Remarketing with Google
Remarketing your ad can help your business by giving a second bite of the cherry.
Google Ads remarketing is a form of online advertising that enables sites to show specific ads to users who have already visited their website.
People who have previously visited a company’s site will see more of the company’s ads while they are browsing the web, watching YouTube videos or reading news sites. The aim of this is to keep your brand top-of-mind and entice visitors to come back for more.
Debby Jones, digital marketing advisor for The Brand Agency, says the tool can be very beneficial, primarily as part of a broader media strategy.
“By remarketing an ad, it makes it possible for an advertiser to re-engage with an end user who has not taken the action that is desired,” she says.
“So, without the outlays of producing the ad the first time around, the cost per acquisition is reduced. A company also has another chance to show a reason why their goods or services could be beneficial for that user and then gives the user/customer a reason to come back and convert. This is something small to larger organisations can use if it fits in with their strategy.”
In sales and marketing, people talk about ‘the funnel’ – where awareness of product/service is the top, broad part of the funnel, there are various stages along the way down through the funnel and the purchase is as the narrow end, right down the bottom.
Jones says remarketing is about targeting people at that end point, and it has proven to be very useful for e-commerce.
“E-commerce is about connecting and selling a product to a customer at the end of the funnel. Part of that process is building a story or educating a consumer on a topic,” she says
When considering cost of remarketing, think of a supermarket analogy. How much would a leading toothpaste pay to have its brand dominate the shelves in the personal health section? This is the type of privilege remarketing gives, and people pay for that.
“There are lots of factors that Google and other networks use to determine how much somebody should pay and if somebody’s website doesn’t perform as well, doesn’t have much relevant content, and is difficult to navigate then a user can expect to pay more,” Jones says.
“A user can also expect to pay more if there is a lot of competition for specific placements or specific targeting.”
There are many platforms to choose from when remarketing, but Debby advises Google Ads or Google Marketing Platform is the most effective for remarketing because it has more bells and whistles as a primary user. However, there are benefits to using other platforms.
“Google Ads reach the Google Display Network (GDN). If you go through another platform you may be able to reach the GDN and other systems.
“It comes down to skill level to determine which platform you would choose to use, as well as looking at what other platforms you’re using in the media mix because different platforms will work more effectively with each other in different scenarios.”