Remarketing, or retargeting, is the act of showing online advertisements to targeted leads who’ve already visited your site. The Google Display Network (GDN) has some of the broadest reach of the PPC advertising networks, showing targeted ads over 30 billion times per day. With an integrated remarketing strategy, your business can potentially get in front of millions of customers quickly, and furthermore, you can keep showing the same ad to your potential customers. This will build your brand’s awareness and invite familiarity with your brand, product, or service to the customer.
How does Google AdWords remarketing work?
The customer journey during a remarketing campaign would look something like this:
A customer visits your website.
They may like what they see but are unsure if your product or service is right for them. They may not know much or anything at all about your business and are wary of spending their money on an unknown. Maybe they want to buy your product, but there is no sense of urgency to it, and they are procrastinating.
Your AdWords ads display for your procrastinating or unsure visitor while they browse the web, watch youtube videos, or check their Gmail inbox. Your brand is becoming enticing for them, and familiar. Eventually, they buy from you. Studies show that conversion rates increase over time via remarketing campaigns.
How can you set up your ads to remarket on the GDN?
If you already have an AdWords account, the first thing you’ll need to do is add a remarketing code (tag or pixel) to your website. This code will remarket your ads to your audience via browser cookies. The code is customizable for different pages, so you can retarget for more defined categories.
Here’s an example.
Let’s say you own an online store that sells home gardening supplies. You could create a remarketing audience based on the people who’ve visited your website page that sells gardening gloves.
From now on, your gardening glove ads will display to highly targeted, qualified leads. These leads were already looking for gloves, and are primed to buy. By seeing your ads in different places after they’ve visited your page, they are becoming familiar with your brand, and your product is staying at the forefront of their minds. You can further entice these leads with a deal, like a discount coupon for first-time buyers.
You can also use remarketing to display your ads to previous website visitors across the GDN. The GDN reaches over 90% of internet users, so with a quality ad enhanced with a remarketing strategy, you can potentially reach thousands of people in a very short amount of time.
When you first craft a remarketing campaign, Google will encourage you to retarget everyone who’s ever visited your homepage. But keep in mind this is a broad approach, and while you’ll get more ad impressions this way, they won’t be shown to a targeted audience. This will drive up your CPC rate.
But, Google AdWords remarketing allows you to narrow down your retargeted efforts, and you can create detailed, segmented lists. For example, you can select remarketing ads to only display to visitors who’ve bought from you previously, and you can offer them a discount coupon for repeat buyers. Or, you could do the opposite; only show specific retargeted ads to first-time web visitors. In this instance, your remarketing strategy is to familiarise the visitor with your brand.
With a remarketed strategy complete with highly-targeted ads, you’re able to keep in touch with your customers long after they’ve visited your website. A remarketed audience has a click-through-rate almost 3X higher than first-time visitors. While familiarity may breed contempt in close relationships, when it comes to marketing, familiarity breeds trust between the brand and potential customer.
But, a Google AdWords remarketing strategy requires time and dedication. Learning which ads to retarget, formulating audience lists, and monitoring conversions and CPC rates is a tall order and a daunting task for the uninitiated. But the results are phenomenal.
Conversion rates will skyrocket. Website traffic will increase. Customers will become familiar with your brand, and their loyalty will grow if they know who you are through a high-quality remarketing strategy. If they see you everywhere, Youtube, Gmail, and Google, they won’t see your competitors.
If you’re serious about scaling your Google AdWords strategy, contact the experts at Australian Internet Advertising today. Talk to one of our knowledgeable digital marketing professionals and see how we can keep your business in front of targeted leads across the GDN.