Give visitors a second chance with Remarketing

9 Jul, 2010 —by +Halide

Remarketing is an interesting form of advertising now also available in Google AdWords. The AdWords tool targets consumers based on behaviour that web browser cookies track and snippets of code embedded in web pages read. It's all done across the Google Content Network, which comprises about one million sites running AdSense. It helps advertisers connect the consumers who landed on their website but didn’t convert the visit into a sale.

To use or not to use Remarketing

Although Remarketing sounds interesting for advertisers, it also has some pitfalls. One problem lies in the sometimes incorrect classification of visitors into target groups. For example, a visitor is registered in a remarketing list as soon as the web page which he visited has loaded. It doesn’t tell us much about the interest of the visitor. Even when he bounces right after 2 seconds, he is already registered in one of the target browser groups.

You should also consider that visitors might feel to be prosecuted when you follow them on each step with your ads. Fine feeling is important in this case.

But more important it is of course if you get lots of visitors with remarketing but they don’t convert. Then you have maybe some basic problems on your website where even Remarketing cannot help. Maybe the content of your page is not compelling enough? Maybe the payment process is not working correctly?

Remarketing is definitely an option to gain your visitors back as customers. It is worth trying it out especially for retail products where you can get your visitors back by giving them special offers on the products they have looked for.
Let’s say you sell tour packages. When set up correctly, you can create a remarketing list of all the visitors that went to the cruise tour page of your site, and then serve up ads targeting those individuals with specific ads about cruises. So for example someone comes to your site, visits the cruise section, and abandons the shopping cart. You can then show them an ad across the Google Content Network enticing them to come back by giving them special offers like %10 off or free breakfast for example. You can avoid upsetting people who already bought by excluding them from the list. So anyone who completes the purchase can be excluded from seeing these remarketing ads. Pretty creative!

 

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