So you’ve set up your first Google AdWords campaign. You’ve successfully targeted the right audience, and driven lots of qualified traffic to your website. Users are going in, browsing your products, filling their shopping cart and then – leaving without checking out? Clearly, this is not the action you want them to take. However, it’s not an uncommon problem. About 75% of online shoppers abandon their shopping cart without checking out, which can mean losing a lot of potential revenue.
How can you get those users that didn’t buy to come back to your site, and hopefully complete a purchase?
Remarketing.
You may hear some people refer to this as “retargeting”, which is a general term for the marketing tactic; in Google AdWords, it’s specifically called “remarketing”. Essentially, it allows advertisers to reach users who have previously visited their site, and show them targeted ads on the Google Display Network.
Why is this important?
By using remarketing, you are only targeting users who have previously visited your site and shown interest in your brand or product. This will allow you to target individuals further down the buying funnel and guarantee that you’re spending your advertising dollars on a highly targeted, qualified group of people. In some cases, remarketing ads may serve as a reminder to people who may have forgotten that they visited your website or had put items in a cart.
How does it work?
Start by adding a small piece of code (called a remarketing tag) to all of the pages on your site. Then, when a user visits your site they will be added to your remarketing list. A remarketing list is simply a collection of cookies from the users who have visited your site. When you’re ready to set up your remarketing campaign, you’ll use this list to target your ads. Advertisers can create multiple remarketing lists for their site based on their desired audiences. For example, you can create a list for users who browsed specific product pages, or for users who had put items into a cart.
Here’s an example.
Let’s say I’m doing some research for a trip to California. I’ve visited a travel planning website, and gone through most of the booking process for accommodations for the week . But, I’ve decided to look around a bit more, so I didn’t book the hotel just yet. A smart advertiser for that hotel would add me to a remarketing list.
The following week, while reading an article on a news site, the advertiser can decide to show me an ad for a hotel in California with a special promotion if I book before the end of the month. They know that I am a quality lead, and am interested in booking a hotel in California. Their promotion acts as a little nudge to get me to commit to a booking. Chances are, if I’m still planning on going on my trip, I’ll go back. And hey, now there’s a deal. I think I’ll book it.
Is remarketing for you?
While remarketing is a proven, effective method for advertising to highly targeted, qualified users, it can be very time consuming and complex for beginner advertisers. There are many factors that should be considered when developing a remarketing strategy including segmenting your audiences, implementing a well-defined goal funnel as well as ongoing monitoring and maintenance.
If you can’t commit the time and resources, I would suggest outsourcing your remarketing campaign to a knowledgable agency that can give it the time and care it needs to succeed.
Find out how bv02 can help you turn your AdWords leads into conversions using Google Remarketing.
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