5 Remarketing Audience Mistakes You Should Avoid

Leveraging remarketing campaigns can be an excellent way to boost your conversion rate, increase search traffic for your brand, and reduce shopping cart abandonment. Instead of having only a single interaction to convince browsers to convert, by utilizing remarketing you’ll be able to serve ads to the same targeted audience multiple times.

remarketing-mistakes

But because remarketing add complexity to your digital marketing campaigns, it can be more challenging to optimize your results by using remarketing. Here are six common remarketing mistakes that many advertisers make when developing their remarketing campaigns, and our take on how you can avoid them.

1. Failing to Remove Converted Users from Your Target List

One of the major benefits of well-run remarketing campaigns is an increase in new business. Oftentimes, advertisers fail to take these converted leads or customers off their remarketing target list. Once a user converts, you must make sure that they’ll be removed from your remarketing list. This practice helps avoid wasting ad spend on serving ads to existing customers.

However, it’s important that you do not omit your converted audience from your retargeting list indefinitely. There are some common circumstances where you can and should advertise to previously converted users. If you remove every converted user from your target account list, you risk preventing potential repeat purchasers from seeing ads for additional products and services. Instead, set time frame for your converted user blocks to “expire” after a set amount of time — many experts suggest somewhere between 45-90 days — before they can be advertised to again.

2. Cannibalizing Your Own Audience

If you have multiple retargeting campaigns running simultaneously, it is critical to set up your lists so that your audience doesn’t get targeted by multiple campaigns simultaneously. Targeted prospects might end up seeing too many ads, or they may see ads for a campaign that is not the best fit for their needs. Additionally by “cannibalizing” your own audience, you’ll be skewing your campaign performance data and won’t be able to gauge how well your campaigns are performing on their own.

When you set up your remarketing campaigns, be sure to subtract campaign lengths from each other so that viewers are not served ads for multiple campaigns simultaneously. For example, you may set one campaign to run for 7 days. In order to make sure that the audience for this campaign doesn’t receive ads from your 2-week campaign as well, you should set the parameters to the latter campaign for 14 days minus 7 days.

3. Flooding Your Audience with Remarketing Ads

No one likes feeling like someone is following them around online, and there’s no better way to make prospective buyers feel like you’re chasing them across the Internet than for them to see your ads everywhere they go. Oversaturation can have a negative impact on the success of your remarketing campaigns.

Regulate the number of ads you serve to your audience to keep your brand, products or services top-of-mind, but not so much that they become ineffective. Set a frequency cap on your campaigns to avoid over-serving ads to your audience. There’s no magic number for the correct number of engagements for any given range of time, so make sure to A/B test your frequency caps to find what’s best for your audience.

4. Targeting Too Narrow of an Audience (or Too Broad)

Retargeting is often seen as a way to hone in on a specific subset of your audience to increase conversions. As a result, advertisers often fall into the trap of chasing after too-specific of an audience. AdWords requires at least 100 active visitors in the last 30 days for Display Network remarketing lists, and at least 1000 for search remarketing lists. On the other hand, not everyone who visits your site will be a perfect fit for your services. If you try to broaden your remarketing list parameters to target everyone who lands on your website, you’ll end up wasting ad spend chasing after bad leads.

If you aren’t getting valuable results from your remarketing campaigns, it may be time to reevaluate whether you’re targeting too specific or too broad of an audience. For example, plenty of names are being added to your remarketing lists, but none are converting, your audience may be too broad. Finding the best parameters for your remarketing campaigns can be challenging. Oftentimes, working with PPC professionals can be the fastest way to hone in on the correct parameters for your remarketing campaigns so you can see results more quickly.

5. Setting Campaign Time Durations Incorrectly

AdWords sets the default length of remarketing campaigns for 30 days, but this doesn’t mean that 30 days is necessarily the best length of time for remarketing success. You can shorten this, or you can extend it up to the maximum of 540 days. However, if you cut your campaigns too short, and you might not get the exposure you need. Let them run too long, and you’ll likely see diminishing returns for your advertising dollar and end up wasting advertising dollars.

The most efficient duration of your campaigns depends on the audience’s buying behavior. If you’re selling real estate or other goods that require a longer buying cycle, you may need a longer duration for effective retargeting. For smaller or more urgent purchases, such as concert tickets or certain legal services, you might get the best returns from campaigns that are only a few days in length. There’s no universally “optimized” campaign length, but testing out different campaign durations will help you find the best fit for your market.

Remarketing with Webrageous

Working with the PPC experts at Webrageous can help you ensure that your remarketing campaigns give you the optimal results. Our team of PPC managers has worked with many clients to successfully improve their conversion rates and build their business with remarketing campaigns. To learn more about how Webrageous can develop and manage a more effective remarketing strategy for your business, contact us today.

