The launch of Google Remarketing created less buzz (if that’s the right word to use anymore) than I personally expected. Yet the lack of excitement is surprising because it is a really interesting product. Let’s take a closer look and see what Google Remarketing is all about.
The WHAT
Remarketing is a product that allows showing your ads to users who have previously visited your website as they browse other sites across the Google Content Network.
Google Remarketing & Sales Funnel
The HOW
To use Remarketing, you need to tag pages of your site that correspond to certain categories you want to promote. For example, you could add a “ camcorder” tag on all of the pages where you sell camcorders. Then you would create an AdWords campaign to advertise camcorders and target your visitors with it – as they continue browsing other sites on the Content network.
The WHY
Really, why not? But if you are still in doubts, think about what Remarketing is offering. With Remarketing, you can continue marketing to people who are well aware of your brand and, thus, are more likely to buy from you! Honestly, apart from e-commerce applications, Remarketing seems like a great idea for B2B advertisers because their audience is so hard to reach and track!
Now, watch this video to hear what Google has to say about Remarketing:
{ 7 comments… read them below or add one }
Cool stuff. I think we’re trying it out with a client on our end. I’m interested to see how it performs.
Do you think strong brand recognition might improve overall effectiveness of remarketing?
Very interesting, it seems to have slipped right under my radar. BTW, this is a great site and it is Bookmarked!
I would think that the stronger the brand, the better Remarketing would work. But I could also see how Remarketing could help build brand awareness if the ads follow you from one website to another, it is really more likely you’ll remember and recognize the brand. I also think by using Remarketing you should expect to see improvements in your bounce rates. Would love to hear how it performs for you.
Great explanation. You’re right, this is a fascinating product. Remarketing can definitely be effective when trying get the ones who “got away”. Also, it’s been around for a few years, so it isn’t new – just to AdWords. With that in mind, consider that Google is only one content network, so it can be even more beneficial to display your ads across multiple networks. Here’s a case study that demonstrates how: http://bit.ly/aqE6hs
Certainly cool, and the targeting logic is obvious. But just a question (if I understand the process correctly.) Think in some cases there might be a danger of prospect “backlash?” I’m researching a big B2B purchase; I’ve checked out your offerings, now as an intelligent professional, I am doing some comparison shopping. If I pick up on the fact that you are, in essence, “following me” with your sales pitch, I might be a bit annoyed!
Fair point, Mike. However, contextual targeting is usually not in your face and B2B buyers are not advanced marketers, so it is, IMHO, quite unlikely that you’ll suspect anything. Rather, you’ll think it is a funny coincidence.
In psychology, there’s a term called “selective attention” – for example, if you are looking to buy a BMW, you start noticing all the BMWs around you. With Remarketing, this concept can be applied online beautifully.
Jason, excellent link! It so very true that Remarketing is really easy to overdo.