Remarketing Via Evergreen Content: How to Commercialise Your Blog Traffic
Evergreen content plays an integral role in any content marketing strategy. Why? Because it brings in a sustained volume of new visitors long after publication. We know that evergreen, industry news and blogs are very good at attracting new visitors, but how can we make best use of this traffic?
We should certainly be doing everything we can to reduce bounce rate and guide blog visitors toward conversion points, and remarketing can be a great way to recapture those visitors who slip through the net.
Commercialise your traffic
Remarketing helps us commercialise the traffic to our blogs. When a visitor arrives on a blog page, they are added to an audience list, based on the blog post’s content. A Google AdWords campaign is set up to target the people in this list with highly relevant ads, which are displayed to them as they browse the web.
Here’s an example of how to use remarketing with evergreen content to recapture your visitors and land them in the conversion funnel. For this example, I’ll be using our imaginary customer, The Bike Shop.
Meet the requirements
To take advantage of remarketing with Google Analytics, you need to:
- Agree to the Google Analytics Terms of Service (please make sure to review them fully as they may have changed since you last viewed them)
- Agree to the Google Analytics for Display Advertisers Policy
- Update your Analytics tracking code by adding a single line.
- Have at least one active Google AdWords account that is linked to your Analytics account.
- Have an active Google Analytics account with the Edit permission.
Identify Your Audience
The Bike Shop has four new evergreen posts, freshly published, and they’re bringing in a good volume of traffic.
- What to look out for when buying a mountain bike
- Choosing the right size mountain bike
- Mountain bike brakes: hydraulic versus mechanical
- How to service your mountain bike at home
How do we choose which ones to target with remarketing?
We’re looking to target visitors who are ‘buyers’, and the first three blog posts will be just that. The fourth will attract visitors with low commercial intent, as we know the target reader already has a bike and is thrifty as they want to service it themselves from home. We will therefore target only the first three posts.
Set up your remarketing lists
When building your audience lists for remarketing, remember that relevancy is the key to successful Pay Per Click (PPC) campaigns. For example, visitors landing on a post titled ‘choosing a kid’s bike’ should be added to a ‘kids bikes’ audience list, and visitors landing on a post titled ‘Road bicycles for beginners’ should be added to a ‘Road bikes’ list.
Target the remarketing lists with Google AdWords campaigns
In your AdWords campaigns, you should set up your remarketing campaigns. Full documentation on how to do this can be found here. In most cases, I recommend using one campaign for remarketing, with one ad group for each audience list, remembering to make the ad groups tightly grouped around a specific product category or service. The goal here is to make sure that your visitor sees an ad that is as relevant as possible to the topic of the blog post they read.
Measure and adjust
This is the ‘optimisation’ stage. Keep a close eye on your remarketing campaign performance in Analytics and AdWords – your remarketing audience lists will take time to build, as people need to read the blogs before they are added to the list. Make sure you’re using two ad variations per ad group and split test these regularly. Test different frequency settings and always measure your results.
Remember, remarketing campaigns take time to establish, but as long as you continue to test and optimise your lists and ads, they can prove a very beneficial addition to your content marketing strategy.
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