PPC Remarketing in Singapore: A Complete Guide

PPC Remarketing

What is PPC Remarketing?

For a majority of brands in Singapore, attracting and retaining customers is a tough ordeal. This is despite having a large online marketing budget. If you are among them, you should try PPC remarketing in Singapore.

However, you are best suited to using an online marketing agency that specializes in ad remarketing. We will help you improve conversion rates and reduce the cost-per-click levels. This way, you will be able to turn your marginal visitors into committed users.

With that said, you must understand the intricacies of PPC remarketing in Singapore. In this article, we offer you a complete guide of PPC remarketing as well as the management of ad remarketing campaigns.

The basic concept of PPC remarketing is straightforward. People do not always make a purchase the first time they see something they like. However, if you can get your brand in front of them long enough, they will ultimately make the purchase.

For example, a potential customer might be looking for a set of headphones and click on one of your display ads. After they add it to the cart and before they proceed to check out, they are interrupted by a work email. The chances are that they will forget about the item for a while.

This is where PPC remarketing comes into play. Remarketing, in general, is using what you already know about potential customers to stay on their radar until they make the purchase. Some of the things you need to look out for include:

  • When they visited your site
  • What they looked at
  • How long they stayed on the site
  • Whether they added anything to the cart
  • How many times they have revisited your site

Your audience will tell you what they want, and you can use that information to satisfy them. It would be better if they converted the first time, but if they do not, then you should embark on a PPC remarketing campaign.

PPC Remarketing

Source: PPC Protect

Here are several ways that PPC and ad remarketing can help get more out of your online marketing campaign:

  • Cheaper cost-per-impression
  • Cheaper cost-per-click
  • Low-cost branding
  • Improved conversion rates
  • Higher return on investment (ROI)

If you have been seeing particular ads following you around, then you have experienced Google’s PPC remarketing. In this guide, we will help you know how to put Google PPC remarketing in Singapore to work for you.

Here is a video on how to do Google Adwords remarketing like a pro.

Source: Google Ads

PPC Remarketing Stats to Note

The principle of success in PPC remarketing remains the same. You will get a second, third, or fourth chance to convert potential customers. These data points will help you get the right mindset on PPC remarketing in Singapore.

  • PPC remarketing campaigns have a 161% conversion rate
  • First-time online marketing does not do it for 97% of e-commerce visitors
  • Remarketing ads on the Google Display Networks reach over 90% of internment uses across the world
  • 47% of internet users say that they can compromise on privacy for a better deal
  • Only 11% of the propel report negative remarks about remarketing

Moreover, ad remarketing is still the best method of increasing conversions. In one study, 27% of online retailers use PPC remarketing when compared to other industries. The tech industry comes close with 10% of the players using ad remarketing followed by finance at 8%, and the travel industry at 4%.

Mobile PPC Remarketing In Singapore

Unfortunately, most marketers are keeping away from ad remarketing on mobile. It turns out that there are substantial reasons why they are not doing it. For instance, at least 34% do not have an app, while 27% do not have a mobile site.

Other marketers have flimsy reasons for not engaging in mobile PPC remarketing such as:

  • 24% do not like mobile ad UX
  • 17% have unrealisable mobile analytics
  • 13% do not believe that their customers are mobile

Despite this lukewarm feeling on mobile PPC remarketing, it is worth noting that the future is mobile. The trick is to know how you will leverage it for your online marketing campaigns in Singapore.

How Google Remarketing Works

Google Remarketing allows you to run remarketing ads on the Google Display Network, Google Search Network, and YouTube. This gives you the ability to remarket to over 90% of the internet. On the bright side, it is easy to set up a PPC remarketing campaign in Google Ads. All you need to do is add the Google remarketing tag to your website, or upload an email list and start creating ads.

Here is how to create your first display remarketing campaign in Google Ads.

The challenging part of the process is in creating the ads, but you can always use the Google Display Ad Builder. However, not all ad remarketing campaigns are in the banner ad format. If you are running PPC ads on Google Ads, you can always use remarketing lists for search ads to customize your ad copy, keywords, and bids for people who have already visited your site.

