How many times have you searched for a product or service and couldn’t decide which company to go with? You may have decided to think about your decision for a while to be sure you don’t make a decision you will regret. During the decision process you do more searches to gather more information and you notice ads for some of the companies you have already looked at. You have been remarketed! No, remarketed is not a word but it works here. Remarketing is a handy tool to bring back users that have visited your site but did not convert for you.
Anytime you go to a website for the first time, a cookie is placed on your computer with tracking information about your visit, like what page you came in on, what other pages you visited, and the amount of time your were on the site. This information allows the website to know when you are online and will display ads to entice you to come back and lure you into converting a goal for that company whether it is buying a product or signing up for a newsletter. Here are some basics from Google on remarketing to get you started: https://support.google.com/adwords/answer/2453998.
When you create your remarketing campaign, it collects a list of users that have visited your site. Consider this like one of your mailing lists, whether it be email or postal, only this is part of your PPC display advertising. Since someone has shown some interest in your website, you can create ads directed specifically for them. On top of specials that are being advertised to everyone, you can offer better deals to draw them back to your site.
To start your remarketing list, you must insert code known as a remarketing tag onto the pages you want to track. This code tracks users habits and follows them around your site. You can have more than one remarketing list to follow users for different conversions you are tracking. You can combine your remarketing lists with the list(s) created from your conversions, so you do not target people that have already converted for you.
When remarketing was first introduced it was used with Display Campaigns, but recently Google has adapted it to Search Campaigns as well. Search remarketing is similar to display in the way they are setup and implemented but in search you can adjust bids higher on certain keywords for those on your list to bring those users back to your site. Also, there are guidelines as to the size of the lists before your ads are shown, depending on the type of remarketing you are using, display or search. Check this link for more details from Google on Search Remarketing tips and setup: https://support.google.com/adwords/answer/2701222.
You may want to focus your remarketing campaign on a specific group for your product or service. You can setup a list for a certain age group, geographic location, or other category to pin point who you are targeting. Not only can you use your check out list to eliminate who you remarket to, you can combine multiple remarketing lists to refine your target audience as well. As an example, if you want to show additional ads to women in the 30 – 35 age group, you can use a list that is tracking all women and a list tracking ages. You could also add a demographic factor to look at a certain area of the country as well.
Dynamic remarketing gives you more of an advantage to reach those that have searched your site in your display campaign. Dynamic ads use various size and layout formats to accommodate HTML5 for mobile devices along with other platforms. Learn more by clicking on the link: https://support.google.com/partners/answer/3124536?hl=en&ref_topic=6289023
Remarketing ads catch the user’s eye and helps draw them back to your site to see what you have to offer. Did they convert the first time to your site? Remarket!
–Gary Harvison, PPC Coordinator