{"id":6339,"date":"2023-12-14T16:28:09","date_gmt":"2023-12-14T11:28:09","guid":{"rendered":"https:\/\/ppcexpo.com\/blog\/?p=6339"},"modified":"2023-12-22T13:09:01","modified_gmt":"2023-12-22T08:09:01","slug":"bid-strategy-best-practices","status":"publish","type":"post","link":"https:\/\/ppcexpo.com\/blog\/bid-strategy-best-practices","title":{"rendered":"Remarketing: 8 Bid Strategy Best Practices"},"content":{"rendered":"

Today, remarketing is one of the most powerful strategies in the modern marketer’s arsenal. The ability to retarget users who previously interacted with your website, ads or social media pages opens up excellent opportunities for lead generation, conversions, and sales.<\/p>\n

\"bid<\/div>\n

Studies indicate that prospects who engage remarketing ads are 70% more likely to convert compared to first-time visitors.<\/p>\n

Read on to discover some bid strategy best practices to make sure you get the most out of your remarketing efforts.<\/p>\n

1. Target Similar Audiences<\/h3>\n

In Google Ads<\/a>, you can use the Similar Audiences feature to find people with similar interests and browsing habits as your remarketing audiences. Once you have a remarketing campaign set-up, try targeting Similar Audiences in separate ad groups to enhance campaign performance.<\/p>\n

This feature increases the reach of any existing remarketing campaigns by driving new users to your site who have similar browsing history to your previous website visitors.<\/p>\n

2. Increase Bids on Broad Match Keywords<\/h3>\n

Many PPC advertisers make the mistake of ignoring broad match keywords when they are setting up their keyword bids. These terms lack a specific focus, and as such, they attract a lot of irrelevant traffic. However, when you are remarketing, using broad match terms is one of the best bid strategy best practices you can use.<\/p>\n

As you have already honed your targeting, broad matches are great for remarketing campaigns, as they only target relevant prospects. Furthermore, these terms are usually quite cheap, which paves the way for cost-effective audience engagement.<\/p>\n

3. Use Smart Bidding Strategies<\/h3>\n

Google Ads is embracing artificial intelligence and machine learning in a big way, which means you don\u2019t have to do everything yourself. With smart bidding strategies like Enhanced CPC (cost-per-click), you can let the platform take the reins. It will automatically adjust your manual bids for clicks, increasing or reducing bids accordingly depending on how likely it is that clicks will lead to a conversion.<\/p>\n

It\u2019s best to wait until you have already got a few conversions before using this strategy. Meanwhile, some other methods to try include Target CPA or Target ROAS (Return on Ad Spend) bidding.<\/p>\n

4. Bid Less On Homepage and Non-Converting Page Visitors<\/h3>\n

In pay-per-click (PPC) advertising, you must keep your marketing funnel in mind. Some prospects may go further down the funnel than others, and therefore, they will be more responsive to remarketing ads.<\/p>\n

For instance, let\u2019s say Jane bounced off your website after spending just a few seconds on your homepage, whereas Jack visited your landing page and made it through to the order form.<\/p>\n

Bidding more for leads like Jane would only accrue more wasted spend. You should reduce the spend on bounced traffic like this, and turn your attention to those leads in the consideration or awareness stage.<\/p>\n

You can still target non-converting traffic in several ways, such as:<\/p>\n