Image Source: Pixabay

4 Ways to Keep Your Google AdWords Display & Retargeting Campaigns from Turning Into a Disaster

Retargeting and display campaigns in general can be highly effective methods for filling your funnel and finding qualified customers. According to one study, retargeting campaigns can boost conversion rates by as much as 147%. However, display and retargeting campaigns do have the potential to backfire if you aren’t careful. At best, retargeting campaigns can have the highest ROI of any of your paid search campaigns, and at worst, poorly placed ads can offend your audience and be a PR nightmare. Here are a few steps you can take to ensure that your Display campaigns stay focused on the right audience for your business. One of the best things you can do to prevent ads from showing up next to a newspaper article about the next massacre you might want to add the negative keywords for Display.

One of the biggest things you want to prevent is your ad from showing up in places like this:

 

or even worse….showing up here

any questions? I didn’t think so!

Develop a Strong Negative Keyword List

You need to make sure that you minimize the instances where ads will be served in inappropriate circumstances. AdWords lets users compile negative keyword lists, which inform the AdWords algorithm about which search terms you do not want to have your ads served for. Keep in mind that including too many negative keywords can limit the reach of your ads and prevent people from seeing them, so building your negative keyword list should be done carefully.

We’ve compiled a list of common negative keywords below that every advertiser should be sure to add to their negative keywords list for retargeting/display campaigns.We can’t guarantee it will prevent your ad from showing in the every inappropriate circumstance but we can promise that it will help.

Our Checklist of Negative Keywords for Retargeting/Display Campaigns

  • death
  • obituary
  • terrorism
  • suicide
  • death
  • earthquake
  • tsunami
  • homicide
  • rape
  • war
  • bomb
  • murder
  • abuse
  • abused
  • accident
  • arrest
  • arrested
  • arson
  • assault
  • attack
  • avalanche
  • bomber
  • bombing
  • brutal
  • burglary
  • cancer
  • crash
  • crime
  • criminal
  • dead
  • deadly
  • die
  • dies
  • disease
  • drowned
  • drowning
  • drug
  • drugs
  • drunk
  • electrocution
  • extortion
  • fire
  • flood
  • floods
  • fraud
  • hurricane
  • ISIS
  • ISIL
  • Islamic State
  • kidnapped
  • kill
  • killed
  • killing
  • kills
  • massacre
  • manslaughter
  • molest
  • molestation
  • molester
  • molesting
  • murderer
  • pedophile
  • pedophilia
  • pimp
  • pimps
  • porn
  • pornography
  • possession
  • predator
  • predators
  • prostitute
  • prostitution
  • robbery
  • sex
  • shooting
  • shoplift
  • shoplifting
  • shot
  • solicitation
  • stroke
  • terrorist
  • theft
  • tornado
  • trafficking
  • tragedy
  • violence
  • violent
  • wreck
  • gun
  • weapon

Negative Keywords for Search Campaigns

And while we’re on the topic of negative keywords here is a negative keyword list you can use for your search campaigns also. It’s a good idea to review this and make sure this negative keyword list is appropriate for your circumstances.

  • About
  • Affiliate
  • Affiliates
  • Analysis
  • Articles
  • Associates
  • Bargain
  • Budget
  • Career
  • Careers
  • Cheap
  • Cheaper
  • Cheapest
  • Class
  • Classes
  • Close outs
  • Closeouts
  • Colleges
  • Community
  • Complaint
  • Complaints
  • Consultants
  • Consulting
  • Course
  • Courses
  • Create
  • Define
  • Defined
  • Definition
  • Definitions
  • Developer
  • Developers
  • Diagram
  • DIY
  • Do it yourself
  • Download
  • Education
  • Employment
  • Error
  • Essay
  • Example
  • Examples
  • Fake
  • Free
  • Hack
  • Hacks
  • Hand made
  • Hire
  • Hiring
  • History
  • Hobby
  • How to
  • Inexpensive
  • Info
  • Information
  • Interns
  • Internship
  • Internships
  • Interview
  • Jobs
  • Journal
  • Journals
  • Laws
  • Lecture
  • Lectures
  • Libraries
  • Liquidation
  • Low budget
  • Low cost
  • Magazine
  • Magazines
  • Metrics
  • Naked
  • News
  • Newsletter
  • Obituary
  • Photo
  • Photograph
  • Photographs
  • Photo
  • Picture
  • Pictures
  • Porn
  • Preventing
  • Problem
  • Problems
  • Profession
  • Publication
  • Quotation
  • Quotations
  • Quotes
  • Recruiter
  • Recruiting
  • Regulations
  • Repairs
  • Replica
  • Research
  • Researches
  • Researching
  • Resume
  • Resumes
  • Review
  • Reviews
  • Rules
  • Safety
  • Salaries
  • Salary
  • Sample
  • Samples
  • School
  • Schools
  • Sex
  • Shortcut
  • Specifications
  • Specs
  • Stats
  • Studies
  • Success story
  • Template
  • Tip
  • Tips
  • Training
  • Tutorial
  • Tutorials
  • Universities
  • University
  • Used
  • Value
  • Video
  • What are
  • What is
  • White paper
  • White papers

