You’ve heard the magic words a million times: “Brand Recall” and “Brand Recognition”. Yes, it’s important that your potential customers see your ads and gather an understanding of your company and its offerings. These are the basic building blocks of advertising, and ads that effectively communicate your message can help you improve your sales and your position in the marketplace. However, is it possible that you’re drilling this information too hard? Are your remarketing ads displaying at an annoying rate, thus driving away potential customers? Many advertisers suffer due to poorly controlled ad campaigns, even when the messaging is spot on.
Are your click through and conversion rates beginning to suffer? Are you seeing less activity than you had previously anticipated? Perhaps your campaigns have fallen victim to the remarketing monster. There’s no denying that remarketing can be a helpful tool, but when your remarketing campaigns run rampant on unsuspecting customers, it can come off as overly persistent, and maybe even seem a little creepy. Because remarketing campaigns cause your ads to display to site visitors who may have shown prior interest, excessive ads can make the customer feel as though they are being followed, or that their needs are being stalked. The last thing you want to do is make your customers feel threatened or harassed.
The good news is that there are plenty of tools you can utilize to help control your campaigns without driving customers away. The best place to start is by activating the “frequency capping” tool within the campaigns tab of your AdWords account. Choose the “advanced settings” option and set your cap accordingly. The frequency cap allows you to limit the number of times a potential customer can see the same ad within a set period of time. This tool is especially useful if you are buying CPM from a company other than Google where you may run the risk of showing all of those purchased impressions to a small group of customers, rather than among a bigger audience.
Another way to keep your ads fresh to potential customers is by creating differing themes within your ad group, and displaying a variety of offers. Just varying the size of the ads may not be enough. By using ads with differing offers in the same ad group, you have the chance of snagging the attention of customers from different angles. If your first free shipping offer didn’t spark their interest, it’s possible that 10% off for new customers may do the trick. This also ensures that they aren’t being barraged by the exact same ad over and over again.
You’ll want to respect those who are already your customers. Negative audience lists are a good way to exclude people who have recently made a purchase on your site. If these people have already patronized your site in the last week, you don’t want to run them off with excessive advertising for the next month. Plus, what’s the likelihood that these customers will be buying more from you in the near future? You may be wasting impressions that won’t result in an additional financial return for you. Use those negative audience lists to lay off those customers for a while, and if you are a business with a service that will never have a return customer, than make sure you are excluding those people altogether from future campaigns.
Anyone can create a text ad, but it takes special care to craft successful campaigns that turn regular people into paying customers. Use caution when developing your remarketing campaigns to ensure that you aren’t bombarding customers with offers that may be irrelevant to them. Try limiting the amount of times a single customer will see the same ad by setting frequency caps and creating varied ads that keep your offers interesting. Showing your customers the respect that they deserve can result in higher click through rates, and give you a good reputation in the marketplace.