What is Search Remarketing? – A Brief Introduction
These days, a lot of discussion has been happening in various circles about the topic of re-marketing. It is quite understandable that not many will have understood the concept of re-marketing correctly. To enumerate briefly, re-marketing is a technique that offers advertisers an opportunity to target visitors who have visited their site, but did not pick up anything despite having explored some pages.
Maybe, they came and added a few items to your cart, but abandoned it midway and continued to browse the internet elsewhere. Hence, setting up a remarketing campaign helps re-market your products to those who did not complete their project on your website by attracting them with an appropriate offer. With the evolution of technology, the practice of re-marketing has also evolved. For example, the Google Adwords standard remarketing program is built by placing their tracking script on every page of your website. From here, one can define rules so that lists known as ‘audiences’ can be built.
Hence, remarketing helps marketers to craft either broad or targeted display ads across a wide range of networks on the web. The primary motive of this technique is to attract visitors back to the site.
Search Remarketing and Google Adwords
The entire premise of search re-marketing is to provide advertisers with the ability to use their audience lists in the search-text ad campaigns. What is indeed exemplary is that Google has rolled out this channel of distribution that can help bring traffic back to your site. This can be done without following them across the Internet via display networks. It’s a well known fact that most internet users take the time to research the various options available across the Internet. Google Adwords has rolled out this feature since June 2013. The premise is that people will hit the back button, or go right back to search engines so that they can continue their search. Hence, if they keep looking, why not keep telling? At this juncture, it is advisable focus and discuss in depth about the benefits of search re-marketing, rather than account and campaign set up.
Benefits of Search Remarketing in Google Adwords
Google Adwords makes available bidding as well as targeting options to match the objectives of the advertisers. To put in across in simpler words, like in the case of all re-marketing campaigns, one can specify how narrow you want to focus your targets. Hence, Target and Bid will show ads only to those individuals associated to your lists.
Broad keyword targeting
One of the techniques that provides good results is broad keyword targeting. Here, the standard practice is to prepare lists of keyword queries that have multiple modifiers. These should best represent what the message of the advertisement language is. Besides, care should be taken that the keywords should also reflect the page you are directing traffic to in order to give the user the best experience possible. Hence, these methods can help to increase CTR, lower the CPC, improve the quality score, etc. Hence, the emphasis should be on driving traffic, yet added emphasis should be placed on building your remarketing lists at the same time.
Despite wholehearted efforts, not all visitors are going to convert. The conversion rate of your website should be a definite pointer in this regard. The questions that obviously pop up are that what actually is the visitor looking for that the website has not been able to provide to them. The aim here is to keep your website alive in the back of people’s minds, so that you can provide them another opportunity to showcase what your site is capable of offering them.
Making more efficient use of lists
Your Adwords Audiences has many forms of lists that you can define. These lists are rule based, custom combinations, as well as auto generated lists. Such lists could be similar audiences, or lists that are associated with Custom eComm parameters for dynamic ad campaigns. Here, search Remarketing uses Google’s lists for search. These are defined by the rules that you have set per list.
Since you will be specifically targeting a group of people who have engaged with your website earlier, you will be limiting the number or impressions that are ultimately dependent on your list size. However, you are increasing your chances to re-engagement. At this juncture, it is best to go back to the point about the benefit of broad keyword targeting. Currently, you might understand that your standard ad text campaign already includes a massive list of keywords that are optimized in phrase match, exact match, or broad match formats.
Hence, opening up the broad match method in a search re-marketing campaign will make it possible to capture the next steps of the visitors who had previously visited your website as they continue their search, but they will keep your site relevant in the sales cycle. You can also open up new keyword options, which will help uncovering keyword data.
To conclude, remarketing campaigns optimize search behavior that attracts visitors when they are specifically looking for something. SEM is thereby a powerful marketing channel, that has the ability to implement a strategy that is intended for the user and their intentions on the web. SEM ultimately requires carefully crafted campaigns and constant optimization for success in SEM. Therefore, search remarketing is one of the best methods available to optimize your website for qualified traffic so that you can drive leads as well as sales that your may have missed on the first occasion.