A few years ago

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In fact, it’s more like a river in that your customers can flow in from any point, and they never really leave either, thanks to remarketing. remarketing the funnel Using remarketing and amazing new ad formats, you can cut out sections of the funnel entirely! 6. Quality Score Exists on Both GDN and Facebook Repeat after me: I will just say no to ineffective low click-through rate strategies. quality score remarketing Trying to make your remarketing ads unattractive to discourage people from clicking in order to get “free impressions” is a Quality Score killer, which means you’ll get less impressions and pay more for the clicks you do get. How important is this? Check it out.

Cpc vs ctr on display On the Google Display Network, every 0.1% increase in CTR yields a 20% decrease in CPC! The IT Numbers same is true in reverse – decreases in CTR = increased CPC, which sucks. On Facebook, Quality Score (or “Relevance Score” as they call it) is even more important! A 1% increase in Post Engagement (people liking, commenting, or clicking on your promoted posts) results in an average 5% reduction in cost per engagement: relevance score Basically you could be paying as little as 1/5 of a penny for clicks, or $5.00+ for promoting low engagement posts.







Aiming for low CTRs just flat out sucks as a PPC strategy and it’s even truer in display and social remarketing. Don’t do it. Instead, take advantage of what you know about Quality Score and aim for super-engaging, super-clickable remarketing ads targeting the right people. They’ll convert better and cost you way less. Tip: images do way better than text and now, Google may even automatically convert your “text display ads” into what they’re calling “Richer Text” ads (which are actually image ads). 7. Search Ads Convert the Highest But Display Ads Aren’t Far Behind Obviously search ads have the highest conversion rates due to the high commercial intent inherent in someone executing a keyword search. , display ads were nothing to write home about. But today, thanks to remarketing and other advances in display and social ad targeting, they convert almost as good as search ads, and even better than search ads.