What is your conversion rate? 2%? 4%? While some of the best sites in the world convert at 2% and slightly above, this means that roughly 98% of website users leave without purchasing from you or filling out your lead forms. What is more concerning is the fact that many of these users will never be back to your site after that first visit. It doesn’t take a mathematician to know that this isn’t a strong ratio for growth, but you have the ability to stay in front of those consumers even after they leave your site with Remarketing and Retargeting campaigns.
With Google Display Network reaching 90% of Internet users through its millions of sites, our team can help develop a remarketing strategy that takes those who were interested in one of your products or services, but just didn’t pull the trigger that first time around. Our remarketing strategies have been incredibly successful in bringing those warm leads back into the purchase funnel and helping them convert. A warm lead is cheaper than a cold lead right? Remarketing keeps them nice and cozy, until they are ready to convert.
This page lays out the various options for remarketing that we have specific to Google, but we also have the ability to perform remarketing on social channels and other search engines.
Google Display Remarketing
Google is able to determine which people came to your website that didn’t convert. We can then separate these people into their own “audience”, and serve them banner ads to get them to come back and convert. This is very similar to Google Dynamic Remarketing, but this option is for non e-commerce websites (whereas Dynamic Remarketing is for e-commerce).
Every business that is advertising within Google AdWords should incorporate some type of Display Remarketing campaign into their PPC efforts.
- Google’s Display Remarketing campaigns have extremely low Cost-Per-Clicks (CPCs) compared to all other mediums.
- You can customize your display remarketing audiences to be as specific as you want.
- Creating ads is very simple with Google’s Ad Gallery tool.
- Very high conversion rates.
- Display Remarketing ads have much lower Click-Through-Rates (CTRs) compared to search advertising.
- Google’s Dynamic Remarketing allows you to tailor messages to a specific audience that you define.
- Dynamic remarketing enables you to show an array of products directly in ads. These products are defined by you, but are typically products that are left behind, such as products that people put in a shopping cart but did not purchase.
Google Dynamic Remarketing
Dynamic Remarketing ads are shown in a banner format, but allow e-commerce websites to populate the banner with images of products that were viewed on site by that specific person. By placing a piece of code on your site, Google can determine which SKUs were viewed and/or abandoned in the shopping cart. These Dynamic Remarketing ads will then show these exact products to people, in an attempt to get them to return and purchase.
- Reengage cart abandoners and people that showed interest in your products
- You can show display ads tailored specifically to the SKUs that people engaged with
- Wide variety of layout/copy/imagery features
- Ability to engage past purchasers by offering an up-sell or accessory product
- Dynamic remarketing requires a product or service feed to get started.
- Dynamic remarketing requires some coding knowledge to implement properly.
Google Remarketing Lists for Search Ads (RLSA)
Remarketing Lists for Search Ads are a type of campaign (made available in 2015), which allow you to create “pools” of audiences. By placing a little piece of code on your website, you can determine what pages people have and have not been to. Over the course of 30 days, you need to have at least 1,000 unique people that meet this specification. You can then show this exact group of people unique ads on Google’s Search Engine Result Pages. The only caveat is that these people need to be searching for something related to your products and/or services. So essentially, this is Keyword Level bidding for people that have already been to your site - at a fraction of the cost of what a typical keyword cost-per-click would be.
- Remarketing Lists for Search Ads (RLSAs) provides an opportunity to remarket to people searching directly on the Search Engine Result Page (SERP) for a fraction of the cost compared to a typical cost-per-click.
- Remarketing Lists For Search Ads (RLSAs) reach audiences that have already indicated an interest in your product or service.
- An audience size of 1,000 is needed to run RLSA campaigns. If your website doesn’t get at least 1,000 unique visitors a month, then you will not qualify for this campaign type.
- Customer Match enables you to target users by email address for text and Gmail Display Ads.
- Customer Match ads typically have very high click through rates (CTRs) and conversion rates. Web Talent Marketing has had great success with Customer Match campaigns. If your company has an email list of at least 2,000 people, this is definitely an option you should consider.
- Customer match allows you to create audiences that can either be included or excluded from different campaigns that you specify.
Google Customer Match Ads
With “Customer Match” advertising, you can upload a list of email addresses into Google AdWords. Google will then show ads only to people that match the email addresses you entered. Google is usually only able to match about 50% of the email addresses you enter into their own database, so Web Talent Marketing typically requests advertisers to have an email list of at least 2,000 people because 1,000 matches is the minimum required by Google.
These ads are eligible to show in Gmail Inboxes (in the promotion folder), and on the Search Engine Result Pages as text ads.
- You can create highly targeted audiences of past customers or leads that have turned stale
- Customer match ads for Gmail are very inexpensive. They inherently have high return on investment
- Customer match ads typically have a high click-through-rate
- Customer Match requires a minimum email list size of 1,000 email addresses. Typically, 2,000 email addresses are required since about half are usually invalid or not targetable.
- Email lists must be updated frequently to ensure the hygiene of the list. As customers sign-up and opt out the email list must to be amended accordingly so that ads are not seen as spam.
With all of these opportunities to bring consumers who have left your site back into the funnel, why are you not employing this strategy today? Your conversion rates will thank you.