Imagine you’re a travel company and you’re trying to promote a new holiday destination through your website. Customers come to your website; have a browse around, maybe taking a look at the packages available before logging off and getting back to whatever they were doing previously. Chances are that if they are at the start of the thought process for purchasing a holiday, they will forget your website within a day or 2. What if you were able to prompt this user with display ads reminding them of this new holiday destination and maybe even incentivise them with an offer whenever they are browsing on the web? Google now allows you to do this with a feature called remarketing which allows an advertiser to reach its users as they’re browsing the web on sites within the Google Content Network. Remarketing is a simple way to connect with users, based on their past interactions with your website.
This is something we recently tried with our client ‘Viking’ as our display campaigns were being out-performed by conventional text ads. Although it takes a few weeks to gain momentum, we are now finding that we are achieving one of the highest conversion rates within the account at one of the lowest cost per transaction.
Whether you’re looking to drive sales activity on your site, increase e-mail sign-up, or promote the awareness of your brand, Google’s remarketing could be a vital tool within your strategic armoury.