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How to Use AdWords and Behavioural Retargeting like a Pro


Behavioural retargeting is an awesome tool for guiding potential customers back to your site to complete a conversion they may have previously left unfinished. But it’s not a one-and-done trick—you don’t just write up some AdWords copy and pray it’ll convert leads into genuine customers or members. There are a lot of ways you can refine the success of your retargeting campaign, and we’re going to discuss some of them with you in detail.

Get Dynamic

Perhaps you visit an ecommerce site, hoping to buy a dinosaur onesie for your cat (hey, I’m not judging). Not surprisingly, you need more time to mull it over before buying. A few days later you see two ads—one with a picture of the onesie in question, and one generic ad for the website itself. Which one are you more likely to click on?

Most users would click the first one, which is called a dynamic advertisement (you can easily create one with AdWords). Dynamic advertising retargets people who left at a particular point in the sales funnel, using a call to action related to a specific product or service to return them to the point-of-sale. This doesn’t just work in retail: travel agencies, airlines, universities, and more can also benefit from dynamic retargeting.

Put Your YouTube Channel to Work

A while back we explained why video marketing was an incredibly important asset to your business. If your business has a YouTube channel, you can use it as a retargeting platform via both TrueView and AdWords. By targeting people who interact with your channel, you can drive conversions, particularly in the form of subscriptions. Because videos have such a wide reach, this is a great way to get some serious ROI, too. If you aren’t already using video marketing, this is just one more reason to start.

Keep Track of Referrers

Do you know how many of your conversions were retargeted through Google, versus how many came from Facebook or another platform? Gathering referrer URL metrics is similar to A/B testing, only instead of testing ad copy, you’re testing the effectiveness of different advertising platforms. By identifying which platforms bring you the most retargeted conversions, you’ll know which campaigns are working, which ones need work, and which ones should be scrapped.

Know When Enough Is Enough

A cost-effective campaign includes an exclusion list. For example, if your conversion goal is increased membership, then once a person has signed up, you’ll want to stop displaying retargeted messages to them. Otherwise, you’ll start paying more for impressions, but not getting any ROI for them. By excluding the already-converted, you’ll save money that would be better spent on the unconverted.

If you don’t already use behavioural retargeting, or if you’re still unsure how to get the most out of your campaign, the digital marketing experts at SEO TWIST can help you make a campaign that works.