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Wondering how to improve conversions? Why not try remarketing! Read our blog to understand what it is and how you can leverage it. https://www.webguru-india.com/blog/maximize-conversions-through-remarketing/
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How To Maximize Your Conversions Through Remarketing Have you ever visited a website, looked at a product, and then left without making a purchase? You might have noticed that afterward, you start seeing ads for that same product everywhere you go online. This is called remarketing. Remarketing is an important tactic employed by all digital marketing companies to ensure the success of their campaigns. This strategy has the potential to truly boost conversions.
How Remarketing Works Remarketing is a type of specialized online advertising. It targets users who have previously interacted with a business’s website, social media accounts, or other digital content. These users are shown ads that are tailored to their interests and behavior in your site/app or other digital content published by you. The goal is to encourage them to revisit your website and complete a purchase or other conversion goal. Remarketing typically involves placing a tracking code on your website, which captures information about the users who visit your site and their activities on it. This data then allows you to serve targeted ads to those users as they browse online. Remarketing is a highly effective way to increase conversion rates. It allows businesses to target users who have already expressed interest in their products or services. By delivering relevant and engaging ads to these users, businesses can increase the likelihood of conversion and improve their return on ad spend (ROAS). Google, Facebook, and YouTube are the 3 biggest platforms for remarketing campaigns. In this blog, we’ll explore how to use remarketing for maximum conversions for your website, with a focus on these 3 major platforms. We’ll also discuss some general best practices to keep in mind when creating remarketing campaigns. Remarketing Through Google Ads Google Ads is one of the most popular platforms for remarketing, thanks to its vast reach and targeting capabilities. It allows businesses to create and display ads across Google’s various networks, including search, display, and video. Google Ads remarketing allows you to show ads to people who have previously interacted with your website or app, as well as your YouTube channel. You can create different ad campaigns for different audiences, based on their past interactions with your brand. How To Set Up Remarketing In Google Ads To set up remarketing in Google Ads, you need to have one active Google Ads account and at least one audience set (remarketing list). The audience set is the list of users who visited and interacted with your website. You can create the audience through Google Ads or Google Analytics (GA4). To use an audience set created through GA4, you need to Activate Google Signals for the property and Link your Google Ads and Analytics accounts. Please note that a remarketing list should have a good number of audiences to be used as a remarketing audience. 1. Create a Remarketing Tag
A Remarketing Tag is a small piece of code that you need to add to your website to track users’ browsing behaviors. This includes the pages they visit, the products they look at, and other interactions they have with your site. Setting up this Remarketing Tag will help you to use dynamic remarketing. First, go to the “Audience Manager” tab under “Tools” in your Google Ads account and click on “Set up an Audience Source” or “Your Data Sources” on the left-hand side. Choose the “Google Ads tag” card and select “Edit Source”. Now you can set up your tag. You can click on “Install the tag yourself” and you’ll get a code snippet which you can copy to the header section of your website’s code. Alternatively, you can click on “Use Google Tag Manager” and you’ll be given a Conversion ID, which you can copy to your Tag Manager profile and install it. You can read more here on how to install your remarketing tag in Google Tag Manager. 2. Set Up Your Remarketing List (Audience) This is a list of people who have interacted with your website and whom you want to target. You can create different lists based on different criteria. These include people who have viewed a specific product/service page, filled out a form, or abandoned their shopping cart. To create a remarketing list through Google Ads, go to the “Audience Manager”page in your Google Ads account and click on “+” (Create Remarketing List). Choose “Website visitors” and follow the prompts to create your list. You can set up different rules to define who should be added, based on their behavior on your website. For example, you may specify one or more page URLs to target visitors who have visited all (AND) or any (OR) of those pages.
You may create a remarketing list (audience) through GA4 also. Go to “Audiences” under the “Admin” section and click the “New Audience” button. Click the button “Create a custom audience” and proceed through the steps to create your targeted audience list. Put the number of days carefully to ensure the users of your website are not very old – 30 days is the default. Here, you will find many options to create more specific audiences.
