As people recover from the large amount of spending during the festive season it’s very common for businesses to experience a downturn in online sales and leads in January and February. Furthermore, whilst website traffic may remain consistent, conversion rates can shrink significantly as potential customers begin to browse for products and services without making a commitment to purchase. This can therefore be a worrying time for business owners and online marketers alike.
However, there is a simple yet effective solution to this problem – PPC remarketing campaigns. Remarketing campaigns show display adverts to past visitors of your site that haven’t yet converted, meaning companies can capture those potential customers when they are ready to make a purchase.
So how does remarketing work?
It goes a little like this:
- A Google Adwords-generated remarketing code is implemented on your website which tracks a person’s journey when they visit.
- In Adwords, you create unique audiences with specific parameters. For example, all users that visit a particular page but not another (generally the /thank-you page once they have converted).
- After this you create a display campaign and select the “Remarketing” settings.
- To optimise your campaigns you can create separate adgroups for each audience you have previously generated. It is advisable that the adverts in these adgroups are banner image ads.
- Sit back and wait for your audience to grow as more people visit your site and your adverts begin to be served to these visitors!
The beauty of remarketing campaigns is that you have total control over which visitors your adverts are shown to, meaning you can tailor your adverts to appeal to set demographics. Compared to other display campaigns, remarketing campaigns receive both a better CTR and higher amounts of conversions.
Remarketing is a waiting game and marketers should start to see results after a fortnight or so, but it is important to create your audience as soon as possible in order to give them time to build. You should also note that, because they are display campaigns, these types of campaigns will have a lower CTR than search only campaigns.
I believe remarketing is the best way of taking advantage of the high volume of non-converting visitors your website will likely receive during this time of year – it can be the difference between losing a potential customer to a competitor and turning them into returning customers.
For more advice about remarketing campaigns or optimising your PPC campaigns during Q1 of 2015 please get in touch with our PPC experts at Gravytrain today!