Remarketing or retargeting is a popular PPC strategy that is aimed at a group of prospects who have shown some interest in your offering with their previous behavior or action. Stats show that remarketing can help boost your ad engagement by a whopping 400% and can result in up to 50% increase in your sales. However, you can’t get that kind of result if you are making the common mistakes as most marketers out there.
To help ensure that your remarketing campaigns are on track, here are five common mistakes that you should be avoiding.
1. Targeting an Audience That Is Too Small
Data is needed for ad algorithms to function properly, and when you’re targeting a small audience, your budget may not serve well. No matter what platform you are advertising on, if the group you’re remarketing to is below 1000 people, you’ll struggle.
When using a customer list for determining a Similar or Lookalike Audience, remember that it may take around 48 hours to completely process the seeded info, giving you a “too small to serve” until the processing is complete.
Nevertheless, you should build a target audience for later. Just keep targeting it for a while and see how things turn out.
2. Not Rotating the Ads You Serve
When you display the exact same ads time and again, it exhausts your marketing message, and people start getting annoyed. If you don’t want people to remember you as an annoying business with some stale offer, create several ads and keep rotating them regularly. It will keep you on everyone’s mind without having to push it. Rotating your ads means you have more chances of earning the interest of your target audience.
3. Not Cross-Selling and Upselling
People who are in the discovery phase aren’t just researching potential solutions to their problem but also trying to confirm that they are aiming to solve the right problem. Therefore, when you set up your remarketing campaign, you should test both sell and cross-sell messages and even an upsell message.
Give your audience multiple reasons to remember you, particularly if you’re offering products that complement each other or are common supplements. A cross-sell message promotes related product offerings, whereas an upsell message can encourage your audience to try something more elaborate.
4. Remarketing to Buyers Who’ve Already Purchased
Many marketers waste their remarketing dollars on buyers who have converted already, and it’s a mistake you must avoid when you set up your remarketing campaign. It’s simple; nobody would want to see an advert for something they have just bought. As they are not likely to take action, it is recommended you should exclude people who converted in the last 7-14 days. However, you can still retarget them for cross-selling or upselling.
5. Working With a Set-and-Forget Approach
Another common remarketing mistake is the set-and-forget approach. Like any other marketing strategy, remarketing also needs trial and testing to get the best results eventually. You need to review data, experiment with your messaging, and A/B test all the elements of your remarketing campaign to get the desired results. Stay flexible and continuously optimize your remarketing campaign to make the most of it.
Avoid these common remarketing mistakes and launch a fool-proof remarketing campaign to capture attention, increase conversions, and see immense growth. Start now!
PPC advertising is among the top marketing strategies due to its cost-effectiveness and efficiency to get qualified leads. As you pay for the adverts when someone clicks them, it allows you to control your budget better. Unfortunately, however, that’s exactly what makes click fraud a big problem. While clicks on your ads mean people are interested in your business, fraudulent clicks only skyrocket your marketing costs without generating any revenue. Therefore, it is important that you take the necessary steps for preventing click fraud.
Here are the top 5 tips for click fraud prevention that will help you make the most of your marketing dollar.
1. Vary Bid Prices For Content-Oriented Websites
As a precautionary measure, you should reduce the risk of depleting your ad budget by limiting how much you want to pay per click. It is also important to limit the exposure by choosing to place ads on sites relevant to your targeted keywords instead of any website out there.
2. Keep Your Competitors In Check
Your competitors are often involved in click fraud, and you must use click trackers to see from where your ads are getting the clicks. These tools give you reports detailing how many ad clicks came from your competitors and other fraudulent sources. You can then block their IPs and take other precautionary measures to prevent them from clicking your ads on purpose.
3. Place Your Ads On High-Value Websites
Many low-quality websites are click fraud hotbeds. When you place your ads on these websites, a bot or a person may click your ads regularly just to boost the PPC revenues of the website owner. Fortunately, Google allows you to set up PPC campaigns that run your ads only on the specified websites that you think are legit and won’t be involved in such fraudulent activities
4. Take Advantage Of Ad Targeting
When you target your ads properly, they become less susceptible to fraudulent clicks. Many click farms are operated from specific locations and low-income countries, and you can reduce the risk by excluding those countries from your ad targeting. Focus on a smaller geographic region where your potential leads might exist, and it will help avoid fraudulent clicks while increasing your revenues at the same time.
