The 5 Must Have Audiences for AdWords Remarketing

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Did you know…

Only 2% of your website traffic is likely to convert the first time they visit. How do you go about getting in front of the other 98% so that you can try to convert them? Are they lost to you forever or is there a way to follow them around with more marketing.

The answer is to use Remarketing.

Remarketing is a way of reconnecting with people who have already been on your website and allows you to put specific targeted messages in front of these visitors, knowing that they should already have an idea of who you are.
You should have a think about who you could remarket to.
1. All Website Visitors  – A list that includes everyone who has visited your website within the specified time period.
2.All Website Converters – A list that includes everyone who has been deemed to have ‘converted’ on your website within the specified time period. This list will include both leads and sales and is a list of people who have shown some definite interest in you.
3.All visitors for a particular product – This will be many lists. One per type of product or lead bait so that you know exactly which piece of marketing that the people on that have shown interest in. This allows you to show them a more compelling message to try to get them to convert.
4.All Converters for a particular lead bait/product – This will be many lists. One per type of product or lead bait so that you know exactly which piece of marketing that the people on that list have downloaded, so you can tailor the next message that you show them.
5.Cart Abandonment This list would be all visitors who have reached a certain point in your sales funnel, but not bought. You could then show them a specific offer designed to get them to purchase.
Before you get set up and ready to go, there are some things you need to think about and to do to make sure your website is AdWords compliant.
• Privacy policy You must have a privacy policy on your site that describes how you are using cookies for remarketing purposes, that companies like AdWords use these cookies for advertising. Without a suitable privacy policy, AdWords will not build remarketing lists for you.
• Duration of the list You can set the cookie length for the list you are building – ie you tell AdWords how long you want to market to someone who has been to the particular section of your site. For example, if you sell the sort of product that people make a quick decision to buy, then the default 30 days should be plenty of time to have someone on the list. If however, you sell the sort of product that people research and think about for a long time – maybe a new kitchen – then you might want the duration of the list to be 60 or 90 days. The maximum duration is 540 days, but you should think carefully before you set a duration this long. The point of remarketing is that people remember having been on your site and have a level of trust in you as they have seen you before. If the duration is too long, then the success of your campaign will be affected. An exception to this however, could be the list you build or purchasers. If you put a 540 day duration on this list then you will always have a list of previous customers who you can market new products too/promote sales too.
• Frequency Capping This will vary depending on the type of campaign you are running. AdWords gives you the ability to cap the number of times a potential customer sees your ads per day. This is a good idea if you are worried about putting off new potential customers or appearing spammy. However, if I am trying to get a message across to our existing member, I don’t mind how many times they see the ad as long as they get the message!