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Re-marketing Strategies 2017 - Who's Using & What Works?

Discussion in 'Adwords' started by Somchai McCanny, Aug 1, 2017.

  1. Somchai McCanny

    Somchai McCanny Newbie

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    Fellow Marketers,

    I've started this post because I'd like to get a gauge of current re-marketing strategies that you've used and had effective results with in 2017.

    The business in question is an online retailer in the construction industry (check out my bio). Currently I have dynamic re-marketing - shopping, RLSA and display campaigns in place, all on google platforms. This accounts for 45-50% of conversions 60-65% of website traffic.

    I'm in the process of creating a content strategy (trying to shift focus to this strategy) and want to incorporate re-marketing into this; for example.

    "I create a blog post or video review of the top 10 cordless drills for DIY enthusiasts. In that post there are anchored internal links to each product page. I share the posts socially and conduct normal blogger / influencer outreach.

    Traffic to our site that is generated from the social posts, outreach, mentions etc, can be attributed to that post and is logged via Ad words, analytics tracking and Facebook pixel. With the pixel I can create custom audiences and re-marketing lists using a combination of the data acquired from analytics and Facebook and vice versa".

    The goal is to target site visitors who did not convert (best known secret returning visitors are the highest converters). Given that we sell products and have no SAAS business model, our conversion and goal funnel is simple - conversion = purchase, nothing else.

    ---------

    My questions to you are:

    What type of work flows and parameters would you use for this?

    What types of content would you align to the different funnel points? - Awareness is already addressed with the blog or video content - what about consideration and conversion offers / incentives? Keeping on the blog post example and targeting the consideration section;

    "How X (product) is an investment worth taking the plunge -> driven to custom landing page -> defining benefits and features with a soft CTA.

    What are your thoughts?

    Cheers
     
  2. ThopHayt

    ThopHayt Jr. VIP Jr. VIP Premium Member

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    Remarketing well is all about having your website set up right. You need the pages silo'ed out in folders based on topic so that you can remarket to groups of pages that alone don't get much traffic, but as a whole topic are useful. Organization is key. Then your site needs to be GOOD at tracking user behavior (a conversion shouldn't just be based on one parameter) as well as traditional "buys" so that you actually have data proving where your money comes from so that you can re-double your efforts for that nut in remarketing. If you don't know this then your site has poor analytics on it, or you need to learn to sort and read the data. You also sound like you may not quite have your website's pitch strategy down pat yet... I'd recommend working on that and your analytics before throwing money at Google.

    -ThopHayt
     
  3. Somchai McCanny

    Somchai McCanny Newbie

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    I concur. I have my pages segmented into relevant target categories. I have poor analytics, currently working on resolving a tracking discrepancy. What data I have provides a high ROI on PPC, finishing last month at 14:1 - with a single conversion goal. That's not being said that I don't have touch points because I do. I have analytics on touch points. Once tracking issue is resolved, the plan is to upgrade to enhanced eCommerce tracking, get tag manager up and running and revamp site tracking.

    I can glean some fresh insights from this. Thanks.

    Any other comments to add?