What makes a great Google Adwords Campaign? Is it one specific thing? Or is it a combination of a few? We’ll take the latter. In fact, if you missed the first three tips in this five part Google Adwords series, you might want to go back and catch up!
Tip 1: Define Your Goals
Tip 3: Track Everything
The fourth tip for engaging in Adwords campaigns, or really any kind of online advertising, is to re-target your audience and bring them back to your site with Remarketing Campaigns. Ready to dive in? Let’s go!
What about Bob?
I’m going to assume that you sell a product or service, or you have some great information that you want to share with the world. Let’s say that one day “Bob” found one of the pages on your site, was really interested but got distracted when his boss called him into a meeting, or his kid spilled milk all over the floor and he had to go clean it up (you get the point).
Bob forgot all about your product/service/information and how badly he wanted it. He was intrigued. He was ready to call you, read more information on your site or whip out his wallet and give you all of his money! Then he forgot about you.
A second, and potentially better scenario might be this: you sell an expensive product or service and Bob needed to think about it some more, or talk to his wife, husband, boss, kid or accountant first. Maybe he was broke and waiting for his next payday, then he tried to find you again, but couldn’t really remember where he saw you, or how to get back to your site.
How do you combat this issue? Wouldn’t it be great if there was a way to track Bob and remind him about you every once in awhile? What if there was a way to stay top-of-mind for our friend Bob?
Spoiler alert: THERE IS! This is where remarketing campaigns come in. The way they work is kind of creepy, we’ll admit it (we’re watching you!). However, they’re a super-effective tool in both retaining potential clients and establishing great brand recognition.
Remarketing Campaigns In the Wild
Have you ever gone to Amazon, or any other site, and then noticed that everywhere you go for the next day, week, two weeks, or month you see ads for that particular website? Maybe they’re advertisements for the exact product you were just looking at? That is called remarketing.
Whenever you visit a website that engages in any kind of marketing, we. are. watching. you. We (us Search Engine Marketing type people) are looking at what pages you’ve visited, how long you stayed on each page, what you did while you were there, or what you didn’t do. Don’t worry, we can’t see any personally identifiable information, but we do have a cookie that identifies you as a random number. Not the edible kind of cookie, which might be even more exciting and certainly more delicious, but the kind of cookie that is a small file stored in your web browser.
Hurry, go clear your cookies so I can’t watch you anymore! I’ll wait…
How Remarketing Campaigns Work
After dropping these cookies (5 second rule!) in a visitor’s browser, we’re able to utilize them with programs like Google Analytics to learn valuable information about our customers and how our website is used. Keep in mind, we’re not just trying to track you, but we want to learn how to serve you better and deliver you valuable information that you need too.
Through this cookie, and the information that we’ve gathered, we can now include you in a list of people that we want to re-target to. Once you’re on that list, you will see our ads as you navigate the web in the frequency and the duration of our choosing.
These ads can be extremely specific. Companies can show you ads based specifically on which pages of the site you visited and what you’re personally interested in. If you added something to your shopping cart, but didn’t finish your order, that can add you to a different list. If you filled out a contact form, but didn’t buy anything? New list. Visited the career page? Different list. You get the picture.
The websites that display our ads depend on whether or not they are in our advertising network, among a multitude of other factors. I can cover that with you in person, if you’re interested.
While we’re on the topic of networks – there are several. Google has a network that covers about 90% of the internet. As long as a website is advertising using the Google network, it’s most likely an option to get your company’s ad placed on it. But, what about the other 10% of the internet that’s not on the Google network? Let’s take Facebook as an example. Facebook has it’s own remarketing campaign capabilities, as well as the ability to integrate a tracking pixel on your website that will fire every time an individual completes a specified action (determined by each advertising campaign).
Different Types of Remarketing
- Remarketing for Display – These are the visual ads or text ads that you see when visiting any other website that participates in the remarketing network.
- Remarketing for Search – This is a great tool too! I’m going to assume that you know what search ads are (they’re the ads that show at the top of the search engine result page when you search something, in case my assumption is wrong). If Bob was searching for widgets or accounting services, and doing research on other sites, looking at your competition’s site’s, comparing prices, etc. Wouldn’t it be super cool if we could make your ad show up on top of everybody else’s every time he does a Google search for “widgets”? **** Yeah! That’s remarketing for search. Squash the competitors. Be on top. Get Bob back. Take all of his money. Just kidding.
- Social Remarketing – A slightly different animal we can dedicate a different day to covering in detail. They include those tracking pixels we mentioned earlier and other funniness. We don’t care about the other 10% right now- we’re talking about Adwords here!
So, Why Remarketing Campaigns?
Now that you know that we can track you, and how it all works, why should you consider remarketing campaigns?
Let’s assume that you’re trying to build brand-recognition, or have been spending money on Adwords, SEO or other online advertising of some type. Think about Bob. You spent $14.56 to get Bob to your website, and he didn’t buy anything. Even though he really wanted to, and just forgot.
If you could get Bob back to your website for another $1.23, or $0.45 – wouldn’t you want to?
Of course, we can help you setup remarketing campaigns and learn the ins-and-outs of the campaign configuration. Just contact us and tell whoever answers the phone that you want to talk to the guy who wrote the amazing Google Adwords blog post…