How To Optimize a Remarketing Campaign That Delivers

It is crucial to have the right marketing strategy in place before you launch a remarketing campaign. This post will present how your company can optimize their campaigns for maximum impact and best returns on investment. The post also includes case studies from companies that are currently maximizing their ROI with remarketing strategies like this one, including examples of previous paid impressions, total spend per day, conversion rates and more.,

The “remarketing strategy examples” is a marketing technique that uses remarketing to retarget users who have visited your website. It is a very effective tool for companies that want to increase their sales and conversions.

Remarketing is all around us, whether we like it or not. Have you ever been casually shopping for an item on Amazon, only to find adverts for comparable things a few hours later on your Facebook News Feed, in a promotional email, or at the top of a Google search?

The goal of remarketing is to track down users who have left a website and re-engage them in an effort to persuade them to return. In average, more than 90% of visitors to a website depart without converting. The main advantage of a remarketing campaign is that it allows companies to go out to those who have previously showed interest. The following are the intended outcomes:

  • Recover and convert bouncing website visitors into buyers.
  • Increase the number of visitors who return.
  • Boost brand recognition.
  • Boost your search engine optimization and content marketing initiatives.

Although remarketing may take many various forms, the message is usually a reminder to perform an activity or to show fresh, tailored information to assist encourage a purchase decision.

In order to complement your PPC campaign, an AdWords-based remarketing plan is multi-faceted and needs a thorough approach. Let’s get into the nitty gritty.

Marketing encompasses a wide range of outlets and tactics. There are various different sorts of remarketing that may be used.

1) Remarketing as usual

This feature in AdWords allows you to display advertising to previous visitors on the Display Network as they explore other websites and applications.

Google Display Network Remarketing

This allows you to display former visitors advertising on the Display Network and show them things they’ve previously seen on their previous visit.


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You’ll need to develop a product feed for the things you want to display specific people for this. You may utilize categories instead of inputting each product individually. If a visitor looks at a listing for a certain desk chair, for example, you can just type “desk chair” into the feed to view all of your connected inventory.

When past visitors make a search, this sort of remarketing shows customized adverts. The user sees a text ad on the search engine rather than banner or display adverts.

When a visitor interacts with your video platforms, this is the one to watch. AdWords, for example, will enable you to display past visitors advertising when they are browsing YouTube or viewing videos and websites on the Display Network.

This is a pretty frequent remarketing technique. If they are enrolled into Google, Gmail, or YouTube, you can simply put your email list into AdWords and display them advertising based on prior activity on your website.

A remarketing campaign, as previously said, has several distinct aspects. It takes a lot of preparation, goal-setting, and attention to detail to target the right consumers at the appropriate time.

You’ll need to break your remarketing efforts into individual lists for the greatest outcomes. Here are a few of the most well-known tactics to think about.

1) Identify and target all website visitors

Targeting every visitor who interacts with your website is the most generic (but necessary) strategy to remarket your adverts.

2) Demonstrate a variety of product types

This is when your remarketing strategies start to become a bit more specialized. If your online business offers shoes, for example, you could want to show remarketed advertising that appeal to both men and women. If a visitor searches for women’s shows, the remarketed advertising will display them everything in that category.

3) Offer Benefits to Users Who Didn’t Convert

For visitors who leave your site without doing much browsing, you’ll want to create a remarketing list that promotes advertising to those who came to your site but didn’t purchase anything. The idea is to entice them back to your site with a reason to make a purchase. If someone looked at a listing but did not purchase it, the remarketed ad should ideally promote that item (or others in the same category) with a special offer. Your bounce rate will ultimately improve as a result of this.

4) Offer Promotions/Coupons to Shopping Cart Abandoners

Shopping cart abandonment is an unfortunate fact of e-commerce. In fact, according to one survey, the average cart abandonment rate is over 75%! This kind of shopper is on the verge of making a purchase and, in most circumstances, only needs a little additional push to finish the transaction. Create a list of people who have only viewed your “Shopping Cart” page and not the “Order Confirmation” page for this reason, and then remarket those goods with discounts or coupons.

5) Offer existing customers upsells and cross-sells

It’s a good idea to develop remarketing lists for customers who have converted on your website in order to promote related things to add to a purchase. A nice thing to market if someone buys a computer display is a mount or a screen cleaner, for example. Change the title of this list to “Converted Customers.” While this will most likely be a smaller list, these clients are already acquainted with your website and are more likely to purchase from you in the future.

Perhaps the finest illustration of this strategy is Amazon.


6) To Increase Customer Retention, Target Customers at Regular Intervals

Create remarketing lists that play to these trends if you’ve seen a lot of repeat traffic to your website and think clients are more likely to convert within a certain period. Set up a list to retarget clients within 30 days after a transaction, 60 days, or 90 days.


