Google Remarketing is a new Adwords targeting feature available for display-based campaigns. Remarketing allows you to find users who previously interacted with your site, and tailor your message to their specific interest. You can show users these messages as they browse sites across the Google display network.
Remarketing focuses on interest-based targeting, which lets you reach people based on their interests in addition to the content they are viewing. With interest category marketing, you can effectively improve user’s online experience and significantly increase your ROI. It also allows you to extract only the most valuable leads and decrease your CPA.
Let’s use an example…
You own a travel website and someone visits your site looking for a travel company. They select ‘Spain travel agents’ but do not convert and leaves your website. When they then browse a Google Display Network site, they’ll be targeted to see your ads. The user is recognised across the entire display network so your message will appear even if the content of a given page doesn’t match your products or services.
How does it work?
A small piece of remarketing code is embedded on your homepage which tells AdWords to record your target visitors to your ‘Homepage Remarketing List’. As people enter your homepage, their cookie ID is added directly to the remarketing list. You can then set up an AdWords campaign that targets messages only to users who are on this list as these users browse the web.
This cookie can also provide advertisers with aggregate reporting statistics such as how many people saw their ad, where the ad appeared and how many conversions it has delivered.
Why should I use this?
Remarketing offers powerful traffic customisations, which means that you can segment and target the right people at the right time. You can combine lists, or add interest categories for increased segmentation and targeting. You can also negatively target users who don’t match your set of criteria anymore by removing them from targeting.
Remarketing, allows you to increase the frequency of your ads impressions, but compared to standard search ads, your ads will be shown more often to users who have already seen your site.
Remarketing also lets you take advantage of some great ad delivery optimisation tools, which measure how and when the ad shows. You can use tools such as ‘frequency capping’, which allows you to cap the amount of times a user sees your ad.
You can also easily implement geo-targeting or enable ‘day-parting’ and set different bids for different times of the day or day of the week.
Even though it sounds like an expensive targeting strategy, you will still have the option to choose CPC or CPM bidding and be able to further optimise your pricing with complete control over your bids and your target spend.
Remarketing is a powerful advertising tool because it customises advertiser’s marketing messages based on user’s web browsing and conversion history. If your website is losing lot of traffic due to users abandoning your shopping cart at crucial points, use Google remarketing to draw them all back in again! This tool means your visitors will never leave your ‘sight’ again!