AdWords Remarketing 101

The announcement that MSN and Google would offer ad remarketing was greeted with cheers and tears. Regardless of what your opinion is of the concept, however, there’s no denying it creates one of the most relevant groups of ads possible, and is therefore highly profitable.

With regular AdWords campaigns, your ads show up in the search results or on someone’s site. This brings traffic to your chosen landing page. With remarketing, however, users who have already visited your site are tagged and identified with a particular product or service. Then, they’re shown ads that match the pages they viewed on your site while they wander through the Google Display Network. 

Here’s an example: let’s say I’m running a store filled with all sorts of gadgets and electronic gizmos. You originally found my site by searching for [GPS navigation system], but after looking through a few pages, you wandered off to go look at flower arrangements on another site, so you can sweeten up the missus and soften the blow when you tell her you bought a GPS system. Image may be NSFW.
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As you wander through Google’s Display Network, you notice ads for GPS navigation systems, which lead back to my site. One of them, the new TomTom, catches your eye. It was just what you were looking for. You buy the system, and everyone’s happy.

Of course, the main reason for using remarketing is to improve conversion rates. Even terms that don’t normally convert can convert with remarketing. The user is served up better ads, you make more profits, and everyone wins. This isn’t the only reason to use remarketing, however. 

Sometimes, SEO campaigns can bring in tons of targeted traffic looking to buy, but they just don’t seem to convert as well as they should be. With remarketing, you can convert more of this traffic, and as an added benefit, you can learn more about what they’re looking for and how bet to serve them.

Remarketing is an excellent way to push a particular product or service. This is perfect if you’re trying to see how an audience sees a newly launched product, how a new audience reacts to your products and services, or just trying to sell more of the products with the highest profit margins.

Special events, coupons, and sales can be easily promoted through remarketing. This gives them added attention and helps you get the most conversions for them as possible. Best of all, it works for everything from service providers and ecommerce sites, to organizations and entertainmets sites.

Shopping cart abandonment can be a huge problem. Many times, the reason behind it is simply because the customer talked themselves out of it. Remarketing gives you and them another chance to purchase the product or products they were after. 

If you’d like to find out more about remarketing, try these links:

• Inside Secrets To Targeting Your Market On Google’s Display Network
• Google AdWords Remarketing: Everything You Need To Know
• Everybody Deserves a Second Chance: Using Remarketing To Reach Abandoned Shoppers