There are a number of ways you can drive traffic to your website with the aim to increase sales of your product, but what about those users who haven’t followed through with the action you want them to take? They may have interacted with your website, let’s say, by putting items into their shopping cart but left your site before checkout. If you think about it, these users are more valuable than those who only see your ad, as the intent to buy the product is already there.
If only there was a way you could reach those who bailed last minute, well there is!
This is a way to connect with users who have previously visited your website by strategically positioning your ads in front of them as they browse Google or its partner websites. Remarketing is important because if you want to make it to the top, you should be focusing your ad campaigns to all audiences to increase your chance of success. Take a look at the main benefits of using remarketing below;
Well timed targeting
One of the best things about remarketing is that you can show your ads to users who have previously interacted with your website, at the exact moment they are searching elsewhere, meaning they are more likely to make a purchase. Have you ever been online and that pair of shoes you wanted to buy (but got distracted at checkout) are advertised right there on your screen, spooky!! No, there’s no phantoms living in your computer or phone – just Google!
Target a higher value audience
Targeting a more specific audience can work wonders. You can use remarketing to communicate with users that have had different interactions with your website. Not only can you target everyone who has had an interaction with your website but you can target specifically for people who have performed a certain action on your website such as reaching a specific landing page or time they have spent on your site. Then you can adjust your keyword bids and adjust your ads to optimise your campaign and appeal more to certain users such as a returning customer or someone who added something to their shopping trolley.
Higher conversion rate
Remarketing allows you to target users who are further in the sales funnel i.e. already familiar with your product or service meaning a better chance of a conversion than that of a new visitor to your site.
Large scale reach
A great thing about remarketing is that you have the possibility to re-engage and reach the users on your remarketing lists across their devices such as laptops and mobile, as they browse millions of websites and mobile apps.
You can create a high performing remarketing ad campaign with automated bidding. Real time bidding calculates the optimal bid for the user who is viewing your ad and helping you to win the ad auction with the best price possible for you. You can use Google’s auction at no extra cost too!
Of course there are a lot of reasons why you should consider remarketing your search campaign but remember, it has to fit around the specific needs of the business and it’s goals. Remarketing gives your business a second chance to bring your brand back into the fold and help you to stay relevant. So why not give it a go and breathe a big breath of fresh air into your campaign and give your users something new that they can’t forget!
Go get ‘em!