Search Marketing – Remarketing

It is reported that 97% of new site visitors do not convert on their first visit! That means people have displayed an active interest in what you offer but decided for whatever reason to abandoned taking any further action in your services.

Your first thoughts might be that 97% is a large percentage of users you are not converting and you would be correct. So what can be done about this?

Google have come up with a solution to reach these users that are in the 97% that leave without converting. The solution is called Remarketing. Remarketing allows advertisers to reach users who previously visited a website, and as the name suggest Remarket the sites service to the user again. Users will see these Remarketing messages as they browse sites across the Google Display Network.

In Google’s own words:

“Let’s say you are an online retailer who sells printers and TVs. You can show TV ads to those people who visited the TV section, and you can cross-sell, up-sell, and promote other relevant products: surround sound systems or DVD players, for example.”

The technical side of Remarketing involves placing a small piece of code on your site, this code will save each visitor to a list by add their cookie ID to the list. Then you will need to create a Adwords campaign that targets ads to only people who are on the Remarketing list as they browse sites across the Google Display Network.

Ultimately this campaign will not target users who are not on this list, it is delivering your ads to the 97% of users who have visited you site, this ensures your ads are relevant to users on the Display Network similar to how ads are relevant to users on the search network.

For more information on search marketing opportunities please visit our website.