What is PPC Remarketing in Hong Kong?
PPC remarketing is a strategy for connecting with people who previously used your website or mobile app. It works by serving ads to such people as they browse Google or partner websites. The objective is to increase brand awareness or remind your audience to complete a specific desired action.
How PPC Remarketing Works
The most crucial element of a PPC remarketing campaign are cookies. When a user visits a website, a tracking pixel places a cookie on their computer. The cookie records the actions the user took on the website, as well as the times they entered and left the site.
The information held by the cookie is then transmitted to an ad remarketing platform such as Google. The advertising network uses the data to choose ads that are likely to appeal to that specific user. It is worth noting that this only happens after setting up a remarketing campaign.
Remarketing Pixels vs Remarketing Lists
Remarketing campaigns target people in two ways – using lists or using pixels. As a marketer, knowing this is important because it affects the types of campaigns you run and the kind of content in your ads.
Most remarketing campaigns rely on pixels, which are short pieces of code embedded onto your website. The pixel drops a cookie into the user’s website browser every time somebody visits your site for the first time. The cookie then tracks the browsing patterns of the user. If the visitors use a website where Google shows ads, they will see you’re a listing.
The most significant advantage of pixel-based targeting is that it is instantaneous. People start seeing ads immediately after leaving your websites. Besides, it shows the recency of the visit, which is useful in improving your remarketing strategies.
Another technique used for retargeting is making lists. In this case, you use emails to track and target your adverts. As long as the address you have is linked to a user’s Google profile, you can serve them with your ads.
The standout benefit of using list-based retargeting is that you have control over your target audience. With pixel-based retargeting, you do not know who is seeing your ads. It might be a previous visitor, a cart abandoner, or somebody was browsing your website without the intention to buy.
However, list-based remarketing allows you to target a defined audience and create campaigns that match the needs of your audience. The more data you have on the people in your list, the more effective your PPC remarketing will be. The only problem is that the addresses you have might not match with an active Google profile, meaning that your audience will not see your ads.
Here is a video that covers Google Ads remarketing steps.
Source: Surfside PPC
Getting Started with PPC Remarketing in Hong Kong
Here are the steps that you need to follow to get started with PPC remarketing.
1. Set a Goal
The first step of any marketing strategy is setting your goals. By having clear objectives, you can identify the audience that you want to target. Some of the common objectives include upselling and cross-selling to your current customers, increasing brand awareness, reducing abandoned carts, and so on.
2. Identify Your Audience
After setting your goals, identify the customers that meet your criteria. You can target visitors based on the pages they visit, the time they spend on your site, their demographic information, and so forth.
3. Set Up Remarketing
Setting up a remarketing campaign requires experience in coding. If you are not good at programming, make sure that you seek assistance from a developer. Otherwise, you can look for the code online and paste it into your remarketing platform.
Google AdWords allows you to set up campaigns based on page visits and conversion goals. If you want advanced targeting option based on behaviour and demographics, use Google Analytics.
4. Build Your Remarketing List
Once you finish writing your remarketing code, the next step involves creating lists based on the criteria used to define your target audience. You can create lists based on many conditions, such as visitors to your landing page and product page.
5. Create Your Remarketing Campaign
This is where you name your PPC remarketing campaign and set your budget. You also have the option to create your ads.
6. Test and Optimise Your Campaign
It is vital to test and optimise consistently to get the best results. Ace sure that your ads are relevant, have a compelling call-to-action and are consistent with the design of your website. You should also invest in conversion tracking to assess the impact of remarketing on your conversion rates.
Popular Types of PPC Remarketing Campaigns
PPC remarketing is an excellent way of re-engaging people who have already expressed interest in your brand. It is useful for reminding your audience about your products and convincing them to make the purchase they did not complete the first time they interacted with your website.
Since it relies on advanced analytics, remarketing can assist businesses in targeting customers who failed to complete a particular action. For example, you could target customers who added products to their online cart but failed to complete the checkout process.
The advantage of remarketing over standard PPC advertising campaigns is that it allows you to serve ads across the internet. This is important since people spend most of their time browsing other websites other than search engines.
The following are the different types of ad remarketing campaigns that can improve your conversion rates.
Google Analytics Remarketing Code
The simplest way of starting a remarketing campaign is by using the Google Analytics platform. It is Google’s most advanced form of remarketing that allows you to target previous visitors and serve ads to them. You can create retargeting lists or target visitors based on other metrics such as time spent on your website, pages visited, geographical location, and so forth.
Google Ads Remarketing Code
Similar to Google Analytics, Google Ads remarketing code enables marketers to retarget previous visitors based on the criteria you set for your lists. The most significant difference between the two is that Google Ads allows you to build lists based on specific webpages, while Google Analytics creates lists based on the entire website.
