12 April 2017
Display Remarketing, the 'bread and butter' of the Google Display Network's targeting techniques. Read more here.
Whilst most Display Advertising is focussed on raising awareness amongst users in the early stages of the sales funnel, Display Remarketing is a little bit different in that it targets users who are already brand aware and have previously visited your website. It is the 'bread and butter' of the Google Display Network's targeting techniques and with good reason - research shows that 49% of users will visit a site 2-3 times before completing a purchase (Source: Google), making it essential to draw previous visitors back.
Whilst the concept is simple, the lazy, one size fits all' remarketing approach won't cut it. It is extremely important to get your targeting just right with your Display Remarketing campaigns. In our experience, there are a few key elements required to ensure Display Remarketing are effective:
All this analysis will inform how important that user is to your business; what ad messaging you should use to encourage them to return to site; and what landing page you use to drive conversion once they get there.
An effectively implemented Display Remarketing campaign can give a fantastic ROI for your business. A recent Display Remarketing campaign we implemented for an energy services client was so relevant and refined it generated just 7 clicks which resulted in 3 direct conversions! This gave us an unheard of conversion rate of 42.86% at a minimal cost for the client.
Whilst Google have since creating many other innovative Display targeting methods, the basics are still an essential component of any Digital Advertising strategy. We implement Display Remarketing as standard for all of our clients, using audience segmentation and smarter strategies to drive results.