PPC remarketing campaign targets people in either of the two ways, using a list or a pixel. You should know the difference since how you target people determines the type of PPC marketing campaigns you run. Besides, it will affect the kind of ad content you should use for PPC remarketing in Singapore.

get google ranking ad

Pixel-based PPC Remarketing

This is the most common type of PPC remarketing campaigns. A ‘pixel’ is a short piece of code placed on websites or a specific page on your website. Whenever someone lands on your website, the pixel will drop a cookie onto his or her browser. This way, you will be able to track their online movements.

You can then bid to have your ads show up on websites where the person will visit next. This will force you into a bidding war.  However, since you are targeting a specific target audience, and remarketing clicks are much cheaper, there is a high likelihood that your ads will be shown.

Pixel-based remarketing is worthwhile since it is instant. Moreover, you will have confidence that you are targeting the right people since they have already visited your site. You will also be able to see how recently they visited your website.

This type of PPC remarketing in Singapore will give you all the information you need to create an effective ad remarketing strategy.

List Based Remarketing

List-based remarketing, on the other hand, uses emails to track and target your ads. As long as the customer’s email is linked to their Google profile, then Google will show them your PPC remarketing ads.

The advantage of List-based remarketing is that you get more control over whom you are targeting. After uploading a list of existing customers, you can then create ad campaigns specific to the needs of the people on the list.

The more data you have about your customers, the more effective and specific your PPC remarketing campaign will be. However, this is dependent on whether you have a good match rate with your emails.

Finally, which is the best approach for PPC remarketing in Singapore? With pixel-based remarketing, you can target anyone that has your cookie on his or her browser.

With list-based remarketing, if 75% of the people do not have an active Google profile associated with the submitted email, you will be targeting only 25% of the people on your list.

While each has its benefits, it is best if you should use both PPC remarketing tactics.

Trends Shaping PPC Remarketing in Singapore

PPC remarketing is a crucial component of online marketing in Singapore since it can drive leads. Moreover, it is affordable and delivers excellent results. However, you must look into the trends shaping ad remarketing when formulating your strategy.

PPC Automation

PPC automation depends on the use of machine learning, artificial intelligence technologies to optimise your search engine marketing. To leverage PPC automation, you should arrange your campaigns to help the algorithms on Google, and other platforms work in your favour.

This is possible by writing excellent ad copies, starting an effective and accurate conversion track, and figuring out your ideal keywords and target audience. With PPC automation, you will be able to distribute most of the work to machines while saving time and money.

Audience Segmentation

Audience segmentation is all about grouping your customers as per their needs so that each user sees ads about the products and services they are interested in at certain times. You can segment them according to several factors such as:

  • The links they clicked on your website
  • The videos they have watched
  • How they have interacted with your website
  • Psychographics
  • Demographics
  • Behavioural attributes
  • Location

Throughout 2020, segmentation will continue to be a significant trend. Effective segmentation will help you create personalised campaigns.

Virtual Reality

Virtual reality (VR) has grown immensely with the coming of Oculus Rift, HTC Vive, among other VR technologies. Advertising in the VR realm has not been widely considered, but with the growing consumer base, it is a viable platform for PPC remarketing ion Singapore.

The eyes of the user have control in VR. The user only needs to gaze at an ad for a few seconds to activate it. Instead of CTR, as used in typical online marketing, you will need to track the gaze-through rate.

With VR, uses can check the size of the product, see what it looks like from different angles, and get a virtual experience of using it. By leveraging VR for your PPC remarketing ads, you will be able to increase your remarketing ad impressions.

Best Practices for PPC Remarketing In Singapore

Knowing how Google remarketing works and ensuring it works for you are two different things. To make PPC remarketing work for your overall online marketing campaigns, here are few things to keep in mind:

Always Segment Your Audience

Each visitor to your site lands there for different reasons. Some will come to make a purchase; others might just like your blog, while some got there by accident. For this reason, it does not make sense to use the same message for your entire ad remarketing campaigns.

You can segment your audience by using different pixels or setting up different criteria. You will then be able to create specific messaging that addresses the particular interests and needs of each segment. The beauty of audience segmentation is the ability to target those people with ads that help move them closer to converting.

Determine Ad Frequency

There are two schools of thought when it comes to remarketing ad frequency. First, to avoid irritating your potential customers, most experts recommend capping ad impressions at between 17 and 20 ads per person per month.

