Remarketing is a method of connecting with people who have previously visited your website. These people are still potential customers, but may not have made an enquiry or an immediate purchase. It is an enhanced online marketing method which reconnects your website with your visitor giving a further opportunity for a conversion.
Because these people have initially shown interest in what you’re offering but for some reason, did not follow through with a purchase or an enquiry. Remarketing acts as a follow-up and can nudge the customers into favourable action (to purchase or to call you directly) for your business.
Dynamic remarketing takes a step further by including the services and products you offer on your website, to previous site visitors. Dynamic remarketing produces high-performance ads with the addition of custom parameters to your site’s tag, and by creating a feed.
Google comes up with a list of prospective clients through the use of a bit of code inserted into your website. This code keeps tracks of the people who have been to your website and places your ads on Google’s Content Network which includes thousands of websites, including Gmail and YouTube. When your previous site visitor clicks on your ads, he will be directed back to your website’s landing page.
You can initially attract customers to your site with search ads (Pay-per-Click, AdWords), and then use remarketing to reach those who have been to your site by showing them special offers and ads on sites included in the Google Display Network. Remarketing ads on the Display Network can boost more searches for your products and services, increasing the amount of traffic you can get from Google searches.
Example: How Remarketing Works
Standard Remarketing – Show ads to previous website visitors as they use Display Network apps, or go to Display Network sites.
Dynamic Remarketing – Show ads including the products and services viewed by previous visitors to your website, as they use apps and websites on the Display Network.
Remarketing Lists for Search Ads – Show ads to your visitors after they leave your website, as they do follow-up searches on Google for what they need.
Remarketing for Mobile Apps – Show ads to people who previously visited your mobile site or used your mobile app, as they use other mobile apps or visit other mobile websites.
Video Remarketing – Show ads to people who have interacted with your YouTube channel or videos, as they go to YouTube or other Display Network websites, videos, or apps.
Increased relevance = more leads:
Increasing the relevance of your ad campaign results in more leads, as your ads appear to the right people (those who are interested in your business).
Reach people at the right time
You can reach people when they’re most likely to go through with a purchase or relevant enquiry, even after they’ve left your site or app. This can be any time when they’re using other apps, visiting other websites, or searching for your product.
You can reach a wider audience with over 2 million websites and apps included in the Google Display Network.
Convenient ad creation
Create multiple text, video, and image ads free of charge with the Ad gallery. You can also use Ad gallery layouts to produce ads for your dynamic remarketing campaign.
Customised lists for your advertising goals
Your remarketing lists can be tailor-made to fit your advertising goals. For example, you can create an “Undecided Shoppers” list to show those who have placed items on their shopping basket but didn’t go through with the actual purchase.
Control and management
Easily control where your ads appear, what price you will pay for the ads, and manage the performance of your campaign.
Produce high-yielding remarketing campaigns using automated bid methods, such as ROAS and target CPA. The optimal bid for the person viewing your ad is calculated in real time, helping you in winning the ad auction with the best price possible. You can use the Google auction tool with no extra charge.
You can move from a generic message to a more targeted, segmented message when your prospects have visited your site, and have expressed interest.