By Jordan Silton, SEO Strate­gist

Remar­ket­ing can reach a very targeted segment of your customers and drive ROI figures that are stronger than the display network and close to, if not higher than your PPC campaigns. That said, many remar­ket­ing campaigns are not opti­mized to their fullest poten­tial and have a lot of room for improve­ment. Even if you’re getting a great ROI, it doesn’t neces­sar­ily mean you’re done opti­miz­ing and there still may be a lot of room for growth.

In the most basic setup of a remar­ket­ing campaign, there are two differ­ent remar­ket­ing codes setup on a website: one for all pages on the site, and another for thank-you or conver­sion pages. This is a great start­ing point because you are able to serve ads to two unique user groups. One group has been to your site, but not purchased a product, down­loaded the whitepa­per you have stuck behind a form, filled out an appli­ca­tion, or converted in some way or another on your site. You can remar­ket to this group by encour­ag­ing them to come back and give you a second chance, or in may cases, just by staying present so when they are ready to convert your site is top of mind. The second group has been to your site and converted already. For these customers, you may be thank­ing them for their purchase and showing them a similar product that goes with the one they already bought. In other indus­tries, you may be encour­ag­ing the customer to start using the credit card they applied for or to return to your restau­rant after making a reser­va­tion to try it for the first time.

In this basic setup, you’re able to do some­thing that was not possi­ble a decade ago– target ads to specific consumer segments based on their actions on your site. It’s quite remark­able if you think about it; you’re able to serve ads to only your customers while the browse the entire web. This is an excel­lent use of remar­ket­ing, and we love when are clients are setup using this func­tion­al­ity to better reach their customers. Now, let’s take this to the next level.

Layer­ing Audi­ences and Keywords

Keywords are are a form of contex­tual target­ing that Google uses on the Display Network. If you are running retar­get­ing, there’s also a good chance that you are running display adver­tis­ing via text or image ads on Google’s Display Network as well. As you have run your display campaigns and ad groups, you prob­a­bly have narrowed down a few ad groups of keywords that are your best perform­ers to drive new customers. What would happen if you sepa­rated out the ads you serve to your remar­ket­ing lists/audiences for these specific keywords? If they have a better ROI on in general on the Display Network, there is a good chance they will perform better for remar­ket­ing as well. With a solid ROI, you now have more flex­i­bil­ity to change your bids. If you have a great perform­ing group of keywords, you will want to be omnipresent for customers on these sites. Make sure to check your impres­sion share and think about adjust­ing your bids to maxi­mize your visi­bil­ity to your customers.

Layer­ing Audi­ences and Topics

Topics behave simi­larly to keywords. A topic is essen­tially a group of keywords that relate to a certain theme. Layer­ing a topic on top of an audi­ence can target a more rele­vant ad to them based on the website they are on. For example, if you’re in the auto indus­try, there’s an “Autos & Vehi­cles” topic. Google even dives deeper into more precise subtopics, such as “Trucks & SUVs,” “Commer­cial Vehi­cles,” or “Motor­cy­cles.” Topics are a quick way to test how customers behave while they are on differ­ent types of sites. Let’s say you are in the auto indus­try and you sell both cars and motor­cy­cles. One of your remar­ket­ing lists targets customers who viewed a SUV car page on your site, and you are serving ads to encour­age those customers to come back and price out that car with your sales team. If that customer is on a site in the “Trucks & SUVs” topic, this makes a lot of sense, but maybe not in the “Motor­cy­cles” topic. Have you thought about inform­ing them you also sell trucks when they are brows­ing motor­cy­cles? Many of your customers could benefit from more than one of your prod­ucts or services.

Advanced target­ing tech­niques with remar­ket­ing can help in a number of ways. You can cross-sell other prod­ucts, improve your campaign effi­ciency and increase sales. Please share your expe­ri­ences in the comments. We’d love to hear what inter­est­ing layer­ing strate­gies are working for you.

If you would like to give this a try for the first time, contact your Search Discovery team to learn more!