Remarketing and Google AdWords
Remarketing is not a new concept but the means of remarketing are always changing, particularly in Google AdWords! What is remarketing? Remarketing is a way of showing your ads to a particular audience, but the twist is that now your ads will only be shown to people who have recently visited your website. So what’s the big deal? The answer is simple: Conversion. We’ve all been there, we’re making an online purchase and our computer crashes, we get distracted, or we simply forget about it. These advertisements are trying to convert site visitors into customers.
Google AdWords is making marketing campaigns even more effective but how can you improve your success? Within your Google AdWords account, you will select websites one by one, or by theme. When you create your ad, think about your audience and product/service. Choose an engaging message or interesting image. An effective remarketing campaign will have clear calls to action and send customers to your landing page. Test different ads and offers and track their success. With Google AdWords remarketing search ads, cookies are also very important. When a user visits your website, the cookies within their browser are added to the remarketing list. This allows you to have a list of keywords, bids, and ads tailored to your customers.
Google AdWords suggests two basic strategies for using remarketing lists:
“You can bid on keywords that you don’t normally bid on just for people who have recently visited your site, or have converted on your site in the past. This can help you increase your sales. For example, you could bid on more generic keywords only for people who have previously purchased from your site.
“You can optimize bids for your existing keywords for visitors on your remarketing lists. For example, you can increase your bid by 25% for those who previously viewed your website in the last 30 days. Or, you could show a different ad to site visitors who have placed items in a shopping cart but have not purchased them.”
Remarketing is a cost-effective way to convert website visits into sales. Your ads will “follow” users around the internet, constantly reminding them of their previous visit and possibly reminding them to click and visit your site again. Google AdWords is making remarketing more conducive to businesses today. How can your business benefit?