Quinn recently launched a Display campaign for his women's clothing store. Since the launch, his website traffic has increased, but sales have remained flat. Which story shows Quinn using remarketing to drive action?
Quinn uses the In-Market audience segment for baking supplies with the intent of reaching potential customers while they're actively browsing for women's apparel and are close to a conversion.
Quinn creates a custom audience segment using keywords and URLs as inputs. He hopes to extend his audience to customers interested in women's accessories.
Quinn creates a list of cart abandoners that identifies users who visited his website, considered buying his clothing, but didn't purchase. He shows them an ad with a promotional discount code.
Quinn remarkets using his original business objectives and campaigns, with new users from an uploaded compatible list. By leveraging existing materials, he aims to extend his reach while saving cost.
Explanation
Analysis of Correct Answer(s)
This option is the correct answer because it is a classic example of a dynamic remarketing strategy designed to drive action.
- Identifies Past Visitors: The strategy correctly targets users who have previously interacted with the website ("users who visited his website...considered buying"). This is the core principle of remarketing.
- Targets High-Intent Segment: By focusing on cart abandoners, Quinn is targeting a valuable audience that was very close to making a purchase.
- Drives Action: The use of a "promotional discount code" is a direct incentive designed to overcome any final hesitation and persuade these users to complete their purchase. This tactic is specifically aimed at converting existing interest into sales, addressing Quinn's problem of flat sales despite high traffic.
Analysis of Incorrect Options
- In-Market audiences: This is a prospecting strategy, not remarketing. It targets users based on their recent purchase intent signals across the Google ecosystem, not their specific interactions with Quinn's website.
- Uploading a list of new users: While this might use the Customer Match feature, its focus is on "new users," which is for prospecting or finding lookalikes, not re-engaging people who have already visited the site.
- Custom audiences: This is another powerful prospecting tool. It creates an audience based on keywords, URLs, and apps that potential customers are interested in, allowing an advertiser to reach new people who have not yet visited their site.