Online Marketing’s New Kid On The Block
Its known as adwords retargeting or remarketing and it is likely to become an Online Marketing industry standard over the next few years.
What is Adwords Retargeting?
You have almost certainly been targeted by now with retargeting. It is a technical set up that allows an advertiser to continue to chase an interested party around the internet until a particular action is performed. To turn this into a situation that a business can relate to imagine owning a real estate agency and when somebody came to your website to look at the inventory you were marketing that you tagged them, they may have arrived there through an adwords advert,an organic listing where your agency ranks number 1,through seeing a for sale board and typing in the web address when they got home to check out the property or even seen a listing in a magazine. Once this tag sits in their computer’s browser(it is called a cookie) a pre determined advertising campaign can be launched to that person. They have identified themselves as interested in your business and now you can advertise to them all over the internet.
This could take the form of a list of certain high “footfall” websites where your advert would appear or it may be that you want a scattergun approach of following them everywhere.
This campaign can be setup to run until that user clicks on your ad, can be set up to run for a certain period of time and can run for a year and a half should you so wish. Google will only charge you when the advert is clicked.
What are the main benefits of Retargeting
Retargeting should be a core policy for all ecommerce and bricks and mortar businesses. With an ecommerce offering being able to leverage online marketing by continuing to market to for example people who got to the last stage of buying a product on your website and then abandoned their purchase at the shopping cart stage. Equally continuing to market a complimentary product to a purchaser of a different product from your website would be likely to achieve well above average conversion levels, as buyers are always higher convertors once they have purchased from you once.
For non ecommerce websites, perhaps local service based businesses or multinationals and everything in between, the abilty to build the exposure of your brand by putting your message in front of someone who has already been identified as a hot lead(they must have been to your website to get the cookie in the first place) has huge benefits. SEO and Adwords advertising already target qualified leads but retargeting is simply a more persuasive campaign trying to take those qualified leads to the next stage…….ie to buy!
This concept is only in its infancy and knowing Google will continue to develop its power and reach as well as the specific elements of browser/purchaser behaviour, this will lead to a paradigm shift in conversion rates.
