Remarketing plans are gaining momentum as an important way to reach former customers, existing customers, and potential customers. You’ve probably been hearing about remarketing plans, but do you know why every business should have one of these plans? In this post, we’ll look at several of the most important reasons why Every Business Should Have a Remarketing Campaign.
But first, let’s define remarketing plans. Google AdWords has a feature called “remarketing’; you may also hear it referred to as “retargeting.” It allows you to show Google ads to previous site visitors while they browse Google partner sites. Many business owners start by targeting everyone who has viewed their homepages. As traffic increases, you can narrow your target to include individuals who have visited certain pages on your website.
Those are the nuts and bolts, and it’s fairly straightforward to set up, but let’s talk now about how remarketing can help you to achieve your goals. What makes remarketing a useful tool in your marketing toolbox?
Higher Click-Through Rates
One of the most appealing reasons to use remarketing is that it improves click-through rates. According to WordStream, remarketing audiences are 2 to 3 times more likely to click on your ads.
This makes sense. We know that people have to see a product or brand several times before they’re willing to give it a chance. Exposure is critical when it comes to sales. By targeting people you know have already visited your website, you’ll have a better chance of converting this traffic into sales.
Low Cost
Compared to many other marketing strategies, Google AdWords remarketing is very low cost on a per-click basis. Search ads in some industries can cost as much as several dollars per click, but remarketing clicks often cost half as much or even less.
If you really want to get the best bang for your buck, combine remarketing with other features on the Google Display Network. For example, you could create customized Google remarketing banner ads. These banner ads can include text, images, rich media, and even video, so you can make them eye-catching and on-brand.
You Can Create Targeted Remarketing Audiences
You’ll get the best results from your remarketing campaigns when they’re created to target specific kinds of customers. For example, you could have one remarketing campaign that targets every single person who visits your website. This would be a general campaign, possibly promoting your brand in a universal way.
You could also create a target for buyers. This could include people who have actually made purchases on your website or completed a lead-capture. All you’d have to do is give Google the URL of your custom thank-you page. After making a purchase and landing on your thank-you page, visitors would be added to your buyer list.
You might also want to create a group of “interested” visitors. If they stay on your site for a certain amount of time or visit specific pages, they could be added to this list. You might want to create specialized ads for people who have already expressed an interest in your products or services.
You Can Target by Geography
This is especially important for businesses that serve customers in a specific location. With a remarketing campaign, you can use the Google AdWords settings to reflect your target locations. Only use this option if your products and services are limited by geography (eg: if you own a restaurant, moving business, etc.).
As you can see, there are many good reasons to have a remarketing plan. If you would like some help with learning how to set up a remarketing campaign, or if you’d like a free SEO analysis, get in touch with us at Park Slope Softworks, your inbound marketing company in Brooklyn.
