Basically, remarketing allows you to show adverts to users who have visited your website in the past, as they browse other websites. It’s fairly simple to do, simply tag pages of your website that fit into specific categories that you’d like to advertise. You could tag pages with things like ‘boot camp in sutton’ if you were a fitness instructor, or ‘holidays to the far east’ if you were a travel company. Then, you build a Google Adwords campaign to advertise these categories with highly targeted messages. Then, using the Google Display network you can advertise to people who have previously visited those exact parts of your website.
You should try remarketing for one simple reason: conversions. You are communicating with a targeted message to people who have visited key pages on your site, and are therefore interested in what you have to offer. Your ad following them around from site to site will help to remind them of your presence and perhaps give them a nudge in the direction you’d like them to go in.
Your ad will consist of a static image, animated image, video, or text ads placed on the Google display network. The thing that makes remarketing different from your standard display advertising is the fact that it’s more targeted. Remarketing consists of using a special tracking to place cookies in the computer of people visiting your site. Ads are then served to people with that cookie on the display network.
Is It Worth The Time?
Absolutely, remarketing is definitely worth the time and effort it takes to set up a campaign. However, you need to make sure you do things properly, by defining and segmenting your audience, as well as using it in conjunction with other powerful marketing tools. Obviously, being able to target people who have already been on your website in other areas of the web is going to re-attract them to you and increase the exposure of your brand. Before you create a campaign, consider these things:
-
What made them leave your site? Price, lack of content, out of stock products?
-
Have you fixed any issues?
-
Are there clear sections on your website to help you segment your audience?
Privacy Concerns
Some people naturally have concerns over the use of cookies to track users activity across the web, and using this data to help market to them. However, this service is totally legal and should therefore be considered as a tactic in your paid search and conversion strategy. Make sure you set your cookie to the right length though, as 7 days will probably be sufficient instead of 30 days. Think beyond traffic and impressions and consider how a visitor will see your brand.
The main point of remarketing is to find people who have shown enough interest in your products or services to visit your site. These people are more likely to perform whatever activity you’re considering as a conversion than to people who have never been on your website. In short: remarketing is an effective, valuable marketing technique that everyone should try!
