What you need to know about Google Remarketing
Have you noticed how, after you’ve looked at a new product online but not gone on to buy it, adverts for that very same product seem to follow you around all day?
If you have, then you’ve probably been witnessing Google remarketing in action.
Now a common way of keeping products and brands in potential customers’ minds after an initial contact, Google remarketing is something you should be thinking about using if you have a website and goods or services to sell.
What is Remarketing?
Remarketing is a means of keeping in contact with someone who has visited your website but has not made an enquiry or purchase. Maybe the potential customer or client was doing some research into a particular product or service, or comparing prices across various websites.
It is possible your website did not offer them what they wanted, or maybe they just decided not to bother making a purchase just yet. Whatever their reason for abandoning you, remarketing allows you to have a second chance of engaging them. This is because it allows you to place targeted adverts in front of those people as they browse other sites on the internet. It is a cost-effective method of advertising, as the people being targeted have already shown an interest in the service or goods you are offering.
How Does it Work on Google?
Google remarketing allows you to place cookies on the devices of people visiting your website. You can set this to happen when they visit a particular page or look at a certain product – it’s up to you.
Their cookies’ IDs are added to a list (you can have more than one, using different criteria – for example, for different products). Google will then send these potential clients your adverts when they visit other sites, using Google AdWords.
Adverts can be in text or image form, and you can have multiple adverts to target different clients. The results and outcomes can easily be seen using Google conversion tracking.
What Controls are in Place?
There will be controls on how long a cookie ID remains on your list, as well as how many ads each person can be shown per day. There is, of course, also the potential on certain websites to block ads.
However, Google has recently updated its remarketing and given it more features, with greater control for advertisers. The company has added more flexible options, and most firms find it a good way of reconnecting with potential customers and raising brand awareness.
Things You Need to Know
If you are a very small business, Google remarketing may not work for you. This is because you have to have a minimum of 100 cookie IDs on your list before any campaign is activated.
If you do decide to give it a try, it is important to make sure your ads are relevant and not annoying, that they will succeed in either persuading customers to go back and buy your goods or raising the profile of your business.