What remarketing is and how it works (Part Two)

In part one of this series we discussed how remarketing can let you connect with past visitors to your site at a time when they’re most willing to buy. Remarketing is a money and time efficient way to convert visitors and browsers into buyers.

How do I implement remarketing in my business?

By including an option to opt in to a newsletter or sales catalogue you can capture the email details of existing users and turn them into repeat customers. As many users grow wary of email campaigns it’s useful to consider indirect campaigns which connect with users in clever and interesting ways.

Traditional pay per click advertising places your ad at the top of a search result page labelled as a paid result. Many consumers will bypass the paid results, whether the content seems relevant or not. If a visitor finds your site organically they’ll feel free to shop and browse. If they leave but see an ad as they browse elsewhere with relevant information it can feel like serendipity, a call to return to that pair of shoes, gadget or lounge chair they’re still thinking about. Google remarketing can help convert a browser, into a buyer.

How to implement Google remarketing on your website

  • You can add custom parameters to your Google remarketing campaign, targeting specific users with customised content. Dynamic remarketing reminds previous visitors of specific products and services that they viewed.
  • Add the remarketing tag to your site: a simple line of code that you get from AdWords allows you to start using Google Remarketing across your site.
  • Create remarketing lists: your remarketing list is a collection of cookies from people who visit your site. The lists can cover different areas of your site depending on how targeted you want your campaign to be. You can make as many lists as you like including lists for specific popular products or sale items.
  • Build remarketing campaigns that use your lists: create AdWords campaigns, text and image ads that specifically target people who have visited your site and already know something about your product or service.

Successfully take advantage of Google remarketing

  • Marketing lists and campaigns need to be specific to what your visitors are looking for.
  • Your ads should offer a reason to come back to your site beyond just the product or service itself.
  • If you aim to raise and maintain awareness of your product then display your ads, sidebars and banners over months as well as days or weeks.
  • Since Google remarketing is a part of AdWords, track the success of the campaign to see which marketing lists are working best.

At iFactory, we understand that maintaining a strong and effective digital marketing strategy can be a complex and time-consuming business. Contact iFactory for expert advice on connecting users to your business.

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