Please note that you need to link Google Ads and GA4 property to use the audiences created in GA4 in your Google Ads. To do that Go to Google Analytics and click on the Admin menu. The Admin page will appear with lots of menu items in two columns. In the right column you will find the “PRODUCT LINKS” section. Scroll down further and click on “Google Ads Links”. Click the “Link” button to open the Link Setup form. Choose your Google Ads account to link. You also need to toggle on “Enable Personalized Advertising” to use the audience data in remarketing. 3. Create Your Remarketing Campaign Now that you have your remarketing tag and list set up, you can create your remarketing campaign. Go to the “Campaigns” tab in your Google Ads account and click on “New campaign”. Select the Campaign Objective as “Sales” (for products) or “Leads” (for services). Select your targeted Conversion Goals to improve the quality of leads/sales. In the next step, you need to select the Campaign Type. You may start with “Display” Ads. Choose the bidding type as “Conversion”. Under the “Ad Targeting”section, click on “Audience Segments” and select the audiences
you have created for remarketing. Set up other options like images, headlines, etc. to make the campaign ready to use. You can also set up remarketing for search ads as well. You need to select your remarketing audiences under the “Targeting” section. Remarketing Through Facebook Facebook is another powerful platform for remarketing, with over 2 billion active users worldwide. You can use Facebook Ads to create and display ads across Facebook, Instagram, and other partner networks. For remarketing purposes, it can be used to target users who have engaged with your Facebook page or Instagram account. You can also target users who have visited your website. How To Set Up Remarketing On Facebook Once you’ve created your Facebook Business Account, you can follow these steps to set up Facebook remarketing. 1. Create a Custom Audience The first step in setting up Facebook remarketing is to create a custom audience. You can use various Meta Sources to target users who have viewed a video posted by you, interacted with your Facebook or Instagram account, filled up a Lead Form, or more. You can also use external sources, such as your website visitors, an offline user database you have with you, and more. To create a custom audience, follow these steps: Log in to your Facebook Ads Manager account and click on the “Audiences” tab. Click on the “Create Audience” button and select “Custom Audience” from the drop-down menu. Select an option from the list categorized under “Your Sources” and “Meta Sources”. Specify the number of days to determine the user retention period. For example, a value of 30 means users who interacted with your selected source will remain in the audience list for 30 days. Name your audience and click on the “Create Audience” button.
2. Install Facebook Pixel If you want to build your custom audience based on your website visitors, you need to connect your website with Facebook. To accomplish this, you need to use a piece of code provided by Facebook that’s similar to a Google tag. This code block is called Pixel. It tracks the behavior of visitors to your website and allows you to target them with ads on Facebook. To install the Facebook pixel, follow these steps: On your Facebook Events Manager account, click on the “+ Connect Data Sources” button and select “Web”. Enter a name for your Pixel and proceed to create it. Next you have to specify the URL of your You may choose “Partner Integration” based on what platform your site is on. Facebook will walk you through the process.
Alternatively, click on “install code manually”. Copy the code and paste it into the header section of your site’s code. Test the pixel to make sure it’s working correctly. 3. Facebook Conversions API The Facebook Conversions API is a very useful tool that all digital marketers need to understand to keep their marketing performance intact. After Apple’s iOS 14 update, this is now a must- have. The use of cookies for tracking on Apple mobile devices is highly restricted by the iOS 14 update. As a result, relying solely on the pixel will provide significantly less information on how iOS users engage with your business. This means that if someone clicks through to your website from Facebook, you may not be able to track it. The Facebook Conversions API is a server-side tool that allows businesses to track user actions on their websites or mobile apps and send that data directly to Facebook’s servers. It works alongside the Facebook pixel to help businesses get a more accurate understanding of their customers’ behavior. It can track web conversions, post-conversion events, and page visits. Read more about Facebook Conversions API here. 4. Set Up Custom Events Custom events allow you to track specific actions that visitors take on your website. They may include visiting a page or adding an item to cart. To set up custom events, follow these steps: Click on “Open Event Setup Tool”. Under “Settings” in the Pixel you just created, click on the “Open Event Setup Tool” button. Enter your site’s URL, and click on the “Open Website” button Facebook will now give you a list of custom events such as “Purchase”, “Lead”, “Add to wishlist”, “View content”, etc. Choose the ones you need and finish setting up. 5. Create a Remarketing Campaign The next step is to create a remarketing campaign. Follow these steps: Log in to your Facebook Ads Manager account and click on the “Create Campaign” button. Select the “Campaign” objective that aligns with your business goals, such as “Leads” or “Traffic”. Under the Ad Set settings choose your target audience, which should be the custom audience you created in Step 1. Select the ad format you want to use, such as “Single Image”, “Carousel”, or “Video”. Complete the other steps to create your ads and publish them.
