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Is There Value in Retargeting or Remarketing with AdWords?

Is There Value in Retargeting or Remarketing with AdWords?


adwords, remarketingIn short, the answer is absolutely. To understand why, you have to be aware of a great philosophy I once heard from entrepreneur Chris Johnson, creator of the Rapid Ramen Cooker (and subsequent multi-millionaire).

“No just means ‘not now.’”

Terrible advice when you’re asking someone out and you’ve been shot down, but great advice when you’re in marketing or sales. As a San Francisco AdWords trainer, I can honestly say that when I explain remarketing to companies, they’re ready to test the waters with this tactic much more so than they are with standard search ads.

So how does this philosophy about ‘no’ apply to remarketing and your website? It’s simple – don’t view the visitors who left your website as people who are lost as prospects, leads, sales etc. Think especially about the users who watched a video, read multiple blog posts, or viewed your pricing page but didn’t convert. Is it fair to cross them off completely? Definitely not.

These people might have said no during that visit, but no just means, “not now.”

Chances are their buying cycle isn’t even close to being done with. They may be off to a competitors’ site to shop for the same services, or they’re Google searching for more info.

Get these visitors back to your website with remarketing from AdWords. Using cookie tracking via Google Analytics, AdWords can target a bucket of visitors you specify with display ads. For example, let’s say you want to run an ad for any visitor who placed an item in a shopping cart, or viewed your pricing page but didn’t make a purchase or submit a contact request.

Go to your settings and activate the remarketing feature. This is found in your ‘admin’ section in GA.
You can then create a segment of visitors who fit this definition using your Google Analytics.

Create a remarketing campaign from your AdWords account and when it asks what list of people you want to target, the segment of visitors you made in Google Analytics will appear as an option. Be sure to cap the number of impressions that a user will see your ad to 2-3 times per week, as you don’t want to seem like a stalker.

For more detailed step-by-step instructions, visit Google’s reference page on remarketing here.

For a free consultation about how you can use remarketing to convert more visitors into customers, fill out the form below or email me at corttafoya@gmail.com. Thanks for reading.

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