5. Don’t Run The Ads 24/7
When you run ads around the clock, you are attracting fraudulent clicks. When you run ads outside the waking hours of your time zone, you are more at risk of getting hit by click farms and bots from other geographic regions. The technique is called dayparting, and it involves stop/starting ads at times when it is the most likely to reach genuine users. Make sure you have enough data to figure out the best time when you get the most of the conversions. Run your ads during that time to avoid bots and frauds for the rest of the day.
PPC advertising can be a crucial element of your marketing campaigns. It is important to use your marketing dollar wisely and avoid click fraud by following the tips above.
Google is now alerting marketers about diagnostic problems that could have a negative impact on campaign results. Read this article to learn how to use Google Ads diagnostic insights to your advantage.
Google's diagnostic insight can help you detect issues that are preventing campaigns from running or showing, as well as those that are resulting in poor engagement or conversions that are difficult to track. As soon as an issue is spotted in a Performance Max campaign, you'll be able to see it in the Insights and Overview page.
Using Google Ads diagnostics, you'll be able to see the following information:
How Can Google Ads Diagnostics Help You Improve Your Ads?
Unless a campaign has already gotten traffic or conversions, diagnostic insights aren't available. As long as people are viewing and responding to your adverts, there shouldn't be any diagnostic concerns.
But if your ad has a critical problem, Google will now not only warn you about it but also provide tips on how to fix it quickly and get it up and running. This is a great feature because it will help you achieve the maximum performance for your ads and will save you time trying to figure out what's wrong with your ad.
You should be aware that Google hasn't opened up Insights to everyone just yet because it's still in beta. Insights are being rolled out to a random group of users, so you may see a limited amount of data on your page.
For Performance Max campaigns, diagnostic information is now accessible. Over the next few months, the new dataset will be expanded to include data from different sorts of campaigns.
If you are into PPC advertising, you should take some time to review ad extensions so that you can make the most of your advertising campaigns. Ad extensions are a proven way to maximize your visibility in SERPs. There are many different PPC ad extensions that you can use for different marketing purposes. They allow you to automatically and manually set various features on your specific ads, leading to increased click-through rates, ad rank, quality score, and more.
Here we have listed the top 3 must-try PPC ad extensions that will super-charge your PPC ad campaigns. Let’s understand how they can benefit you and how to take advantage of them.
1. Location Extension
The location extension is ideal for businesses that have a physical location that receives foot traffic. With this add-on, your potential customers will be able to find you extremely easily. When you have set up this extension, Google automatically displays your business address in the ad, and when the users click that address, it brings up a map with your plotted location. It makes sure the users don’t have to go to the website only to find out where you are located. Besides, it also encourages users near that location to click your ad to find more information, knowing that you are not too far away.
For mobile ads, this extension also provides the users with the option to use Google Maps directions to determine how they can get to your location.
2. Sitelink Extension
Many marketers find it a tricky business to increase their ads’ click-through rate. If you have already tried tweaking your ad copy a few times without much success, you should take advantage of the Sitelink extension to increase CTR quickly and easily.
The extension allows marketers to link their most important website pages directly to the ad so that users can quickly check out what’s on offer. It lets you show up to six links at the bottom of your ad, directly taking users to your targeted web pages that they might be interested in the most. All the links should be related to your ad and give users what they might be looking for, whether it is how they can contact your business or more similar products.
Depending on the available space, the extension can also display a small, two-line description for each sitelink. It will significantly increase the click-through rate for search ads.
3. Structured Snippets Extension
This extension gives advertisers a great way to highlight different aspects of their services or products. Your ads can feature up to two snippets per ad, and they are displayed at the bottom, separated by a colon. There are plenty of different structured snippet headers available for advertisers, including types, models, styles, destinations, brands, and more
You can use the Types header, for instance, to list all the types of a particular product you stock. This won’t just help increase your ad’s size, but it will help users figure out what types of advertised products you sell.
There are many PPC ad extensions out there, and using them will certainly bring great results to your ad campaigns. To begin with, make sure that you give these top three PPC ad extensions a try.