PPC Myth Busting! Myth 9: Remarketing Images & Display Images Should Follow The Same Best Practices
September 25, 2012
For my next PPC myth, I’m going to bust the myth that remarketing images should follow the same best practices as regular Display images.
People just clump these together. Images ads are image ads, right? Wrong! The difference is in who you’re targeting. For standard Display image ads, you’re targeting people who you’re hoping are interested in your goods or services, but probably have never been to your site. With remarketing, you’re targeting people who have been to your site and therefore have some degree of familiarity with your product. For the most part, they’re people who didn’t convert or at least people you think need to convert again, like a subscription based service around the time their subscription is about to expire.
Building images that are super brand heavy will, subconsciously or consciously, begin to build brand recognition with that person. They’ll think about your service more, and that will lead to more conversions. You do this by building remarketing ads that match your site. Same colors, same design element, and heavy on your branded logo.
We recently had a client that decided to test some standard Display ads for remarketing. They had very branded ads that were performing well, but they wanted to test some other ads that had their logo much smaller and didn’t match the site at all. The performance tanked with the new ads, so we talked them into letting us make new ads, but ones that were more brand heavy. We saw a conversion rate on the regular Display ads of .90% and a cost/conversion of $109.38. With the new branded ads, we saw a conversion rate of 1.62% with a $52.47 cost/conversion. The new branded ads also brought 40% more conversion than the regular Display ads.
The data speaks for itself, but I’ve seen similar results with branded vs. regular display best practices ads in other accounts as well!
Browse By Category
Smart RLSA Tips for the Holiday Season
The holiday season is just around the corner! Get tips on how to fine tune your RLSA audiences to capture additional conversions or revenue.
Our Attendees Have Spoken - Why You Can't Miss London
At Hero Conf London, 23-25 October, we've created a schedule that can be tailored to any PPC role. In-depth, actionable sessions for the PPC Specialist and high-level strategies and tactics for the Marketing Manager looking to generate new opportunities.
Using Google Sheets as a Script Controller
Learn how to use Google Sheets to make AdWords script adjustments via spreadsheet rather than through the code itself.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
How To Setup An Apple Search Ads Campaign
Apple Search Ads has become a huge force in the world of app downloads. Get tips on how to launch a campaign to promote an app!
Adding Facebook Ad Block Lists
Get tips on how to add a Facebook ad placement block list and start blocking your ads from appearing on certain websites.
Optimizing Display Advertising in an Omni-Channel World
We’re teaming up with DialogTech to tell you all about display tactics you can put in place for conversion success, both online and over the phone. DialogTech’s Blair Symes and Hanapin’s Stephanie White will show you the advanced strategies that will have a big impact...