Remarketing
GOOGLE REMARKETING | REMARKETING
An important part of your company’s Internet advertising is the remarketing process you use. While SEO and PPC campaigns are highly effective in getting customers to your website in the first place, remarketing allows you to continue your contact with those customers after they leave. By utilizing the powerful networking capabilities of AdWords, specifically the Google Display Network, and other online systems, we can strategize the best ways to focus your advertising attention on potential customers that have shown interest in your company in the past.
WHAT IS REMARKETING?
Remarketing is a system that collects the individual web browser identity of each visitor to your homepage or any other page on your site. These identities are saved and used later to display banner ads to those specific visitors as they travel to other websites. Even if a customer did not make a purchase while on your website the first time, by keeping your name and logo in front of them we can continually remind them of the services or products that you offer. Customers researching future purchases or those comparing multiple sources are ideal candidates to return to your site to make a purchase if they are provided with an easy way to return to your site. If a visitor to your site takes a favorable action and converts to a customer we can exclude them from the remarketing campaign. Don’t depend on the memory of customers to create a return visit; let us invite them back to your site with timely ads.
SPECIFICS OF REMARKETING
In order to fine-tune the focus of your remarketing campaign, we use tags to further optimize the process. If a Dallas customer visited your site for the express purpose of comparing notebook computer prices, for example, a “notebook computer” tag attached to the appropriate pages will later target that customer as he or she visits other websites with the same tag. Further, if a person visits a page on the same site targeted toward external hard drives we can identify this and serve them targeted banner ads for external hard drives. With the complex network resulting from this detailed, interest-based advertising method, your company can remarket to a huge number of different audiences in highly specialized ways at any given moment. Whether you are looking to focus on markets in Dallas, Fort Worth, Houston, or across the nation, the right tags attached to your pages are the key to getting first-time visitors to become repeat visitors.
BENEFITS OF REMARKETING
The more focused your Internet advertising becomes, the more results it generates. Keeping the attention of visitors to your site after they leave it is a highly effective way to funnel your resources toward the customers who are most likely to buy, even if they did not do so on their first visit. With powerful advertising systems like the Google Display Network, your company can continue to follow up on leads without diverting employee resources. A continual monitoring of the data provided by your remarketing campaign helps us adjust your advertising as needed to get the best results.
Without a robust remarketing campaign, your website is not making full use of the Internet’s advertising efficiency. Rather than simply hoping that visitors to your site will return later, make sure that they remember what you have to offer by using our remarketing strategies and the array of tools at our disposal. We will put every advertising dollar to good use sending messages to the individuals who are most likely to become customers.
REMARKETING COMPARING TO SEARCH
| Date | Clicks | Impressions | CTR | Average CPC | Cost | Conversions | Total Conversions | Cost Per Conversion | Conversion Rate |
|---|---|---|---|---|---|---|---|---|---|
| Remarketing April 2010 – September 2010 | 19,942 | 15,728,951 | 0.13% | $2.58 | $51,486.99 | 346 | 2,499 | $20.60 | 12.53% |
| Search April 2010 – September 2010 |
124,111 | 5,885,183 | 2.11% | $8.80 | $1,092,281.02 | 8,851 | 8,851 | $162.32 | 7.13% |
| Difference | 167% | -71% | -87% | 76% |
Remarketing differs from search in that you’re trying to reach people when they’re not thinking about your product or services. One of the major benefits of remarketing campaigns is the increased number of impressions. This client in particular would have missed out on 167% increase in impressions. This table shows that remarketing not only has a lower CPA, but also remarketing has an extremely low brand awareness price.
REMARKETING HELPS PAID SEARCH
| Date | Clicks | Impressions | CTR | Average CPC | Cost | Conversions | Cost Per Acquisition | Conversion Rate |
|---|---|---|---|---|---|---|---|---|
| With Remarketing April 2010 – September 2010 | 124,111 | 5,885,183 | 2.11% | $8.80 | $1,092,281.02 | 8,851 | $123.41 | 7.13% |
| Without Remarketing October 2009 – March 2010 |
119,491 | 4,310,775 | 2.77% | $8.72 | $1,042,084.08 | 6,419 | $162.34 | 5.37% |
| Difference | 3.87% | 36.52% | -23.92% | 0.92% | 4.82% | 37.89% | -23.98% | -32.75% |
In this six month comparison of a paid search campaign with and without remarketing we saw an increase in clicks, impressions, conversions and conversion rate. We were also able to substantially decrease the cost per acquisition during this same time span saving our client 24% on each lead.
CALL US TODAY FOR A FREE, NO OBLIGATION CONSULTATION:
877-OPM-2010 (877-676-2010), Monday-Friday: 9-5 CentralDownload our Beyond Basic Search Engine Marketing presentation and learn how you can convert online leads to offline sales.
 |
 |
 |