Remarketing is a clever way to connect with visitors to your website who may not have made an immediate purchase or enquiry. It allows you to position targeted ads in front of a defined audience that had previously visited your website - as they browse elsewhere around the internet.
The remarketing ads can be delivered in either or both text and image display formats. The ads are managed in Google AdWords and are shown on web pages visited by your target audience that accept Google advertising placements.
Google remarketing is an ideal tactic especially where the sales process is long and considered and competitive. Executed in the right way it can be a powerful tool to improve sales conversions and to raise your brand profile.
How does Google remarketing work?
It's quite simple really. Remarketing works by placing cookies on your website visitors machine when they meet your criteria. Their cookie ID is added to your remarketing list. You can have multiple lists with a range of different criteria.
For example you may wish to target visitors that viewed a particular page or section on your website but didn't make a purchase or complete and enquiry form.
There are a number of advertising controls including the period of time that a cookie ID stays on your remarketing list, impression caps on how many ads per day are shown to an individual and the ability to block ads on certain websites.
The Google remarketing feature has recently been through a revision and Google has added more features and controls for advertisers. The remarketing feature now allows more flexibility through using upgraded Google Analytics code. This allows for lists to be created and managed without the need to place specific code on the website.
What do I need to be aware of?
There is a minimum threshold of 100 cookie ID's on each remarketing list before a campaign can become active.
To be successful it's important to a) make sure your ad is highly relevant to what you know visitors are looking for and b) contains some form of enticement to encourage them back to your website. For example you could display a special discounted offer on that item.
If your aim is raise brand awareness then you can create ads that achieve exactly that by displaying your brand to visitors over a period of days, weeks or months. And as remarketing is part of Google AdWords you will be able to track outcomes through normal conversion tracking.