Have you ever noticed when you are browsing on a website, and you see advertisement banners or boxes that tend to be advertising websites you have recently searched for and visited? You have?
Well, these are known as remarketing banners in the digital marketing world.
What is remarketing you ask? It is simply another way of online advertising, but it targets the potential customers who have had previous engagement with your website. Clever right? It helps you to reconnect with them by showing relevant ads that are based on their previous activity or searches on your website.
So say they spent an hour browsing your stunning new dress collection, but chose to leave without purchasing, you can target these exact people with remarketing ads for your dresses. This allows you to build your brand and promote it by targeting and reminding those customers to return to your site and make a purchase.
There are many different ways to target the traffic you want to drive. One example being, you can tailor ads to target visitors based on the page of your website they previously visited. They can either be displayed while the user browses on other sites or as they search for a product with related search terms to your product.
How Can I Setup Remarketing?
So, where do you begin when setting up your remarketing campaigns? Well if you have a Google Adwords account, then you are halfway there. If you don’t have an account, not to worry, it’s really simple to set up. Just visit here and follow their detailed instructions.
Once you have set up your Adwords account, you will need to add remarketing tags to each page of your website. This is just a piece of code that needs to be placed either in the header or footer of the HTML code. The code can be found in your Google Adwords account by visiting your ‘shared library’. In the ‘audiences’ section there is a box at the top named ‘remarketing tag’. Click on the ‘view tag details’ and then click ‘setup’. Lastly, click ‘view remarketing tag and instructions’ and you should get the code needed to use as your remarketing tag. Once you have located your code, it needs to be applied in the HTML coding of each page in either the header or the footer.
After your remarketing tag has been copied onto all the pages, the next step is to create remarketing lists in Adwords. These are found in the ‘shared library’. A remarketing list contains a collection of cookies from the people who have previously visited your site. This is a very important step in your set up as these lists are used to target your ads.
You can create any lists that you desire. You break them up into groups that you want to target, so whether it’s people who have visited your page but not converted, or people who have converted but just want to remind them of your services you can make sure you target the right people with the right ads. When creating these lists, take the time to plan a good strategy that best suits your campaign and business goals.
When all the above is set up, you are ready to start creating your campaigns and designing your ads as you would with a standard Adwords PPC campaign. You can chose whether to use CPC (cost per click) or CPM (cost per thousand impressions) bidding depending on the purpose of your campaign i.e. clicks and conversions or just brand awareness.
Need Some Help?
To sum up remarketing, it is a useful feature that allows you to reach out and target the people who have had previous engagement with your website and expressed an interest in your products or services. In marketing, we tend spend a lot of time focusing on attracting new traffic and customers but we must not forget about the potential customers who have expressed interest in the past and slipped through our fingers.
At 22PointSix we help to strategise and implement profitable strategies for your PPC and Remarketing campaigns. We will assist you in defining your goals and of course, make sure you stand the very best chance of reaching and exceeding them. If you are interested in finding out more about our PPC management, please contact us on 0330 332 3022 or click here to send us a message.