The second approach is that you should bombard potential customers with as many ads as possible. We recommend that you test both methods. However, most PPC remarketing platforms allow you to run campaigns based on how long it has been since a customer last visited your website.

Such platforms will display the remarketing ads to the customers within two weeks after visiting your site. The chances of clicking on the ads start to go down after that. You can also change the frequency of the ads.

Such a hybrid PPC remarketing strategy will allow you to get the necessary impressions without irritating people. However, it is best to keep running remarketing ads for as long as possible until you get a return on your investment.

You can adjust the frequency in the Setting tabs of your campaign on Google Ads. You can set the frequency caps at the ad group, campaign, or ad level and set it on daily, weekly, or monthly limits. When setting the limits, you should consider the number of campaigns you have, and the number of ad groups in your PPC remarketing if you only have one campaign.

If you have multiple PPC remarketing campaigns, we recommend two impressions per week for every campaign. For example, if you have five campaigns and a user is a member of at least one list in all campaigns, then they would see the remarketing ad 14 times per week.

This number of impressions is quite high, but not all users are on a list for each campaign, and this will lower the average frequency. After running the campaigns for a while, you will have significant data to review and manage the frequency within the Dimensions tab. You will know whether to reduce or increase the frequency of the PPC remarketing in Singapore.

Use Burn Code

Ad fatigue is becoming a concern for many online marketing professionals. This is especially true if you see ads after you have already made the purchase. You can avoid this problem in your PPC remarketing campaigns by using a burn pixel.

The burn pixel should be added to the thank you page or the page users see after converting. This will exclude them from your normal ad remarketing campaigns.

Set View-Through Conversion Windows

When doing PPC remarketing in Singapore, it can be challenging to measure the impact of your brand awareness campaigns. However, it is not impossible. You can do this by setting view-through conversion windows.

View-through windows allow you to link someone seeing your ads to their conversion even if they will never click on your remarketing ads. You can set the view-through conversion window for as long as you like, but we recommend one week.

While a great remarketing ad can generate the billboard effect, it will not make much sense if a conversion can be attributed from an impression recorded three months ago. However, if a potential customer sees the remarketing ad in the morning and converts in the afternoon or evening, then there is a chance that the ad influenced their buying decision.

Rotate Your Ads

Other than ad fatigue, you need to consider banner ad blindness. Banner blindness sets in when you fail to rotate your ads. This is true even when you are remarketing to an audience interested in your products, and the ad is in places that they will see.

Several studies show that ad click-through rates typically fall by as much as 50% over five months. Failure to rotate the ads will result in you missing a ton of conversions.

On top of this, you need to run regular A/B testing on your remarketing ads to avoid this problem. Testing new imagery and ad copy regularly allows you to keep things fresh. Moreover, you will be able to figure out the messaging that works best with your target audience.

Remarket To Quality Visitors

To get the most out of your PPC remarketing campaigns, you should refine your targeting to “quality” visitors. When creating your lists, be sure to add the following criteria:

  • Exclude people who have spent less than ten seconds on your site
  • Exclude people who have bounced

To do this, you will need to create the list within Google Analytics and create custom combination lists within Google Ads to exclude them.

Stop Your Ads from Showing on Bad Content

Google will not always audit the content of the suites where they show your remarketing ads. Fortunately, you can exclude site categories to avoid your brand being associated with bad content.

In the Display Network Tab of Google Ads, scroll to the bottom of the page and click the green “+Options” buttons for campaigns. You will see a page that outlines different categories of sites, content, and ad placements to exclude your ads from being shown.

We recommend that you also exclude error pages, parked forums, and domains since they tend to have poor content. You could also experiment with excluding your ads from showing below page folds and see how this affects performance.

However, you may have to have a higher bid to ensure that your ads are eligible to appear above-the-fold placement. Finally, refine your remarketing by reviewing the ad placement report and excluding the inappropriate placements.

With that said, do not exclude too much. PPC remarketing is not about the relevance of the site and its content but on user behaviour.

PPC Management

When engaging in PPC remarketing in Singapore, you cannot do much without effective ad management. PPC management refers to all the tasks, processes, and strategies used in managing PPC campaigns and budgets. You can use an in-house team or outsourced to an external agency handling PPC marketing in Singapore.

