First, let’s briefly explore why there are so many PPC resources and, yet, so few resources around the topic of text ads for remarketing. When advertisers start doing remarketing ads, the emphasis is usually on creating compelling image ads rather than text ads because advertisers tend to be much less familiar with image ads than text ads. Additionally, the requirements and restrictions on remarketing image ads are so numerous that it’s easy to get overwhelmed with the details and struggle with getting them created and approved. The result is that image ads steal the spotlight and text ads for remarketing are often overlooked.
So why should you even care? Text ads are an incredibly important component of an AdWords remarketing strategy because Google will take all of your remarketing ads and fit them into ad spaces on the web where they are allowed, and some ad spaces are only eligible for text ads. So if your remarketing campaigns don’t have text ads, you’re missing out on ad placements. Additionally, if your remarketing ads are just copied from your regular campaigns, you’re missing out on a second opportunity to pitch your company and your products/services to visitors in a way that will bring them back to your site after their initial visit.
Keep the Same Brand Voice
The people seeing your remarketing ads have already been to your site, which means that they are familiar with your brand name, logo and brand persona. Using the same voice in your remarketing ads helps people to identify the ads with the site that they previously visited. This familiarity helps cut through the clutter of other internet ads and jump out to the user.
Skip the Introduction
Let’s assume for a moment that instead of having an online store, you own a sandwich shop. You pay a guy to stand on the corner of your busy street spinning a sign to attract attention and bring people into your sandwich place. When people walk in do you have another person spinning a sign in their face? No. You have a delicious-looking menu hanging on the wall and friendly employees to greet them. Remarketing ads should follow the same pattern. You already had an ad or a meta description that brought someone to your site that said “Huge Selection – 25% Off for a Limited Time” or something to that effect. Instead of echoing that again, dig a little deeper with remarketing ads that read “25% Off Sale Ends Friday” or “Orders Placed by 4pm Ship Same Day.”
Address Their Reason for Leaving
The visitor to your site left for a reason and that’s why they’re seeing your remarketing ads. The most common reasons for leaving a site without purchasing are:
• Shopping around for the best deal
• Doing research before making a purchase
• Getting distracted by something else
• Trying to avoid being caught while shopping for a gift (by a coworker/boss at work or family member at home)
Addressing these situations with your ad copy can appeal to searchers and remind them to return to your site. Viable ad text for the situations above might include:
• “Lowest Prices Guaranteed”
• “Our Experts Will Help You Find What You’re Looking For”
• “Holiday Clearance Sale Ends Soon – Don’t Forget to Place Your Order”
• “Shhh. We won’t tell her that she has the best guy in the world.”
Incentivize Their Return
Offering unique promotional codes in remarketing ads serves two purposes: it brings shoppers back and it helps you to identify how effective your remarketing ads are at converting traffic into sales. Deals incentivize people to come back and finish their shopping and can make them feel more satisfied with their purchases.
Kate Pierce is the owner of LionShark Digital Marketing LLC, a West Michigan internet marketing company. Her areas of expertise include Paid Search, Search Engine Optimization, Social Media, Web Consulting for small businesses, Copywriting and Local Online Marketing. She lives in the Grand Rapids area with her husband and enjoys cooking, watching sports and spending time outdoors. Like a true digital marketing expert (i.e. geek), she loves talking about marketing theory and SEM trends… so don’t say you weren’t warned!