It all boils down to your understanding of your target market and the nature of your goods. If you sell dog food, for example, it’s a safe bet that a buy will run out in about a month. As a result, developing a remarketing list for this time period would be an excellent way to not only give relevant material to customers but also to boost their lifetime value.

Your remarketing campaign’s heart and soul are the lists you develop. The amount of precision with which you construct them will have a substantial impact on your success rate. Allow yourself plenty of time to do this task. Investigate your statistics further and discover the usual consumer path to a tee.

Optimization and Ad Strategies

You’ll need to be creative with how you approach clients via remarketing now that you’ve prepared your lists to meet your company model and aims. As you may expect, pushing random items to past visitors will not likely result in a positive return on investment. The ad must be well-designed in order to get the attention of the appropriate people at the right moment. Here are a few typical optimization tactics to help you get started.

1) Customer Interest and Behavior Ad Optimization

Let’s imagine you have a website that offers outdoor gear. This is a VERY broad category. Instead of a general message that spans all types of outdoor gear, your retargeting advertisements to individuals who have visited the “Camping” area of your site would be more relevant if they advertised specialized goods like tents or sleeping bags.

2) Use All Ad Formats & Sizes Available to Reach Broad Audience Wherever They Go

People nowadays consume digital material in a variety of ways. As a result, you should incorporate a range of forms and sizes in your remarketing approach. If a text or display ad was only designed for a desktop, it would have a detrimental impact on a mobile device. At start, be sure you’re designing for a broad audience. Examine your analytics to see which are the most effective, and adapt your strategy appropriately.

3) Frequently updating your ad copies for a higher CTR

Customers’ attitudes are shifting on a daily basis, and sometimes even faster. If you don’t freshen up your material, it’s quite simple for it to get ad fatigued. Keep an eye on how specific advertisements perform and be creative in modifying the wording to meet your developing buyer’s persona if you want your ads to stand out and have a greater chance of raising your CTR.

4) Ad Copies and Landing Pages A/B Testing –

A/B testing is an important aspect of building and expanding a digital marketing strategy in any case. Advertisements that have been remarketed are no exception. To discover the perfect recipe, you need regularly test and optimize your advertising and landing sites. There are several excellent experimenting tools available for this purpose.

Remarketing as a whole is a never-ending optimization process. You’ll need to keep searching for methods to improve your efforts throughout your whole approach. In other words, if something isn’t broken, don’t repair it. Return to the drawing board if your advertising aren’t getting the attention they deserve.

Bid Methodologies

Any remarketing strategy relies heavily on bidding. In the end, this is what decides where and how many people view your ad.

1) eCPC should be used for users who are more likely to convert.

You must make a bigger bid if you want to boost your chances of reaching more individuals with your adverts. When it comes to remarketing, this strategy works best with your most successful lists. If your company offers apparel, for example, you should bid higher on lists that direct consumers to sites for warmer materials in the winter and lighter items in the summer.

You may also create other combinations for different groups of people:

a) Visitors who came to the site but did not proceed with the purchasing procedure; b) Cart abandoners.

2) Use Automated Bid Methodologies to Maximize Conversions 

If you utilize AdWords, the Conversion Optimizer is a fantastic tool for reducing waste and increasing ROI in real time. There are two key tactics to consider when implementing automation.

a) Target CPA – This refers to the average cost per conversion that you should strive for. If you take this approach, keep in mind that the desired CPA might have a big influence on your conversions. If you set your price too low and discover that there is high demand for your product or service, you risk missing out on clicks and, as a result, losing valuable conversions.

b) Target Return-On-Ad-Spend (ROAS) – The major goal of employing Return-On-Ad-Spend (ROAS) is to increase the value per conversion. Your bids are automatically optimized during the auction based on conversion monitoring. If your revenue objective per conversion is $10, your target ROAS for each dollar spent on remarketing might be set at 1000 percent.

3) Homepage and Product Viewers List Manual Bid Strategy

Visitors to the homepage and product pages are less likely to convert. This is because they’re usually simply looking around to see what you have to offer or comparing your costs to those of other e-commerce companies and marketplaces. Spending less money on these less qualified clicks is a good idea. Setting a manual bid strategy for visits to the homepage and product details pages is suggested to keep your average CPC low.

If you want to employ a manual bidding technique, a maximum CPC bid is advised since you won’t have to worry about paying extra if someone hits on your ad. If your remarking campaign is doing well, you can always raise your bid to broaden your reach and boost the position of your ad among people who visited your homepage or browsed your product selection.

General Approaches

To say the least, remarketing is a complicated process. Every company will unavoidably face a unique set of challenges and needs. There are, however, a number of tactics that are more or less universal.

1) Select a location targeting strategy based on the services/products you provide. 

Borders and cultural boundaries aren’t always an issue when it comes to running a company online. As a result, your remarketing approach should be able to reach consumers regardless of their location or language proficiency. Because your website users may originate from all over the globe, keep your traffic sources in mind and adjust your geographical targeting appropriately to serve as many people as possible depending on the demand for your product.

