Case Study: Film Studio Client PPC
The client was struggling to optimize their Paid Search campaigns based on iTunes Downloads. By optimizing campaigns and using those learnings across multiple home entertainment titles, the conversion rate increased 400% (from 0.29% in Q1 to 1.45% in Q2).
Why Choose Vizion?
At Vizion, your satisfaction is our number one priority, which is why we use our years of experience and unparalleled industry expertise to make sure you get everything you want from your digital marketing campaign. We understand that every business is unique, and your marketing services should be too. Our team of experts is enthusiastic about helping your business succeed and delivering the kind of results your business needs to thrive and stay ahead of the competition.
Our Approach to Remarketing
Research shows that 98% of visitors to your website will leave without becoming a customer. This means it is imperative for the success of your business to develop effective strategies for identifying why these visitors left and encouraging them to return your site in the future to make a purchase. Vizion understands how important it is to have your remarketing strategy accurately reflect your brand and your goals. We’ll be your dedicated partner in accomplishing those goals with insight from all areas of digital marketing.
When it comes to remarketing, our team will utilize comprehensive data from all over your site, such as traffic, shopping cart visits, time spent on website, and more to effectively target our remarketing efforts toward the right audience and serve as the driving force in your campaign. This leads to in-depth, data-driven results – the key for creating a dynamic remarketing campaign that supports the long-term success and growth of your business.
Although we do use our expert-developed and time-tested process to create your remarketing campaign, we tailor campaigns specific to your business goals.. Our comprehensive approach means that we offer multiple areas of overlapping expertise, boosting efficacy, and making our collaboration as successful as possible.
Our onboarding process kicks off with a discovery call during which we ask questions to understand your needs and develop a strategy that is tailored to those needs. We will work directly together to ensure we have the information we need and establish timelines so you understand what kind of results you can expect and when. We’ll discuss the responsibilities of everyone involved, decide who will be serving in which roles, and outline how we will communicate with you during the process.
The next stage consists of setting up your remarketing campaign and begins with targeting strategy.
Generally, remarketing strategies and retargeting ad campaigns can be classified into two distinct categories: on-site events and off-site events. On-site events involve tracking and recording actions that visitors take as they enter your site and view or interact with products, then using this information to retarget them later with paid search or display ads based on those interactions.
Off-site remarketing is a similar concept, but you can use other data to remarket to prospective customers like potential customer email lists, visits to a social media page/profile, etc. Both on-site events and off-site events consistently show high levels of engagement and conversion across many industries, especially when working together.
The next phase of the campaign set up stage involves a review of your business’s current landing pages so we can identify which ones are most relevant to your target audience and most likely to convert when combined with specific campaigns or ad groups. Based on this review, Vizion will provide recommendations for updating your landing pages or building additional landing pages to support your campaign goals.
Our team will then create a remarketing media plan that includes:
- Target audiences
- Estimated performance metrics, such as impressions, clicks, cost per click, and cost per lead with historical conversion rate analysis
- Measurement of conversion events
- Integration with your CRM system to ensure proper tracking of conversion events
- Flight dates
- Any other creative needs or recommendations
In the final part of the campaign set up stage, Vizion will conduct research to identify all possible conversion events, “walk through” each event, and uncover any tracking needs. We provide a tracking plan and documentation that includes all pixels that must be placed and directions for implementation. After your internal web development team confirms implementation, we will test all conversion events for media placement.
Our team is committed to empowering you with knowledge that helps you make important decisions about your business. Vizion provides web-based reporting that incorporates data from display networks and search engines, as well as your analytics provider and any third-party data you want to integrate with your platform. By consolidating all of your valuable remarketing data into one central location, you can easily and reliably review this information at a glance to see the progress your campaign is making toward meeting your goals.
With these goals in mind, our skilled media buying team will send detailed monthly reports customized to highlight your most critical KPIs. These reports will feature results from the prior months and planned strategies for the upcoming month, so you know where your strategy is succeeding and what to expect in the future.
