How to Improve Your PPC Results With a Remarketing Trick
Many PPC advertisers feel frustrated after using PPC advertising. This is because using AdWords has become a very expensive endeavor for many businesses, requiring budgets in the thousands or hundreds of thousands each month. These figures sometimes don’t even include the costs of creatives and landing pages that are needed to convert the leads.
According to data from WordStream, the average cost per click in AdWords across all industries is $2.32 on the search network. In addition, a study done by searchengineland.com found that the average cost per action (CPA) is $59.18 on the search network. Meanwhile, the average conversion rate is just 2.5%
While these statistics may make it look like there is simply no way to be successful with Google AdWords, the trick to getting better PPC campaign results is in remarketing. Here’s how to improve your PPC results with remarketing.
What Is Remarketing Lists for Search Ads?
Remarketing lists for search ads (RLSA) is a feature that lets you customize your search ads campaign for people who have previously visited your site, and tailor your bids and ads to these visitors when they’re searching on Google and search partner sites.
When people click-through to your website via AdWords ads but leave your site without converting, RSLA helps you to reconnect with these customers as they continue to search for solutions to their problems using Google Search.
However, the problem with RSLA that are generated from Google AdWords ads is that they won’t promote your brand to people who aren’t already familiar with it. This is because when you run regular PPC ads via Google AdWords, your business will just show up as just another business in a list of ads for unbranded keywords.
Then when these people are placed on a remarketing list, they will simply continue to see your remarketing ads as just another random business that they are not all that interested in learning more about.
Having a great call to action is simply not enough to immediately show people why they need to use your company. As a result, you will need to take a different approach if you want to drive better PPC results and actually see results from using RSLA.
Use Social Advertising to Build RLSA
Now here’s the trick. You can actually use social media and RSLA to bring in new leads for your business by promoting you business using social media ads and then putting these leads onto RSLA in Google AdWords. The other great thing is that you can use social media to focus solely on the demographics that you want to target. As a result, you can dramatically increase your RSLA lists for a cheaper cost that it would take to find these same users with regular PPC ads.
When you combine the power of social advertising with RSLA, you can start to bias people toward your brand. This is because these people will have never heard of your brand but you can help them to become biased toward your brand as your remarketing ads are shown to them via Google Search. Since they didn’t find your business through Google Search, it makes it look like your business has more influence than it does because it now appears to them no matter what site they are on, the social media site and Google Search!
While you might have lost hope in getting great results from PPC advertising, you can save the day by combining RSLA with social advertising. In the process, you can lower your overall advertising costs and use your advertising budget more effectively!