However, PPC management does not need to be a time-consuming process, but you must understand which areas of your account need work. By creating systematic workflow priorities, you will be able to identify the areas of your Google Ads account that needs attention.

Use PPC Management Software

While Google Ads can help you reach new customers, navigating the changing world of PPC remarketing can be a full-time job. This leaves many brands struggling to keep up to date with new advances in PPC and online marketing.

This is where PPC management software comes into play. There several options available in the market and the trick is choosing the right one for your PPC remarketing in Singapore. One of the things you need to consider is your business needs. Moreover, you will find agencies that solely specialise in PPC management. Here are things you need to consider when picking between them:

  • Certification
  • Transparency
  • Experience and customer reviews
  • Service costs
  • Expertise
  • Additional strategies and services
  • Keywords

PPC management will help you excel in your PPC remarketing campaigns. With that out of the way, let us look at how you can take your PPC remarketing in Singapore to the next level.

Taking PPC Remarketing in Singapore to the Next Level

Every potential customer is at a certain level of sales funnel but has different journeys. To excel at PPC remarketing in Singapore, you need to get into your target audience’s head. This means crafting marketing messages that match where they currently are and not where you think they are.

Here are four ways that you can take your PPC remarketing in Singapore to the next level:

Resolve Customer Concerns

Most people are not ready to convert because they still have unmet concerns about converting. They might not be ready to pay what you are asking, or they might be feeling nervous about giving you their personal information.

You need to know why most of your audience is not ready to convert and address that concern. For example, if potential customers do not have the time to commit to signing up, you could create a video showing them how easy it can be.

Lower Your Prices

Price is one of the significant barriers to conversion. Moreover, 94% of people will take their time to compare prices across different platforms. They do this with the hope that they can get what you are offering at a lower price. It is no wonder that discounts are some of the most used sales tactics of all time.

However, you do not need to lower the price, but create a sense of urgency. For example, you could give a discount with an offer valid until April 1st. You could also offer exclusivity such us “like our Facebook page and get 19% off.” This way, you get a chance to nudge a potential customer into buying.

Simplify the Process

Potential customers will also not be ready to convert if you are selling something that is part of a bigger problem. For example, if you buy an internet router, you will need someone to install it. If you change the oil in your car, you will also want to get the brakes checked, among other things.

Similarly, if they buy what you are selling, they have to figure out what other services or products they will also need. This then creates a barrier to converting.

Fortunately, PPC remarketing is one of the most effective ways of addressing such concerns, especially if you sell the solutions. For example, if you sell phones, you could create a PPC remarketing ad that shows the phone, cover, and other accessories.

This tactic not only works for e-commerce business but for every business niche. All you need to do is identify the extras that your customers will need to buy and create a one-stop shopping experience. When you combine this with a discount, you will move the customers from the “thinking about buying” to “ready to buy” in no time.

UP-Sell and Cross-Sell

Good PPC remarketing gets people who were ready to convert but did not act during their first visit. Other than this, better PPC remarketing in Singapore convinces people who have already converted to come back and convert again.

While sales might be the ultimate goal of marketing, it is not the end goal. Great online marketing should get people to buy repeatedly. To do this, you will need to understand the customer buying cycle.

This means that if a customer has bought from you today, they probably are not ready to buy the next day. Give them a few weeks or months and wait for the customer to get new needs. You can then schedule the frequency of PPC remarketing in Singapore when they are actively searching for a product.

facts about ppc remarketing in Singapore

Source: Mambo

Overview of the PPC Remarketing and Management Packages in Singapore

PPC remarketing and PPC management can be overwhelming for any business. Moreover, there are so many trends shaping the industry, which you might not be privy to if you are not actively involved in PPC marketing in Singapore.

For this reason, you should use agencies offering PPC remarketing and management services. However, each agency or freelancer has its way of computing PPC remarketing rates. The difference in costs depends on a variety of factors including, the number of ad remarketing campaigns, automation, to name a few.

