How To Optimise Your Adwords Remarketing Campaign

PPC can be scary, especially for small businesses who don’t have a huge budget. Quite frankly – it should be! PPC can suck up all of your money if not configured correctly so it’s best to approach it with caution. However, remarketing is fairly simple and pretty cheap. The idea of this post is to run you through some basic optimisation tips for your remarketing campaign to make it work as best as possible.

What is AdWords remarketing?

PPC Remarketing campaign shows ads to people who have previously visited your website. For example, if someone visited your site a week ago, you could then show banners around the web on other websites to usher people back to your website to get in touch/buy.

1. Lists

The default setting for a remarketing campaign is to show ads to all visitors that have been to your website.  If you offer more that one service/product, split your lists up so that you can have specific messaging to increase the chances of visitors converting. For example, if you are selling boys shoes and girls shoes, you wouldn’t want to show ads about boys shoes to the visitors that were interested in buying girls shoes. Adwords allows you to create multiple lists so that you can state for Adwords to only show  specific adverts to people who have visited specific pages.

 

For example, if you are selling boys shoes and girls shoes, you wouldn’t want to show ads about boys shoes to the visitors that were interested in buying girls shoes. Adwords allows you to create multiple lists so that you can state for Adwords to only show  specific adverts to people have been to specific pages on your website.

 

Another tip for lists is to exclude people who have already converted/got in touch, so it’s worth working out how to do that for your own website. The most obvious one is if your contact form sends a user to a ‘Thank you’ page, exclude anyone who has seen that page.

2. Mobile Apps

Mobile apps can be a huge pain because most people are too busy trying to do something else, the ads appear very small which is useless and they get in the way causing many accidental clicks. So in my opinion, it’s probably best to turn them off.

 

Under the display network tab in Adwords, click the on ‘Placements’ sub-tab and then find ‘Campaign Placement Exclusions’ at the bottom of the page. You then want to add the following domain as a placement exclusion: adsenseformobileapps.com

3. Website Topics

Website topics in Adwords allow you to exclude certain types of sites in bulk without having to list every single one. If you head over to the ‘Display Network’ tab in Adwords and then click the ‘Topics’ sub-tab, you should find the site category option at the bottom of the page. Depending on your industry, you may wish to keep some topics as enabled. But here is an example list of topics I tend to exclude:

 

  • Parked Domains
  • Error Pages
  • Sexually Suggestive
  • Juvenile, Gross & Bizarre
  • Profanity & Rough Language
  • Death & Tragedy
  • Crime, Police & Emergency
  • In-Game

4. Placements

The placements tab in Adwords allows you to see what sites your ads have been showing on. For on-going maintenance, I recommend that you review the placements list to see if your ads are showing on any spammy websites or one’s you don’t want to display ads on.

 

The most common ones are things like crossword helpers and stopwatch websites that people tend to use throughout the day but probably not the best time to be targeting them with ads.

5. Frequency Cap

I would also recommend you thinking about setting a frequency cap as visitors can get frustrated when they start to see your ad on every single website they visit. In the settings for your display campaign, it will allow you to set a limit of how many times an ad can be shown a day/week/month per ad/ad-group/campaign. I tend to say about 5 impressions a day per ad group, but again it depends on your preferences.