How Can Re-Marketing Improve PPC Campaign Performance?

The aim is to get users coming back time and time again, turning clicks into valuable customers. Re-marketing is an effective way to achieve this. Re-marketing and re-targeting are often interchanged in the PPC world. It is a strategy that uses information about your visitors. The information is used to display adverts the visitors see when using the internet. 

Re-targeting, on the other hand, is a marketing strategy, using information about visitors and then using the information to determine which adverts the user should see when using the internet. 

Re-marketing and re-targeting focus on two categories of visitors:

1.People that have visited your website in the past. These people have had some interaction with your brand, whether they saw your landing page and left or they spent time, but didn't take any actions. 
2.People that have visited your competitors website, showing interest in your industry, products, or service. These are people that have not stumbled on your website yet. If you re-target them cleverly, you can reach them and drive them to your website.

Benefits of Re-Marketing for PPC Campaign Performance

Re-marketing provides you with many benefits that cannot be ignored:

• Boost conversion rates – re-marketing targets users who have already shown interest in the products and services you provide. Re-marketing helps you stay in the forefront of their mind, helping to turn these visitors into loyal customers
• Personalised experiences – re-marketing enables you to provide your visitors with personalised advert experience based on their actions on your website. This helps to boost engagement and conversions
• Cost-effective – re-marketing is more cost effective than targeting a new audience. Your visitors have already expressed interest, therefore the cost per click tends to be lower, offering you a better return on investment
• Cross Platform Reach – re-marketing PPC campaigns can be used across numerous platforms, including Facebook, Google, and other social media platforms. This ensures your adverts follow your visitors wherever they are on the internet, helping you increase re-engagement and conversions

Strategies for PPC Re-Marketing Campaigns

When you are ready to put a re-marketing PPC campaign together to improve performance, there are some best strategies to follow:

• Determine Web Pages to Tag – this is an important part of an effective re-marketing PPC campaign
• Adapt campaigns to similar goods, keeping consumers interested
• Divide your campaigns, ensuring you share the right message based on the customers needs and preferences.
• Target your demographics, filtering out any unnecessary impressions
• Create a sales funnel that is not rushed – people may not buy from you the first time they see a new advert. Consistency helps to turn these visitors into loyal customers, providing them with a sales funnel that is not rushed, helping them make their own decisions on when to make a purchase 
• Create a variety of adverts with matching copy and images, helping you appear on any networking site. It increases your scope, allowing you to track website visitors from popular sites
• Re-engage Active Customers – what many customers need is a gentle nudge to make a purchase. When your re-marketng campaign is designed to communicate with those that haven't make a purchase, a simple message can make all the difference, such as “we miss you.”
• Offer Discounts and Coupons – re-marketing PPC campaigns that offer discounts and coupons can be highly effective. It encourages users that have been to your website or shown interest in your products to go ahead with the purchase, saving them money. It gives them a nudge in the right direction.

Conclusion 

Re-marketing can improve your Pay Per Click (PPC) campaign performance by helping you target an audience that has some form of interaction with your brand in the past. These are users that may have visited your website in the past, maybe asked a question regarding a product, or added a product to the cart before leaving the page. These are uses that have shown interest in the products and services you provide. When you re-market to them, you increase the chances of converting them into customers.