Showing your ads to users who already visited your website is a very effective way to maximize your conversion rate. However, you need to make sure to optimize your traffic to show your ads to the most qualified segments of users to be able to increase profits.
Here are five questions you should ask yourself while building custom remarketing lists.
1) How long does a relevant user stay on my website?
It’s extremely important to figure out the segment of users who are not relevant to your business. For instance, if users spend less than 30 seconds on your website, chances are they are not interested in what you have to offer. You should not invest more money in them and focus your energies into the users spending a longer time frame on your website
2) What pages do relevant users visit?
Identify key pages in your sales funnel and target people that visit them. This is a great strategy since it allows you to invest the budget in people who are much more likely to convert. Additionally, you need to create custom advertising messages depending on the page people have seen. This will increase your chances of conversions even more.
3) What pages have the highest bounce rate?
These are probably pages that are visited by irrelevant users. You do not have to include them in your remarketing strategy because they will bring extra costs and not much in return. Rather, you should include the pages with the highest time on page and lowest bounce rate to be able to get the maximum results from your campaigns.
4) Do I benefit from recurring customers?
If the answer to this question is "yes," you should retarget to people that converted with the goal to upsell them. Of course, you need to customize the ads, considering these people already know your business and might already be your customers.
5) How many pages do users visit before converting?
If you have many users surfing several pages before converting, you should work on targeting users who have visited a high number of pages on your site. You have to set up a remarketing audience with the goal to provide them with more information about your business and facilitate the conversion process.
Returning visitors are the ones who are the most likely to convert. This means you should focus part of your marketing budget on them. Remarketing is definitely the way to go, and testing out several lists will help you find out the most profitable users for your business.