Google AdWords Remarketing

Have you ever wanted to reach back out to those people who genuinely expressed an interest in your product or brand, but did not complete the buying cycle?

This new remarketing feature , recently rolled out by Google AdWords , enables marketers to send over a marketing message to traffic across the content network who have visited your site in the past through any source. This could involve a potential customer who has been referred to your site through a link on a partner website or traffic generated through well managed SEO rankings in the organic search results.

Let’s look at a detailed example of the power of this new tool; The Marketing Director of a clothing retail company has asked their PPC agency to push polo shirts as they have noticed a much higher ROI on this product. They have been receiving a high amount of brand traffic through the organic listings in BING, but have not been getting enough people completing the purchase and buying polo shirts. Agencies such as 4Ps Marketing can then track the traffic that has browsed polo shirts and push out a polo shirt advertising campaign across the vast Google Content Network only to these individuals. The landing page can be tailed to suit this interest and the ROI would generally be expected to be much higher than that of other online advertising .

This can also work for customers who have visited your You Tube channel so already have an interest in your brand and tailor advertising differently for each interacting. If for instance someone has been browsing your polo shirts, but did not make a purchase, you could offer them a discount of 10% to encourage that final sale. If however they were checking out your new brand video advertising on You Tube then you may want to send them a more generic message targeted towards polo shirts.

This all means pay per click advertising is becoming more and more targeted across the content network . Many advertisers do not get the ROI they require from this content advertising, but remarketing can change all of that!

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