before
- Where Target & Bid strategies re-engage with previous visitors specifically, Bid Only simply enables increased bid adjustments to be implemented on selected audience.
“Increasing bids to users who have been onsite before means ads can appear higher on Google search results – this improves brand recall to users already aware of the brand and increases CTR.”
And how does Remarketing improve Shopping performance?
“Tailor bids to past customers and visitors when they search for products on Google.”
RLSA’s have been in use since July 2013, but it was not until 2016 that this feature was available to Shopping campaigns as well. Research from fellow marketers, Word Stream, showcases the impact this feature has had on CTR and conversion rate from Paid channel performance:
The above graph indicates performance increases to conversion and click through rates by specific remarketing audience types (new visitors, returning visitors, etc.) as they are placed within existing shopping campaigns.
So, your RLSA’s are up and running but are you getting the best out of them?
Here’s our Top 4 Tips to make sure you’re getting the best performance from your remarketing audiences and PPC budget.
- Expand! Remember, your RLSA campaigns give you a form of safety net by only targeting potential customer who know the brand – allowing you to target keywords you normally wouldn’t. As stated above, RLSA’s give you the ability to target broader, more generic search terms, so do it! You don’t run the same risks that you would with a normal search campaign (i.e. broad keywords running away with budget) as, if you adopt the Target & Bid strategy, you are focusing exclusively on an audience that has already visited your website.
- Boost Those Bids! The graph above indicates how utilising remarketing audiences can influence the performance of your shopping campaigns, so it is important to keep optimising bids based on audience type and performance. You already have the luxury of knowing which audiences are most likely to convert, so bid up the audiences to take advantage of this.
- Personalise your ad copy! Ensure that ads to specific remarketing audiences are tailored depending on the user’s activity within your lists. For example, you might want to offer a discount/free delivery code to basket abandoners in an attempt to entice them back to the website.
Figure 2: Example Display remarketing ad for LK Bennett
- Be creative! For example, you could offer a loyalty discount to past converters. This is an opportunity to get creative and make your ads as personal as possible, so test different copy to your audiences and find out what works best.
And that’s it!