For an online marketing company, a PPC remarketing campaign is an opportunity — but this doesn’t mean it will always pay off for a business. Google AdWords remarketing is a form of online advertising that enables sites to show targeted ads to users who have already visited their site (more)…In the pay per click arena, it’s all about numbers, results, calculations and careful consideration of the customer and their buyer’s journey. PPC marketing is a proper way to achieve results fast, but if it’s not as efficient as you’d like, you might consider remarketing.
There are things to consider in PPC remarketing campaigns that might affect your efforts. Let’s have a closer look at some of them:
The Scale of the Campaign
Generally speaking, the smaller the level of the remarketing campaign, the fewer conversions you will acquire. It’s a game of numbers: take your average click-through rate and conversion rate, and you’ll know approximately the number of impressions you need for better results. The bad news is that you might not have a retargetable audience that is large enough to yield the conversion rate you want. You can find that out by using your site analytics data to figure out how many repeat visitors you have on a monthly basis. It will help you determine whether you can pull off a campaign scale large enough to pay off for you.
Seasonality of Products
Another aspect that an online marketing company doing PPC marketing and remarketing campaigns will consider is the nature of the goods being sold. Seasonality of the product plays a huge part here, as you wouldn’t be trying to sell Halloween costumes to someone who bought them from you before with Christmas around the corner. Of course, customers research and plan some purchases way ahead of time, such as vacation getaways and plane tickets, so you need to keep those things in mind when crafting a campaign.
Needs of the Customer
It brings us to customer needs, which also have an essential role in pay per click remarketing. Marketers tend to think that people who didn’t convert only need a stronger incentive, but that may not be the case. When you’re trying to upsell through remarketing, you will be unsuccessful if the customer has gone through the discovery phase and concluded that they don’t require what you’re offering.
That also means that someone who just bought and consumed something from you will be unlikely to upgrade on it immediately. However, cross-selling might work even directly after purchasing, as long as it stops when the customer does not need the related products that you offer.
PPC marketing can provide tremendous results quickly, but without an expert by your side, the trial and error period of learning Pay Per Click ads can take months. If you want to see results faster, don’t hesitate to contact me. We can discuss how we could speed up the process and get to the fruition of your digital marketing efforts more quickly. I’ll be happy to help in any way I can.
Rob Dunford is a Marketing Consultant in the Greater Toronto Area with over 20 years of experience in implementing marketing plans for small businesses.