The general rule of thumb is that experienced and resourceful professionals will be more expensive. Google Ads prices will also determine the cost of PPC remarketing and management in Singapore. The prices on Google are dictated by the following:

  • Your bid
  • Bid strategy
  • Ad schedule
  • Your targeting
  • Landing page experience
  • Frequency cap settings
  • Click-through rate
  • Audience membership duration

With that said, the average remarketing cost on Google ranges between $0.66 and $1.23 per click. Other than that, here is an overview of the PPC remarketing and management packages n Singapore.

App Marketing Packages

Standard

Professional

Enterprise

Annual cost

S$ 97920

S$ 293760

S$ 783360

Monthly cost

S$ 8160

S$24480

S$65280

Manpower hours

120

240

480

Hourly cost

S$ 68

S$102

S$ 136

                 

 The tables below highlight some of the critical services provided by PPC remarketing and management agencies and professionals in Singapore.

 

 

Services

Standard

Professional

Enterprise

Market Research

App market research

No

Yes

Yes

Keyword optimization

Keyword research

Yes

Yes

Yes

Keyword targeting

Yes

Yes

Yes

 

Negative keyword inclusion

Yes

Yes

Yes

PPC  management

Daily ad management

Yes

Yes

Yes

 

 

 

 

 

Marketing

Influencer marketing

Yes

Yes

Yes

Viral marketing

No

Yes

Yes

Contextual targeting

Yes

Yes

Yes

PR outreach

Yes

Yes

Yes

Topic targeting

Yes

Yes

Yes

Mobile Advertising

Ad Copywriting

Yes

Yes

Yes

 

Ad Design

Banner ad design

Yes

Yes

Yes

Ad copy copywriting marketing

Yes

Yes

Yes

Reports

 

Google Analytics

Yes

Yes

Yes

Performance Analysis

Yes

Yes

Yes

 

Monthly report

Yes

Yes

Yes

 

Google Ads

Bid strategy optimisation

Yes

Yes

Yes

Buyer Persona research

Yes

Yes

Yes

 

Questions to Ask PPC Remarketing Agency in Singapore before Hiring

Picking the right PPC remarketing agency or professional could be the difference between the success and failure of your online marketing campaigns. However, the first thing should be to collect quotes from mentionable agencies and professionals.

In spite of this, price should not be the only thing of concern. Here are questions you should ask a PPC remarketing professional before hiring. The aim is to determine the level of expertise, experience, and professionalism.

What Trends Are Shaping PPC Remarketing And Ad Management Today?

PPC remarketing in Singapore is evolving at a swift pace. For this reason, you need a professional or agency that frequently monitors the trends. This allows them to provide holistic services for the modern era. However, you will need to have done your research to have prior knowledge of the trends disrupting PPC remarketing in Singapore and the world.

What Is The Best Frequency Cap?

There is a thin line between being persistent and being irritating. Moreover, you need to have the proper strategy to avoid inducing banner blindness and ad fatigue. This is why you need to ascertain that the professional knows where to put the ad frequency cap.

How Would You Prepare For A PPC Remarketing Campaign?

This is a crucial question to ask, and it will give you insight into the expertise and experience of the PPC remarketing professional. For an experienced professional, they will provide you with a straightforward and concise answer.

However, some beginners are willing to learn and will give you a cheaper quote. With that said, you need to keep monitoring their progress and follow through with each step.

How Do You Go About PPC Management?

PPC management is a crucial aspect of the entire paid online marketing campaign. While it is economical to do it on your own when starting, you will need extra support when you grow or start having multiple campaigns.

For this reason, you need to ensure that you are a professional that has experience in managing PPC remarketing and advertising campaigns. This will ensure that you reduce your remarketing costs while increasing click-through rates and conversions.

How Will You Create My Lists?

Lists are a crucial aspect of PPC remarketing. This requires that the professional will invest time in segmenting your target audience to avoid being irritating with the ad remarketing. Moreover, they need to have a strategy of how they will segment the audience. This could include segmenting by site visits, videos watched, pages visited, and more.

Conclusion

PPC remarketing in Singapore is a way of increasing the conversion rate by being visible to customers who never converted in the first interaction. However, PPC remarketing can be a way of creating up-selling and cross-selling channels for your products and services.

We hope that this guide will help you improve your PPC remarketing skills. However, it is still a complex sector, and a professional is what you need to guarantee success.

Contact us today for professional digital marketing services in Singapore, which include PPC remarketing and management.

 

Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.
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January 29, 2020

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