What is Banner Retargeting or Remarketing?
If you have a business where you sell a product or service, you most likely rely on various digital marketing strategies in order to promote and create sales on your website. This is the smart action to take, since simply composing a website void of marketing components can have little to no effect on driving conversions. Building a fancy website (or even a crappy website for that matter) and not putting marketing dollars towards it is like buying a car and not putting any gas in it.
There are many marketing tactics out there to consider when it comes to creating conversions. A conversion, of course, is when a customer responds favorably to a call-to-action located on your website, blog post, or social media channel by doing exactly what the CTA was intended to accomplish. In most cases, this is to ultimately buy the product or service you're offering to the public or at the very least, generate a call or email.
However, a relatively new trend has conquered the digital marketing world, and it's appearing nearly everywhere in ways you might have been aware of. The trend is called Google remarketing. When Google steps into the internet marketing game, you know that it's valid and good for business.
So, how does this concept work? It's relatively simple, really. Let's break it down in a few basic steps:
1) A visitor, or potential customer, browses the web in search of a specific product or service (this is where long tail keywords would come in handy, but that's a whole different marketing topic to explore at your leisure.)
2) The aforementioned visitor or potential customer lands on your website, noticing that you sell the product or service her or she is looking for.
3) For whatever reason – and it may truly be nothing personal – this potential customer leaves your website. Maybe he or she got distracted and needed to take their dog for a walk, or perhaps they realized it was time to mow the lawn. Who knows? People have short attention spans. Whatever.
4) Anyway, when that visitor or potential customer returns to the internet, he or she will notice a banner ad from your company on the website they happen to be visiting (this assumes of course, that the website uses Google Adsense as a way to monetize their site…more on that later). Then he or she will remember your website and the products or services they wanted to purchase before they became distracted or visited another website. These ads don’t just appear on websites either. They may appear in apps, news feeds, in games, etc. The Google ad network is massive and the opportunities for exposure here are limitless.
There you have it, broken down into four easy steps. On a side note, remarketing is also referred to as “retargeting” because that's essentially what it does. It retargets the user back onto your website while visiting another. This is an excellent strategy for increasing your exposure, conversion rates, and ROI. That's because customers will already be aware of your brand, but have that extra kick to visit your website after stepping away.
You're probably wondering how to master the technique of retargeting. If you advertise on Google, you simply need to add a Google code to create a remarketing campaign. They're usually referred to as a tag or pixel. This tag or pixel is applied to your website so that any visitor will be added to your retargeting efforts through the use of browser cookies. These codes can be tailored to your specific needs and keywords. Each cookie has a unique ID, which can easily be added to your distinct lists.
Luckily, if you're just beginning your journey using this highly valuable marketing tool, you'll be happy to hear that Google has recently created an updated revision to targeted ads. As a matter of fact, 2018 started off with two revisions to this helpful Google technique. Currently, there is an extended selection of features and controls that you can use. However, if you're a marketing specialist working for an eCommerce company, definitely take some notes about this extremely helpful advertising tool. The recent revision created by Google makes it easier to manage your ads.
Here is a bit of advice for anyone handling a marketing account in this fashion. Always remember that there are a few restrictions and keys to success when implementing this helpful tool. Whenever you create a list, you need to be mindful of the fact that there is a minimum of one-hundred cookie IDs. This takes place before a campaign can be considered active on Google.
One way to create a successful ad campaign is to ensure that your ad is of high relevance to what you believe your potential customers or visitors will be searching for when they make a Google search. You'll also want to put yourself in the very shoes – or in this case, the seat – of the customer while composing your ad campaign. As we discussed earlier, you'll also want to include a captivating form of incentive. Think of this incentive as a call to action. This call to action should have the purpose of redirecting the customer back to your website.
To entice a user to come back to your website, it's a great idea to highlight an absolutely remarkable product or some sort of incredible offer.
In case special offers aren't your forte, then aim for increasing brand awareness instead. By creating ads that flawlessly encapsulate your brand over an extended period, you'll be able to track the outcomes through Google AdWords in the form of normal conversion tracking. As the saying goes, it takes 6-7 impressions of a marketing message for retention.
Google display advertising is also one of the best advertising forms to consider when targeting a specific audience. This audience, of course, should be customers who would be interested in your product or service. After all, if you sold arts and crafts, you wouldn't want to target automobile enthusiasts. Google display advertising allows you the capability to engage people with visual content. Don't be afraid to use your creativity and artistic talents combined with a keen copywriting ability to generate some incredible ads that'll be sure to grab attention.
Whether you're a business owner or a marketer with a desire to create captivating ads, this latest and popular Google technique is a must-have in your marketing toolkit. You'll be able to target customers who were not previously aware of your brand. By doing this, they'll see your ad across an array of different platforms and want to come back based on your powerful brand image or a special offer or discount. Get started right away with Google remarketing to increase your conversion rates and leave a larger digital footprint on the internet.
As always, if you need help or want to explore your options, just fill out the form below and we can chat.