Picture this: you visit an e-commerce site on the laptop or mobile and take a look at some of the products. Then you go back to surfing the web and voila! Ads featuring the very same products pop up on the pages you visit. What is happening?
This technique is called remarketing (also referred to as retargeting) and is become commonplace now with most online retailers. An effective type of online advertising, it targets the audience who has specifically shown interest in certain products.
What exactly is remarketing?
It is a type of pay-per-click (PPC) advertising, which identifies people who visit your online store and land on your product pages. They may have just browsed through products, or even added some to the cart and then abandoned them. Via Google AdWords Remarketing, you can target these people and showcase your ads on other websites, which belong to the Google Display Network.
Does remarketing work?
Research has shown that it is indeed useful. This type of advertising has a higher click-through rate (CTR) than regular display ads. Through remarketing ads, you may benefit by 2-3 times the number of clicks from previous visitors as compared to new visitors. Besides, the more impressions your visitors get, higher the chances of conversion. Ad fatigue is lesser with remarketing, so it is a good option for increasing impressions.
How can I opt for Google Remarketing?
For those who are currently advertising on Google, the process is relatively straightforward. All you have to do is take the Google remarketing tag or pixel (a small piece of code) and add it to your website. Once you do this, all new visitors will be a part of your remarketing audience via their browser cookies.
Can I customise the ads?
You can also customise the code at your end if you want to refine it for particular categories. For example, if you run an e-commerce business of apparel, you can create a remarketing audience for t-shirts or dresses. By doing this, you can show specific display ads to people who are interested in these particular categories. You know what they wanted on your site, so you can get them to make a purchase, maybe with a tempting offer of 10% discount.
After you get the hang of it, you can also create highly targeted campaigns, with separate ads for buyers and non-buyers. An ad that shows a 15% discount on the second purchase can work perfectly to entice existing customers.
Remarketing offers an ideal way to boost your online advertising efforts. If you haven’t added it to your campaign yet, give it a shot today!
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