Remarketing (or Retargeting) is one of the simplest but most effective forms of Pay-Per-Click (PPC) advertising. In a real-life scenario, Remarketing is when you are on a new shopping website and you see an ad for the exact same pair of shoes that you was looking at a couple of days ago. Now, if you don’t know anything about it, Remarketing can appear to be some kind of magical coincidence. However, unlike a proper magician, we are more than happy to reveal the workings of this marketing magic…
What is Remarketing or Retargeting?
Retargeting is a form of PPC advertising and more specifically, a way of targeting people that have already visited your website. This can be done through displaying tailored ads either on websites, Google Search, Apps or on their Facebook news feed (dependent on which type of Retargeting campaign you are running).
Remarketing is basically the name that Google gave to their retargeting feature on AdWords. But since Google has become so incredibly mahoosive (for wanting of an accurate description of their size), Remarketing has pretty much taken over from the term ‘Retargeting’.
So, just to clarify, they are both the same! However, as we are focussing on Google AdWords, we will be referring to ‘Remarketing’ throughout this post.
Who can use Remarketing?
Anyone! That is the beauty of Remarketing campaigns; they can be hugely effective for any business advertising on Google. It doesn’t matter what industry you are operating in, where your business is located in the world or whether you are selling products or services, Remarketing can work for you.
Furthermore, not only can can Remarketing be relevant to any type of business, but it can also be used in any type of AdWords PPC Campaign. This is why it is so important that you are also aware of the benefits of Remarketing on Google.
The benefits of Remarketing
If you know that you are creating an an ad for someone who has already visited your website, then you can make it more personal to them. People like personal.
Let’s go back to the shoe example that I used earlier and put you in their shoes (no pun intended)… So, you have your own shoe shop, selling high-end shoes for men and women. You could set up a Remarketing list specifically for visitors who looked at ‘men’s suede shoes’. Once this list has enough members, you could create an ad for an exclusive 10% off men’s suede shoes and display it specifically to this audience. You don’t need to be a marketing mastermind to see how this level of relevancy will appeal to your target customers. Which leads us nicely onto the next and most profitable benefit of them all;
Providing your existing AdWords campaigns are set up correctly and have been optimised, your current ads should only be bringing relevant traffic into your website. In other words, you have already got potential customers showing an interest in your products/services. Now ask yourself, who is more likely to buy something from you than someone who has already searched for what you are selling, come to your website, left and then come back again? No one, that’s who! It is a well-known fact that Remarketing audiences have the highest conversion rates out of all targeting options on Adwords.
There are some industries where the cost of one single click can be as much as $50 – $60 (£35 – £43). And no, that isn’t a typo! Obviously, every company advertising on Google wants to lower their average Cost-Per-Click (CPC). But as you can see, for some businesses, identifying a way to lower their average CPC is especially important.
Remarketing ads typically have much lower average CPCs. This is because you can be so specific in your targetting of your Remarketing audiences. And if you know anything about Long-tail Keywords, you will know that the more specific the keyword, the lower the CPC. In fact, a remarketing ad click has *been found to be anywhere from 2, all the way up to 100 times cheaper than a click on a standard search ad!
This factor may be an obvious one, but it is worth pointing out. It’s good to be on your prospective customer’s minds and Google’s Retargeting campaigns are a fantastic way to achieve just that. After a potential customer has left your site, you want them to see your brand dotted around. It might not seem like much, but it gets them thinking about you. Then, as soon as they are ready to buy, it’s going to be your business that’s at the forefront of their mind.
Even if 98% of your Remarketing audience doesn’t click on your ad, it’s not all bad. Granted, that’s not the kind of Click-Through-Rate (CTR) you would hope to see on any campaign. However, subconsciously or consciously, your brand will still have been seen!
JUST A QUICK TIP
It is worth mentioning that there is such a thing as over-marketing. Whilst it can be good to be in front of your potential customers, even at times when they aren’t expecting you to be; don’t over do it. To ensure that you don’t annoy people with aggressive remarketing, you can use something called ‘Frequency Capping‘.