The ability to target people who visited specific webpages could increase the effectiveness of your online marketing campaign, depending on your target audience. For example, Google Ads is useful if you want to remarket to customers who abandoned carts on your e-commerce website. However, its disadvantage is that it limits the potential audience. For instance, you would have to create multiple campaigns if you want to target people who interact with several webpages.
Google Remarketing Lists for Search Ads (RLSA)
Unlike Google Ads, which targets users using the Google Display Network, Google RLSA targets users on the Google Search Network. This means that it analyses the search behaviour of your target audience and serves the most relevant ads.
Google Video Remarketing
Video is increasingly becoming a popular means of digital display advertising. Google Video remarketing is a feature of Google Ads that allows you to serve ads to people who have seen your YouTube channel or watched other videos on your website. The ads are usually served on YouTube or other platforms on the Google Display Network.
Google Email List Remarketing
If you have a mailing list, Google Email List remarketing is the best tool for retargeting them. After uploading the list to the platform as a custom audience, Google will serve ads to your audience every time they sign in to their Google account via Gmail, YouTube, Search, and so forth.
Google Dynamic Remarketing
Google Dynamic Remarketing relies on machine learning to establish what potential clients are after on your website. The findings are then combined with demographic information to match the user with a product in your inventory. For example, if you sell cars, the tool will assume that visitors to your website are looking to buy a vehicle. If they fail to purchase one and leave your site, Dynamic Remarketing will show a collection of the cars on your site to the user as they browse the internet.
Google Dynamic Prospecting
Google Dynamic Prospecting is an advanced version of Dynamic Remarketing. Instead of target your previous visitors, it leverages Google’s artificial intelligence technology to identify potential new customers. It targets customers based on what they are looking for on the internet rather than whether they visited your website. The Dynamic Prospecting tool then analyses your inventory and evaluates products based on relevance and popularity to determine the ones that are likely to appeal to the potential clients.
Bing Remarketing in Paid Search
Bing Remarketing in Paid Search allows you to create lists and optimise campaigns for people who have previously visited your website. It also allows you to serve ads to specific audiences or exclude particular people from seeing your ads.
Bing Remarketing Lists
Bing Ads enables you to create remarketing lists based on the following factors.
- General Visitors – these are people who visited any page on your website.
- Product Visitors – these are people who visited particular pages on your site and viewed specific products.
- Shopping Cart Abandoners – these are people who added products to their online shopping carts but failed to complete the purchase.
- Recent Converters – these are people who either submitted a form or purchased something from your website.
- Loyalty Members – these are your existing clients who are likely to purchase from you again.
After creating any of the lists above, you can select the audience that will see you remarketing ads.
Bing Demographics Remarketing
Bing Demographics Remarketing is an advanced tool that enables marketers to target their ad remarketing campaigns to defend audiences. Some of the demographics you can include age, gender, location, and so forth. Although you can serve several ads, you can only target a single demographic at a time.
Tips on How to Improve Your PPC Remarketing Campaign in Hong Kong
If your PPC remarketing campaign is not productive, then you are probably not doing it right. With average conversion rate ranging between 2% and 4%, failing into invest in retargeting means that you lose up to 96 out of every 100 people that visit your website.
Here is an infographic showing the average conversion rates across various industries.
Source: Smart Insights
The following are the tips on how to improve your PPC remarketing and boost your conversion rates.
Prioritise Your Top-performing Campaigns
Similar to other online marketing strategies, it is advisable to focus on the most productive campaigns to set the right tempo for your remarketing. Otherwise, if you go all out without planning, you will end up spending a massive amount of money without getting positive results.
Before anything, make use of Google Analytics to discover your top-performing campaigns. Then, look for ways to improve them and boost your conversion rates. Once you find out what makes them perform well, you can use their tactics to other campaigns in your account.
Target High-value and Known Customers
PPC remarketing is an effective way of retargeting your existing customers. If you are a retail business, you can analyse the demographic profiles of your highest-spending clients and retarget them. For instance, you could serve them with ads showcasing new products and services. Make sure that you also include incentives such as offers and discounts.
You can also use the demographic data to target people who are likely to show interest in your products. Keep in mind that their persona has to match the profile of your highest-spending customers.
Bid Aggressively for High-intent Visitors
The best way of maximising on your PPC remarketing budget is by focusing on people who have already expressed an intention of buying your products. You should track your analytics to see the visitors who have opened key sections of your websites such as landing pages, product offerings, and pricing, and so on. People who visit such pages usually have a high intent of making a purchase.
Once you identify high-intent visitors, target them aggressively. This is because it is easier to convert them than regular visitors.
Use Negative Keywords to Improve the Quality Score of Your Ads
PPC remarketing means that you pay for every click on your ad listings. No marketer wants to pay for clicks by people who will never convert or not part of the target audience. The best way of avoiding such clicks is by using negative keywords.
