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Google AdWords Remarketing

posted Jan 1, 2011, 4:41 PM by Darren Davis   [ updated Dec 5, 2011, 1:27 PM ]

Google AdWords Remarketing was just recently launched to all AdWords advertisers after a successfully beta testing since last March. The AdWords remarketing tool is a powerful technology that enables advertisers to place ads in front of visitors who have already visited their website, and are now surfing websites that are part of the Google Content Network.

Here's an example: Let’s thing for a minute that you own a local business. (restaurant, salon etc.) Let's also imagine that via other forms of advertising, you've been able to attract hundreds of visitors per day to learn about your service. If you have setup Google Remarketing, you can now re-reach (say that 5 times fast) these visitors when they are searching websites that are part of Google’s Content Network, which is an massive number of websites.

As a matter of fact, according to Google, the Google Content Network reaches 80% of global Internet users. So after potential new clients visit your business, they can now be re-targeted or "Remarketed" with a new set of ads if desired when they are visiting any number of websites, including Gmail. So a potential visitor can visit your biz, and then be targeted in their Gmail account for a remarketing ad. This remarketing ad can then offer coupons of incentives if desired. The potential for this technology seems rather staggering as it benefits both advertisers and website publishers as well.

You can also run a number of remarketing campaigns at the same time. This can be especially powerful. For example, back to the local biz example, this business can use Google AdWords Remarketing to effectively place unique ads in front of visitors that were potential customers, and can place a totally different set of remarketing ads to appear to visitors who visit the “Become a Partner” page. Previous visitors looking to dine may see a remarketing ad with a coupon while visitors who had previously looked to partner can be exposed to ads explaining the benefits of partnering.

Would you like to reach out to all the people who visited your site but did not convert into customers?

Combine Google’s Display Network with AdWords Remarketing functionality and not only is this possible but you can also be pretty intelligent in your approach.

Why Remarketing is good for business

Greater ROI through:

  • More targeted ads – Target visitors based on their previous interactions with your site.
  • Better click through rates – Users who have seen your site before are more likely to choose your ad from your competitors.
  • Increased brand visibility – People who have been on your site will continue to see your ads as they surf sites within the content network.
  • Greater conversion rates – Providing the offer is right we have found conversion rates to be up to 75% greater on these returning visitors.

How it could work for your business

There are many fantastic uses of Remarketing functionality which range from the basics such as marketing to people that came to your site but did not buy to more intelligent approaches like specific offers for types of clothing depending on what pages of your site they visited.

Google says that, “Remarketing is a great way for businesses to reach users who are likely to be highly receptive to their ads and special offers… It helps advertisers and websites get higher returns. It also means more relevant and useful ads for users, and more opportunities for your customers to receive special offers and discounts that may be of interest to them.” We tend to agree. Here at LinkCaffeine, we implement Google Remarketing for various clients, but it is early to determine the direct impact from these efforts. Time will tell how powerful this new feature really is, but if used properly, it sure seems to make a lot of sense for everyone involved: advertisers, publishers & users. We thanks Google for providing yet another great tool for their advertisers.

How can you set this up? Contact a  PPC Management Expert to learn more.