2) Shorten or lengthen the list’s membership period

If you decide to extend the lifetime of your list in order to engage visitors who visit your site for longer periods of time, your list is likely to expand. The leads, on the other hand, may not be as substantial. If you shorten the period to catch more recent visitors, you’ll likely end up with a smaller list, and your leads will have a greater chance of converting. The disadvantage is that you’re restricting the quantity of people you can contact.

3) Always use frequency capping to avoid irritating users.

This feature limits the number of times a person may be exposed to your ad in a given day.

4) Use ad scheduling to get your ads in front of the right people at the right time.

You’ve probably discovered the periods when your consumers are most engaged throughout your market research. When you use ad scheduling in your remarketing plan, you can set the hours and days when your advertisements will appear, ensuring that they reach the most vulnerable eyes.

5) Display advertisements as quickly as possible.

Accelerated delivery aims to display your advertising more quickly in order to reach your campaign budget more quickly. This enables you to send content to your consumers as soon as they enter the Display Network.

6) Increase bids on top-performing placements and keep an eye on them.

In a remarketing (or any marketing) campaign, you obviously want to put your best foot forward. Keep track of how well your advertisements are doing and up the bidding on the ones that are working well.

7) Remove low-performing placements from consideration.

You don’t want to keep wasting money on useless ad placements, on the other hand. As a result, it is preferable to cleanse your hands of the dreck.

8) If your mobile app placements aren’t working, remove them all.

As crucial as mobile is these days, you should be deliberately investing your funds for optimized advertisements. Because the success of mobile advertisements may change fast, you’ll need to keep a careful check on them and filter out the ones that aren’t delivering.

Proven Techniques

These techniques are more in-depth, yet they may be applied to a wide range of businesses.

1) Retargeting across devices and platforms

Google just announced that cross-device and cross-platform remarketing is now available. In essence, this enables companies to communicate with consumers regardless of how they use their website. If a person visits a site on a mobile device, for example, companies only need to add them to the list once and may target them on a desktop, tablet, or any other platform using their ID.


Some sectors benefit from dynamic remarketing more than others. In general, dynamic may be a highly successful approach if your firm is in the education, airlines, hotels and rentals, employment, local offers, real estate, online retail, or travel sectors.

3) Make Use of a Variety of Bid Adjustments

There are several bid modifications to think about. Devices, location, timing, most effective content, placements, and interaction are the most important. Make sure you’re monitoring how your advertising are doing on a daily basis. Make sure you’re using the necessary bid changes on a regular basis, based on your analysis, to enhance your ROI.

4) Look for people who are similar to those on the All Converters List.

One of the most important purposes of marketing is to reach out to new people. In terms of remarketing, looking finding similarities in your conversion list to increase is really useful. Let’s imagine you have a list of folks who have purchased video cards for gaming. Instead of targeting large groups of individuals who are interested in “computers,” you may develop lists of people who have comparable degrees of interest. As a result, a decent list would include adverts for everything “PC gaming” related.

5) Extend your reach with more remarketing options and platforms.

Today’s users may be found all over the internet. People consume material on social media and a plethora of specialist websites in addition to search. With remarketing, you should always be searching for new methods to broaden your reach. Keep an eye on how your target audience interacts with your sector online and how you may broaden your plan to include other channels.

6) Test everything on a regular basis.

Perhaps the most crucial part of marketing is analytics. It’s quite tough to tell how effectively your efforts are connecting with the audience without the right information. Furthermore, you will be unsure of how to enhance and optimize. Make sure you’re testing on a regular basis to keep up with new trends and customer preferences.

Final Thoughts

The fact that remarketing is one of the most effective ways to increase website conversions should be enough to convince companies that the future of marketing is here. Companies may now provide appropriate advertisements at the most opportune moments. Not only is branded content more successful as a result of this, but it also costs substantially less than conventional techniques. However, remarketing is only effective if it is optimized on a regular basis. Keep these concepts in mind during your campaign to guarantee that every dollar goes as far as it possibly can.

The “dynamic remarketing” is a marketing technique that allows advertisers to place ads on websites that they have been visiting. This helps companies reach customers who are already in the market for their product.

Frequently Asked Questions

How do I increase my remarketing audience?

A: One way to increase your remarketing audience is by using Google Analytics. It will give you an idea of the demographic that visits your website, and what their interests are. Another way to get more people seeing your ads would be through Facebook advertising or retargeting audiences in specific websites such as Amazon for instance.

What are remarketing strategies?

A: Remarketing strategies are digital marketing techniques that use advertising to retarget previous customers, or people who visited a website but didnt make an immediate purchase.

What are the two basic goals of a remarketing campaign?

A: The two basic goals of a remarketing campaign are to either increase sales or improve audience engagement.

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