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Part 5: Things You Need To Do To Improve Your Web Presence This Year | Google PPC - Remarketing

StaffJuly 2018

Having an effective online presence is key to the success of any business in the internet era. We hope you find this article helpful in optimizing and maximizing your web presence. To that end, we will be writing a series of articles that cover the latest trends in digital marketing, websites, cloud software, phone apps and more. This is the fifth article in this series. In this article we will focus on Google Adwords/ PPC, specifically why Remarketing is a no-brainer!   Google is undoubtedly the largest search engine out there. Therefore it makes perfect sense for businesses to advertise with Google (Google Adwords). Google Adwords offers several advertising methods and mediums, but one that is a must is Remarketing. Like all their Pay Per Click ads, you don’t pay for ad placement/ impressions but rather you pay when someone clicks to visit your website or call. Remarketing ads are a step up in the online advertising realm, and clicks generally cost a fraction of the other types of PPC costs typically associated with Google.


So how does Google Remarketing work? When a customer visits your site, a cookie, collects info about that user (yes it’s legal). When that visitor leaves your site, the code follows them around as they visit other sites, phone apps, etc. and displays your ads to them on those other sites where Google has advertising positions. For instance, have you ever searched for a product online, then seen an ad for it appear as you were browsing another site and then again as you browsed another site? Yep, it can be a little creepy, but this is essentially how remarketing works. The idea is for someone to visit your website then see your ad when they visit reputable sites such as ESPN, WSJ, etc.  This will give a great impression of your company, as it suggests that your firm has the resources to advertise with such reputable sites. In addition, the repetition of the advertising messages pays huge dividends as we all have learned in Marketing 101.


You can actually customize the retargeting code for different pages to correspond to more defined categories. For instance, if your business sells electrical appliances you can customize codes for users who visit your Kitchen, Phones & Laptops, Laundry & Cleaning sections. This allows you to entice users by focusing on something specific that they’ve already expressed some amount of interest in. You can also create different Google remarketing lists for super-targeted remarketing campaigns; for example, you can choose to show users who have already purchased from your site different ads from non-buyers (such as an offer for 30% off your second purchase).


Remarketing ads are convenient because you target persons who have already visited your site and are more likely to be interested in the type of service/products you offer. On top of that, the clicks are a fraction of the cost of PPC ads, which means you save money as well. Retargeting is powerful, because it allows you to stay connected with, and build your brand among your target audience, even after they’ve left your site.  In some cases, you can even use this technique for up to 540 days from when the cookie was initially placed. One caveat exists in that some industries can not use this technique due to scenarios such as HIPPA rules in the medical industry, etc. If you’re interested in finding out how you can get started with Google Adwords (PPC & Remarketing) give us a call, we are your one-stop shop for everything digital marketing related. We hope that you have found our fifth article in this series to be informative and helpful.

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