17 Aug Refining Your IFA Remarketing: Going 5 Steps Further (3 mins)
Google remarketing isn’t a panacea for all of your marketing woes, but you’d need a good reason not to include it in your wider marketing strategy.
When you consider that consumers usually need to see a brand multiple times before they commit to it as a provider, remarketing really is a no-brainer for IFAs. The fact that you can set your daily budget and switch your ads on/off anytime also means that you can tailor the costs so that your ads provide the best return on investment.
In my previous post, I unpacked 3 steps IFAs can take to make their remarketing efforts more effective. However, there are at least 5 more practical things you can do to keep your marketing on-point:
1. Exclude irrelevant countries from your list.
When I first started using Google AdWords, things seemed to be going well. People were clicking on my ads, and it seemed like I was getting lots of fruitful engagement with the website.
That was until a short while later, when I checked what countries my ads were showing in – and where they were being clicked. I saw that most of the people clicking on my ads weren’t from the UK. They were from all over Europe, Africa and Asia, which wasn’t my target market!
Lots of IFAs are looking to target clients only in the UK, or perhaps also in Ireland or a few other countries. Luckily you can exclude your ads from showing in areas you aren’t looking to market to.
2. Target ads towards your intended locations
It makes sense to stop your ads from showing in the wrong areas. However, if you’re an IFA looking to gain clients in specific parts of the UK – say London, Manchester or both – then it makes sense to also target your ads to show in those specific regions, cities, or geographical areas.
3. Optimise your ads for hours and days.
Once your remarketing campaign has been running for a while, you should have a decent set of data in your hands. From this you’ll be able to get an idea of the days – and indeed, times of day – when people are clicking most often on your ads.
Use this data to compare your remarketing performance during different intervals, and schedule your ads to show during those times. You could also consider raising your bid at periods of greater engagement, to push your ads further up towards the top of your viewers’ pages (where they’re more likely to be clicked on).
4. Create different campaigns to cater for different needs.
To start off with, it’s usually best to run with a single remarketing campaign aimed generally at previous visitors of your website. However, you’ll do even better if you can eventually create different remarketing campaigns to meet the different needs of your target audiences.
For instance, let’s say your financial advisory services cover advice in pensions, mortgages, and protection. What if a previous visitor to your site is really only interested in one or two of those services?
Well, you could create a remarketing list for each of your services to make sure they only see adverts related to their needs.
For example, a prospect views your home page and pensions page, and then leaves after 10 minutes. This shows a high level of engagement. To make sure they come back, therefore, you should focus your remarketing efforts on showing them ads about pensions.
Or imagine another prospect only looks at your mortgages and protection pages. It doesn’t really make sense to send lots of ads only about your pensions services.
Make sure you create multiple remarketing campaigns which cater to the diverse needs of your prospects.
5. Prevent your ads from showing on negative content.
You can’t control the viewing habits of your previous website visitors, and if you’re not careful then your ads could end up showing in some pretty weird and inappropriate places! Make sure you channel your ads away from showing on content that you don’t want your brand associated with.
As the Marketing Coordinator at CreativeAdviser, Phil is responsible for devising marketing strategies for his clients, generating engaging and informative content, and ensuring brand consistency across all of CreativeAdviser’s communications. Phil has a passion for digital marketing and a borderline-unhealthy addiction to Google analytics.
In his spare time, Phil can be found powerlifting at his local gym, watching action movies, or playing acoustic guitar at open mic nights.