Utilize Site Category Exclusions on Display Network Ads

Sometimes going keyword by keyword isn’t enough to ensure that your ads are served appropriately. To make sure that your ads are only shown to the right audience, you can use site category exclusions to eliminate categories of websites that you are sure you don’t want your ads to be associated with on the Google Display Network.  This helpful feature lets you turn your ads off for broader categories of websites. This could include those with content on sensitive topics, such as death and tragedies, or with content that has been designated for mature audiences only. To adjust your site category exclusion settings, go to the “Display Network” tab of your AdWords dashboard and select “+Targeting.” this is a good place to review a variety of settings for your display campaign. Scroll down past this first image and in the second image you will see some really great settings you may not be aware of:

okay great so now you know where to get started to find where you can exclude certain categories of sites. if you scroll down even further you will see site category options.

if you don’t see site category options you will need to add it. Here is how:

then here is what should appear under site category options and the options checked in red are the ones that we recommend turning off:

you’ll notice I’ve taken the time to turn off some of the worst offenders. If you take advantage of all of these tactics outlined above you will be in much better shape to avoid advertising in a place that could bring you some very unwanted publicity! while we can’t guarantee you won’t show up advertising somewhere you don’t want to I think this will prevent  showing up in the worst placements about 99% plus of the time.

Identify Why Campaigns Aren’t Converting

There are other things you can do to improve a nonperforming retargeting campaign. Retargeting works best when it can identify and anticipate consumer browsing behavior, so it’s important to understand what the ideal journey to conversion will look like. You must also be able to anticipate any poor matches that you are likely to encounter as well. There are a variety of reasons that your ads might not be a good fit for the audience they reach, including:

  • Bad Product-Audience Fit – The audience you’re reaching might not be a perfect fit for your services. This is often the case where keywords can mean multiple things. Someone who searches for picture frames then gets hit with ads for eyeglass frames will waste your advertising resources and might annoy your audience.
  • Aspirational Searches – If your audience isn’t at the right point in their purchasing journey to make a commitment, your retargeting dollars may be wasted. They may be doing research and looking for information, without any intention to make a purchase yet. They may be looking for employment or education — for example, someone searching for “patent law school” would not actually be interested in finding a patent lawyer to represent them.
  • Inappropriate placement – Sometimes your ad placement isn’t a just poor fit — it’s offense. Serving ads for affordable vacation home rentals side-by-side with articles about a recent natural disaster in the same area, for instance, can trigger negative feelings in your audience and do damage to your brand beyond simple annoyance.

Unfortunately, the AdWords algorithm does not necessarily understand these contextual clues that what may seem like a good candidate for retargeting may actually be a poor fit for your business. Once you’ve identified potential reasons that someone would NOT want to see your ads, you can take action to avoid serving them retargeted ads.

Understand Context and Define Industry-Specific Negative Keywords

Context is incredibly important for successful retargeting campaigns, and understanding all of the potential scenarios in which someone might be served your ads is key. In addition to these general negative keywords, you may have to find industry-specific negative keywords. For some industries, pinpointing keywords that have potentially problematic use cases is critical to retargeting success. For instance, it’s important for airlines to avoid serving retargeting ads on articles about recent plane crashes, so keywords like “plane crash” should be added to your negative keywords list. Building a comprehensive list of negative keywords that are specific to your industry can be challenging. If you’re working with a PPC manager or consultant who has experience in your industry, they may be able to draw on past experiences to help you build out a list of industry-specific negative keywords more quickly and efficiently.

Refine Display & Retargeting Campaigns with Webrageous

Webrageous’ team of PPC experts has experience managing the challenges of running successful retargeting campaigns. We can bring our expertise and experience to your campaigns and help you ensure that your campaigns won’t suffer from poor fit or inappropriate placements. Contact us today to learn more about our no-risk 60-day trial for PPC management, and we can start transforming your retargeting campaigns today. 

