Dreaming about freedom – more than ever, people want to dream about a holiday again. Inspiration is now extremely important in the online channels and on the website. More touchpoints by doubt – a consumer will most likely have many more touchpoints in the customer journey than usual. It is therefore important that you respond optimally to this with your campaigns. Google Ads and Microsoft Ads (SEA) that conversion rates and therefore a ROAS or CPA will be different from previous years. Now that the customer journey is likely to be longer than usual, it makes sense to build good remarketing lists.
Step one is to ensure that the exploratory consumer ends up on your website. Once it's active on your website, we want to assign visitors to lists for remarketing . Think you phone number list are about: A generic list – all visitors to your website. We can use this list to work on brand awareness or top of mind moments in the customer journey. A destination list – put visitors who have viewed destinations in France on your website in a 'France list'. A list of repeat visitors – people who have visited the website multiple times. Higher engagement may be a higher chance of conversion.
A list of visitors who have already booked – if the likelihood of a repeat purchase is low, we can exclude this list from the campaigns. Every dollar you can save is worth it in these trying times. What we can then do with these lists is retarget the visitors in the Google Display network. The aim of this is that we will be visible throughout the customer journey and remain top of mind. If we think a little further, you could also use this to use the inspiration and dream aspect with dreamy visuals. Another reason why remarketing lists can be so useful is for the use of Remarketing Lists