Remarketing can be a great tool for growing your business and for achieving a variety of business objectives. Remarketing through Google Adwords allows you to tailor your campaign to meet your goals, whether it be:
- Growing your brand
- Increasing site engagement
- Increasing ad position on the Google Search network
- Driving conversions
Using Remarketing to Grow Your Brand
The Google display network can be a great way to build your brand. By advertising to existing visitors on external sites, remarketing can act as a trust signal for your brand, whilst reminding visitors about your business.
When using remarketing to build you brand it is important to ensure that your ads are created with your brand image in mind. Important factors to consider include:
- Brand Colours
- Fonts and text styles
- Corporate logos
- Your business message
Consistency is the key to building brand awareness. Ensure your ads reflect your website and the messages you wish to convey to potential visitors. Using Google Adwords to remarket to visitors also allows you to manage the number of times your ad is shown to a user, whether it’s on a daily, weekly, or monthly basis.
Increasing Site Engagement
When using remarketing through Google Adwords, you pay for every click your ads receive. It is therefore important that you consider site engagement when designing your remarketing campaign.
Remarketing can increase the pages viewed per visit and the average time visitors spend on your site. There are a number of things to think about when trying to build site engagement:
1. What page have they seen on your site?
It is important to consider the pages that you want visitors to have seen before they are added to remarketing lists. It is also important to factor in whether you want to target people that have completed events, such as downloading a pdf, or starting an enquiry form without submitting it.
2. What do you want them to see on your site?
What page would offer the visitor the greatest opportunity to re-engage with your site after clicking your ad? If your campaign is attempting to increase site engagement, you must ensure that the page the visitor is sent to offers enough relevant information to keep them interested.
Increasing Ad Position On Google Search
Whilst most people think that remarketing only applies to display ads that follow you around the internet, it is also possible to increase your bids on the search network to anyone that has previously been on your site. This can help to increase your brand engagement whilst targeting people that may be comparing prices across multiple websites.
By increasing your bid within an ad group on Google Adwords to anyone that is on any of your audience lists, you can ensure your ad appears more prominently to visitors you know are already aware of your business.
This all based on your existing remarketing lists, and it can be as broad or as specific as you like.
Whether it’s a new lead, a brochure download, or an online sale, remarketing ads can help to increase the conversions generated through your website.
When creating ads with the goal of increasing conversions, it is important to ensure the ad is as specific to the target visitor as possible. The best way to do this is through dynamic remarketing ads that use the visitors’ interactions with your website to create ads that are highly relevant to the user. Using this method you can ensure that your ad contains the product the visitor was previously looking at, as well as any offer that may be on at the time:
Remarketing through Google Adwords can really help to drive your business forward and help you to hit a variety of goals based on your business objectives. For more information, or to find out how we can devise a remarketing campaign for your business, give us a call on 0800 622 611, or email [email protected]