Remarketing Strategies - SEM/PPC/AdWords

As controversial as remarketing may be, it can go a long way, especially if you’re in the right industry. We’ve all seen this before, you visit a product page and then navigate away, that add tirelessly follows you from one site to the next, hounding you to buy now. That is dynamic remarketing on the Google Display Marketing at its finest. Sometimes this can be done very well – other times, not so much.

Ideally, the thought is that once a person visits a particular part of your site or spends a certain amount of time, etc. but doesn’t convert that you are able to hit them with another message that puts them beyond the threshold and they make the purchase decision. Google, Bing and now social media networks now offer a seemingly overwhelming array of options to remarket your advertising message. Whether you want a video banner ad shown in specific geographic areas after a user has visited the contact us page or a static image that is shown in the sidebar of Facebook after they’ve landed on your homepage, the options are almost infinite.

Photo Credit WordStream

Photo Credit WordStream

Why remarket? Because your audience has previous exposure to your brand, the click-through rates, conversion rates and trust are typically much higher. Ad fatigue is lower as well.

What must be taken into deep consideration are three things: you audience (interests, demographics, geography), your budget and your goals. Ultimately you should start with your goal and then decide how you can most effectively reach your audience at what budget to meet said goal.

Photo Credit Word Stream

Photo Credit Word Stream

So how do you start? Google Analytics and Facebook Insights are two of the many tools that can provide rich information about who your audience is, where they come from, how they interact on your page. Google provides an excellent course on remarketing as well. If you are looking for a crash course, definitely check this site out this guide. When it comes to building the ad, make sure to use Google’s free ad builder.

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