For instance, if you sell software, you can use ‘free’ as a negative keyword to filter out people who are looking for free software solutions. When you use negative keywords, Google assigns a higher quality score to your ads, which translates into more visibility and a lower cost-per-click.
Set an Optimal Frequency Cap
Setting the optimal frequency cap for your remarketing campaign allows you to limit the number of times a particular user sees your ads. It is useful in ensuring that you do not waste money targeting people who will never convert into customers. Also, it ensures that you do no pester potential clients by showing them the same advert repeatedly.
If your remarketing campaign is linked to your Google Analytics accounts, look at the number of impressions and compare them against the conversion rate. It is advisable to set the limit at the point where your cost per acquisition is driving down your return on advertising spend.
The following table shows how ad frequency affects their click-through rates
|Number of times a user sees an ad||Relative click-through rate|
How to Test Remarketing Ads
Testing the adverts in your PPC remarketing campaign allows you to know whether the campaign is productive or not. By testing your ads, you can establish if you are getting positive returns or making losses.
The following are some of the elements of remarketing that you can test.
- Ad platforms – this is where you will serve your ads to reach your target audience.
- Ad timing – this is useful in that you know the right time to post your ads to maximise visibility.
- Ad types and sizes – depending on the preference of your audience, you can either serve text or graphical ads.
Although it takes time, testing is worth the investment because it allows you to optimise your campaign to suit the needs of your target audience. You will know what they what to see, at what time, and on which platform.
If the cost of advertising on a platform exceeds the profit generates, stop and re-evaluate. It is not recommendable to persist with a campaign that is taking money without returning any profits.
A/B Testing in PPC Remarketing
The most common method of testing is A/B testing. It involves the creation of two ad campaigns with one measurable difference. After this, the two ads are served to different audience segments to see which one performs better.
The table below shows the most effective methods of boosting conversions.
|Targeting and segmentation||45%|
Source: Neil Patel
By showing to separate ads to your audience, you will understand their preferences better. As a result, you will fine-tune your ads and increase your conversion rates significantly.
The Benefits of PPC Remarketing to Your Business
Here are the benefits of investing in PPC remarketing for your business in Hong Kong.
Target the Right Audience
Modern shoppers like to research online before buying a product or subscribing to a service. The research usually involves price comparisons and reading reviews from previous clients and authority figures. In most cases, people who are visiting a website for the first time do not convert.
Remarketing is a smart way of reminding your customers and prospective leads that you have the product or service they want. By subconsciously reminding your audience that you have what they need, you ensure that they remember your brand when deciding what to buy.
The following chart shows the behaviour of modern shoppers before they purchase a product.
Increased Ad Relevancy
The most significant advantage of remarketing is its ability to serve ads based on the actions of previous visitors to your website. For example, if you sell electronics and a visitor browses through the television category, you will serve them with TV remarketing ads once they leave your website. This is an excellent opportunity to promote a product and encourage the customer to purchase it.
The table below shows the importance of serving relevant ads to your target audience.
|Reason for Clicking an Ad||Percentage of Users|
|It was exciting and relevant||40%|
|It was a mistake||34%|
|It was a search result||31%|
|It was tricking||15%|
|It was visually appealing||13%|
|It was compelling and provocative||7%|
An Opportunity to Upsell and Reengage with Your Audience
One of the biggest challenges to e-commerce platforms is cart abandonment. It is one of the reasons behind the low conversion rates experienced by such websites. Retargeting grants marketers an opportunity to reconnect with customers who abandon their websites without completing an order, even after adding products to their shopping carts. Remember that it is easier to convert cart abandoners since they already showed interest in your products.
The graph below shows the average cart abandonment rate across various regions in the world.
Besides, you can use Remarketing Lists for Search Ads to target your website traffic. It works by giving you the chance to place a higher bid every time one of your visitors searches for the keywords you are bidding on so that they see your ads.
Increased Brand Exposure
PPC remarketing is a useful strategy for increasing brand awareness. When a person sees your ads several times, they become familiar with your brand, and this influences their buying decisions. Since they already associate your company with a particular product or service, they will consider you any time they want it. Make sure that your ads have attractive pictures that will capture the attention of your audience.
A better conversion rate is perhaps the standout benefit of investing in PPC remarketing. The ultimate goal of online marketing is to engage the user and convert them into customers. A person who is already familiar with your products and website is more likely to convert than a first-time visitor. By retargeting your previous visitors, you increase the chances of improving your conversion rate.
The graph below shows how remarketing affects conversion rates.
Common PPC Remarketing Mistakes and How to Avoid Them
Many marketers rush into PPC remarketing expecting to reap the benefits mentioned above. If you want to have a successful campaign, these are the mistakes that you need to avoid.
