If you’re a regular internet browser, which is most of us these days, you’ll no doubt have noticed certain types of ads popping up with some regularity that are directly related to the websites you have visited prior. It’s all part of a service called remarketing and when used wisely, it’s a really handy way to reinforce your brand and encourage your potential customers to take action.
Remarketing – see you again soon
If you’re in a service business, your sales cycle is likely to take longer on average than a straightforward product purchase. See our most recent blog for more on this.
Once a potential customer has visited your site, but not converted, you can then use remarketing to make sure they don’t forget you while they’re making their purchase decision.
In order to reach them with the most appropriate message, it’s important to analyse their previous activity. Using Google Analytics, you can establish which pages they visited on your site, how long they were there and so forth. This way, you know what they’re in the market for, and also where they came from – whether that’s an ad, a Google search or directly to your website.
The what, where and how
The key with retargeting messages is to empower your customer. They’ve already had the idea to purchase for themselves… you’re just giving them to boost they need to take action! For this reason, imperative call-to-action statements are popular, e.g. “Put your plans into action”. You can also create a sense of urgency, by displaying a limited-time discount offer on the service they viewed.
As for where to reach them, Google Ads will do the leg work on that. Once your visitor has picked up a cookie from your site, Google will be able to reach them with your ads across their Google Display and YouTube networks. Likewise social media sites like LinkedIn and Pinterest allow you to do the same. And once you’ve got some user data built up, you can then further analyse each channel to see where your best “bang for buck” remarketing ads are.
The secret to good advertising is that it feels like customer service. By responding to your visitors’ activity and validating their interest, you are continuing to nurture the relationship and remind them that you’re ready and able to assist.
To set up, deploy and optimise remarketing for your business, talk to Ark Advance today.