What is Remarketing and How Does it Work? Part 1.
January 28, 2016
Google’s AdWords provides you with remarketing capabilities.
By Maureen McCabe
Marketing has evolved. The power of cold calls and flashy commercials has faded, and made way for a new suite of marketing approaches. One of the most powerful and widespread modern online marketing approaches is known as remarketing. But what is it and how can it help your business grow?
What is remarketing?
When someone visits your website, there is no guarantee they will make a purchase or become a qualified lead that you can nurture. Instead, they may simply leave your company’s website after a few moments. Remarketing is the process of sending targeted pay-per-click (Google) ads to people who have previously visited your company’s website in order to draw them back.
How does it work?
The power of Google
Although you can now answer the question “what is remarketing?” this still doesn’t explain how it works. This is where Google comes in.
If you’re already running online ads, then Google is likely already an integral part of your marketing plan. Google’s search engine has over three billion searches flowing through it each day. Since Google AdWords places pay-per-click (PPC) ads front and centre on Google’s search results lists, it is the single-most powerful PPC tool in the world.
As a part of their PPC offerings, AdWords provides you with remarketing capabilities. This means that through this tool, your ads will be instantly connected with hundreds of millions of websites for your remarketing strategy.
Advertising on a national TV broadcaster’s site is beyond our budget; with remarketing McCabe Marketing’s ads have literally been seen everywhere. The following is one of our many banner ads.
Look at the top of the screenshot to see our ad that was displayed extensively on GlobalTV’s website.
Remarketing ads aren’t generalized advertisements like a TV commercial. Instead, they are highly targeted to users who have already visited your site. They can even be targeted based on which page someone visits on your website. For example, if you run an electronics store and someone visits your page about laptop products, they will see remarketing ads about great laptop deals.
When is remarketing most commonly implemented?
Like all PPC strategies, it should be approached with discretion, since you are paying for every single click that occurs. To increase the value of every remarketing click, remarketing PPC ads are most often used in the following cases:
If a customer abandoned their online shopping cart before finalizing a transaction, then they are extremely likely to be serious about buying your company’s products. Remarketing is great in this case, because it makes sure that the customer doesn’t forget, change their mind or settle for a competitor. They will see your product ads follow them around on Google’s Display Network.
A visitor has visited a page that is valuable for the online sales process
A product page is the bridge between a customer’s computer and your online shopping cart. If they visit one of these pages, then they are probably interested in the product they are looking at. They may abandon this page to think about it some more or to explore other options. Remarketing will draw them back to your website before they make the wrong decision.
A visitor has taken the time to explore your website
People value their time online. In fact, every second counts – most people will leave your website if it doesn’t load in two seconds or less. This means if someone is taking the time to explore multiple pages on your company’s website, your products or services could meet their needs. Even if they are at the research stage in the buying process, drawing them back to your company’s website could reinforce the benefits that your website impressed upon them during their first visit.
Bring the leads you already have back to your website
If someone has visited your website, then they are probably already a sales lead. Bring them back to your site and close the deal through remarketing.
Want to learn more about using remarketing to bring in more leads? Book your free marketing consultation today with McCabe Marketing.
Check out these website marketing tips:
How to Create a Remarketing Campaign. Part 2
Five Tips on How to Get Visitors to Stay Longer on Your Website.
Why It’s Important to Update Your Website’s Content.
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