Image Source: stevepb via Pixabay

5 Tips to Supercharge Your Remarketing Campaigns

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When used correctly, remarketing can be a powerful tool for advertisers, allowing them to track and engage prospective customers multiple times throughout the buying cycle. According to some advertising experts, consumers are 70% more likely to convert when exposed to remarketing campaigns. However, remarketing campaigns that aren’t well-managed can come across as pushy and may even drive traffic away from your site. Here are a few best practices for remarketing that can help you fine-tune your campaigns to convert more effectively and give you the results you’ve been aiming for.

5 Tips to Supercharge Your Remarketing Campaigns

1. Adjust Frequency Caps

Frequency caps ensure your ads will not be shown to a given users more than a set number of times in a specific timespan. While many consumers have indicated that they don’t mind remarketing ads, people don’t like feeling like they’re being followed around the Internet. Even the best prospects can turn sour if they’re constantly inundated with your ads. Over-serving PPC ads can cause brand overexposure and turn people off of your brand.

Many remarketing experts recommend capping your ad frequency to show ads no more than 2-3 times per day. However, there’s no magic number when it comes to setting a frequency cap, and what works best for you may depend on your specific product and industry. You can play around with your frequency cap until you feel like you’ve hit a sweet spot, although that may take some time and energy. Webrageous can help you manage your remarketing campaigns and hone in on what will what work best for your business.

2. Segment Your Audience

Audience segmentation lets you organize your visitors into categories based on behavior. For example, you may want to segment your audience into those who are first-time visitors and those who have made past purchases. This segmentation allows you to focus on specific groups of users and serve them tailored advertising materials.

A big advantage of segmentation is that you can provide a more personalized brand experience to your prospects. For instance, ecommerce stores can serve ads that offer free shipping to visitors who have abandoned a shopping cart on their site as an incentive to return and finalize their purchase. Additionally, segmentation can give you better insight into how your advertising campaigns are performing over time, by giving you a broader scope of understanding about how people interact with your brand online.

3. Customize and Test Ad Copy

To best leverage your lists of segmented visitors, invest some time in writing better ad copy. Single-touch PPC ad copy tends to be relatively generic because it must appeal to a broad audience and convey as much information as possible in a single interaction. With remarketing campaigns you can take advantage of having multiple points of engagement with a single viewer and provide more personalized, specific copy.

Personalized or not, no one wants to see the same ad copy over and over again, so to use AdWords’ ad rotation settings to help ensure that your ads feel fresh to repeat viewers. You should also write copy for different segments of your audience; if people are looking at specific products, ads that remind them of those products can be an effective conversion tool. A/B testing different versions is a good ad writing practice that will help you get a better sense of what messages resonate the most with your audience, and how to improve your ad campaigns in the future.

4. Set You Ad Spend Wisely

Not every visitor to your site will be a qualified lead. It’s quite common for prospects to view your ads several times before they take action, and depending on your buying cycle it may take months for someone to convert. Furthermore, most ad campaigns generate a percentage of traffic that isn’t a good fit at all– someone might have clicked your ad accidentally, or intentionally left your site after a few seconds when they realized they weren’t interested in your services.

You can optimize your ad spend to focus on visitors who are more likely to convert. For instance, if someone visits your product or services page, they might be closer to conversion than someone who only visited your homepage. You can adjust your ad spend to spend less on site visitors who bounce from your site very quickly, or allocate more of your budget for visitors who visit specific pages that indicate that they may be closer to converting than others.

5. Take Converted Visitors Off Your Remarketing List

If your ads are doing their job well and getting conversions, your next move should be removing customers from your remarketing list. Serving ads to existing customers is a big mistake for several reasons. It can be annoying for your customers. More importantly, it digs into your ad spend by wasting impressions on viewers who have already converted. Fortunately, you can take some steps to prevent this waste of resources.

There are several techniques for removing converted prospects or customers from your remarketing campaigns, from setting a burn pixel to creating a “negative audience” segment in your remarketing audience segments. Whatever approach you take, this ensures that your ad spend is going towards prospects, rather than existing clients, to help you maximize the effectiveness of your advertising dollar.

Optimize Your Remarketing Campaigns with Webrageous to Stay Ahead of the Competition

As advertising technology advances, the ability to track and engage with prospects more effectively over time is becoming an important aspect of optimizing digital advertising efforts. As a result, one in 5 marketers now has a budget for remarketing. If you’re not using remarketing with Google Adwords, you might be not be taking full advantage of your digital advertising capabilities.

Finding the perfect settings for your retargeting campaigns can take some time to nail down. Webrageous can help you manage your campaigns and handle optimization for you, letting you find that sweet spot for remarketing without spending hours or days adjusting your campaigns to get there. Working with our team of PPC specialists lets you spend more time working with customers and less time fiddling with your campaigns to find them. Contact Webrageous today to discuss your remarketing goals and see how we can give your PPC campaigns the boost they need.

Image Source: Pixabay