How Does Remarketing on Google AdWords Work?
How Does Remarketing on Google AdWords Work?
Remarketing (aka, retargeting) is an advertising option that allows you to deliver targeted ads to people who visited your website…and didn’t convert. Not everyone who comes to your site is ready to convert today, so remarketing is a great way to stay in front of potential customers while they make up their minds.
There are several remarketing platforms out there, but Google remarketing remains one of the most powerful remarketing weapons in the online marketer’s arsenal. It has massive reach and a suite of options you can use to deliver the right message at the right time to the right person.
In this article, we’re going to take an in depth look at what Google remarketing is, how it works and how to get the most out of your remarketing campaigns.
What is Google Remarketing?
The basic concept behind Google remarketing is fairly simple: people don’t always buy the first time they see something they like, but if you can stay in front of them, they might the second time…or the third time…or the…
A REAL-WORLD EXAMPLE
For example, let’s say you own a media store at the local mall. I come in and see a new movie that’s just come out that I loved in theaters. I grab it and head towards checkout when all of a sudden my daughter suddenly bolts out of the store and disappears into the mall (this may or may not be based on a true story).
As you can probably imagine, I immediately put the movie and race after my daughter, hollering at the top of my lungs as I try to catch her. By the time I finally find her, I’m done with the mall. The two of us are heading home—right now!
Now, do my daughter’s hijinks have anything to do with the quality of your product, your price or even my interest in buying it? Absolutely not!
Did I want to buy it? Yes. Was the timing right for me to buy it? No.
Unfortunately, for a brick-and-mortar business, a customer who walks out the door without making a purchase is often lost forever. You don’t know who they are and you have no way of reminding them about that purchase they were considering.
LET’S TRY THAT AGAIN
Online, however, the story plays out a little bit differently. Let’s say you run the same media outlet, but your store also has an online presence. This time, I’m looking for a good deal on that new release and I end up clicking on one of your ads. You’ve got the movie I want, so I add it to my cart.
Then, just before I click “Checkout”, I decide to do a little price shopping. I check out some competitors’ sites for a few minutes before I’m interrupted by a work email. It’s something pressing that I need to take care of right now and by the time I wrap things up, a couple of hours have passed and I’ve forgotten about the movie I was about to buy.
Once again, you’ve missed out on a potential sale. But this time, the story doesn’t end here.
The next day, I’m online and I see an ad for that movie I like…with a 20% off coupon. All of a sudden, you’ve got my attention. Now that I can get the movie I wanted at a discount, I’m all yours. I hop back on your site and buy that movie, along with a couple of others to take full advantage of the coupon. That’s a win for remarketing!
THE POWER OF REMARKETING
To put it simply, remarketing is using what you know about your potential customers (when they visited your site, what they looked at, how long they stayed, what they looked at, whether they put something in their cart, how many times they’ve come back, etc) to stay on their radar until they make a purchase.
Here are just a few ways remarketing can help you get more out of your online advertising:
- Lower cost-per-click
- Improved conversion rates
- Cheaper cost-per-impression
- Low-cost branding
- Higher return-on-investment (ROI)
If you’ve ever been followed around by ads from a site for days, weeks or months, you’ve experienced Google remarketing. Now, it’s time to put Google remarketing to work for you.
Need Help setting up your remarketing campaigns? Let one of our Remarketing Specialists set up and manage your campaign the right way so that your business can benefit from the power or Remarketing too.
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