Google Remarketing: A Powerful Forget-Me-Not

June 9, 2014
No Comments

Google remarketing is an effective way to close the deal with your target audience in today’s e-commerce world. It’s more than just a mobile advertisement; remarketing allows you to display ads (static image, animated image, video or text) to people that have already visited your site while they are surfing the web. Once they become familiar with your company and its products, your audience may be more likely to take note of an advertisement – and buy from you. This conversion is exactly what companies are seeking with Google remarketing. What about you?

Remarketing: You already have potential customers with one foot in the door

Many advertising efforts can feel like cold calling. Some people have never heard of your company, and some people simply aren’t interested. Google remarketing is designed to turn the focus away from this unprofitable group, and shine the spotlight on people who already have you on their short-list.

Even the most engaged and loyal audience can forget you, even if they intend to buy from you. For example, let’s say that a frequent customer loads her online shopping cart with $300 worth of your products, taking advantage of your recent promotion. Just as she’s about to review her nearly complete purchase, her child wakes up screaming from a nap and she abandons her computer – and your important sale. With Google remarketing, there’s a chance to get her back in the checkout line.

Powered by special tracking codes and cookies, Google places a relevant ad in front of your almost-customer once she gets back online – even if your website tab has long been closed and forgotten. If the ad is an effective reminder with the right messaging (as it’s intended to be on this platform), it might just be the final push to bring her back to the cart and complete her purchase.

Overall, remarketing can help your company target customers when they are ready to buy, establish meaningful remarketing lists (including the “abandoned shopping cart users”), and reach many users throughout the day with your enhanced and relevant visibility.

Right people, right place, right time

While remarketing is not focused solely on a final sale, it’s always about boosting engagement with your target audience. Remarketing is even more powerful if you know exactly who your target is – understanding everything from their demographics to interests. When you know to whom you are talking with, and what they’re looking for, you can better position yourself as the solution in your advertisements.

Part of understanding your target audience begins with your own website. Remarketing begins when pages on your site, correlating to specific categories you want to promote, are tagged. Codes are placed on each page, and these URLs will help define your audiences – as specifically as you need them to be. For example a “gluten-free” tag might be critical for your bakery as more people look for delicious products within this growing dietary restriction. As this niche target group browses similar sites across the Google Display Network (i.e. recipe blogs, gluten-free support forums), your strategically placed advertisement will reinforce your brand, and maybe even sell a cupcake or two.

Depending on your business and your goals, you can customize your remarketing campaign. You can choose to have your ads show up while users are browsing the web, performing a Google search with relevant keywords, or visiting your mobile app. Placement can be based on product pages that your audience visited, a certain section of your checkout process, or even a page that your audience skipped over – the possibilities are endless.

Companies also rely on Google Analytics Smart Lists, introduced in April 2014. This technology utilizes machine learning across different websites that share conversion data, shedding light on “signals” such as visit duration, device, page depth, location, browser, and referrer. With these lists, organizations can better understand the users that are most likely to convert during a later visit.

Making it happen

Whether you decide to use remarketing on your own, or with the help of a professional agency, take the time to define your audience, key categories from your website, remarketing lists, and end goals. Along the way, keep your analytics data front and center. This constant gauge of success will keep your roadmap current.

This article is made possible by Checksforless.com. For more than 35 years, Checksforless.com has provided over 500,000 businesses with high quality business checks, deposit slips, and other banking supplies with easy ordering and fast production times; all at the guaranteed lowest price in the nation. Our discount business checks are easily customizable and compatible with over 4,500 software programs including QuickBooks® and Peachtree/Sage®. Email or call us toll-free at 800-245-5775.

References:

Tags: