Have you ever surfed the internet, looking for a particular product or service, given up and opened your Facebook account only to see adverts from the sites you have just been visiting? That is Remarketing.
Ask yourself this question: How many people visit your site and don’t buy anything? I would guess that this is quite a large number – the amount of people who actually convert is generally much smaller than those who arrive, have a look around and then disappear. Remarketing is about connecting to these non-buyers and, implemented intelligently, it can be a powerful tool in improving conversions. So what is remarketing and how will it benefit my business?
What is Remarketing?
According to New Zealand marketing company Adhesion:
“Google remarketing is an ideal tactic especially where the sales process is long and considered and competitive. Executed in the right way it can be a powerful tool to improve sales conversions and to raise your brand profile.”
Remarketing depends on adding cookies to your website. These collect information about people who visit your site and which pages they visit while there and can be used to develop more focused Google Ad marketing. When people perform searches on Google for a particular product, defined by the information you get from cookie collection, your tailored ad will show up on their timeline.
Let’s say you have an ecommerce site. You have visitors who come and view a particular type of shoe style. You collect their details and add them to your remarketing list in Google Ads. You can do this for a number of different categories or products but for the moment you are concentrating on those who have looked at the shoes. When the visitor puts in a particular search term in Google your ad then appears on the search results, perhaps offering a discount.
Managing Google Remarketing Ads
All Google remarketing is handled in Google Ads and is simply a variation on the usual pay per click advertising provision. All you need to do is generate a tag and put it in your webpage html as you would for any tracking code. If you have an upgraded account, you don’t even have to do this and can start building your lists straight away.
The next step is to start collecting remarketing categories. After you have collected enough visitors who fit a particular category you can develop a specific ad campaign to reach out to them again. As with normal Google Ads these can either be entirely text or a mixture of text and image and they appear when the visitor searches online again.
There a several tools to help you manage your remarketing lists on Google Ads including how long you want information to be retained for and the usual cap on how many impressions you allow to match your budget. The only slight issue is that you have to collect around 100 cookies for each category before you can activate your ad campaign and start reaching out to customers.
Remarketing can be a powerful tool as long as you use it well and target the right products and users. You also need to have a good strategy for getting these people back to your site. It not only works for product promotion but can also be used for creating brand awareness and generate interest for service offerings. If you would like to investigate how remarketing can help your website conversions then get in touch call our office on 01604 654545 or email firstname.lastname@example.org