For those of you who have never heard the term “remarketing”, I like to describe it as the technique of consistently staying on the mind of your audience. Remarketing allows advertisers to continue to reach out to traffic that has either visited their website or one of their landing pages. This technique can be applied to any section of the sales funnel.
Now that you have some context, let’s dive deeper into some remarketing hacks no one is really talking about yet.
Take Advantage of Dynamic Remarketing
Dynamic remarketing has often been misunderstood as a tool only e-commerce websites could utilize, but this couldn’t be farther from the truth. You can now upload your custom feed into Adwords, within the business data section. If you would like more instructions on how to create your own custom feed you can visit here.
With this feature you can now dynamically show your display ads to large custom audiences. To set the ads up correctly, you will need to slightly tweak your dynamic remarketing code to include a few more variables, but worry not, more information can be found here.
Dynamic remarketing ads will almost always perform at a much higher rate than static remarketing ads, so make sure to put in the extra effort because the benefits will be much greater.
You Must Combine Video and Remarketing
Not many companies are using YouTube for their remarketing efforts yet, so let’s get you well ahead of the competition. Organizations aren’t using YouTube videos because they don’t have the video content, or they just can’t prove ROI so they ignore it.
If your goal is to get direct responses out of your traffic, then this form of retargeting is definitely for you. You can display your video “In Stream” ahead of the other YouTube videos that are going to be played, the best part…if a user decides to click on the skip button before 30 seconds or the end of the video, you don’t have to pay for that impression. Isn’t that feature worth it? I think so!
This form of video retargeting can be fairly simple to set up within the Video tab of your Adwords account. More information on setting this up can be found here.
Set up the Referrer URL Remarketing List
When you are setting up a retargeting list in Adwords, you will notice that there is a section labeled “Matches any of these conditions”, beneath that you will find a drop down option labeled “URL”, click that and change it to “Referrer URL”.
VUALA! It is that simple.
By enabling this feature you can now create a remarketing list of people that came from specific sources like Facebook, Twitter, or any other website.
This will be the biggest driving factor to tying your user journey together, so you can optimize your campaigns and provide users with consistent messaging.
One example that might help paint the picture:
Let’s say you’re running a promotion campaign on Twitter. You can now keep track of the traffic that is arriving to your site from that specific promotion. This is huge for quantifying your Social Media ROI.
Yes, you read that right. Email remarketing. You can create remarketing lists from the people who visit your site from one of your outbound email campaigns.
How is this possible you might ask?
Essentially you are going to have to tag up your email/newsletter links with query strings so that you can create the remarketing list.
Use this Google URL Builder to create URLs to append, your URL addition can be something simple like “Source=email”. Once that is generated, you can create your remarketing list based on those specific terms.
With this technique in hand, you can really customize the buyer’s journey for people that are in your email nurtures. You can begin to target different people based on which email they came to your site from.
Utilize Google Analytics Remarketing Lists
This technique is probably the one that is most underutilized. And it is so simple to set up. If you haven’t enabled this already here is how you do it.
Log into your Google Analytics account, select your profile, select Admin, Property Settings, Tracking Info and Data Settings. Right there you will find a toggle switch labeled Remarketing. Turn that puppy on!
Once that has been turned on, you can now create retargeting lists from almost any metric within Google Analytics. Master this, and you can even create advanced lists like IP Address retargeting. Now that is cool!
The best part! These lists are automatically uploaded into your Adwords Audience list, within the Shared Library section. From there, based on your data, Adwords can create even more lists for you to use.
This is where Google allows you to expand your reach without you even realizing it. You will begin reaching out to people who have never even interacted with your site or brand before. Google will locate users who show similar characteristics to those that are in your remarketing lists. This can be a huge part of your strategy to drive brand new traffic to your site.
Google Analytics Remarketing Lists NEEDS to be your next best friend!
Last tip: Track Everything and Start Testing!
I hope that you can find these techniques to be useful. They may seem difficult to implement at first, but once you have set these features up you are ready to become a retargeting beast!
If you have any questions about remarketing, or need help setting it up contact us today!