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Why You Need a Remarketing Manager

Ellie Gunville
by Ellie Gunville on May 22, 2014 9:38:00 AM

Too often Remarketing campaigns are left to run on auto-pilot. The code has been added to your site, you've uploaded your banner ads and your bids are set; therefore, you can just let it run and the leads will start pouring in, right? WRONG! A successful Remarketing program requires ongoing optimization and management. If your Remarketing campaign has been stagnant for the past several months, or hasn't been performing the way you'd hoped, don't throw in the towel just yet.

A Remarketing Manager can provide the insight and expertise necessary to clean up the program and get it back on track! Remarketing can and should be a powerful lead generation or sales tool for your website. A Remarketing Manager can help you upgrade and improve your program to get the results your brand deserves!

To organize what's already there

Many times, when we take on a client with a sluggish Remarketing campaign, a little organization goes a long way. Is your Remarketing campaign made up of one large list that includes all past website visitors? If so, the E-Power team would look for ways to break out those lists into more defined segments. This allows us to target each segment in a unique way, for a more targeted, effective use of the list data.

To throw out the junk

The Display Network is made up of hundreds of thousands of websites that cover a very wide range of topics. Based on our experience managing Remarketing campaigns for a variety of clients across industries, we understand that not all of the websites are the right fit for all ads to show on. Google AdWords allows us to exclude specific websites or entire website categories from the Remarketing campaigns we manage to avoid displaying client ads on websites that aren't performing well or that shouldn't be associated with a client's brand. We optimize our client's Remarketing presence for better results and higher ROI.

A great Remarketing Manager will take the optimization a step further by reviewing clients' Remarketing placement reports and excluding any placements which aren't appropriate.

It can be easy to over exclude. Remarketing isn't designed to be about relevance; instead, it's designed to target based on a visitor's behavior or action on your website. Excluding too many websites will reduce the reach of your Remarketing campaigns. Finding the right balance between relevance and results can be tricky, but the E-Power Marketing team of Online Advertising professionals understands this and can keep your program steady and performing well.

To bring in something new

We often see Remarketing campaigns that have been using the same ad creatives since launch. Testing out some new messaging and images is a great way to add new life to your Remarketing campaign.

When a Remarketing campaign is broken down into several different lists, E-Power creates unique ads for each list. For example, if you are targeting visitors who viewed a specific product on your website but didn't complete a purchase, your banner ads should showcase that specific product. This allows us to tailor the Remarketing experience to each list, and better motivate the audience to take the desired action.

Furthermore, we make sure the banner ads that each client is using are appropriate for a Remarketing campaign. The individuals we're advertising to have already been to the client's site, so the ads should serve as a "reminder" for them to take a desired action rather than a tool to educate them on what the business is.

Not all websites on the Google Display Network support every ad format. To maximize the reach of a Remarketing campaign, the E-Power Marketing team ensures our clients are running a variety of banner ad sizes to fit the various ad slots across the Display Network. This is a simple, but significant optimization step we take to ensure our client's success.

To evaluate, improve, test, and repeat

Remarketing is a powerful advertising method that, when done correctly, provides businesses with a great opportunity to increase their ROI. In order to run a successful, profitable Remarketing campaign, ongoing evaluation, optimization and testing is essential. At E-Power Marketing, our Remarketing Managers work with and for our clients to make sure their Remarketing campaigns are optimized to perform well. We monitor and evaluate progress and report our analysis and findings to our clients, working together to create the strongest Remarketing program that drives sales and generates leads.

Are you frustrated with the results from your current Remarketing program? Our Google AdWords certified team can help. Contact us today to discuss how we can take your Online Advertising programs to the next level!

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Ellie Gunville
Written by Ellie Gunville
As the Manager of Online Advertising at E-Power Marketing, Ellie focuses on developing targeted advertising campaigns to boost sales, increase trade show and event registrations drive leads and strengthen brand recognition. She has become an expert in all things online advertising, and expanded her focus to also include Google Analytics and conversion optimization.

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