Search Engine Watch posted a great article about getting back in front of customers. Remarketing is a product that I think every business should consider doing.
Google recently mentioned that “97% of new visitors do not convert the first time they arrive at your site.” While you never get a second chance to make a first impression, you have limitless opportunities to make that critical second impression, thanks to remarketing in AdWords.
Google AdWords’ robust remarketing feature can enhance and expand your PPC campaign. This article will focus on seven high-level strategies that you can employ to bring users back to your website using remarketing after they’ve made their initial visit.
Remarketing: Definition & Basics
When someone visits your website, you can drop a tracking cookie onto their computer. Later, when that individual is viewing other websites that utilize Google AdSense, you can display your PPC ad in front of that user again via the Google AdWords Display Network (GDN).
The objective of this type of targeting is to encourage the user to return to your website – and hopefully convert!
Target Segment Strategies
Remarketing is extremely flexible and you can get tremendously precise with your targeting. You can target users who visit specific pages on your website.
For example, consider this list of targeting strategies:
- Visits to your homepage: This is your broadest targeting method. You can deliver GDN ads to anyone who visits your homepage.
- Visits to specific product pages: If you’re an ecommerce client, you can target users who visit specific products on your website. Or if you offer a variety of different services, you can target users for each service they visit.