Remarketing, also known as retargeting, is a key PPC approach that involves using audiences—groups of people identified by prior actions or behaviors—to target or avoid with advertisements. Statistics abound that demonstrate why this is such a crucial tactic.
If done correctly, retargeting may boost revenues by 50% and ad engagement by 400%. So that you may make the most of this and kind, I'm going to explain 10 expensive retargeting blunders to avoid in this piece to assist you in doing exactly that.
Avoid these 10 expensive blunders with your remarketing initiatives
PPC's ground rules are always changing, therefore it's critical to update your buildings and tactics accordingly. To ensure that your retargeting efforts are as successful as possible, make sure you are not doing any of these errors.
1. Using cookie-based retargeting for website visitors
Retargeting website visitors is a widespread technique that has been around for a while, but it depends on third-party cookies, which are being phased out, as you are probably aware. As a result, we have insufficient information on our website visitors, which may cause us to target the incorrect individuals with our messaging.
Use client lists or other lists created using first-party data instead. Any information you own that a user has given you permission to track or store is referred to as first-party data. Contact information (email, phone number, etc.), on-page activity, and other information that you obtained with user authorization can be included in this. Purchasing a contact list does not qualify as first-party data and is not appropriate for remarketing (this can actually result in an ad account suspension).
Almost all ad networks (including Google, Facebook, Microsoft, LinkedIn, Twitter, etc.) let marketers target lists of consumer emails and phone numbers that have been uploaded or synchronized. First-party data is used in this type of remarketing (whether targeting or excluding) to assist marketers better tailor their message to prospects.
These lists can be used to seed similar/lookalike audiences or for remarketing purposes.
2. Steering clear of similar audiences in favor of more control
Strong prospecting techniques include Similar Audiences (used in Google remarketing) and Lookalike Audiences (used in Facebook remarketing). They employ people who exhibit appealing qualities as models to attract new customers.
There was apprehension that Similar Audiences would be ineffective when they first appeared. Advertisers like to be in charge, so allowing the algorithm "full rein" might be unsettling. But similar audiences and lookalike audiences frequently beat direct remarketing, and utilizing no audiences at all is by far the worst option.
The lists you use to seed Similar Audiences and Lookalike Audiences will determine how effective they are, so keep that in mind.
Similar Audiences will create on their own, however Lookalikes need your active creation in the relevant ad manager.
NOTE: Ad networks will let you specify the probability that a user resembles the seed audience. Make sure you just choose 1 percent confidence because higher percentages tend to attract more garbage.
3. Excluding too little
One underused strategy for cutting costs and improving communications targeting is audience exclusions. Setting audience exclusions works in the same way as negative keywords and excluding placements: those who fall within the exclusion won't be able to view your advertisement.
You may make sure only net new people see your advertisement by omitting a retargeting list that served as the seed for a Similar Audience. You can also eliminate nearby but insufficient traffic.
For instance, if you work in real estate, commercial and residential searches may be almost identical (even though their value is drastically different). In order to safeguard their budget and guarantee they receive adequate usable volume, advertisers might do so by omitting the in-market audience for the sub-vertical they are not interested in.
NOTE: It should be noted that the only option to assist ad platforms in directing your spending when utilizing automatic or Smart Bidding is by explicitly targeting or omitting audiences. You may use positive and negative bid adjustments to allocate funding towards or away from certain audiences if you're utilizing manual bidding or enhanced CPC.
4. Functioning independently of SEO
The ability to sync audiences is one of the main advantages of integrating Google Analytics with your advertising account. Advertisers may pay for segments that have historically performed better or worse than others, discover and address the reasons organic visitors didn't convert, and use additional analytics segments in audience targeting and creative.
Work with your SEO team to determine which market groups should be carefully targeted and which ones should be ignored. Analytics segments may support such cooperative efforts if the content team wishes to conduct a test or if there is curiosity in monitoring the reaction to a certain layout because paid campaigns can often achieve volume rapidly.
