Google recently introduced its Remarketing feature which makes retargeting more accessible and affordable to web advertisers.
You build web advertising campaigns to attract visitors to your site. Some of those visitors take your desired action once they are on your site the first time around; however, many will visit your site once, do not take any actions, leave your site and may never come back. Ad retargeting allows you to continue to advertise to and remarket to those visitors while they browse other relevant websites utilizing customized banners created to fit your retargeting campaign.
Not only does retargeting builds brand awareness, but also helps direct marketers by improving conversion rates. As visitors are presented with multiple advertisements from your business, they begin to recognize your brand. Brand recognition earns trust and leads to higher conversion rates.
Search retargeting adds a layer of relevancy to banner served to searchers after they leave your site. This advertising technology recognizes users’ intents based on their original search queries. Theoretically, this should increase the value of search marketing by increasing the likelihood of a conversion.
Through this behavioural targeting technology, advertisers can reach a target audience with display ads that are highly relevant to the way users search. For example, if Visitor A comes to your site and browses for Area Rugs but leaves your site without buying any item, you can use the Google Remarketing feature to track Visitor A and serve and remarket Area Rugs to her/him after s/he leaves your site with targeted ads with a 15% off offer.
As with any other marketing campaign, to effectively utilize retargeting, strong creative is crucial. Developing special offers and unique messages helps to bring back visitors to your site. The main challenge is that for search retargeting to work well you need to have enough traffic volume on your pages.
Now, Google AdWords allows its advertisers use remarketing to reach their audience on sites within the Google Content Network based on their past interactions with their websites. The way it works is that you put a piece of code on your web property, which will let you show relevant promotional ads to those audience who have visited those pages, as they browse sites within the Google Content Network.
With the remarketing feature, you can run multiple remarketing campaigns at the same time based on audiences’ behaviour. Remarketing allows businesses to reach to those users who are more likely to convert. Google remarketing can be used to develop and implement different strategies such as:
- * Retargeting all visitors to your site. For example, if you are an online publisher, you can choose to retarget those people who have visited your site and not subscribed to your publication with an attractive subscription offer they cannot refuse.
- * Retargeting those visitors to your site who have visited a specific section of your site.
- * Remarketing only to those visitors who did not convert and not those who have actually purchased from you.
- * Remarketing those audiences who have abandoned the shopping cart with a lucrative offer.
- * Retargeting your customers with an up-sell/cross-sell offer.
- * Remarket your customers after a certain period of time.
In most cases, you need to create and manage multiple remarketing lists to reach your audience.
Whether you are a publisher, fundraiser, retailer, brand advertiser or a B2B marketer, you may benefit from adding Remarketing campaigns to your Pay Per Click advertising.
Nima Asrar Haghighi, Group Account Director – Search & Web Marketing Services
Related posts:
- Should you use your own brand name as a keyword when advertising on Google?
- The Basics of Writing Google PPC Ads
- Re-Building Your Web Site? Don’t Forget Basic SEO
- Google Analytics
Tags: Nima Asrar Haghighi