PPC advertising efforts are of utmost importance to a business that sells products or services online. With the correct execution, PPC campaigns should target buyers at all stages in the buying cycle: Interest (“custom t-shirts”), Research (“best custom t shirt companies”), and Purchase (“ABC Clothing Co. custom t-shirts”). But how should one go about keeping their brand top of mind as the user experiences all stages of the buying cycle, sometimes taking days or weeks instead of a single usage session? This is where display remarketing can bring results and encourage conversions.
What is Remarketing?
Remarketing, or retargeting, is a service available through Google AdWords that allows advertisers to reach users who have already visited the site, and are therefore qualified potential customers. Remarketing technology captures user behavior to serve relevant advertisements to that user on other sites such as blogs, news sites and gaming sites on the web that user might visit. Based on the pages the user visits and the actions he or she takes on the advertiser’s site, targeted messages can “follow” these users around their future actions on the web, keeping the advertiser on the forefront of the user’s mind and helping to increase conversions.
For example, let’s say that Retailer ABC sells clothing but they are discovering that users are not purchasing at the volume they expected. In addition to their existing PPC Efforts, ABC Clothing Co. decides that remarketing is a good option to retrieve customers who have navigated away from the site. Since the users have all behaved differently on the web by visiting different pages and navigating away at different points during the checkout process, ABC Clothing Co. wants to message each of these audiences differently.
To achieve maximum returns on this campaign, they begin by segmenting three types of consumers: those who have visited the site but did not added any items to their shopping cart, those who have added an item to the cart but did not complete the checkout process, and those who purchased something already.
For users who have visited the site but did not add items to their shopping cart, generic banner ads will appear on other sites they visit that have Google AdSense enabled. This messaging might feature a simple graphic with a message such as “ABC Clothing Co.: Design Your Own Tees and More!” Since the user clicked through to the site but did not add anything to the cart, the remarketing tags cannot infer that the user looking for a specific item, so a generic ad to remind them to visit the site might work best.
For users who have added an item to their shopping cart but did not make a purchase, the ad messaging might be a little different. ABC Clothing Co. could encourage a pre-existing interested user to make a purchase by incentivizing them with a coupon code or free shipping offer to encourage him or her to return to the website and make a purchase. This banner might have messaging such as “Shop Today and Get Free Shipping on All Orders! Use Coupon Code RM101.” This discount code could help encourage a user who may have been put off by high shipping costs to return to the site and complete the order.
Users who have already purchased something from the site also pose a unique opportunity. These users have already bought something from the site, so on the one hand, they are more likely to purchase again. On the other hand, if they just purchased something, they may not have an immediate need to purchase something else. The best message to “follow” these users would encourage them to make a purchase on a future date: “Love your ABC Clothing Co Purchase? We Love Our Customers! Get $5 off Your Next Order with Coupon Code: Return101.”
How Do I Get Started?
Contact your Wakefly representative today to develop a custom remarketing plan to fit your business needs. By assessing where traffic is originating on your site, user flow to and from the site, and data from your existing PPC campaigns, the Wakefly SEM team can create a remarketing plan that will deliver results and increase conversions.