Remarketing helps you reconnect with people who’ve already shown interest in your business but haven’t taken the next step yet. Many SME owners in Brisbane understand its value, but some still feel unsure about where to start or what to avoid.
If you’re one of them, no need to stress anymore. We’ll walk you through every step of remarketing for your business.
At Matter Solutions, we help businesses re-engage their visitors and guide them toward taking that next step.
In this guide, we’ll cover the main dos and don’ts for affordable Brisbane remarketing campaigns. You’ll also learn how to set up your audience, create ads that work, and avoid expensive mistakes.
Read on to learn how remarketing can grow your business.
The Foundations of Remarketing for Brisbane SMEs
The foundations of remarketing include tracking past visitors, grouping them by behaviour, and showing them relevant ads that match their interests. It also depends on good timing, clear messaging, and landing pages that connect smoothly with each ad.
Now we’ll look at how to build the right foundation for remarketing.
Defining Your Target Audience and Placements
A profitable remarketing campaign rests on two things: your audience and your placements.
Let’s start with the audience. You have to create specific audience lists in Google Ads based on what people did on your site. You can target visitors to a particular service page, users who abandoned a cart, or people who spent more than two minutes on your pricing page.
One thing to remember: your audience needs at least 100 active users within 30 days for Display Network campaigns. Otherwise, your ads won’t run because the group is too small to target (we forgot the 100-user rule once and lost a week).
Next up, choose high-quality website placements to keep your brand safe and relevant. Specifically, you can exclude up to 65,000 placements. The exclusions stop your ads from appearing on irrelevant or low-quality sites.
Why is placement so important? According to the latest data, 50% of consumers reject brands with irrelevant ads.
As you can see, the quality of your ad placement directly affects how people view your business. So, make sure your ads appear on sites that fit your audience and reflect your brand’s values.
Pro Tip: Test a few ad formats on the same audience to see what grabs their attention fastest. That way, you’ll learn what type of creative drives the best response.
How to Implement Google Ads Strategies Effectively?
You can implement Google Ads strategies effectively by making sure every ad connects smoothly with its landing page. The message and design should feel consistent so visitors know they’re in the right place.
Imagine you click an ad for affordable web design, but the page that opens talks about SEO instead. You’d probably leave instantly, right?
Your audience would do the same if your ad and page don’t match.
But don’t worry. In this section, we’ll break down how to make ads that fit your audience, followed by how to build a relevant landing page. Keep reading.
Crafting High-Converting Display Ads
Good creative cuts through distractions and gets people to notice you. These ads draw attention across every format, including simple banners and interactive ads. But the truth is, the best ads follow some rules that make them work (they don’t need to be perfect… just right enough).
Here’s what every ad needs:
- Clear Value Proposition: Your ad must instantly communicate what you offer and why it benefits your visitors. Since people ignore vague messaging, it’s a good idea to be direct about the main advantage to your users.
- Strong Call to Action: Tell the user exactly what to do next with action-oriented text like “Get a Quote” or “Shop Now”. A passive ad will not produce the active response needed for a conversion to happen on your website.
- Choose the Right Format: Select the best ad type for your goal. If your goal is to reach as many people as possible, go for standard banners. When you want people to engage and spend time with your brand, rich media is the better choice. And use native ads if you’d rather your ad feel natural within your content.
Optimising Your Landing Page for Conversions
The landing page is where a click turns into a customer. It’s the place where people decide if they’ll stick around or move on. To make it work, you need a few important parts that help every dollar you spend not go to waste.
Make sure your landing page includes these elements:
- Message Match: Your landing page headline and content should match what your ad promised. When everything aligns, visitors feel confident and stay longer. No one likes the feeling of being misled, so keep things clear and consistent.
- Uncluttered Design: Present a single, focused offer without distracting navigation links or competing information. The goal is to make the decision-making process as simple as possible for the visitor to increase your chances of a conversion.
- Fast Load Speed: Ensure your page loads in under three seconds on both desktop and mobile devices. That’s because slow-loading pages are a primary reason for high bounce rates, which also means you pay for clicks that never have a chance to convert.
Congratulations. You’ve already done the hard part by getting the click. Don’t let a weak page undo that effort.
How to Avoid Mistakes to Get Measurable Results?
You can avoid most mistakes by keeping an eye on your campaigns and checking the details often. Many ads waste money because of simple, avoidable errors. The good news is that once you identify what’s wrong, you can fix the problem and start seeing better results.
Here are the immediate checks you need:
- Set Frequency Caps: You must avoid annoying your audience by controlling how often they see your ad. When people come across it a few times each week, they remember your message without feeling overwhelmed. That balance keeps your brand fresh and helps more people take action.
- Refine Location Targeting: Are your ads reaching the right people in Brisbane? Make sure they only show in the suburbs or postcodes you actually serve. If your targeting is too broad, you’ll end up spending money on people who can’t become your customers.
- Verify Conversion Tracking: If your tracking isn’t set up properly, you won’t know which ads are bringing in sales or leads. Check that everything is installed and working so you can see what’s actually driving results. Many advertisers miss this step and end up with unreliable data.
Avoiding Costly Remarketing Ads and Targeting Errors
One of the biggest mistakes in advertising is setting up your campaign and then forgetting about it. When that happens, two main problems usually follow.
First, people get tired of seeing the same ad over and over. When the creative doesn’t change, they start to ignore it. To keep your audience interested, refresh your ads often and mix up the visuals or wording.
Another common slip-up is letting your ads show up in the wrong spots. No one wants their brand sitting beside random or irrelevant content. Use exclusion lists to avoid irrelevant sites and keep your ads where they count.
A bit of attention goes a long way. Check in, tweak, and keep your message alive.
Pro Tip: Schedule regular performance reviews to track what’s converting and what’s not. Small data checks often reveal simple fixes that save big budgets.
Get Your Remarketing Strategy Right
Most Brisbane SMEs waste money on remarketing campaigns that show ads to the wrong people at the wrong time. The campaigns run for months without proper management, and business owners wonder why they’re not getting results.
In this blog, we’ve talked about the foundations of remarketing. We’ve also discussed the ways you can implement a good Google Ads strategy, plus how to avoid mistakes to get the best output from your ads.Brisbane SMEs need expert guidance and a clear plan to succeed with remarketing. If you’re one of them, we at Matter Solutions can help you. Contact our team to discuss your digital marketing goals and create a remarketing strategy that works for your business.
