How to leverage your data and execute effective search remarketing campaigns
By Webtrekk Consultant Digital Analytics Christin Stefanov
In this post, see how search remarketing can:
Reduce the cost per order by more than half
Improve the conversion rate for the remarketing target group by 100+ percent
Significantly increase the click-through rate compared to the original campaign
Increase your overall return on investment
In a time when people’s consumption behaviour is increasingly shifting online, attracting users to your own website and app through effective marketing is becoming more and more important.
Since many online users only make a purchase decision after the first, second or third visit, staying in contact with the user is vital.
So then what should you do when the customer is already on your website but leaves without converting? Those who give up the user at this point are going to lose out.
Search remarketing makes it possible to reach the customer even after he leaves your own website. This is achieved by precisely targeting the offer when that user uses a search engine to look for related items.
Savvy marketers need to know about the benefits and correct application of search remarketing. Let’s take a look at how search remarketing works, and how you use it to drive your profit.
What is search remarketing?
With remarketing, you target users who have already visited your website and are familiar with your portfolio. When the visitor leaves your website without having generated an order or a lead, personalised advertisements are displayed on external pages depending on the user’s interests. This sort of interaction improves the likelihood of converting the user into a buyer.
Or put more simply, remarketing in 3 steps:
1. The interests of the user are captured on the website.
2. The visitor is recognised on external pages and targeted according to her interests.
3. This attracts the user’s attention back to the offers on the original website, increasing the probability of a conversion.
How it works, technically speaking
Google AdWords Remarketing Lists for Search Ads (RLSA) enable remarketing within Google Search. Here bids and advertisements are optimised for visitors who have already visited your website and are using Google Search.
When the user visits your website from the search engine but leaves without performing the desired action, contact with this potential customer can be continued through remarketing lists in the course of a new search. As a result, the user is addressed precisely when he is again searching for the specific interests.
The following options are available when remarketing is used in search:
- Use of generic keywords
- Bid optimisation
- Personalised advertising texts
Aiming the campaigns at visitors who are already familiar with your website ensures that you have a good idea of what they want. Increasing the bids for users on the remarketing list also makes sense because they are more likely to convert than new visitors. For example, advertisements optimised specifically for abandoned items can be displayed.
Why search remarketing with Webtrekk?
The benefit of remarketing is reaching the user when willingness to convert is highest. With Webtrekk, you have the opportunity to enrich your campaigns with information about your visitors, and to segment users even more precisely. This will have a positive impact on the click-through rate, conversion rate and return on investment for your SEM campaigns.
Setting up the campaign requires just a few steps.
1. First, you create a remarketing list in AdWords, and then you insert the code snippet of the remarketing tag you receive from AdWords into Webtrekk.
If the user belongs to the defined segment, the information for the corresponding remarketing list is transferred to an iFrame that is hosted on a domain owned by Webtrekk. The iFrame then fills the corresponding remarketing lists through the URL with the Google NoScript.
With this implementation, you do not have to insert a Google remarketing tag on your website, and therefore prevent the dissemination of data through data leakage.
2. Next, you define the segments such as cart drop-outs, returning visitors and so on. In AdWords, you establish the keywords, bids and advertising texts aimed at the users on the remarketing list.
Both the behaviour within a current session and recorded historical data for the user can be taken into account for the definition of the segments.
So, how does it look if an online retailer wants to communicate specifically with customers who have been on its website before?
For segmentation of the users, the retailer identifies visitors who have put products into the shopping basket and subsequently left the page without buying anything. To further optimise the bids, these users can now also be segmented according to the shopping basket value or the evaluation of customer value using the RFM model (see the above screenshot). The higher the value, the higher your willingness to invest more in your potential customers.
Depending on the offer, creating an additional segment for “buyers” is useful, as well. A company from the insurance sector, for example, would exclude all users who have already purchased liability insurance from a liability insurance campaign, or reduce the bids since the probability of these customers closing yet another contract is very low.