What Is Remarketing?
Remarketing is a clever way to connect with visitors to your website who may not have made an immediate purchase or enquiry. With the release of Google Dynamic Remarketing in June 2013, Google changed the face of Remarketing. You can use Remarketing to display ads to shoppers who are more likely to make a purchase. These shoppers have already been to your website. It allows you to position targeted ads in front of a defined audience that had previously visited your website as they browse elsewhere around the internet thus generating potential leads & sales for your business.
Remarketing will allow you to show your previous visitors ads that are tailored to them based on which sections of your site they visited. Your ads could appear to them as they browse other sites that are part of the Google Display Network or as they search for terms related to your products on Google.
For example, people looking for stilettos visit your online store to check out the available types of stiletto shoes. These shoppers could be added to a “Dress shoes” list to show them ads about related products. Then, your ads can be shown to these shoppers while they browse other websites on the Google Display Network.
Or, in case these shoppers are actively looking for stilettos, you can set a bid adjustment for this Remarketing list on Google Search. Instead of showing these customers a standard ad about your store, you could show them an ad that offers a special discount on stilettos. This ad might encourage them to return to the website to buy a pair.
There is a minimum threshold of 100 cookie ID’s on each Remarketing list before a campaign can become active. To be successful it’s important to:
- make sure your ad is highly relevant to what you know visitors are looking for and
- contains some form of enticement to encourage them back to your website. For example you could display a special discounted offer on that item.
The most beautiful thing about all this is that Remarketing is part of Google AdWords and you will be able to track outcomes through normal conversion tracking.
Imagine if you went to Ross, they paid someone to follow you around showing you things from Ross you looked at. Shoes while you get offer, sneakers at the gym, and flats as you drop off your Red-box movie rental. Ross knows you are more likely to buy shoes since you have already been to the store. Ross shows you specific shoes you looked at and items that relate to those shoes like socks and discounts. This is to increase the likelihood of you being interested in checking out those products.
Another example could be that you may wish to target visitors that viewed a particular page or section on your website but didn’t make a purchase or complete and enquiry form.
How Does Remarketing Work?
- Add the remarketing tag to your site:
To start using remarketing add the remarketing tag, a small snippet of code that you get from AdWords, across all pages on your site. Many sites have a single footer for all pages where you can place your remarketing tag for use throughout your site.
- Create remarketing lists:
Once you’ve added the remarketing tag to your site, you can create remarketing lists for any of your webpages. For example, you could create a remarketing list for visitors to your most popular product category. The remarketing tag tells AdWords to save visitors to your “Popular category list.” When people visit that page, their cookie id is added to the remarketing list.
Finally, it’s quite simple really. Remarketing works by placing cookies on your website visitors machine when they meet your criteria. Their cookie ID is added to your Remarketing list. You can have multiple lists with a range of different criteria.
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.