Long-term Google Display Remarketing
“Most of the traffic for Camp Anokijig comes from their ‘Awareness’ campaign, which focuses on name recognition. The camp name is used within the Display Ads in order to create a multi-channel marketing campaign. My team uses advanced targeting to reach new people in the market for summer camps and expose them to Camp Anokijig and its programs. When users later search for ‘Camp Anokijig’ we land them on the registration page to help establish the call to action to register for camp.” – Senior Digital Strategist Sarah SymoensContinuing to build upon historical data and registration success, Camp Anokijig restarted Display Ads for 2019 summer camp registration in December 2018. The combination of Google Display and Search Ads from the Google Ad Grant led to over 412 users to begin online registration by April of 2019. For Display campaigns, we view a 0.5% CTR as an average standard of performance. The Remarketing campaign in May 2018 had a CTR of 1.35%. An important item to note is that not all remarketing audiences are the same. If there are historical audience lists in Google Analytics, building a successful Remarketing campaign can take as little as one month.