No matter how I tailored my campaigns, displays always ended up generating lower ROI than search campaigns. I have tried several types of managed placement but in terms of ROI none of my display campaigns become very successful. Display campaigns serve greater purpose for branding and for that reason, I kept those campaigns live months after months. However, ‘Remarketing’ campaigns target audience in a different way from other display campaigns and most of the times they generate higher ROI.
I will try to describe remarketing in very simple words: if someone visits your site with remarketing tag you can set a cookie to that person and later wherever he visits (under Google domain), your ads can follow that person. For example, someone has visited your shoe company’s online store and came out without purchasing. After two days , if that person is reading an article on an online magazine, your ads can appear along side of the article.
Google’s can provide you with an easy step by step instruction on how to set up a remarketing campaign.
However, when you set up the remarketing campaign, don’t just target the audience who have only visited your site.
- Target those people who have at least navigated several pages or have ideas about your service/product and their price.
- If your site has multiple products, make separate remarketing list for each of the products. For example, if your site sells shoes and bags you should have two separate lists.
- Then show them a special offer (i.e special discount, new promotion) and you will have a higher conversion rate.
With the help of ‘combination’ feature you will be able to make a more relevant ‘list’ of audience.