You visit a website you enjoy. Let’s say it’s a mountain bike company with well-crafted bikes, an excellent blog, and a YouTube channel with mountain biking vacation trip advice. You visit the website a few times each month. You’re very interested in buying a new mountain bike, you’ve even used their nifty “design your own bike” tool and dreamt about your ideal bike.
A few days after your third visit to the website you’re browsing a news website to get the weekend weather report. Across the top of the page, you see an ad for that dream bike from the mountain biking website. You click on the ad and spend a few more minutes customizing “Cruiser”, your next mountain bike.
How do they do that? How do advertisers reach website visitors after they’ve left the website with uniquely appealing information? It’s called remarketing, and it’s one of the best digital marketing tactics to reach qualified leads.
How Remarketing Works
Without getting too technical, remarketing is accomplished by placing a small file on the computer of a website visitor. That file is called a cookie. But for advertisers, it can be far more satisfying than an Oreo. With remarketing, advertisers have a powerful tool that enables them to reach consumers who have already displayed an interest in their brand.
Why remarketing works
The advantage you have in remarketing is that you’re connecting with people who have already chosen to be affiliated with you. Whereas you can run pay-per-click ads to target a search phrase, that’s a wide net. But with remarketing, you’re displaying ads to people who have visited your website or downloaded your app, and so on. You’ve heard of sales funnels? This is what they’re talking about.
Three Audiences You Should Remarket To
1) Visitors who spent X amount of time on your website
2) Visitors who landed on a product page on your website
3) Folks who downloaded your mobile app
Using Google Analytics you can identify visitors to your website that are ripe for remarketing. Those visitors who have spent at least three minutes on your website or a certain page, for example.
You may also wish to remarket to website visitors who navigated to a product page or a checkout page. These visitors are clearly expressing interest in your products and re-connecting to them via an ad may be all it takes to nudge them into the customer column.
Do you have a mobile application? If so, each download of your app provides a lead you can remarket to. If someone has trusted your brand enough to download your app, they are inclined to consider your services and products. Again, consult Google Analytics to devise a remarketing campaign that targets people who have downloaded your application.
How Conversion Tracking Works with Remarketing
So, you have a remarketing campaign running. Now you’ll want to implement tracking through Google Ads. This step is crucial for measuring the success of your campaign. If you’re not measuring your campaigns, why are you running them?
With conversion tracking installed, you’ll be able to see where your remarketing efforts have resulted in sales or other conversions.
Typically, sales will be your primary metric for measuring your remarketing campaigns, but you may also wish to track other conversions, such as time on page, or downloads, etc. With Google Ads in conjunction with Google Analytics, you can track conversions on any metric you can think of.
Does this all sound easy? Or is it a little perplexing? Either way, to get started with remarketing and conversion tracking, contact Koeppel Direct today.