Google Adwords Remarketing Best Practices

Who Should Use Ecommerce Remarketing?

Shopping sites are ideal for remarketing. Those who sell products or services online are a good bet, as exclusive personalized coupons and offers can be a great way to increase ROI. Imagine visiting your favorite shoe store and, after comparing prices, continuing to research some more – but wait, the original site is now offering 25% off, with a photo of the shoes you were about to purchase! All you need is the right technology and the right data to reach your customer at that moment of relevance.

Best Practices for Ecommerce Remarketing 

In order to get the most out of remarketing, its best to follow a few simple guidelines when setting up your campaign. Here are seven great tips that should help:

1. Tag Every Page on Your Site 

Returning to our previous example: have you ever seen a remarketing ad from a shoe site? They are impeccably effective, showing you the product along with a couple of similar items. The moral of the story is clear: tag every page on your site to gather visitor interactions.

2. Tailor Messaging to Specific Remarketing Lists

As you probably know from email marketing, customization is key. You could have a number of dynamic remarketing lists, such as those for specific items, abandoned carts, demographics, or other characteristics.

3. Use Sophisticated Techniques

There are many different approaches you can take to segmenting based on remarketing data. For example you could choose to not market to those who have already made a purchase; or you could choose to not show ads to those who have already visited your site - instead focusing on generating “fresh” traffic.

4. Scale Remarketing Campaigns 

Use remarketing in tandem with other techniques. For instance, you could use contextual targeting to drive new visitors to your site, thus creating fuel for remarketing campaigns.

5. Optimize Performance of Remarketing Campaigns 

Layer remarketing with other forms of targeting such as contextual, demographics, or interests, focusing on those most likely to convert. These small nuances can create dramatically different ROIs.

6. Manage Frequency 

You want to provide consistent reminders of your product or brand, but you don't want to over do it. With Google's remarketing solution, you can analyze your audience response and determine the right number of views that lead to a sale.

7. Become a Stat Junkie 

Pay attention to the analytics that result from your remarketing campaign. Once you see them along with social media numbers, website analytics, sales, and so on, you can truly get a sense of the value of your campaign. Analyze, alter, and repeat as needed.