If your business isn’t already using Remarketing, you are missing out on visitors who are already interested in you! But what is Remarketing, and why should you be using it? Remarketing ads target visitors who have been to your site or app, (whether that be through Paid Search, Organically, Direct Traffic or Referral Traffic), and delivers targeted ads to these specific visitors.
Here’s how it works:
You will need to add a piece of code to every page of your site. When a visitor lands on your site, they are added to your Remarketing list, and the snippet of code is placed in their cookies. When that visitor surfs the internet and visits sites that support your ads, your ads will show to that visitor. As Google says, advertisers can use Remarketing to, “…match the right message to the right people at the right time.”
There are several ways to use Remarketing in order to reach the right visitor, too. You can create a general remarketing list that will target every visitor to your site. If you are going to target a general audience, you should also use general ads. But let’s say that you are an ecommerce site, and your best selling product is a top of the line wireless speaker. It’s an expensive product that most people who purchase, will not buy it the first time they see it, because it’s a big investment and they want to conduct some research and compare prices. With Remarketing, you can stay top of mind while they continue their research by showing them ads with your wireless speaker. Once they are ready to make the purchase, they will be more likely to come back to your site to buy your speaker.
There are a few rules to follow when setting up your Remarketing campaign:
1) Cap off the number of impressions per day to about 3. You don’t want to annoy a visitor by showing your ads all day, every day!
2) Set the code to stop running after 30 days (Membership duration). If a visitor sees an ad for longer periods of time, they get what we call “ad fatigue,” and stop paying attention to your ads.
3) Stick to banner ads. Text ads do convert, but banner ads stand out more, therefore have higher conversion rates.