About 4 years ago we saw the birth of a new tactic to target potential customers called remarketing (also referred to as retargeting). You may not be familiar with this term, but I would be very surprised if you haven’t seen remarketing in practice. Remarketing is when you visit a website and then you start seeing banner ads and even ads in Facebook promoting the website you visited.
It’s a very targeted marketing tactic because you are spending your marketing budget on customers who have at least shown interest in your website and product. That is instead of advertising to the giant pool of potential customers who may or may not be interested in you. Unless your conversion rate is 100% (I would love to speak with you to learn some pointers if that’s the case), you should consider using remarketing. After all, a 2% conversion rate means 98% of customers didn’t purchase from you.
Most of us have been using the Internet long enough that banner ads don’t always grab our attention. Instead you may want to consider remarketing for search via PPC bidding. In your average PPC campaign, your bids, ads and keywords are identical for each searcher. However if you know that someone has already shown interest in your product, you can bid more for broader keywords and write more targeted ads.
For example, let’s say you’re a shoe retailer that specifically sells blue basketball shoes. A normal keyword you would bid on would probably be ‘blue basketball shoes’.That’s a very specific keyword that may not get a ton of searches, but it describes your product perfectly. By using remarketing for search, you know you’re only advertising to previous site visitors who have shown interest in your product. Since this is the case, you don’t have to be so defined with your keyword selection. You can choose a keyword like ‘shoe’. Bidding on ‘shoe’ probably wouldn’t be the best strategy without retargeting because it’s likely a highly competitive keyword, therefore it would be extremely expensive to get clicks for.
Go ahead and give remarketing for search a try! I could run through the steps on how to actually start a Remarketing campaign, but it is a bit out of the scope of this blog post and Google has already laid out the information quite nicely: