Google Remarketing – All You Deserve To Know

Marketing is an extensive process that requires a lot of time and effort. There is a myriad of tactics out there that you apply to different types of customers. The main aim of marketing is to convert a prospective customer into a buying customer. We have all heard of the daunting marketing funnel. It depicts a customer’s journey from being a visitor on your website to being a satisfied customer. The daunting part of this is, the long list of prospective customers shrinks at every stage of the marketing funnel, and only a few of those potential leads actually end up buying your product or service. 

This means there are a whole bunch of potential customers who dropped out of the funnels and decided not to buy your product for some reason. There is a marketing tactic that marketers use to make these customers ponder over their buying decisions again. This tactic is known as remarketing 

What is Remarketing?

Remarketing is an online advertising tactic that allows marketers to show targeted ads to potential customers that visited your website in the past. They would be shown these ads while they surf through different digital channels like Facebook, Youtube, Google, and others. There are different remarketing tactics for each of these channels like Facebook remarketing is similar to Google ads remarketing but instead of showing the ads across the web, they are shown within the Display Network. 

How does it work?

When a user visits a website, they are automatically tagged to a code you implement in order to track their activities throughout the web. That code adds them to the remarketing list. Then when they browse through the web, they are shown your targeted ads. This tactic is mostly used to target people at the bottom level of the marketing funnel. The ones who were close to being converted but dropped out for some reason. 

Remarketing Benefits

If used appropriately, remarketing is a powerful tool for marketers. There are a number of benefits of it. Some of them are as follows:

• Improved Brand Recall

It is the perfect tool to remind prospective customers about your brand and its products. It serves as an ongoing reminder used to jog the memory of the customers that were potentially interested in your product. 

• Improved Conversion Rates

It can help drive your website visitors that were in the last phase of the conversion process back into the sales scenario. Reminding your potential customers about your brand will enhance your opportunity to make future sales. 

• Better ROI

If the conversion rate increases, it’ll obviously increase the return on your investment and decrease the cost per sale.

• Flexible Budgeting 

You have complete control over your budget. You can even derive agile reports using the reporting tools that will help you make effective spending decisions. 

How To Optimize Remarketing Campaigns

We categorize a remarketing campaign as successful when the targeted audience successfully converts into customers in the timeframe of the campaign. Here are a few things you can do to optimize a remarketing campaign. 

• Optimization based on customer interest and behavior

Let’s say you sell kitchen and baking utensils and you have a section on your website going by the name of “Baking Recipes”. In this section, you have shared different recipes that require the use of the baking utensils you sell. You can create targeted ads for those who have visited this section of your site. Instead of creating a campaign for all the products you are selling, you can create a copy that mainly focuses on baking utensils only. 

• Use different ad formats to ensure it can appear on multiple platforms

People consume digital content via different platforms like social media, Youtube, and Google. They access these platforms through different devices. Therefore you need to make sure when you are devising the marketing strategy that you include the use of different formats and sizes. If a text or display ad is only optimized for desktop computers then it may not appear properly on mobile devices. Make sure your ad is optimized for various platforms and devices. 

• Updating the content of your ad copies

The mindsets, buying patterns, and behaviors of the customers are constantly evolving. Some new viral technology or platform comes up and suddenly everyone’s raving about it. Updating the content is one of the most important content marketing strategies. It helps prevent content fatigue or in this case ad fatigue. Make sure you are updated on the latest trends. Take advantage of a trend that can help you sell your products. Keep a lookout for how certain ads perform and be innovative and creative when developing an ad copy. If your ad content catches the eye of the user, you’ll be able to generate higher conversion rates. 

• Don’t keep trailing the user around with the same question

One of the reasons a user at times gets sick of seeing your remarketing ads is when you keep popping up on the screen with the same ask and don’t provide the potential consumer any information about the product or service that you are offering. If you keep on running a campaign without changing the message you give the consumer an impression that you may not care about them and their needs. Make sure you convey the required information about your product and make sure your prospective customers know how much you value them.

Remarketing vs Retargeting

The terms remarketing and retargeting are often used interchangeably. Mainly because these two serve the same purpose. But there are some important differences between them that you need to understand. Both of these strategies are used to market to potential customers who have already visited your site. 

Retargeting can have multiple ways in which you can approach the users. Once the user visits your site and is marked by the google ad remarketing tag generated for him/her. You can create targeted ads placed by third parties, such as the Google Display Network or Facebook. On the other hand, remarketing has more to do with re-engaging customers through email marketing. Emailing a customer about renewing subscriptions or notifying them about a sale on a similar type of product they bought before, are all examples of remarketing. Retargeting deals with new potential customers whilst remarketing tactics are applied to past customers who have already done business with your brand.

How much does Remarketing cost anyway?

It depends on what platform you are using to remarket your product. Facebook has a lower CPC rate as compared to search engines. Facebook remarketing is helpful for small businesses. For Google remarketing the cost is more than Facebook but the CPC is still relatively low from traditionally paid marketing campaigns and remarketing campaigns on Google have a higher CTR as compared to traditional advertising campaigns because the users you’re marketing to are already familiar with your product or service. 

Bottom Line

Remarketing is a significantly important tool that can help you increase your conversion rates and bring your prospective customers back into the sales scene. Our expert marketers at NX3Corp can assist you in devising an effective remarketing strategy that will help you retarget your potential customers and successfully convert them.