Google recently introduced its new Remarketing feature. Through this behavioral targeting technology, advertisers can reach a target audience with display ads that are highly relevant to the way users search.
The first thing you do is build a web advertising campaign to attract visitors to your site. Some of those visitors take your desired action once they are on your site the first time around. Unfortunately many will visit your site once, not take any action, leave your site and may never come back. Remarketing provides a second chance for advertisers to reach someone who clicked on an ad and didn’t convert. During the first visit, they failed to convince a prospect to buy, but remarketing ads will be shown on sites from Google’s content network that they subsequently visit, allowing the advertiser to reinforce a message.
What retargeting does is it helps build brand awareness. As visitors are presented with multiple advertisements from your business, they begin to recognize your brand. Brand recognition earns trust and leads to higher conversion rates. 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. While doing all of this in real time.
Here is how it works. A user visits your site and a cookie gets dropped into the users computer. The cookie then tracks where the user left your site. It knows whether it left after the home page, info page or the shopping cart for e-commerce sites. It then follows them to the next website they land on and proceeds to serve them with another ad from your company, thus reminding them of where they have just been and hopefully giving them more reason to return to your website and convert.
The major benefit of using the remarketing tool through Google is that Google is the worlds number one ad network and most utilised search engine on the web. The Google content network reaches 80% of global internet users. Google Remarketing enables you to reach the maximum amount of potential customers by serving them with only relevant ads and content.
Paris Vardakas
paris@gazelleinteractive.com
