Google now offers AdWords advertisers the opportunity to reach an even more targeted market through a new feature called remarketing.
As the name suggests, it’s a feature that allows you to market to people who’ve already visited your site, so you are marketing to them for a second time around – just in another format. Google places tracking cookies on visitor’s IP addresses and when the visitors to your site later visit other websites, your AdWords advertisement is displayed to them across the Google Display Network. They’re practically reminded of your site and since they’ve already visited your site once, you already have some cloud with them.
Consequently, you get the opportunity to connect with visitors again after they’ve failed to buy anything from your site. What makes this a truly unique opportunity to close that missed sale, is the ability to tailor a message or offer that will encourage them to return to your website to conclude the transaction.
Use the Concept to Market with Perfect Timing
Make the most of the second chance to get the sale by adding a remarketing tag, which is a small piece of code added to all the pages of your website. Whenever someone visits your site, they’ll be added to the remarketing profile. In other words, they automatically become part of your target market even when they are busy shopping at other sites. The second step is to tailor a remarketing message that’s displayed at across the Google Ad Display Network to the very same people who visited your site, but didn’t buy.
Ways to Use Remarketing
The feature can be applied in various ways, depending on your business objectives, ad campaign and the site type.
Lists for Search Adverts
Remarketing serves ads to site visitors when they search for something specific at Google. An added bonus of this method is that you can use additional keywords and tailor your ads to speak specifically to those people who’ve visited your site previously.
If you’re a Google Merchant Centre account holder, you have access to a third method for reaching potential buyers. With this method, dynamically created ads are served to your site visitors based on how the visitors interacted with your site. The ads are shown to the visitors while they browse other sites. The dynamic ads are considered the most effective and include details such as:
- Product image
If you, for instance, sell clothing, you can show adverts through the remarketing model on Google’s Ad Network to people who visited the women’s corporate clothing section at your website.
The ads can be about trendy clothing for working women. Ad displays are showed to women when they browse sites or you can use the dynamic remarketing model, which will display dynamically created adverts with details about your women’s clothing to people who already visited the specific section at your site and now browse another website. The remarketing tag is placed across your entire site and a list of ad keywords for “women’s corporate clothing” pages of your website.
When to Use the Feature
If you plan on driving more sales leads to your website, want to build brand awareness or increase site interactivity, then remarketing is the perfect online ad tool!
You have the option of using it on the Display Network Only for optimal results and broadening your marketing scope. You can also use remarketing lists for Search Network Only, allowing for a more targeted approach. Search advertisers can integrate the remarketing with their current marketing strategy.
First get visitors to your site through normal AdWords displayed on the Display Network at publisher sites and then use the list created of visitors to remarket to them specifically.
Remarketing is considered an effective tool for increasing sales conversion rates and thus also to improve on the marketing investment returns. The remarketing feature makes it possible to benefit from AdWords campaigns driving visitors to your site based on specific criteria as well as visitors who come to your site based on keyword searches. Once there, they’re added to the remarketing lists and you can run a campaign for a second round of marketing to them.
So, why don’t all the marketers use remarketing? The key is in the effort it takes. For most marketers the work involved in running a normal pay-per-click campaign is already enough and they’re happy with their results. Those who invest more time and money, however, get more spin-offs. This is where making use of a professional online marketing company and certified Google Partner comes in handy. You don’t have to run the remarketing campaign – simply let the professionals handle it and see how your site can stay in the minds of visitors and lead to more sales conversions.
It’s important to set-up the campaign correctly and tie it in with the key performance indicators of your current campaigns. Remember that you first need to campaign to get people to your site since the keyword is REmarketing; so marketing to the visitors again. The window of opportunity is open between the first click on a Google AdWords display and the final purchase at your site. The sooner you remarket to visitors, the better your results.
Some technical know-how is required to implement the tags and tracking them, but with the help of professionals this shouldn’t be a challenge. Also, there’s the consideration of which method to use. For the first timer it can be a tricky choice, but the professionals already know which one will work best for your particular requirements.
Launching the Campaign
Before you jump into the ad pool you need to consider a few variables. Only once you have the answers should you proceed to building your remarketing campaign:
- Key performance indicators for each campaign.
- Conversion metrics lead time.
- Tracking requirements.
- Type of messaging to use for the campaign.
Key Performance Indicators (KPIs)
If you want to get the same ROI as with your other marketing campaigns, you need to invest more time and money. It’s imperative to make adjustments to the KPIs to represent the performance possibilities and limits of the campaign.
Conversion Metrics Lead Time
Do you plan on using remarketing to reach consumers or other businesses? If you use it for consumer marketing, you have a pretty straightforward campaign ahead. Marketing to other businesses is an entirely new challenge and you’ll need more time to get the first conversion. You need to customise how the ads are displayed and also need to set the conversion window according to the lead time average for every campaign.
Your site must be able to host the code needed for remarketing and you’ll need to ensure that your existing tracking methods can be integrated with the remarketing tag method. It’s therefore imperative to ensure that your site can handle the URL codes needed.
Remarketing Campaign Message
Decide on the ad content. You may, for instance, want to display ads for the same service or product that the visitors originally viewed at your site. As alternative, you can display ads of different products which are more likely to fall within their need range to entice return visits. Decide on the marketing message at the start of the campaign and be prepared to evaluate and change it as the campaign progresses.
Steps in the Campaign
You’ll be asked to set-up the audience. If you plan on doing it yourself, best start with a single audience type. Get the code and place it after the <body> tag on the pages where you want to target visitors for your remarketing campaign. From here you need to build the ads, track the progress of your campaign, and make changes as needed.
Simplify the process of remarketing through iLead Online and benefit from a higher ROI and loads of sales conversions.
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