A Quick Look At Adwords Remarketing
Have you ever felt like a brand was following you online? You browse the web, visit your old favorite websites – and there’s that company’s ads again! Well, it’s not your imagination; that’s remarketing at work!
What is remarketing?
Remarketing is a targeting method for Google Display campaigns that allows you to reach users that have previously visited or have performed a specific action on your site (like landing on a page or clicking a button).It is very versatile and can be used in combination with other targeting options in Google Adwords such as geographic and contextual targeting to create strongly targeted, highly effective campaigns.
Not only can you target all users that visit your website but you can strategically choose to target only those users that landed on particular page or abandoned a purchase (for example) and then, deliver an extremely relevant ad to that user.
This is perhaps the most exciting part of the remarketing feature: you can target people that you know have potential to convert and send only those users a relevant message or offer-based ad which can increase their likelihood of converting again in the future.
For example,you could remarket a very specific, custom-tailored ad to a visitor who looked at “mittens” and a completely different ad to visitors who were interested in “gloves”, each with their own sales offers and messaging. The impact this targeting can have on sales is exciting.
When does remarketing make sense?
As mentioned earlier in this post, remarketing can be used in combination with other targeting methods in Google Adwords. However, it can also be used as a campaigns’ sole target.
Remarketing is useful for:
- Creating brand awareness
- Converting on abandoned shopping carts
- Long sales cycle industries (serves as a reminder of your brand/product)
- Small budget campaigns: The targeting will get you the best bang for your buck. Targeting only those people that have already been to your site increase the likelihood that they will convert.
- New Product Launches: If you are launching a new product or service, you can serve ads with a message about the new launch to your current remarketing audiences.
- Complimenting your overall online marketing strategy
The best way to find out if remarketing will work for you is to test it out. Make sure you’ve carefully considered your strategy, the ads you want to display and the actions you want to triggerthose your remarketing ads – then try it out and gauge your results.
The ability to re-target customers is a game changer for Adwords campaigns. How do you think remarketing could benefit your marketing efforts?