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Remarketing is an online tool used by marketers to re-establish a connection with customers that they may otherwise have lost. This can be done using techniques, strategies and automated emails to follow up website visitors.
So why should you use remarketing for your website? Re-marketing has the ability to increase your conversion rates in three ways; it delivers messages to past visitors or lost prospects once they leave your website; it builds and keep focus on a specific brand, and; it can be useful when a website is promoting discounts, incentives or specials on their products.
So when should remarketing be used? While re-marketing can be used at any time on the Internet, it is most successful when a customer has; abandoned their shopping car, or not converted; converted (and you want to increase their sales), or they have signed up for an email or newsletter service.
There are three basic steps you should take when initially setting up your remarketing campaign:
1) Choose your audience. This can be achieved through Google AdWords. Which pages from your site you choose to target with your campaign can also determine this.
2) Select a code to put on your site (for either one, or many, of your web pages). You can take advantage of different codes depending on which users you are intending to target. For example, one code may be for the whole website-which targets all of your site visitors. Or, a code may be created specifically for your conversion page, therefore targeting only those users who have converted.
3) Create an ad group. An ad group is a set of keywords, ads and bids that you can centre your campaign around. Currently, Google has two ways of showing your ad groups; across all pages, or only in places you've specified. By determining certain pages that will run your ad, you can help define who will be looking at your ads.
