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Does Google Remarketing Campaigns Really Work?
I asked this question, because i never ever got good leads or sales from remarketing campaigns.
Sometimes i got leads from remarketing campaign for B2B campaigns but lead quality is very low
And for E-Commerce, Cost per Sales is too high from Remarketing campaigns.
I just wonder, Is this same for all of you guys? or any success stories?
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1 Reply
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There are many variables that drive remarketing performance. It works efficiently for most advertisers if you set it up correctly (right audience, campaign type, creative, budget).
However, there are cases where it simply doesn’t make any sense. For example, if you strictly offer a one-time emergency type of service there is no point in trying to run remarketing.
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I’ve never seen a remarketing campaign move the needle, except once but that seemed to be an outlier that leveled out over time. You are specifically marketing to people who did *not* want to send a lead or buy something.
With that said, I always do run a remarketing campaign because it will capture sales that otherwise would have been missed. You don’t have to give it much budget, or you can set a more strict tCPA. I also don’t want to give other agencies who offer a client a free audit the ability to say “well you’re not running a remarketing campaign and that’s a huge red flag blah blah blah” to my client.
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My biggest problem with remarketing campaigns, especially on google display network, in there last few years has been bot traffic.
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Remarketing that’s used to capture sales/leads that chose not to convert isn’t something that is really going to make-or-break your overall performance, but it can be a nice way to generate a little bit of extra conversions from people who just needed a bit more convincing. Using remarketing to upsell people who previously converted is a great idea, however, and can definitely help to reactivate leads or past customers who’ve already expressed an interest in your offerings.
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Useful as an observation audience, not useful as it’s own campaign.
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