What Is Remarketing?

Google Adwords Remarketing is one of the most powerful tools that any business can utilize in an Inbound Marketing Campaign. Since on average 97% of web traffic does not convert the first time it visits your website, it’s essential to Retarget those visitors in order to capture sales down the road. This increases your overall brand awareness, repeat traffic, conversion rate and sales.  Google has a well established network of websites that offer advertising space and in launching a remarketing/retargeting campaign you can re-engage your visitors across their entire network.

Let’s Start With the Facts about Google Retargeting

1. 1. Research has shown that 97% of search traffic visitors do not convert the very first time they visit a website.  If you think about your website and Adwords Remarketing like a sales person, it makes perfect sense.  As a sales person if you expected to one-call-close every single lead that you spoke with, in other words close the sale on the very first call, you would not be very successful; and most likely you would only close 1-3% of all your leads.  However, any successful sales person can tell you that the majority of deals are closed in the follow up calls.  Though you may close some new business on the first call, the majority of your new deals may take a week, months or even a year to close. Your website is your number one sales person, and it can reach 1000 different people at the same time, however, on average only 2%-3% of your visitors are going to convert on the very first visit.  With Google Search Retargeting the data shows that on average 15% of your search traffic that is being touched by your Search Retargeting campaign will convert at a later date.

1. 1. Remarketing increases repeat visits to your website by 300-400% over time.  As your remarketing list grows so does your visibility;  as the number of people that are seeing your brand and the number of times that your ad is being shown increases you will see and increase the amount of repeat traffic to your website.  Google Retargeting Ads are an immensely powerful way to stay engaged with your potential customers.

1. Showing previous visitors to your site extremely relevant banner and text ads across other websites on the internet, keeps your business top of mind. Retargeting ads have not only been shown to increase repeat visits to your website by 300-400% but it is generally 75% lower cost per click than the initial visit.  Therefore, Google Adwords Remarketing can drastically improve your Return On Marketing Investment.

How Does Retargeting Work?

The first step to running a retargeting/remarketing campaign is to create a remarketing list in Google Analytics, you will then take the corresponding code and tag the pages of your website that you intend to target and remarket.  These pages can be a specific product page, category page, abandon carts, all site visitors or can be set up to dynamically target audiences based on the pages and products that they visited on your website (Learn more about Dynamic Remarketing Ads).

Once your campaign is set up, you must then design banners and write remarketing ads, link the campaign with your Google Adwords Account and set a daily budget and a max CPC (Cost-per-Click). After you have done the previous, once  your audience list reaches 100 unique visitors your Ads will begin to show.

Learn more about our Retargeting program.