If you are interested in using internet marketing campaigns to promote your business, then it’s important to realize that there’s a lot more to it than just SEO and social media. There are a plethora of different marketing techniques that you can use to bring more traffic to your site, and more importantly, to bring the right traffic to your site. The right traffic will include more qualified customers who are most likely to convert on your website.
Having a good grasp of the online marketing services that are available to you, as well as the fundamental marketing strategies underlying them, will make the difference between a campaign with a high ROI and one that will have you floundering at the bottom of the SERPs.
Let’s take remarketing for instance. This is a strategy that many people haven’t heard of, but if you have a PPC campaign running then it’s something that you can’t afford to miss. In this post we’ll look at what remarketing is, how it works from a psychological and business perspective, and finally how to do remarketing.
What is Remarketing?
Well, remarketing essentially means that you are using cookies in order to target users who have previously visited your site. If you browse the web often, then chances are you will have encountered this yourself at some time or another. You’ll read a website selling books for instance, and then when you’re on another website, or Google, you’ll notice adverts recommending the very same site and possibly even showing you the books you were looking at. You might have thought it was just a strange coincidence, but in fact what you’re experiencing is remarketing.
Why it Works
If you run a website then the sad news is that the vast majority of the world doesn’t care one bit about your content, your products or your services. With this in mind, if you’re marketing yourself to everyone then really you’re just wasting your time and advertising spend. Even if you can lure a lot of people into clicking your PPC ads on SERPs, they won’t be as likely to make a purchase on your site as they would be with more focused targeting. You may be thinking, “but I target my keyphrases already.” That may be the case, and that is important, but remarketing takes targeting to the next level.
With remarketing you are targeting those people who have already been to your website. What this means is that you’re marketing to people who have already shown a distinct interest in your business specifically, so you know you’re not wasting your time by marketing to them a second time.
Meanwhile, if you think of how often you see something you want to buy but decide to ‘sleep on it’ instead – only to forget about it completely later on – you can see how remarketing might provide that extra little nudge needed to commit to a purchase.
Remarketing is extremely effective because it works by targeting people who have visited your site and directs them to the specific page on your website that you want them to look at. Furthermore, because people who have already been to your site will know what your ads are for, that means they won’t click unless they actually want to go back to your site. In other words, you can use this as a way to eliminate unwanted traffic which means your ROI will go up, while your bounce rate goes down.
If you’re interested on taking your campaigns to the next level, you can even adapt this concept yourself by using cookies on your own site. It’s beneficial because you can offer discounts to return visitors exclusively, or even have their shopping basket full just the way they left it last time. It’s this kind of thinking that will help you to craft an optimized marketing campaign that brings in relevant traffic and converts that into higher sales.
How to Implement Remarketing
To implement remarketing for your site, you’re going to have to use a snippet of code on each page to set those cookies on visitors’ computers. To do this, follow these steps:
– Head over to your AdWords account, and click the campaigns tab, then shared library.
– Next go to audiences and click ‘set up remarketing’ and you’ll be provided with your code.
– Copy and paste that code onto the bottom of every page on your site just before the closing body tag.
– In Audiences you can now create lists of your pages by using the drop down menu. It allows you to group visitors that you want to target; this is how you can start to show specific ads to people who viewed certain pages on your site. So, if someone shopped for DVDs on your site, you can show them an ad that shows off your film selection – whereas someone who viewed CDs might get an ad showing them all your latest albums.
– Define this by selecting ‘Define list of site visitors based on selection below’ and then enter the URLs you want for each group manually. Alternatively you can create this list using particular ‘conditions’ and this way you could define the list as all URLs containing the word ‘DVD’, and can even include exceptions if necessary. That way you won’t have to update the list every time you want to add a new page to your site.
Now add a ‘membership’ duration, to define how long you want the cookies to last on the users’ computers. You can also opt to give your list a name for your convenience and reference.
To use these lists, go to your campaigns tab and click on display network. Now click ‘interests and remarketing’ and click ‘change display targeting’ to add your lists to specific campaigns.
And voila, you’re done!
Now add more, or for more detailed instructions on how to do remarketing, head over to Google Support.
Courtney is the Director of Communications at Wisdek Corporation. She got her start in the Ad World and then moved into the online marketing industry from there. She very much enjoys working at Wisdek and finding ways to communicate with passionate entrepreneurs; teaching them how to grow their businesses online.
To learn more about Wisdek and how they can make your website work harder for you, visit them online at www.wisdek.com or call 1-877-947-3351 today.
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