Imagine delivering a marketing message on high-profile sites after someone visited your site. The visitor now sees an enticing offer culling them to return and complete their order. This outreach is what you’ll find in remarketing campaigns.
What is remarketing?
Remarketing lets your site place a tracking cookie on a user’s computer. These cookie swaps ads for your own giving your marketing efforts an omnipresence. The repeated ad exposure boosts brand awareness and encourages repeat visits.
Are you seeing how remarketing ads can benefit your business? Read on and learn how it works if you’re excited about this prospect.
Google Retargeting to Boost Branding and Sales
Remarketing (retargeting) lets a site owner select which actions get tracked. The typical remarketing case is enticing return visits after cart abandonment. Cart abandonment rate is 75.6% costing businesses big in uncompleted sales.
Other Adwords remarketing uses include:
- Share new product launches/sales
- Entice newsletter or loyalty program signups
- Encourage foot traffic to a store
You have Google Retargeting access if you have a Google Adwords account. Sign up for Adwords and verify the account if not. Activate retargeting features and get your site’s cookie by following Google’s remarketing guide.
Quick Ways to Use Retargeting Effectively
Do you learn better by example? If so, follow these to explore retargeting!
1. Pick a Format
The Google Retargeting platform lets you choose:
- Text
- Image
- Rich Media
- Native
Your standard text-based ads will appear alongside SERPs. Or, through sites opted into the Google Display Network. Image, rich media, and native ads provide exposure through visual cues and call-to-actions.
Experiment with the various formats seeing which provide the better ROI.
2. Get into Video
Google’ Retargeting lets you tap YouTube, too! These are perfect for businesses exploring video marketing paired with relevant channels. The retargeted video could send visitors to your channel or leverage an embedded CTA.
Try creating a short, 5-second or 30-second ad for the campaign. Test placement by channel and video location (pre, in, and post-roll).
3. Use Lookalike Audiences
Similar/lookalike audiences are those closely resembling site visitors. They’ve shared info with Google identifying their habits and demographics. Now you have this customer data in Analytics!
Lookalike retargeting resonates as they’ve before shown interest in your industry and products.
4. Lower ad costs
Marketing may take several attempts before a person decides to do business. A retargeted ad creates this exposure while lowering CPA costs. You may not convert them on the first ad exposure but it’s possible in the succeeding ones!
Retargeting campaigns tend to have fewer competitors. Fewer competitors mean lower ad bid and placement pricing. Lower your acquisition costs through retargeting versus giving up after its first exposure.
5. Boost branding
There are many reasons why your visitor abandoned their cart. Targeting them with a sales message falls on deaf ears as they’ve already “voted” yes to your offer. What’s needed is a reminder versus a strong sales pitch.
Use retargeting for brand awareness to prior prospects. Craft the copy & creative with strong benefits or incentives to return.
“What is Remarketing?” and the “What’s Next?”
“What’s my next step?” is the worthy follow-up to “what is remarketing?”.
Google has basic tools to explore this strategy but are they enough? Start strong, leverage more data, and get our expert guidance.
