03 Feb 2017

Guide to remarketing for adwords

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Remarketing for beginners


In a world full of advertisements, getting event ad to stand out from the crowd is easier said than done. This is especially true when it comes to display advertising where we are exposed to thousands of visual ads every day. So how can you make your message heard? One of the best ways in display advertising is a method called ‘remarketing’ or ‘retargeting’.


What is remarketing?


According to Adwords, ‘Remarketing lets you show ads to users who have previously visited your website as they browse the web’.


It’s an effective way of reminded your website visitors about your event or product who have left your site without completing a conversion or desired goal.


“Retarget customers are 70% more likely to complete a purchase than someone who has not been remarketed to” (Criteo).


How does it work?


To start your first remarketing campaign, you first need to put a piece of code on your website to track your visitor’s behaviour. By doing this, you are going to be able to segment your audience based on the actions they take on your website and shown them relevant follow-up ads as they browse the internet in their own time.


Why remarketing?


The biggest sell of why you should invest in remarketing campaigns is that you get higher click-through and conversion rates than Google’s Adwords counter parts. Why? Because that customer has already been exposed to your brand, they have already invested some of their own time on your website. They are not a cold lead.


Leading on from this point, having a higher click through and conversion rate is something that Google loves, so in turn, your CPC’s will most likely be much lower than your Adwords campaigns.


Another great benefit is that even if you are not getting clicks through on your ad, you will be raising your brand awareness whilst people browse the web. Visitors of your site will be constantly reminded of your event or product as they peruse the web, just be sure to not bombard them by setting a frequency cap.


How to choose an audience


Remarketing allows us the ability to target ads towards those who have visited your site, but Google also gives us the functionality to target these people much more precisely. We do this through segmentation and defining your audiences.


Based on what your specific goal may be, there are different options that you can implement to segment your audience based on the actions they take on your website.


Here are a few ways in which you can segment your audience to target them with your remarketing campaigns.


Abandoned cart: One of the most popular forms of remarketing in the world of e-commerce. If a visitor goes to your site, adds a ticket to their basket but leaves before they make payment, Google gives you the ability to retarget you ads toward these people. This customer (or would be customer) has shown a clear interest in your product, so an idea to remarket to them would be to show them ads with a 10% discount to lure them back into the fold.


Past customers: If someone had a great experience at your event, they are more likely to buy another ticket in the future. If you have set up a sale as a conversion goal in Google Analytics, you can target this specific audience with a remarketing campaign. Just make sure you give them a little breathing room after their purchase before you stat following up with ads.


Specific pages: Have multiple classifications of events? Well, you can target people who have visited specific pages of your website. For example, if you have a running and cycling event and a visitor browses your running events on your site, we can safely assume that this person is interested in running. We would then follow this up with remarketing running adverts towards this particular audience.


The most important factor, just like with Adwords is to constantly A/B test and monitor your results. The more efficient your adverts, the less you will pay for them which in turn increases your profit margin.


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