Remarketing Through YouTube YouTube is the second largest search engine in the world, with over 2 billion monthly active users. This makes it a powerful platform for reaching people with targeted ads, especially if you’re looking to promote video content. How To Set Up Remarketing On YouTube You first need to have a YouTube channel. In order to set up YouTube remarketing, you will need to link your YouTube channel to your Google Ads account. This will allow you to create remarketing lists and target people who have interacted with your channel or videos. Follow these steps: Sign in to your Google Ads account Click on “Tools & Settings” in the top right corner and select “Linked accounts” Click on “YouTube” and follow the prompts to link your YouTube channel to your Google Ads account Once your YouTube channel is linked to your Google Ads account, you can start creating remarketing lists. This follows the exact same steps as those for Google Ads remarketing mentioned above. You’ll find a new section under “Audience Manager” called “YouTube users”. This is where you can create your remarketing audience lists for YouTube. Choose “Video” campaign type when targeting your lists, and you’re good to go. Best Practices For Remarketing Remarketing can be a powerful tool for businesses to increase conversions and ROI. However, to achieve the best results, businesses should follow some general best practices: Remarketing ads should be optimized for frequency and timing to avoid overwhelming or annoying the audience. Too many ads or ads displayed at inappropriate times can result in negative user experiences and decrease the campaign’s effectiveness. You can use ad scheduling to display ads during specific times when users are most likely to engage. Creating engaging and relevant ad content is essential for capturing the audience’s attention and encouraging them to take action. Ads should align with the audience’s needs and preferences and provide value to them. For example, you can use social proof such as customer reviews or testimonials to increase credibility and encourage conversions. Once a user has made a purchase, exclude them from your remarketing campaign. There’s no point in showing them ads for products they’ve already bought. Divide your audience into specific groups based on their behavior and interests. This will
help you create targeted ads that are more likely to convert. Offering incentives or promotions can be an effective way to entice users to return and complete a purchase. By providing a discount or special offer, you can encourage users to take action and increase conversions. Facebook’s “dynamic ads” feature allows you to show users personalized ads based on the products they viewed or added to their cart. This can increase the chances of them making a purchase. Continuously test different ad formats, messaging, and targeting options to see what works best for your audience. Use Facebook’s reporting tools to monitor the performance of your campaigns and make adjustments as needed. Wish to know more about creating campaigns that work? Read our other article about the key parameters for a successful digital marketing campaign. Conclusion Remarketing can be a highly effective way to increase conversion rates and improve ROAS for businesses. Through Google, Facebook, and YouTube, you can reach users who have previously interacted with your content. This lets you deliver personalized ads that naturally encourage conversions. It is also worth remembering that remarketing is a specialized segment of digital marketing. It will require some time optimizing and testing before you can create the best and most effective ads. If you feel like you don’t have that kind of time, we’re here to help! The digital marketing experts at Webguru Infosystems have ample experience setting up effective remarketing campaigns across a variety of industries. Feel free to contact us with your requirements and we can get started. Resource: https://www.webguru-india.com/blog/maximize-conversions-through- remarketing/ ……………………………………………………………………………………………………… WebGuru Infosystems Y8, Block-EP, Sector V, Salt Lake, Kolkata-700091, India Website: https://www.webguru-india.com/ Email: enquiry@webguru-india.com Phone: +91-8420197208