PPC remarketing campaigns are some of the most useful online marketing campaigns around. However, before you launch yourself into a remarketing campaign, be sure to have all the information your need to hand and to have put in place all the necessary prcedures and considerations too.

1. Your remarketing strategies are unique to you

3 Things to Consider before running a PPC Remarketing CampaignYou should note that the same remarketing strategies or remarketing in general should not be adopted across the board. Every strategy in a PPC campaign should be tailored to meet the unique marketing objective(s), business environment and business model of the client. While a remarketing campaign may be the ideal option for a particular brand’s business model and Pay Per Click campaign objectives, these can differ from what is required for another company based on that company’s priorities.

2. Do not abuse remarketing features

Remarketing is an excellent strategy for enticing potential customers but its effectiveness can be limited by poor use, particularly “overuse”. Advertisers must ensure that they consider the reasonable amount of time to remarket to a particular type of visitor. If you show your advertisements to uninterested individuals over too long a time, you potentially miss out on more worthwhile impressions and traffic.

Have you ever visited a website, decided that you did not want a product and then noticed that their advertisements seemed to be popping up on almost every website you’ve visited since then? More than likely this is remarketing being abused. Do not scare off potential visitors. Use remarketing strategies moderately, do not “stalk” the visitor.

3. Use tools to contextualize your remarketing strategy.

Before launching a remarking initiative you need to think of the best tools at your disposal which will enable you to make the most of your remarketing budget. Instead of remarketing to any popular website on the Google Display Network, consider limiting your views to only websites related to a narrow set of keywords.

This is potentially a great way to steal a conversion from your competition. For example, if your business sells wrist watches and a recent visitor leaves your page without buying, you can choose to remarket to him/her only if she decides to visit a website related to your own business.
Dynamic marketing opportunities.

Google remarketing strategy options provide a contextually rich experience for advertisers who appreciate the importance of impressions to the conversion process. However, each Google AdWords campaign manager must analyze the client’s particular marketing objectives to ensure that remarketing is not done in vain and remains effective and credible.

The secrets to a successful remarketing campaign are detailed planning, contextual foresight and a vision of the greater business development goals.

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KIP LADD
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