Firstly, let me quickly explain remarketing for those people new to it.
Remarketing is another addition to Google’s advertising platform. It allows you to create a bit of code on your website which then tags visitors to your site. Then once they have left your site if they visit a site within the Google Display Network (GDN) they may see your add pop up on that site.
The great thing about this is that these customers already know you so generally the notice the banner, and hopefully it is a memory jogger and encourages them to get in contact.
If you still are unsure about how it works, check out this page on remarketing
So, now we know what it is, lets look at how it can be maximised.
1. Get a tag on your site asap.
Even if you don’t know what you are going to do yet, you may as well start the data collection process. Then, when you have that brain wave of how you can use it for your business you already have people in the pot to remarket too.
2. Use all the different dimensions of ads including text.
The Google display network is vast. According to Google 85% of all web users visit a page on the GDN. However, not every site allows all sizes and types. So to ensure that you have a good chance of appearing, create ads for all the dimensions:
(and don’t forget a text add)
3. Start with the brand.
If you are using a rotating .gif file, which is a pretty good option as it allows multiple messages, or a story that people follow, I would recommend starting that journey with the brand (image or logo). Hopefully, anyone who has visited your site will remember this, even just a little bit. If you start the message with your brand it will hopefully trigger in their mind and then they will pay more attention to the rest of your message..
4. Get creative
This point could be a blog in itself, (which I may attempt to write at some point) but for now I will summarise. Really try and think about what you are trying to achieve through this channel and how it differs from other channels. People have been to your site already, so they have some form of interest. Here is an example for E-commerce sites: If they add a product to the basket, get to stage 3 of 4 of the check out process then drop out.. What would bring them back? A discount, an upsell, a free delivery offer.. And there you have it, a creative way to apply the remarketing channel to the customers.
5. Finish with a call to action
Get in contact now.. or something of the sort. Again this only works if you are trying to get people back to your site, so don’t use one if you don’t want people to come back!
I hope that was of use, please feel free to ask any questions in the comments below and I will come back to you. The only caveat at this point is the impending change to Cookies which may impact this channel.. It is something we will have to watch to see what impacts it has.
[hana-code-insert name=’Luke Author’ /]