HOW TO SAVE ON YOUR REMARKETING SPEND
In the world of PPC, remarketing is one of those powerful tools we can sometimes take for granted. What better way to target your online ads by having them follow people who have visited your site as they visit other sites online? Surely they’re interested in your product or service at some level, right?
Let’s face it: not every single unique visitor to your site is interested in your product. You’ve reviewed your analytics and you know you have a certain percentage of your traffic bouncing off your homepage. These visitors could have gotten to your site as simply (and wrongly) as pressing the wrong search result or ad in Google.
So what are a couple of steps you can take to avoid these disinterested visitors and ensure your remarketing spend goes toward those who might truly be interested in your product? By using Google Analytics, you can identify certain unmistakable trends and shape your spend around them to maximize your ad dollars.
One way to do this is by doing a review of all of your site pages to see where users are visiting. Often campaigns will start with the default setting of targeting all visitors who visited your site in the past 30 days, but you can start to deduce which pages aren’t attracting customers per se. Your Contact page that’s visited by repeat visitors is likely one to exclude, as is anything resembling a Careers page. And when you get into Analytics, filter out pages that have high traffic, but low conversions as you might find they are being drawn to your site by reasons other than to purchase your product.
Another quick and easy method is to eliminate all sessions that are under ten seconds as these are likely those accidental visitors we were talking about earlier. To do this, create a remarketing list of all sessions under ten seconds and when it becomes available in AdWords a day later, add it as a negative audience to your remarketing campaign.
Just by using these two strategies, you can cut down significantly on wasted ad spent and improve the click-through-rate of your ads, thus leading to Google showing your ad more frequently to the users who are actually interested in your product.
