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What is Remarketing?

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Remarketing is a great way to appeal to users and customers who have visited your website, but who didn't actually complete the conversion action.. In other words, you'll be able to appeal to potential customers who have already shown interest in your products or services. By combining the best display advertising techniques with the information available from your analytics, you'll be able to target the most relevant audience imaginable.

How does Google Remarketing work?

  1. Within your website you need to 'tag pages' and associate these to specific categories. For example if you are selling clothes online you might want to tag pages with the following - 'Summer Short Dresses' or 'Little Black Dress for the Christmas Season'. Think about what your potential client is searching for......
  2. Then, within Google Adwords build your campaign around these specific categories. Remember to be 'direct' with your marketing messages - no noise. You want to hit customers who have an 'intent to buy online'. Perhaps, give them offers to 'dangle that carrot' for them to click on the ad, for example '10% off' or 'Free Delivery'.
  3. Here's the clever part. using Google Display Network you can advertise to potential customers who have already visited your website and target them with adverts which mean something to them. It means you are always marketing to them.

Does Remarketing work?

For today's audience, it might seem that most online shopping is a fairly instantaneous process, but it can actually take several days to convert after first becoming aware and viewing a product. Whilst this can give businesses of all kinds a great opportunity to prevent buyer's remorse by constantly reinforcing the decision across social media sites like Facebook, Twitter and Instagram, along with using content marketing to its very best effect, there is a downside.

After first viewing the product, there is a chance that the customer could then find a cheaper, or more authoritative, website from which to purchase the item. That's why it's important that you continue to make the most of retargeted digital marketing strategies to keep your potential customer engaged with your business all the way through to their conversion.

Remarketing involves the use of display advertising techniques to appeal to customers who have already visited your site. Retargeted advertisements are presented through Google's Display Network, or the alternatives of other search engines like Yahoo and Bing. This means that your ads could be shown if your potential customers visits any one of the 2 million websites which have opted in to display adverts.

Thanks to the display network from Google, you can choose from a variety of different ad formats, including:

  • Rich Media.
  • Simple Text Adverts.
  • Video Content.

When it comes to remarketing, you can be as broad or specific as you like. You can target those who've previously visited your website, or aim your advertising towards people who have looked at a specific product, page or content on your site.

If you're intelligent, you can use Google Analytics to target potential customers based on hugely specific criteria, such as the amount of time that they spent on your site. Not only will your analytics allow you to target the most relevant customers, it can also improve your click-through-rate (CTR), overall conversion rate and cost-per-click (CPC).

When it comes to remarketing and display advertising, the most important thing is that you achieve a positive return on investment (ROI) to ensure that you can actively make a profit from your marketing and encourage high levels of interaction with your customer.

Increase Your Conversion Rate!

When it comes to remarketing, there is a distinct conversion pathway that your customer will step into as soon as they click away from your website or product page. Although the period of time between these engagements can be different, the best remarketing strategies will be able to achieve a high CTR with a low CPC.

Firstly, you will attract customers to your products through the best SEO, PPC, display advertising, social media or content marketing. For whatever reason, they will decide not to purchase your product or service and will click away from your page. If they have opted in to personalised advertisements from Google, your display adverts will then present your products or services to the potential customer.

This means that, while they continue to research the product, or even move on to other things, your products and services will follow them across the internet. This means that they will constantly be aware of your products, even when looking at your competitor's offerings. With remarketing, your business will be able to target users across desktop and mobile devices, with the intention of convincing them to complete the conversion action with your business.

Get More Clicks!

Here at Promote, the UK's leading digital marketing agency we can provide a full display advertising campaigns to increase your ROI and achieve more clicks for your online presence. Our professional team have worked alongside a huge range of businesses across the UK to make the most of Google.

For more information, please don't hesitate to get in touch with our team today on 0845 050 2500. Alternatively, you can email any questions and concerns that you might have to our team directly, and we'll get back to you as soon as we can!

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- Hilary Du Cane, Nutrition Means Business Ltd -

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