Unleashing the Power of Remarketing

 

What is remarketing?
Remarketing is a powerful way to resend a message (or “remarket”) to a customer that has interacted with your company online.   

Here are some examples:

Let’s say you’re interested in replacing the gutters on your home and you’re online doing research about different products/services.  During that process, you visit a website called “ABC gutters.”  If ABC Gutters is participating in the Google Content Network (by placing Display Ads on various websites) a “remarketing cookie” can be attached to those who visit their website. 

Eventually, you finish your research and decide to check out the latest sports scores at MLB.com.  MLB.com is part of the Google Content Network (which reaches 80% of ALL Internet users).  Upon arriving at their site the “remarketing cookie” will alert ESPN to show you an ad from ABC gutters.

For instance, ABC gutters could display an offer showing a 5% discount on replacement gutters for a same-day purchase—or perhaps they could offer you an informational guide and checklist that helps you through the process step-by-step. 

As you can see, display remarketing is a great tool that can help increase leads and sales—even though the potential customer is on a different website!  Plus, as they visit these websites your business is being branded and remarketed to these consumers.

What if you wanted to “remarket” to someone who visited your website, but didn’t make a purchase or request information?  Remarketing can help you with that as well.  For example, let’s take a company that sells camping equipment online.  On the administrative side (in Google AdWords) you can define an audience in which you’re interested (e.g. a customer who added hiking boots to a shopping cart—then abandoned it) and through cookie technology create targeted advertisements for discounts on hiking boots to those individuals as they browse other websites.

These ads can align with your goals—for instance, converting them to sales rather than abandoned shopping carts.  By showing custom advertisements for things like discounts (e.g. for returning to their cart to purchase—or perhaps even an incentive like free shipping if they process the order by the end of the day) businesses can focus in on an online audience that has already been defined by their browsing habits.

So, how do I use it for my business?
This is a great opportunity to gain more specific information about your customers and provide relevant information to them as they browse the web.  Remarketing is also a great tool that can be used to gain insight into improving your conversions—and ultimately—your business.

Prior to beginning your remarketing campaign, you will want to identify your online business goals.  For instance, would you like to find out who signed up for a free service and then advertise a related offer to them?  Are you interested in continuing to sell to customers who recently bought from or browsed a certain section of your website?  Remarketing will allow you to do so in a series of steps.

Plus there are a few ways that you can target your remarketing message:  By demographic

Planning, designing and implementing a successful remarketing campaign can be a time consuming and complex endeavor, however the results can be increases in conversions, sales and market share. 

If you’re interested in learning how you can run and manage a remarketing campaign, we recommend calling us at 1-800-418-8505 to speak with one of our Search Engine Marketing specialists.  We’d be glad to meet with you and discuss your goals!