Google Adwords has just launched a remarkable new advertising service called “Remarketing”.
What does Remarketing do?
Well, it follows people who have visited your website around the web, showing them your ads, and enticing them to return and convert (buy, enquire, register etc).
The majority of your websites visitors in any given time period, will not convert, this is the nature of the online game.
Typically, if you are selling online, 2% is a good conversion rate, if your website’s objective is to generate enquiries, 5% is a good conversion rate.
This means that over 90% of a good website’s traffic does not convert into sales or enquiries.
Remarketing targets the website visitors who do not convert and follows them around the web using Google’s ever expanding content network of websites (YouTube, Irish Times, Gmail etc), showing them targeted ads, for a selected time period.
Advantages of Google Adwords Remarketing to the advertiser:
- Naturally, people who have already visited to your website are more likely to be interested in your products & services.
- You get to show your message to somebody who may be considering your offering at that time, perhaps weighing it up against a competitor.
- You can target visitors based on what webpages they visited e.g show boys t-shirt ads to all visitors of boys t-shirt page.
- You can target visitors based on how far they got in your “conversion funnel” e.g they added items to a shopping basket but didn’t check out – show them an ad offering a discount if they come back and buy!
- You have the opportunity to “Remind” the person that they were on your site and are interested in your offering.
Remarketing is a great tool to increase your conversion rate for online campaigns. As an advertiser, anything you can do which increases your conversion rate not only increases your profitability, but gives you a valuable competitive advantage over your rivals.
Another great Google online advertising innovation. Keep ‘em coming Big G!
