What is remarketing? Remarketing is a type of display ad that allows you to follow up, so to speak, with those people who visited your website recently. Remarketing display ads will show up on other companies’ websites while that person is browsing their sites like ESPN, their local news website, or any of the millions of other websites that run Google display network ads. You can use these remarketing ads to remind your audience that they can benefit from your service, and remarketing is also great for increasing your brand awareness. And when people click on your remarketing ads, they are taken back to your website, giving you a second chance to win their business.
Is the effort to set up a remarketing campaign in AdWords worth it? Let’s look at four reasons why remarketing will help you achieve your advertising goals.
1. Cheaper Clicks
When targeting people in Google Search, the cost to show up in the top 1-3 positions can be $3, $15, $50 or even more depending on what kind of market you’re in. However, clicks on remarketing ads will usually only cost you a couple bucks or even much less. Thus, you can get a ton of cheap clicks and lower your overall cost per click. When you compare the cost to find a new visitor versus to retain an old visitor, the difference is usually substantial.
2. Reach A Very Valuable Audience
Not only are remarketing clicks usually cheaper than search clicks, remarketing also brings in a more valuable audience. And maybe even the most valuable audience. If someone has been on your website recently, that means there is a good chance they’re interested in your business and your services, and they’re much more likely to be interested in becoming a customer of yours than someone who has never been to your website. The beauty of remarketing is that you’re advertising to people who have already expressed an interest in your business. This proven-to-be-interested traffic is very valuable and warm; and when remarketing is done correctly, this valuable traffic can bring in lots of low-cost conversions.
3. Data Explosion
Another nice thing about remarketing is that you can get a ton of data on the cheap. Remarketing does not cost that much to run if you don’t want it to cost that much. You can run a remarketing campaign for $100 to $1,000 a month and still get a ton of data. You can get data on landing pages, ad copy, and demographics. Remarketing is done on the display network, so the impressions pile up quickly. And the cost per click is usually cheap, so you can pile up the clicks as well. And all these impressions and clicks allow you to quickly get lots of data on landing pages tests, ad copy tests, and demographic data. Getting more data and using that data to influence our decisions on other campaigns is a big reason why we love remarketing.
4. Build That Brand
Remarketing also can make your brand seem BIG. And in many cases with marketing, perception is reality. You may not be the biggest moving company in town, but if you rack up hundreds of thousands or even millions of impressions in your city (really, this is possible even on a smaller budget) with your remarketing campaign every year, you may start to seem like the biggest moving company in your area to your target audience. Remarketing really does build brand awareness and can make a smaller company seem big, powerful, and competent. Humans are hard-wired to trust things that are familiar, and remarketing campaigns will make your very familiar to your audience.
At the end of the day, remarketing gives you a cost-effective, easy way to get clicks from warm, high-quality traffic and build brand awareness at the same time. And it’s easy to set up in AdWords. For more on remarketing we recommend watching these videos:
