Remarketing: Google Adwords extends the Purchase funnel

It has been a long standing need for PPC management services, to be able to advertize to those users who have already gone through the complete buying cycle & converted. The user may not have actually bought the products, but at some point of time may have browsed through a certain section of your website & thus consequently expressed active interest in buying your product offering. Well, this need of web marketers has finally found been addressed.

‘Remarketing’ by Google Adwords is a marketing functionality that promises to help PPC campaigns target users who have previously visited their website.  Let’s say you are an online retailer who sells all kinds of books.  Through remarketing, you can show ads for specific types of books, say fiction, to those people who happened to browse the fiction books section on your website. These ads will be shown throughout the Google Display Network. And with remarketing, you can even cross-sell, up-sell and other products relevant to the category, say teenage fiction books. This can be particularly useful in cases where a user landed on your website & browsed through few pages and exited. To increase conversions you later introduced an offer which will entice users to finally convert, but how do you ensure ads are also being shown to users who already expressed an inclination towards your brand? The remarketing feature in Adwords precisely enables you to do that, in the process, allows you to show ads to an exact set of target audience, who have already crossed the ‘Preference’ stage in the buying funnel.

Here’s how it works. You set a remarketing pixel/code/tag on either certain sections of your website or across the entire website. Whenever visitors visit a page that carries a particular code or a tag, he/she is added to what is called an ‘Audiences’ tab on Adwords. A cookie is then set on the user’s browser and as they visit other sites within the Google Content Network, they are shown your banner ads. Example: If you put a ‘Fiction’ tag on a page that carries fiction books, users who happen to browse through that page will be targeted in future with your ads pertaining to fiction books and other related keywords.

Is remarketing any different from the regular Display Network ads that pay per click managers usually use? Well, for one, with remarketing you target users that have visited your website and already have an experience with your brand. A PPC executive will be able to allocate a healthy portion of his budget to remarket his brand & inform this set of filtered users about future product offers too. Unlike regular banner ads, he doesn’t need to go through the process of testing and familiarizing his brand to the TG. He can simply re-target users and also increase user interaction with the brand. It also means more relevant and useful ads for users, and more opportunities for them to receive special offers.

Greater care has to be exercised while advertizing to the users as spamming them with ads will certainly lead to a decrease in brand value. So the PPC management will have to bring in greater accountability to their budget spending. The tracking method is effective in increasing conversion rate as people who are likely to return are further more likely to convert. Whether you’re looking to drive sales activity on your site or increase brand awareness, Google’s remarketing is a useful online marketing tool which will provide a brand with greater opportunities to increase customer retention & implicitly, deliver a significant boost to customer loyalty numbers.

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