{"id":2332,"date":"2016-03-10T13:16:50","date_gmt":"2016-03-10T13:16:50","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/2016\/03\/10\/10-remarketing-facts-that-will-supercharge-your-ppc-strategy\/"},"modified":"2019-11-05T16:56:51","modified_gmt":"2019-11-05T16:56:51","slug":"10-remarketing-facts-that-will-supercharge-your-ppc-strategy","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2016\/03\/10\/10-remarketing-facts-that-will-supercharge-your-ppc-strategy\/","title":{"rendered":"10 remarketing facts that will supercharge your PPC strategy"},"content":{"rendered":"

Hey you guys! All these articles about the dangers of creepy remarketing make me want to barf. <\/strong><\/p>\n

I think advertisers who are scared of remarketing are either using remarketing all wrong, or have a poor understanding of the awesome power of remarketing<\/a>.<\/p>\n

I\u2019ve been using remarketing at WordStream since 2012 and last year, we spent over $500,000 on these ads alone<\/a>. Why?<\/p>\n

Because they\u2019re freaking awesome.<\/p>\n

If you\u2019re sitting on the fence and unsure about giving it a try, I\u2019m going to give you a swift kick in the right direction with these 10 remarketing facts that will make you rethink your entire PPC<\/a> marketing strategy.<\/p>\n

Please note: this article was first published on the Wordstream blog<\/a>\u00a0and it was so darn helpful that we wanted to share it here.\u00a0<\/em><\/p>\n

1. Remarketing conversion rates INCREASE over time<\/h2>\n

Remarketing naysayers preach being very conservative with impression frequency caps and membership duration to avoid offending potential customers.<\/p>\n

Wrong. Not with remarketing.<\/p>\n

\"weird-facts-remarketing\"<\/a><\/p>\n

We\u2019ve found that conversion rates actually increase<\/em><\/a> the more users<\/a> see an ad within remarketing campaigns. It\u2019s true that click-through rates<\/a> decline over time, but those people who do click on your ad, after having seen it a few times already, become twice as likely to convert!<\/p>\n

Understand that people are busy and have other stuff going on in their life. Remarketing gives people a gentle reminder to finish what they started on your site, while reinforcing your branding and messaging to that user every time they see you around.<\/p>\n

They\u2019re getting to know you, and learning to trust you, and when they finally do have a free moment, they are increasingly likely to do business with you.<\/p>\n

2. The whole remarketing \u201cCreep Factor\u201d is ridiculously overblown<\/h2>\n

Another reason why I\u2019m so dismissive of remarketing-creep-factor-worry-warts is the notion of ad fatigue.<\/p>\n

If your customer prospects are so creeped out by your ads, you would expect them to ignore them, right? Well if they\u2019re so mad at your dumb ads, they certainly won\u2019t bother clicking on them. It follows that a very easy way to determine if this assertion is true or false is to calculate ad fatigue.<\/p>\n

Ad fatigue refers to the notion that the more times you see an ad, the less likely you are to click on it, because people tire of seeing the same thing over and over again. If users are mad or annoyed at your ads, they should fatigue at a faster rate.<\/p>\n

Well, I looked at thousands of display ads and compared the impact of ad fatigue on remarketing display ads vs non-remarketing display ads (e.g. Managed Placements, Keyword Targeting<\/a>, In-Market Segments, etc.) and guess what?<\/p>\n

Those \u201ccreepy\u201d remarketing ads fatigued at half<\/em> the rate of non-remarketing targeted ads :<\/p>\n

\"remarketing-ad-fatigue-myths\"<\/a><\/p>\n

So if your remarketing ads are so \u201ccreepy,\u201d why do people stay interested in them for twice as long as regular display ads, and convert at higher and higher rates with each incremental ad view?<\/p>\n

And why is it that none of the \u201cbeware creepy remarketing\u201d articles have any data to back up their arguments? Maybe it\u2019s because the whole creep factor argument is baloney!<\/p>\n

Also, remember that there\u2019s no reason why you can\u2019t rotate though multiple different display ads using remarketing to make your remarketing ads even more useful and interesting.<\/p>\n

3. Facebook and Google Display Network offer the best reach<\/h2>\n

Where will you get the most bang for your remarketing buck? Right now, Google Display Network and Facebook offer the greatest reach for your remarketing campaigns.<\/p>\n

GDN reaches 90% of Internet users worldwide, 65% of whom they reach every single day. More than a trillion impressions are served to over 1 billion users every month (source: Google<\/a>). Meanwhile, Facebook has more than 1.4 billion users, over a billion of whom logged in yesterday (source:\u00a0Facebook<\/a>).<\/p>\n

I always like to run my remarketing ads on both<\/em> GDN and Facebook and find that both are incredibly powerful.<\/p>\n

4. Remarketing is incredibly powerful for brand building<\/h2>\n

Guys, you know I\u2019m crazy about both search ads and organic search, but they both suffer from this one small issue.<\/p>\n

It\u2019s very hard to build a brand using tiny text ads and organic search listings, which have a very limited amount of character space and don\u2019t support logos and all the other visual elements that marketers typically use to build a brand.<\/p>\n

Display remarketing is a fantastic way to build your brand because there\u2019s so much more creative magic you can infuse into an image ad that will make your customers love and remember you.<\/p>\n

I discovered the power of this a few years ago, when I realized the vast majority of our site traffic:<\/p>\n