SEO and paid remarketing campaign setup

In the dynamic world of digital marketing, there are strategies that remain consistent in their effectiveness. Two of these powerful methods are paid remarketing and leveraging SEO traffic. Together, they can have an unparalleled impact on your marketing results. This is mainly because it is an effective method of getting the most out of your SEO efforts. In this article, I explain how I set this up.

What is paid remarketing?

Remarketing, often called retargeting, is a technique where you target ads specifically to people who have previously interacted with your website or app. Consider a visitor who viewed a product page but did not purchase. With remarketing, you can re-engage this specific visitor with a targeted ad, increasing the likelihood of conversion.

Remarketing for SEO traffic

The importance of SEO traffic in modern marketing strategy

Although you are already familiar with SEO, it is crucial to emphasize how valuable this traffic can be. Visitors who come to your site through search engines often have a clear intention. They actively sought out a solution, product or service that you might offer. This makes them one of the most valuable visitors to your website.

Thereby, in most cases, SEO traffic is even more qualitative than paid campaigns, for example. Reasons are:

  • These are usually the people who took a little longer to click on a result.
  • A website’s landing page matches well with the searcher’s intent (otherwise you won’t rank high enough in Google for clicks).

This combination will ensure that you are remarketing to quality visitors, which collectively can ensure high conversion rates. When considering this strategy, consider the benefits below.

Higher conversion rates

By combining these two strategies, you reach an audience that has already expressed interest in what you have to offer. This often leads to significantly higher conversion rates because your message is more relevant and timely to the recipient.

Improved customer retention

It is not only important to acquire new customers, but also to retain existing ones. Remarketing allows you to re-engage previous visitors, keeping your brand relevant and increasing the likelihood of repeat purchases. This can be particularly interesting for products that lend themselves to this.

This piece of brand recognition can also in turn increase the CTR to your website, even for non-branded terms. Then it comes full circle. 🙂

Cost savings on advertising budgets

Targeting your ads to a more specific, interested audience can lead to significant savings. You waste less budget on people who are unlikely to convert, and every dollar you spend is more likely to yield results.

Cost savings on advertising budgets

For example, if you run campaigns in Google Ads based only on remarketing (and possibly a branded campaign in addition), you’re talking about a savings of 50-70% on your spending in Google Ads.

How SEO traffic increases the effectiveness of paid remarketing campaigns

When I look at the impact of SEO traffic on paid remarketing, I see a clear synergy. SEO traffic consists of visitors who are actively searching for information, products or services. By retargeting these visitors with remarketing, you increase your chances of conversion.

Qualitative traffic: targeting users who have already shown interest

I have found that visitors who come in through SEO tend to be more engaged. They have already shown a certain interest by using specific searches. By targeting this group with remarketing, you directly appeal to a high-quality audience.

This will ensure that you can achieve a high ROI on your campaigns with relatively few clicks.

Increased brand recognition

Each time a former visitor sees a remarketing ad, brand recognition is reinforced. Constant reminders of your brand ensure that you stay top-of-mind with potential customers.

Optimizing the customer journey

A customer’s journey is rarely linear. By combining SEO traffic with remarketing, you provide multiple touch points. This helps guide the customer through the various stages of their buying journey.

When you are talking about products or services more expensive than €500, this is a relevant way of working. By giving the customer more time than just the few minutes on your website to think about your brand, you increase the likelihood of a purchase.

Getting started with implementation

Combining SEO traffic with remarketing requires a thoughtful approach. Below, I’ve put my strategy in a table, which allows you to see what the actions are for each component each month.

MonthStakeholdersActivities
1SEO/SEA specialist, marketing.– Research on SEO traffic segments.
– Set up initial dynamic advertising campaigns.
– Preparing A/b hypotheses.
2SEO/SEA specialist, marketing.– Implementation of segmentation-focused remarketing.
– Optimization of dynamic ads based on initial results.
3SEO/SEA specialist, marketing.– Start A/b testing remarketing campaigns.
– Evaluating segmentation effectiveness.
4SEO/SEA specialist, marketing.– Create specific content for SEO segments.
– Adjusting dynamic ads based on new content.
5SEO/SEA specialist, marketing.– Analyze A/b test results.
– Implementation winning ad variants.
6SEO/SEA specialist, marketing.– Evaluating the winning strategy.
– Planning for future remarketing and SEO initiatives.
Roadmap paid remarketing & SEO.

About the above table

Speaking of this. What you can do in the first few months is launch a nonbranded campaign to tide you over in the first few months (this is particularly relevant when you are just starting out with SEO). If you have more budget and the ROI is positive, you can choose to leave non-branded Google Ads on throughout.

During all months, I recommend using my SEO roadmap for maximum results (I didn’t have enough space in the table to explain it fully).

Tips for this strategy

Some things to keep in mind while implementing this strategy are.

Segmentation of SEO traffic for targeted remarketing

Not all SEO traffic is the same. Some visitors may come in through informational searches, while others are already closer to a purchase decision. By segmenting this traffic based on behavior, searches or pages visited, you can create more targeted and relevant remarketing campaigns.

For example, visitors who viewed your pricing page may be targeted with specific offers or discounts, while those who read your blog may receive useful follow-up content.

Using dynamic ads for personalized targeting

Dynamic ads are a powerful tool in the world of remarketing. They allow you to customize ads based on visitor behavior. For example, instead of showing a generic ad, you can show product ads to visitors who have viewed certain product pages.

This increases the relevance of the ad to the user and can lead to higher conversion rates. In addition, dynamic ads can be customized based on price, availability and other real-time factors.

A/B testing for maximum effectiveness

In the world of digital marketing, assuming is not enough. As with any marketing strategy, it is essential to test your remarketing campaigns. By conducting A/B testing, you can test different ad variations, segmentations or bidding strategies to see what works best.

B-testing for maximum effectiveness

This not only helps maximize the effectiveness of your current campaign, but also provides valuable insights that can be applied to future efforts. Continually monitoring, testing and adjusting your strategy ensures that you always stay one step ahead of the competition.

What channels can you use for remarketing?

There are several channels you can use for remarketing, including Google Display Network, Facebook, Instagram and LinkedIn. Each channel has its own unique benefits, depending on your target audience and goals. It is important to experiment and discover which channel works best for your particular situation.

For example, do you have a B2B target audience? If so, LinkedIn may be more relevant to you than Facebook.

Conclusion

Senior SEO-specialist

Ralf van Veen

Senior SEO-specialist
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My clients give me a 5.0 on Google out of 76 reviews

I have been working for 10 years as an independent SEO specialist for companies (in the Netherlands and abroad) that want to rank higher in Google in a sustainable manner. During this period I have consulted A-brands, set up large-scale international SEO campaigns and coached global development teams in the field of search engine optimization.

With this broad experience within SEO, I have developed the SEO course and helped hundreds of companies with improved findability in Google in a sustainable and transparent way. For this you can consult my portfolio, references and collaborations.

This article was originally published on 18 September 2023. The last update of this article was on 11 January 2024. The content of this page was written and approved by Ralf van Veen. Learn more about the creation of my articles in my editorial guidelines.