3 common mistakes when remarketing

Remarketing done correct can be a very effective marketing tool to help promote or sell your products and services.
We see so many companies using it wrongly and wasting precious marketing dollars but worse still, irritating potential customers by bombarding them with repetitive and at times, irrelevant marketing messages. In this article, we cover some of the more common mistakes we have encountered.
What is Remarketing?
In the simplest sense, it is marketing again to someone who has already interacted with your ad or landed on your website. The idea is that the person would have some interest in your products or services as he or she had clicked on your ad or visited your website. By marketing to them again, you hope that it convinces them to buy your product or service.
Remarketing and funnelling
Hitting a person with the right message at the right time with the right offer increases the chances of a purchase or sign up. However, it takes more than just one ad alone to close that sale. Read our article on how remarketing is done with proper funnelling: The Internet Knows What I Looked At Before.
Unless you have a super crazy offer that is out of this world, running one ad and hoping that customers are going to be jamming your site is wishful thinking. Depending on the type of product or service you're selling, the sales cycle process may be longer (or shorter). For example, selling a mobile phone cover will have a much shorter sales cycle compared to selling an industrial kitchen system. So while you might be able to sell a mobile phone cover by just dropping the price, it's not going to be that easy when you want to sell that kitchen system as the potential client would likely have technical questions before deciding on the purchase!

When used correctly, remarketing is very effective in converting prospects into customers but we see people making mistakes they may not be aware of. Here are 3 of the more common ones:
Mistake #1: One ad, one journey
Having just one remarketing ad and then having it adapted to the different channels (i.e. social media, banners, etc.) is an easy but ineffective way of remarketing.
That means regardless of whether the visitor bounced out of the landing page without spending much time, read through each and every page on the site, added a product to cart or bought a product, that customer would be shown the same ad/message when remarketed to.

A visitor who has spent time browsing the site, added a product to the cart and abandoned the transaction would likely have a greater interest in buying than someone who left the site after 5 seconds of landing on the homepage. As such, try to plan out a more targeted remarketing message that will move the potential customer towards action/purchase based on their possible level of interest instead of just hitting them with a generic remarketing message.
Mistake #2: High frequency, high irritation
While creating relevant ads for remarketing is critical, it's also important to limit the number of times a person sees the same ad. Imagine seeing the same ad for a month on almost every website you go to, social media page you open or video pre-roll you watch.
Rather than enticing the person to click on it, you might end up irritating that customer and in turn, negatively affect your Click Through Rate (CTR). It is also advisable to manage your cookies/pixels and ensure that you stop showing the ads to people who have bought from you. Do this by having a separate "exclude those who have already bought" group.
Mistake #3: Placement! Placement! Placement!
When it comes to placement, specifically display ads on the Google Display Network (GDN), we find that many times, this is overlooked and can end up being costly. By narrowing the targeting, you'll be able to be more accurate and hit the right people with your messaging
Other than geographical locations and languages, 2 areas to focus on would be Placements and Topics. The placements that seem to provide high volume but low quality clicks are those coming from apps and games. One possible reason is that the banners are placed close to buttons and people accidentally click on them. Some games/apps make players click ads in order to unlock certain benefits so that adds to the poor quality clicks that you may get if you target ads in games and apps. Are there specific sites you want your ads to appear on? If Google has ad inventories there, you could bid to have your ads appear there.
If you want to target relevant websites on a broader scale, choose sites by Topics. There are currently 26 Topics to choose from which then have sub-Topics to create an even more targeted placement. Start by typing in a specific topic, and it will show all the possible Topics and sub-Topics matches and by going down to a more granular level, you are able to ensure that you pick websites that are more closely related to what you want to advertise.
Deploy, learn, optimise
In order to get the most out of your remarketing campaigns, you will need to continuously learn and refine your campaign.
Whether it be the creative messaging, channels (e.g. GDN vs YouTube vs FB/Insta, etc.), format (e.g. banners, videos, carousel ads, etc.) or other variables, it requires learning and optimisation in order to keep conversions higher, and costs lower. There is no 'one-size-fits-all' formula with remarketing so take the tips we've shared here and customise your remarketing, to suit your customers.