If you have a website, you know how important quality traffic is. You do your best to market your product/service, and expect to receive a healthy dose of conversions as a result. Regardless of your status or page ranking, however, there will always be visitors that come and go without ever converting. In the world of internet marketing, they are referred to as the ones that got away. Thanks to Google, this does not mean these searchers are lost to the wayside. Fortunately, remarketing is a process that can allow you to grab their attention once more, and hopefully get them to come back. Think of it as Google’s way of giving your site a second chance.

By leveraging specific ads within the visitor’s network, remarketing essentially involves targeting those users that have previously visited your page. The technique is quite easy to implement, and the rewards can be tremendous. Whether you are looking to sell a product or simply want to promote your brand, remarketing is an excellent way to do so. After all, it is not as if you are blindly marketing to a mass of unknown or uninterested users. These visitors were attracted to your site for some reason, so chances are they will probably be drawn back when presented with a promotional offer or other incentive.
How does remarketing work and how can you use it?

  • Add remarketing tag to your website’s pages; visitors will be added to the relevant list
  • When non-converting visitors browse different websites, you can display your ad
  • Remarketing lists are fully customizable; users have full power to capture a specific audience
  • The Google Display Network is vast, which means the scope of remarketing campaigns is growing every day.
  • Ad creation is quick and easy; text, image or video is available

It does not take long to get your remarketing campaign with Google up and running. The first step you will need to take is adding the tag to all of your website’s pages (not doing so risks losing access to potential visitors that might visit inner pages). Once you have done this, anyone who visits your site will automatically be added to your list. The ones you are after, however, are the non-converters. As soon as they have left your site to browse others, you can send out targeted ads, although doing so immediately after the fact will likely do little to bring in a conversion.
The power of remarketing lies in the ability for webmasters to customize the list of visitors they want to target. For instance, if you have a shopping cart plug-in on your site, you may want to remarket to visitors that added items to the cart, but never followed through with the purchase. An ad promoting a discount on the very items a particular visitor was interested in may be all it takes to land the sale.
Given that an increasing number of websites are taking part in the Google Display Network, the number of people you can reach through remarketing campaigns is growing on a continual basis. The scope of contact is very extensive. Lastly, remarketing takes little effort to get started. You can have picture or video ads ready to go in a few minutes if you want, and you can set the intervals at which they will appear in your visitors’ networks.
About the Author
Ryan is TechWyse‘s Paid Search Manager and the most promising office DJ. Being proudly Google Certified, he is the go-to guy for all PPC insight. Follow the company on Twitter @TechWyse.