Remarketing: The Persistent Shadow

THE BRUTAL REALITY: PEOPLE ARE DISTRACTED

Someone visited your site, looked at your prices, and then their cat knocked over a vase. They are gone.

The Conflict: You think they "rejected" you.

The Truth: They just forgot. Remarketing is the "Boomerang" that brings them back when the cat is gone and the coffee is fresh.

The Fix: Set up a Google Display Network (GDN) remarketing campaign to follow them with a "Finish your order" message.

1. THE OBJECTION LADDER

Don't just show the same ad.

Logic follows the user's descent into the decision.

2. FREQUENCY CAPPING

Don't be a stalker. If someone sees your ad 50 times a day, they will hate your brand. Set a cap of 3-5 views per day. Stay visible, but don't be annoying.

SMART WORDS

GDN (Google Display Network)

The "Billboards." Millions of websites where your ads can follow your previous visitors.

RLSA (Remarketing Lists for Search Ads)

The "VIP Search." Bidding higher for search terms when the user has already visited your site.

SEGMENTATION

The "Filtering." Separating people who looked at a blog post from people who looked at the pricing page.

TACTICAL DIRECTIVES

1. The Cart Reminder: Create an ad specifically for people who stayed on the checkout page for >60 seconds but didn't buy.

2. Exclude Buyers: Stop showing ads to people who have already bought. It's a waste of pixels.

3. The Offer Shift: If they didn't buy the $1,000 product, retarget them with a $99 "Entry" version.