Failing to Scale
It is wrong to assume that you can retarget a broad audience. Instead, you should rely on analytics to see the number of repeat visitors to our website. This allows you to know the size of the audience that you need to retarget.
As is the case with other marketing campaigns, it is essential to scale your PPC remarketing initiative. For example, if your campaign runs monthly but fails to get many conversions, consider extending the interval to two or three months. This allows you more time to attract more leads to your website. Similarly, if your current list is not generating many conversions, consider expanding it.
Focusing Exclusively on Selling
Another misconception about retargeting is that a previous visitor to your website does not need an extra incentive to buy from you. That is not always the case. Most users at the discovery phase are usually after potential solutions and reconfirming whether the problem they have is worth solving.
When setting up a remarketing campaign, it is vital to use upselling and cross-selling tactics. These give users extra reasons to consider your brand, especially if you sell products that complement each other. A cross-selling message promotes related products while upselling offers encourage users to consider an improved and costlier version of a product.
Failing to Exclude Some Audiences
Some marketers wrongly believe that they should remarket to people who have just purchased from them. In most cases, people tend to exclude customers from the last two weeks from their remarketing campaigns.
The best way of determining the optimal exclusion period is by considering the consumption time of your service. The delay before a repeat transaction depends on factors such as seasonality, location of your audience, and so forth. For example, somebody looking for winter clothing will not shop until the following year. This explains why you should exclude such people from your retargeting campaigns, at least for some time.
The only way you can target recent customers is through cross-selling. That said, you need to ensure that the product you are cross-selling is relevant. For instance, if they just bought a TV from you, you can retarget them with a soundbar or home theatre system.
Planning for the Short-term
Many consider remarketing as a short-term strategy aimed at recent visitors and shopping cart abandoners. However, it is possible to target users who visited your website as long as a year ago.
Usually, the drive to acquire new customers causes marketers to forget about their existing clientele. You can target your current clients by looking at their consumption patterns and the seasonality of your products. For example, if you sell software that requires annual renewal, you should target customers who are near the end of the 12-month cycle.
Focusing on One Channel
Remarketing on search allows you to target all people who have visited your website. This includes people who got to your site after seeing a paid ad, through organic search, from social media and email marketing and direct visitors.
Consider the messages seen by your visitors and build on them. Instead of focusing on one channel, make sure that you have a remarketing campaign for each of the sources of your website traffic.
Limiting the Budget
At the start, you will not need extra money to run your remarketing campaign since you are targeting people that have already visited your website. However, as your business grows, you will need to remarket to a bigger audience, meaning that you will have to spend more money. For that reason, it is not advisable to limit your remarketing budget.
Taking Your PPC Remarketing Campaign to the Next Level
If you want to get impressive results from your PPC remarketing campaigns, you need to get inside the head of your target audiences. Every prospective customer follows a unique buying cycle, and your message should match the stage at which they are in the buying cycle.
Here are four ways to take your remarketing efforts to the next level.
Resolve the Concerns of Your Audience
The primary reason for not converting is that people often have unanswered questions and concerns over a business. For instance, they might be reluctant to share personal information or not ready to commit to your brand. Remarketing can be useful in addressing the concerns that are preventing your visitors from converting.
For instance, people might have concerns over ease of use if you sell software. You can ease the worries by creating a video demo that shows how to use the software.
Reduce Your Prices
One of the reasons why people fail to buy is because they do not like the pricing of a product. 94% of online shoppers compare prices before making a purchase, meaning that you have to offer affordable prices if you want to sell.
It is not a coincidence that marketers use discounts to promote sales. By adding a sense of urgency to your discounted offers, you ensure that your visitors convert faster.
Keep it Simple
Another reason why people fail to buy is that what you are offering solves their problem partially. For example, if you buy a TV, you will need a stand, or a wall mount to go with it. When creating a retargeting ad, consider cross-selling. Your audiences will be more interested in buying if they notice that you sell products that complement each other.
Target Existing Customers
Most marketers focus on converting people who visited their sites but failed to convert. Although getting new customers is great for any business, it is better to turn customers into regular clients. Makes sure that you understand the buying cycle to enable you to send the ads at the right time for maximum effectiveness.
The graph below shows the ease of selling to existing customers.
PPC remarketing is a powerful strategy for targeting people who interacted with your website without converting. It is particularly useful because most people do not convert the first time they visit a site – they have to see your ads repeatedly before they become customers.
Setting up a remarketing campaign is a straightforward process. It is also affordable, and more importantly, it can have a massive impact on the long-term success of your online marketing campaign.
The tips mentioned in this article are an excellent starting point to get started with PPC remarketing. As is the case with other marketing strategies, keep testing and optimising consistently to get the best results.
Get in touch with us for the best PPC marketing and remarketing services in Hong Kong. Our team will not rest until your set goals are achieved.