Google Adwords Remarketing & Retargeting

What is Remarketing & Retargeting?

The principle behind remarketing and retargeting is that by re-engaging your customers, who have already shown an interest in your products or services, you can provoke them to complete the desired transaction.

Although the terms remarketing and retargeting are often used interchangeably, traditionally they were defined slightly differently. Remarketing was email centred and retargeting used cookies to display ads based on the visitor interactions with the website. However, now, because they have the same goal of increasing customer engagement, conversion rates and sales through targeted visibility, there is very little accepted difference between the two – especially since Google remarketing should be called Google retargeting under the old definitions.

What is our remarketing and retargeting process?

Click Intelligence works collaboratively with you to understand what actions you want the remarketing campaign to achieve. These typically fall into three categories:

  • Visitors who did not perform desired actions – left the landing page.
  • Visitors who reach a certain point of checkout and then leave – abandoned cart.
  • Visitors who didn’t see a page you wanted them to – needs content promotion.

Your goals help us to identify which pages need a remarketing tag, which network we should focus on to reach the relevant audience, how to tailor relevant ads and even whether custom pages should be adjusted or developed to reach your goals. We then are able to develop a metric-based strategy that is best suited to reach your goals. Every objective is based on facts and figures to ensure that each decision is informed – boosting efficiency, performance and quality.

Why does your business need remarketing and retargeting?

Retargeting and remarketing is a way to ensure that your business remains visible to the visitor, even when they have clicked away from your website. Abandoned shopping carts and seasonal purchases are prime examples of when remarketing is best used. Your visitors have already shown proactive interest in your products, so it makes sense to reawaken your appeal to them.

You have already spent time, money and effort developing a website that has attracted them to your products or services in the first instance, so remarketing ads are the final push to convert visitors into consumers – it effectively reduces the sales cycle. Remarketing is a valuable tool to strengthen brand recognition, increase the ROI and boost revenue.

What does a good remarketing and retargeting campaign look like?

A successful remarketing and retargeting campaign will see your conversion rates improve dramatically, as you re-engage visitors and entice them back to your site with improved display remarketing AdWords and email activities. Here’s how a remarketing campaign should be approached:

Reach relevant customers: The people you are targeting are not fresh visitors to your site, they have already shown a proactive response to the product and services that you offer. Remarketing reconnects relevant customers to your site and allows effective segmentation to further your reach.

Eliminate wasted budget: Because remarketing targets an already relevant market, the ROI of a retargeting campaign is significant and eliminate the risk of wasting budget. Your strategy should include options for you to be able to limit how and where your ad is seen, so that you can target the most profitable opportunities.

Campaign strategy: Depending on your business goals, the strategy that is developed to help you reach them should be bespoke for your business. It should be clearly defined but agile and dynamic enough to cope with any identified trends that develop. Your strategy should address the limit the times a visitor sees your ad, schedule the times that an ad will be displayed and accelerate the time between a visitor seeing your ad and leaving the site, so that your campaign performs effectively and within budget.

Reporting: At the heart of anything to do with digital services, reporting and analysis of metrics are central to developing a successful campaign. Without adequate reporting, your strategy will lack direction, and you will not be able to track its success.

Our awesome team are here and ready to help your business succeed, so what are you waiting for? Get in touch to find out more.


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