What is Remarketing and How Do I Get Started?
Remarketing is a powerful way to reconnect with customers who have already visited your web site. It provides you with the opportunity to place highly targeted ads in front of a defined audience of users that have already visited your web site and know about your brand – as they browse through other web sites across the Net. Here at Team Vision, we use our own remarketing ad campaigns to remind past visitors about our brand with fun and creative messaging.
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Why Should I Use Remarketing Campaigns?
There are many reasons why we highly recommend Google remarketing to our clients. First, unlike traditional display advertising, you are not casting a wide net and just hoping your ad gets in front of someone who is actually interested in your product or service. With remarketing, you are speaking directly to prospective customers who have already visited your web site and know about your company. Remarketing gives you the immediate opportunity to remind those prospects about your business and with a very targeted message. For example, if your goal is to sell a product or service, you can put a special offer in the ad that relates to specific pages those prospects went to on your web site. If you’re looking to improve brand awareness, you could craft a clever branding message and run the campaign over a period of time (flighting) targeting your key target audiences.
How Do I Set Up a Remarketing Campaign?
If you have experience using AdWords, Google Analytics, and some basic web site management skills, you may be able to set it up and manage the program yourself. However, we recommend working with a company that has experience creating and managing ongoing remarketing campaigns for multiple clients because they will know how to most effectively optimize your campaigns for the lowest CPC (cost-per-click) and greatest ROI based on their ongoing experience and learning. First, you will need to add a remarketing tag to all pages of your web site code (Note: You must achieve 100 Cookie ID’s on each remarketing list before your campaign will become active). Next, you will need to set up your campaign criteria such as targeting, bid type, ad schedule (day and times you want your ads to run), conversion tracking, max bid cost, etc. Finally, you will need to design your display ads and upload them to AdWords. There are quite a few standard display ad sizes. At Team Vision Marketing, we normally create 15 to 18 ad size variations for each campaign so that we achieve the most placements, and so our ads run in their original format and are not distorted or resized.
How Does Google Remarketing Work?
Remarketing works by placing a cookie on the devices of those visitors who already visited your web site, and who also meet the predefined criteria you set up in AdWords. Their cookie ID is then added to your remarketing lists. Your targeting can be broad (i.e. you can target anyone who visited your web site, or you can target visitors who visited a specific page on your web site but didn’t make a purchase or complete an action). You can set up multiple remarketing lists in your campaign, and you can create display ads that speak directly to the prospects on each list.
Where Will My Remarketing Ads Show up?
Your remarketing ads will appear on any web site that participates in the Google AdWords Display Network. The Google Display Network is the largest and most visited website group on the internet. In fact, the Display Network has the ability to reach 90% of Internet users worldwide. Through AdWords, you have the ability to target specific sites as well as exclude sites that may not be inline with your brand (i.e. sites with sexual content, violence, politic sites, etc.). You have the ability in AdWords Placements Report to see exactly which sites your ads appeared on.
Access your Placements Report
- Click into your display campaign
- Select “Display Network” Tab
- Select “Placements”: This will give you all the high-level domains showing your ad
How Will I Know If My Remarketing Campaign Is Successful?
The great thing about any digital online marketing campaign is that everything is 100% trackable. At a basic level, you will be able to monitor impressions, click-throughs, cost-per-clicks and cost per conversions on a daily basis. With conversion tracking code implemented, you will also be able to track sales revenues by campaign, by ad set and by specific ad. Another great benefit of remarketing is that you can easily modify campaign settings and ads on a regular basis until you achieve the goals you initially set out to accomplish.
What If I Need Help Getting Started?
If you’d like even more in-depth information about Google and Facebook/Instagram remarketing programs, or if you need help setting up and managing your program, contact us at (808) 536-0416, visit our web site at www.teamvision.com, or email us at firstname.lastname@example.org
View samples of our online marketing, banner ads and remarketing ads in our extensive online portfolio at www.teamvision.com/portfolio.