Businesses operating in the UAE are effectively spending twice on their customers and never realizing. They pay for getting clicks to engage with a user, make them stay on the website for 3 minutes and then walk out, spending money once again on getting them back to purchase. But the sad part is not the loss of a click. The sad part is the fact that the business failed to close the deal despite having invested in a considerable part of the sale process.
If you are currently using Google Ads services or plan to do so in the future, you probably know that the traffic without conversion is just an expensive way to count heads. The point is what you will do the moment the potential client leaves without purchasing anything. Below are five remarketing structures to consider.
Why Most Remarketing Campaigns Fail Before Even Starting
The main reason why the majority of companies fail in remarketing ads is treating this method as another attempt to say the same thing. Imagine that you walked out of a clothing store because there were no clothes that would fit you and suddenly the shop follows you back home and tries to deliver the same coat under your door every day.
This is not persuasion; this is spamming. Most of the remarketing campaigns fail because they apply the same tactic to all the users and do not distinguish between people with different levels of interest in the products or services offered by the company.
According to Google data, retargeted display campaigns increase conversion rates by 150% in comparison with standard display campaigns, but only in case when segmentation of audiences is thought through. The key point here is that the person who was on your homepage for 12 seconds and then bounced from the site and the one who visited the pricing page and decided to compare the offers before closing the tab cannot be treated identically.
The solution starts even before writing a single ad. The solution starts with creating your lists of users.
The Audience Segmentation Architecture That Really Works
Imagine your website traffic as the river delta, where dozens of streams coming from different sources, giving off different information and moving in slightly different directions. Your goal is not to create more dams in the rivers. Your task is to read and react to the information they provide.
The segmentation in remarketing implies dividing the visitors depending on the depth of their engagement with the site. Create different groups: homepage visitors with no actions after that, category page visitors, pages with the products/services offered by your company, pages where users start the ordering process and leave and old converters that you need to re-engage. Every group corresponds to a certain temperature level and requires a special approach.
In the case of a UAE-based B2B company running Google Ads campaigns, this usually comes to the creation of three major tiers. The first tier consists of cold leavers that just have looked at the surface and left your website within thirty seconds. The second tier is represented by the warm leavers that visited two or more pages but did not submit any inquiry. The third one contains the hot leavers that visited the contact or pricing page but abandoned at the final stage. The strategy and ads for each tier are supposed to be completely different.
5 Campaign Structures You Should Build Today
Structure 1 – The Intent Signal Responder
This structure is aimed at the tier three audience segment – ‘hot leavers’. And we talk about quick reactions in 24 hours. Speed is the mechanism. Research from Invesp suggests that if you want to use retargeting, then it should happen within the first hour of abandonment. This is the time when their engagement is at its peak. Refer in your creative to what the target was viewing. So, if they were looking at the page where you advertise with Google Ads management services, then you should address this very service. Not your company overall. That one.
Structure 2 – The Sequenced Storyteller
This structure is designed for the tier-two audience segment in the period of 7 to 14 days. Instead of repeating the same advertisement over and over again, you create a sequence of content. The first ad states a problem. The second ad states the mechanism that solves this problem. The third ad gives proof through case studies and testimonials. The fourth ad states the call-to-action. Every ad in the sequence shows only to people who have already seen the previous one. It feels like a conversation, rather than advertising.
Structure 3 – The Cross-Channel Validator
In the UAE, buyers in B2B sectors, like professional services, construction, and real estate need to validate the information prior to making a purchase decision. That is why the campaign structure combines running display campaigns simultaneously on the Google Display Network and YouTube. The audiences for both campaigns should be the same. Once a person sees your brand in two different channels, it adds to the perception of your credibility. It is the online equivalent of meeting someone at three different social events – after the third time, it feels like you know them.
Structure 4 – The Recency Decay Bidder
This technical structure is based on the principle that intent decays over time. First, you duplicate the same audience segmentation list in the same campaign several times, giving different recency windows for every copy – 0-3 days, 4-7 days, 8-14 days, 15-30 days. Then you apply bid adjustments for every audience list; descending order starting from the freshest audience. It helps to focus the budget where the probability of conversion is higher without limiting long conversion paths entirely. This single adjustment of the structure may save you money if your company advertises with Google Ads.
Structure 5 – The CRM Fuelled Re-Engagement Campaign
The structure doesn’t aim at website visitors at all. It targets your existing leads, past clients or any other prospects who lost contact with you after the first conversation. Upload your CRM list into Google Ads as the Customer Match audience and start the re-engagement campaign with targeted messages for those people who already know your name. Don’t describe yourself. Just speak to the relevancy of your product or service, market changes, insights. The open rate equivalent in this case might be way higher than cold prospecting.
What Recovering Lost Leads Is Actually Telling You About Your Market
This is the hidden benefit that most companies overlook when remarketing. Remarketing is a tool for diagnosis. The data trends found from remarketing campaigns, the segments that convert and the segments that ignore all ads, the points in the series where engagement starts to wane; reveal to you where exactly your sales funnel is failing and how. High abandonment rates at the pricing stage mean your brand or product is poorly positioned or lacks proper communication of its value proposition. Click-through rates are high in the re-engagement stage ads but conversion is low implies that your landing pages cannot continue the conversation started by the ad.
Companies based in the UAE that go into Google Ads services with this kind of perspective will be able to recover their leads more quickly. More importantly, they create more intelligent campaigns each time they go through remarketing because every remarketing cycle tells them something about their target audience.
Ultimately, the advantage in paid advertising does not lie with the company that invests more. It lies with the Google ads agency in Dubai that plan, run and listens to the data and uses it to inform their clients next campaigns.