Imagine this scenario: you work very hard to attract visitors to your Web site to show them what you have to offer. You make great use of social media, run an awesome email marketing campaign and have optimized your site for organic search (SEO). And the visitors come to your site. In droves. And things look good. But then you notice that they don’t buy from you or they don’t fill out your lead generation form. They came, they saw and they left. What happened? Will they come back? Will they even remember what you offered? Will they remember that your company exists?
These are the questions that keep many business owners up at night and, for all the hope and promise digital marketing offers, it may be for nothing if the potential customer forgets all about you. So, how do you solve this problem? How do you make certain that they don’t forget about you and, perhaps, even come back and purchase from you? One potential answer: a remarketing campaign inside Google AdWords.
A Quick Overview of Advertising Options in Google AdWords
Google AdWords is Google’s widely successful online advertising program that puts businesses and their message or special offer in front of the target audience as they search the web. Traditionally, Google AdWords campaigns have delivered text-based ads beside search results within Google’s search engine results pages (SERPs). These campaigns were later broadened to include image-based ads (banner ads) as part of the Google Display Network, which shows the ads on the pages of partner sites within the Google ecosystem. Each of these campaign options has its strengths and weaknesses, but in general can produce strong results for businesses of all sizes.
What is Google AdWords Remarketing?
For all the success of Google AdWords, there has long been a glaring weakness: how to use it to build/maintain a relationship with someone after they’ve visited your Web site. If someone visits your site, but leaves to go elsewhere, what hope do you have of finding them again and presenting them with a timely offer to get them to return to your site and consider buying from you? Now, we have a solution and it is called Google AdWords Remarketing. This solution lets you create a snippet of Web code (called a “cookie”) that can be placed on a site visitor’s Web browser when they visit a page on your site and then uses that code to serve up one of your ads to them when they visit other sites inside the Google advertising network.
How to Get Started with Remarketing in Google AdWords
If you’re ready to get started with a Google AdWords remarketing campaign, you’ll need to follow these three steps:
- Create a campaign inside of Google AdWords. To use the remarketing option, you’ll need to make certain that you are running an existing Google AdWords campaign. While explaining the details of setting up and running a Google AdWords campaign is beyond the scope of this blog post, you can view this overview video [link here to video] or you can contact Dijital Farm to learn how we can help you get started with Google AdWords.
- Determine what action on your Web site you want to remarket for. Remarketing works best when you are trying to reach someone that was interested in a specific offer or piece of content on your Web site. For example, if someone visits a landing page where you are selling a product, you would want to remarket to that person if they do not purchase from you. Simply stated: make certain that your remarketing efforts are tied to a specific action on your Web site (and avoid a remarketing campaign targeting someone that simply visits your homepage. This is too generic and will likely waste time and money on unqualified leads).
- Present a relevant offer as part of your remarketing advertisement. When trying to reach someone through a remarketing effort, you must present an enticing offer that will make them want to consider you and what you have to offer. And, it needs to be better than what they saw the first time they were on your site. By creating a targeted offer, you are reaching out to this person to try to build a relationship with them and them only. The ad you create in your remarketing effort will not be seen by any non-qualified traffic.
A Word of Caution About Remarketing Campaigns
As you can imagine, some might find it a little creepy that you can use a Web cookie to serve up ads to former site visitors as they visit other sites on the the Web. I urge you to use this tool with great caution. You must focus on earning the trust of your customers and if, for any reason, you believe a remarketing campaign may compromise that trust, you should put a halt to your remarketing efforts. You should always keep the needs and concerns of your customers foremost in your minds and your digital marketing efforts.
Is a Google AdWords Remarketing campaign right for you? That is a question only you can answer. In many cases, it is definitely worth trying to see what kind of results you can get. If you earn even just a handful of sales through a remarketing effort (sales that would have otherwise been lost), then the campaign will have practically paid for itself.
If you’re are interested in getting started with a Google AdWords Remarketing campaign, contact Dijital Farm today and let us help you examine your options and help you setup a campaign to test out the concept.