Google Remarketing —
from Melbourne’s leading
boutique agency

We follow a granular, highly targeted approach to audience segmentation in order to deliver the most effective remarketing campaigns. This involves several different methodologies:

• Behavioural segmentation: This is based on users' interaction with your website or application. We segment visitors based on their actions, such as the pages they visited, the products or services they viewed, the content they downloaded, time spent on site, and whether they completed a purchase or form fill. This data is used to tailor specific ads to induce desired actions.
• Sequential retargeting: We use this strategy to segment audiences based on their position in the sales funnel. The idea is to guide a potential customer through their buyer's journey. For instance, if a visitor reads a blog post, we might show them an ad for an in-depth ebook. If they download the ebook, we could retarget them with a free trial or demo offer.
• Time-based segmentation: We segment users based on the recency of their visit. Someone who visited your site within the last 24 hours may be more likely to convert than someone who visited a week ago. Hence, we might allocate more budget to show ads to the more recent visitors.
• Geographical and demographic segmentation: We segment users based on their location, age, gender, device type, and other demographic data. For instance, we might target users in a specific city or state with special promotions or show different ads to users of different age groups based on their interests and preferences.
• Loyalty segmentation: We segment users based on their purchasing history and loyalty to your brand. This helps us show appreciation to your repeat customers with special offers or incentives, or target lapsed customers with win-back campaigns.
• Cross-sell and upsell segmentation: We also identify users who purchased a specific product or service, so we can recommend complementary or premium products to them.
• Value-based segmentation: This is when we segment audiences based on their potential or actual customer lifetime value (CLV). This enables us to allocate more resources to high-value customers.

• Frequency capping: SIXGUN uses frequency capping to limit the number of times the same ad is shown to the same person within a specific time period. This helps avoid overexposure and the annoyance that can come with it.
• Audience segmentation: We segment audiences based on a variety of factors such as their engagement level, their interaction with your website, and their purchase history. This allows us to tailor our remarketing efforts to be more precise and relevant to each individual, which can help prevent ad fatigue.
• Ad variation and rotation: We create a variety of ads and rotate them for each campaign. This means that even if a user is being frequently remarketed, they're not seeing the exact same ad every time. This approach maintains brand presence without causing fatigue.
• Burn pixel implementation: This technique allows us to stop showing ads to users who have converted, thus ensuring we are not unnecessarily reaching out to users who have already taken the desired action, thereby avoiding ad fatigue and optimising the budget.
• Time-based exclusions: If a user does not convert after seeing an ad a certain number of times, we may exclude them for a period before trying again. This is based on the understanding that different users have different conversion timelines.
• Content relevance: Our team ensures the ads are highly relevant to the users by leveraging dynamic remarketing. By showing products or services that users have previously interacted with, we can maintain engagement levels without triggering fatigue.
• Monitoring performance metrics: We closely monitor metrics like click-through rate (CTR) and conversion rate. A significant drop in these metrics could indicate ad fatigue, prompting us to adjust our strategies.
• Leveraging Google's machine learning: By using automated bidding strategies, we let Google's AI systems adjust the bids in real time to optimise for conversions or conversion value. These tools use contextual signals and machine learning to show your ads to people who are more likely to convert, preventing unnecessary ad impressions.

We have extensive experience in setting up dynamic remarketing campaigns for our clients.

Dynamic remarketing campaigns are one of the most powerful tools in the Google Ads suite, as they allow you to target ads specifically to users who have already interacted with your website or mobile app. Not only that, but our team can also customise these ads based on the user's behaviour. For instance, if a user was browsing specific products on your website, we can show them ads that feature those exact products, thereby increasing the relevance of the ads and ultimately driving conversions.
Our approach to setting up dynamic remarketing campaigns involves a number of steps:

• Tagging your website or app: We will implement or work with your developers to ensure that the necessary tags are placed on your website or app. These tags enable Google to track user behaviour and serve dynamic ads.
• Creating custom audiences: We can create custom audiences based on the actions that users take on your website or app. For instance, we might create a separate audience for users who added a product to their cart but didn't complete the purchase.
• Designing dynamic ads: We have a team of talented designers who can create compelling and eye-catching ads. We can design multiple variations to ensure that the right product is shown to the right user.
• Setting up the product or services feed: This involves creating and maintaining a feed that Google uses to pull in information about your products or services. This step is critical because it's how we ensure that the correct information, like product images and prices, are shown in the ads.
• Monitoring and optimising the campaigns: Once the campaign is live, we closely monitor its performance and make necessary adjustments to maximise its effectiveness. We constantly analyse the data to find ways to improve the ROI.

At SIXGUN, we recognise the power of remarketing within an overall pay-per-click and digital marketing strategy, and our approach is designed to fully leverage this tool to deliver maximum ROI for our clients. Here is how we integrate remarketing into our strategies:

• Audience segmentation: We begin by understanding and segmenting your audience. Not all customers are at the same stage of the buying cycle, and thus, they shouldn't all be served the same ads. By using the extensive targeting options available in Google Ads, we can segment audiences based on various criteria like their engagement with your site, the pages they visited, how long ago they visited, and so on. This allows us to serve highly personalised ads, increasing their effectiveness.
• Dynamic remarketing: With dynamic remarketing, we show tailored ads based on the specific products or services that users have viewed or interacted with on your website. This can significantly boost conversions as it serves users with highly relevant ads.
• Remarketing lists for search ads (RLSA): With RLSA, we optimise bids and tailor ads for people who've previously visited your site when they're searching on Google. This can help us win back those who left your site without converting, and find high-value customers when they're ready to convert.
• Multi-channel remarketing: We don't limit ourselves to Google's ecosystem alone. By leveraging multi-channel remarketing, we ensure that we're reaching customers wherever they are online. This could be on social media, on partner websites, or even in their email inbox.
• Content customisation: Depending on where the potential customer is in the sales funnel, we customise ad content to be more effective. For instance, first-time visitors might receive ads designed to raise awareness, while repeat visitors might receive ads with more specific calls to action or exclusive offers.
• Performance monitoring and optimisation: We continuously monitor the performance of your remarketing campaigns, using A/B testing, conversion tracking, and other analytics tools. This data-driven approach allows us to adjust strategies, fine-tune audience segmentation, and optimise ad content for maximum ROI.
• Privacy and user experience: We place a high priority on adhering to privacy laws and Google's advertising policies, ensuring that remarketing strategies are respectful of user privacy and contribute positively to user experience.

Our ultimate goal is to integrate remarketing seamlessly into your broader PPC and digital marketing strategies, ensuring that we're leveraging all available channels and tools to re-engage lost visitors and convert them into loyal customers.

Managing remarketing lists is an integral part of SIXGUN’s overall Google Ads strategy. We view remarketing as an opportunity to engage with users who've already shown interest in your product or service. This approach is two-fold: one, to keep your brand top of mind, and two, to encourage users to complete a desired action.

• Firstly, we focus on building robust, segmented remarketing lists. Not every visitor interacts with your website in the same way, so we customise our lists to mirror different user interactions. These could be users who visited your homepage, product pages, added items to a cart but didn't purchase, past purchasers, or users who interacted with your mobile app. The granularity of these lists enables us to send more personalised ads tailored to each user's journey.
• Secondly, we prioritise dynamic remarketing. With dynamic remarketing, we can show potential customers the exact products or services they viewed on your website. This level of personalisation can greatly improve CTR and conversion rates.
• Furthermore, we emphasise continual optimisation of our remarketing lists. We track performance metrics like click-through-rates and conversion rates to refine our remarketing strategies. We also experiment with different bidding strategies, like target CPA or target ROAS, to see which garners the best return for your campaigns.
• Lastly, we are proactive about maintaining a positive brand image. Remarketing, while very effective, can be irritating for users if not handled correctly. Therefore, we pay careful attention to frequency capping to ensure your audience isn't overwhelmed with ads, which could inadvertently cause a negative perception of your brand.

Integrating Google Analytics and Google Remarketing is a vital part of SIXGUN’s strategy to create highly targeted, effective ad campaigns that drive conversions.

• Deep audience segmentation: Google Analytics allows us to gain a comprehensive understanding of your website visitors. We utilise demographic data, behaviour metrics, and interest data to build highly refined audience segments. These are the people who have visited your website but perhaps didn't make a purchase or complete a desired action. By leveraging this data, we can target these segments with tailored ads through Google Remarketing. This can enhance your campaign's effectiveness by reaching people who are already interested in your product or service, making them more likely to convert.
• Conversion tracking: With Google Analytics, we track how users are interacting with your website after clicking on your ad. This gives us valuable insights into which ads are effective and which aren't. We can then refine our remarketing strategies based on these insights to ensure your ads are converting as efficiently as possible.
• Optimising the customer journey: Google Analytics provides detailed data on the customer journey. It tells us which pages a user visits, the sequence of their visit, and where they drop off. This data aids us in designing remarketing campaigns aimed at guiding users back to complete their journey; be it a purchase, a form submission, or any other desirable action.
• ROI measurement: The integration of Google Analytics with Google Remarketing allows us to accurately track the ROI of each campaign. We can understand the cost of acquiring a customer through different channels and adjust our ad spend accordingly.
• Content personalisation: Based on the data from Google Analytics, we can personalise remarketing ad content to reflect the interests and behaviours of each user segment. This increases the relevancy and appeal of your ads, which can significantly improve engagement and conversion rates.
• Ad frequency and recency control: Through Analytics, we can identify optimal recency windows and adjust the frequency of ad exposures. This ensures that we reach potential customers at the right time and avoid overwhelming them with excessive ads, which could lead to ad fatigue.

Absolutely — as a leading Google Remarketing agency in Melbourne, our team has extensive expertise in configuring these types of campaigns, ensuring your advertisements reach your target audience at the right time and place. To give you a brief overview of the process:

• App analytics integration: We'll begin by integrating your app with Google Analytics, as this will allow us to track user activity and behaviour within your app, forming the basis of our remarketing campaign.
• Defining audiences: Based on your business objectives, we'll identify key user segments for targeting. For example, these could be users who've installed your app but not made a purchase, or users who've viewed a particular product but not completed the checkout process.
• Creating customised ads: We'll design personalised ads for each user segment, enhancing their effectiveness. These ads will be displayed across Google's vast network, including Google Search, Display Network, and YouTube, or even within your app if you choose to use in-app advertising.
• Campaign optimisation: Post-launch, we’ll consistently monitor the campaign, using performance data to optimise ad delivery, targeting, and messaging. We leverage Machine Learning tools provided by Google Ads to maximise your ROI.
• Reporting: You’ll receive regular reports and updates on campaign performance, including user engagement, conversions, and other key metrics.