NOTE: It's crucial to keep in mind that Analytics segments might occasionally be too tiny to run independently, so be honest and straightforward with your team about what you can and cannot run.
5. Neglecting subtleties in ad copy
Engaging and motivating advertising should always lead to lucrative action. When commercials are directed to certain audiences who are more likely to engage, they go from good to outstanding.
You may also have control over the messaging by leveraging audiences to direct spending toward particular demographic groupings. To make sure the message is received, it might be helpful to spend some time examining if a group of individuals uses one variation of a phrase or another (for example, "marketing tools" vs. "marketing software").
Please be as precise as you can (whether using a native audience or remarketing). Targeting pet owners will expose otherwise excellent creative to waste (without mentioning the sort of pet).
Use ad language and creative that respects the dialogue prospects have started with you if you're utilizing a remarketing list, preferably addressing typical conversion objections.
6. Picking too small of an audience
If a goal is too tiny, your budget will struggle to meet your needs since advertising algorithms require data to operate. No matter the platform, it won't be able to service an audience of less than 1000 individuals.
It can take up to 48 hours to process a customer list used as a seed for a Lookalike or Similar Audience, and you'll see a "too small to serve" message until it fully renders.
Not that you shouldn't create an audience to target in the future. You may only need to keep it on course while keeping an eye out for a time.
7. Disabling the observing mode
Audiences can be used to target and observe or to just observe. This decision determines whether or not the audience you choose will truly affect whether the budget is focused on or away from the audience.
If you decide to target and observe, the audience must be large enough to support the start of a new audience on observe. Furthermore, the computer will disregard your observing audiences if you utilize Smart Bidding and only provide funds to those who appear to fit the aim.
8. Lack of a distinct brand position
Audiences may be a useful tool for budget focus and message accuracy in your branded and rival targeted initiatives. You may choose from two tactics when setting up these campaigns:
Branded campaigns are not included in organic traffic to defend against general service budget theft by cheaper clicks.
Branded advertising campaigns that target customers who are already familiar with your company and exclude those who are on remarketing lists.
Both options may provide a profit. It's critical to comprehend your decision-making process. You should probably choose the first option if your team struggles with attribution. The second option is often the best if you have confidence in your tracking and all teams are reporting to a single source of truth.
Consider include your current customer lists in competition marketing and watching what happens so you can address any potential exit strategies.
9. Using distinct remarketing tactics
Applying remarketing lists from one channel to another as a Lookalike/Similar Audience is one of the finest methods to make the most of them. With the help of this cross-channel marketing plan, you'll be able to locate your potential clients across a variety of advertising mediums. Additionally, because audience guardrails are safeguarding your money, you can feel confident about testing expenditures on new channels, which is one of the key components of our paid advertising approach.
10. Skipping remarketing campaign budgets
Remarketing expenditures are frequently combined with general service expenses by marketers, who therefore anticipate tremendous returns soon.
A campaign still needs a budget even if it is targeted at a smaller, more specific audience.
Make sure you're allocating enough money each day for the new campaign to get going and succeed.
Remarketing should receive 15 to 20 percent of your paid advertising spending as a general guideline (at least in the beginning). Due to the industry auction pricing, some companies will wind up allocating more to the remarketing efforts.
Utilize these suggestions to achieve more from your retargeting marketing.
Remarketing is a potent tool in digital marketing, and it works best when based on collaborative campaigns and first-party data. Here is a summary of the errors I discussed above in the form of advice:
Using cookie-based retargeting for website visitors
Steering clear of similar audiences in favor of more control
Excluding too little
Functioning independently of SEO
Neglecting subtleties in ad copy
Picking too small of an audience
Disabling the observing mode
Lack of a distinct brand position
Using distinct remarketing tactics
Skipping remarketing campaign budgets
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Salty Red Dog Marketing, LLC is a marketing agency in Red Bank, NJ, Westport, CT, and everywhere in between. We service businesses with marketing strategies, digital marketing, social media, and consultations.
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