Ensure that your remarketing ads don’t get muted

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
3 min read

Whether they realise it or not, a lot of people could have been subjected to remarketing ads whilst surfing the web

Remarketing ads are text, image or video ads which appear on multilple web sites to encourage one to return to an internet site you visited previously. The idea behind that is that should you didn’t covert (buy something, make an enquiry, etc) on your own first stop by at that site you then might do in the event that you return for a subsequent visit.

As an advertiser, there are numerous of platforms you may use to show your remarketing ads, such as for example Facebook and Google AdWords. Of the, AdWords is just about the one which will provide you with the widest reach.

Using remarketing in AdWords is really a fairly straightforward process. First you should create  an audience list – i.e. define which people you need to remarket to. This may be, for instance, everyone who has visited your site during the past 1 month, or it may be everyone who visited your website but didn’t complete an enquiry form. You then create your ads and specify just how much you are ready to pay every time someone clicks using one of the ads to come back to your internet site.

You may also control how often anybody person will dsicover your ads and which kind of websites your ads can look on. Both of these points are essential but they tend to be overlooked by advertisers.

By using Site Category Options in AdWords it is possible to stop your ads appearing on certain forms of website which can harm your brand by association – for instance, sites related to death and tragedy, or sites with sexually explicit content.

To limit how ordinarily a person sees your ad, you may use Frequency Capping. The reason why it’s vital that you do this is basically because in case a user sees your ad countless times each day it could be annoying and therefore counter-productive to your time and efforts to entice them back again to your website. Also, somebody who feels like you’re “stalking” them due to over-exposure to your ads may form a poor view of one’s brand and defect to 1 of one’s competitors instead.

Remarketing campaigns that don’t use Frequency Capping may also tend to have problems with a low click on through rate (CTR). This may have a poor effect on Quality Scores, resulting in higher costs and a lower life expectancy amount of impressions.

For this reason it really is generally recommended that you set a Frequency Cap of 3 impressions per user each day.

Frequency Capping has become a lot more important because of change in how Google lets people control the forms of ads they see. Back January 2018 Google updated their Ads Settings tool in order users is now able to see a set of which advertisers are targeting them with remarketing ads (or “reminder ads” as Google calls them in this context).

Not only can people now see who’s remarketing in their mind, but they may also elect to mute reminder ads from selected advertisers. When an advertiser is muted, an individual won’t see any remarketing ads from their website for another 3 months.

The muting option now syncs across devices, so if someone mutes your ad if they are browsing on the phone, you’ll also be muted on the computer.

If you treat your audiences correctly, your remarketing campaigns might have high conversions and present you an excellent profits on return. If you aren’t already using Frequency Capping, this is the time make it possible for it in order you decrease the threat of annoying people and getting blocked from remarketing in their mind for 90 days.

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

Leave a Comment