Did you know that 98% of visitors don’t convert when first visiting a website. If you haven’t got an effective remarketing strategy in place to get those visitors back, they’ll be lost forever.
What is Remarketing?
You may have noticed while browsing the internet that some sites will be displaying an advert for a product that you were looking at a few days before but on another website. How does it possibly know this? Well, remarketing is how.
How it works
In order to show ads elsewhere that are specifically targeted to a user that previously visited your website we need to employ a remarketing campaign.
An ad that appears in a campaign is served by display networks such as Google Display Network or via a multiple exchange bidding platform. An ‘audience’ is built using criteria of pages of a site that have been viewed. This audience is then shown an advertisement on a site that is part of the network.
When encouraging users to return to your site and complete a desired action (such as a sale) we can utilise a multitude of possibilities. As examples, you may want to get that user back who has gone through the checkout process but not fulfilled the transaction, or target historical customers to viewing a new product, or alert users to the new season’s range of items.
The messages within a remarketing ad can vary based on the criteria set in the audience list that we create for you. This means the advert is targeted appropriately. For example, you may want an ad with a definite call to action about your company’s USP along with a special offer in place for users who have previously visited your site whether that be one hour ago or 30 days ago.
This ‘reminder’ puts your business back into the user’s mind helping them to recall what you do and what you have to offer. The message works for new visitors too so either way you’ve got an effective and audience appropriate advert that will maximise the performance of your remarketing campaign.
TIP Always include text in your image ad such as a call to action, a short description etc. something that will help reinforce the message of your ad. Remember visitors are more likely to engage with a message or offer than something that just looks aesthetically pleasing to the eye.
Flash in your ads
AdWords currently supports only Adobe Flash Player versions 4 through 10.1. If your ad uses any other version (such as 10.2), it cannot be uploaded.
Not all devices support Flash. To help you reach customers using devices that don't support Flash, AdWords can create a non-Flash version of the ad for you.
You should see an option to preview a non-Flash version of your ad when you upload a Flash file. Don’t see this option? Make sure your SWF file uses ActionScript 2.0 and avoid filters or blending if possible.
Animation length have to be 30 secs or less
Animations can be looped, but animations must stop after 30 seconds
Animated GIF ads must be 5 fps or slower
Supported sizes GIFs:
Banner: 468 x 60 Large mobile banner 320 x 100 Leaderboard: 728 x 90 Square: 250 x 250 Small square: 200 x 200 Large rectangle: 336 x 280 Inline rectangle: 300 x 250 Skyscraper: 120 x 600 Wide skyscraper: 160 x 600 Half-page: 300 x 600 Large leaderboard: 970x90 Billboard 970 x 250 Portrait 300 x 1050
AdWords is able to convert Flash to HTML5, this can then be viewed on most of the mainstream desktops, tablets, and mobile devices. Whilst the ad you have converted may not be a 100% replica of the original Flash ad you produced, so when converting make certain to look at it before you upload it.
Most shapes, timeline animation, embedded fonts, movie clips, text, buttons, and scripting are supported, but not blending or filters. The system automatically decides which ad variation to show, based on the device that visitor is using it on.
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