Vizion’s process of refinement is through ongoing optimization. With the data we’ve obtained from the previous steps, we can view the real-time results of your campaign and make necessary adjustments on the fly. Analyzing the results of your campaign gives us insight to make strategic optimizations that meet and exceed our defined KPI and ROI targets. These optimizations include, but are not limited to:
- Audience testing and adjustments
- Landing page recommendations, such as ensuring the page is mobile-friendly and identifying areas of user confusion or drop off
- Creative recommendations, including call to action testing and graphic testing
What Are Remarketing Campaigns?
Retargeting is an advertisement strategy that displays personalized, targeted ads to visitors who have previously expressed interest in your brand without converting, whether they interacted with your website directly or through other sites, such as search engines and social media platforms. Rather than focusing on broad populations, you focus on those who have already expressed interest in some way and may just need an ad push. Visitors who are retargeted with display ads are 70% more likely to convert into paying customers. Remarketing is a form of retargeting strategy that involves attempting to re-engage visitors through email by sending reminders about products they viewed or offering promotional deals to prompt a purchase.
When Should You Use Remarketing Lists for Search Ads?
Remarketing lists for search ads (RLSA) is a feature that allows you to customize your search ads campaign to target people who have visited your site in the past and tailor your ads to engage these visitors as they make specific queries on Google and other search partner websites relevant to your brand. RLSA campaigns work by adding a remarketing tag on a visitor’s browser when they visit your site, which is an anonymous cookie that monitors their browsing behavior and sends this data to you. With this information, you can segment these visitors based on their behaviors, create audience lists, and determine the best placement and timing of additional ads.
You should use RLSA when you want to:
• Focus your efforts on the customers that are most likely to convert
• Build strong connections with customers through personalized experiences
• Increase conversion rates with tailored ad copy and high-ranking keywords
• Promote other products or services related to a visitor’s initial search
• Efficiently use your ad budget and achieve a higher ROI
What Is Remarketing in Google Analytics?
Google Analytics allows you to analyze valuable information about visitors to your site to drive your remarketing efforts. This information includes demographic and geographic data, traffic sources, user goals, conversions, dates of first sessions, and other data you upload to Google Analytics from your CRM system. It works by installing a Google Analytics code fragment on pages to track visits and user actions. When a user visits your site, the tracking code adds a user ID to their browser cookies and delivers this ID and session data to Google Analytics. From there, you can view user behavior and segment visitors according to specific conditions so the targeted users will see your ad when they view a Google Display Network site.
How Does Remarketing Work in Adwords?
Google Ads is Google’s ad platform, previously known as AdWords, that can market your brand to people who have visited your website before by displaying your ad on Google or Google-owned sites. It features several options for remarketing, including:
• Standard remarketing that shows ads to past visitors of your site when they browse apps or sites on the Google Display Network
• Dynamic remarketing that shows ads about products or services visitors have viewed or interacted with in the past
• Remarketing for mobile apps and websites
• Remarketing lists for search ads, as described above
• Video remarketing that shows ads to visitors who viewed or interacted with your videos on YouTube or other Display Network sites
• Email list remarketing that serves ads to visitors when they sign into Gmail, Google Search, or YouTube
Vizion’s expert team will help you select the right options for your remarketing campaign and lead you through the process.
How Do I Create a Remarketing List?
If you are using Google Ads rather than a third-party remarketing program, you can find list capabilities in the audience member pages. You’ll be able to filter audiences for your lists based on several criteria, so you can get personal. If you do not feel confident doing this yourself, our team is here to help.
How Can I Create a Dynamic Marketing Campaign?
There are several ways to create a dynamic marketing or remarketing campaign, but it is vital to remember that your purpose is to market to a smaller group of customers who are likely to respond well to your efforts, not the entire market. Whatever you create will have to change as the market does to remain relevant, accurate, and effective at re-engaging visitors. Implementing a digital marketing system, hiring a team, using quality CRM solutions, and staying up to date with keyword research can all help drive a dynamic marketing or remarketing campaign. Vizion will help you with all these factors.