By Ricky Tsao
March 20, 2013
A lot of small to medium businesses consider paid advertising for their online marketing purposes. Typically, an SMB would use a service like Google AdWords. However, the reality is that it can cost a lot to get enough conversions (number of sales, or goals, divided by visits) so you may want to look at other options if you’re just getting started.
Depending on your niche market, it may be very expensive to pay for keywords that fit your online business. If you can’t pay the high prices required, the volume of search turnout can be very low, making it a bad marketing investment. In order to compete with similar and more established eCommerce stores in the same market, you may have to be more creative.
This is where Google Analytics Remarketing strategy comes in. Remarketing is a behavior-targeted feature that targets consumers based on traits such as demographics, purchase history, viewing history, and other second-order activities. This serves to increase conversion rates and sales. In other words, it let advertisers display their ads on the Google Content Network, to users who have already visited their website. The main goal is to serve these ads to many of these users because they already have an interest in the product or service that the advertisers are offering. The chances of an online shopper clicking on your ad and converting are much higher given their previous interest in visiting the advertiser’s site.
How it works
The key component that makes remarketing a success is that your target audience has already shown interest in your product or brand and has visited your site. When they do, a cookie file will be put onto their browser, which adds them to a re-marketing list. When they visit other web pages where Google ads are used, your ad campaign will appear on those designated Google ad sections. So say you sell jeans. If a customer were to visit your web store, ‘Zippy Jeans’, they’d be cookied based on what they browsed or items that were added to their cart but then abandoned. Later, they Google ‘jeans’ and go to another web page that talks about jeans. If the key words and other information match, your Zippy Jeans ad will appear on their page. This reminds them of your presence, any ad campaigns you have going on, and can increase the connection between you and your customers. It’s branding at its finest.
Yes, you can target your users by the pages they visit. If they mostly visited Zippy Jean’s section on boot-cut dark denims, you can choose to create a re-marketing list based on that preference which targets them specifically. Later, when they visit other e-commerce pages that deal with keywords such as boot-cut or dark denims, once again, your ad will appear.
You can also throw different ads at customer who just browsed a little bit of everything and left quickly. You can track these customers and maybe give them a special online coupon special to entice them in shopping at your store. Buy one get one free? 50% off? It’s up to you. But the strategy is simple; you can track customers and tailor your ads to them through interest-based traits.
Ninety-six percent of site visitors leave and miss the user actions that marketers want them to take. Seventy percent of shoppers abandon their shopping cart without checking out. What if you can literally follow them throughout the internet and entice them to come back to your site? With re-marketing and Google Analytics, you can deliver ads targeted at specific user interests shown during their previous visits to your site. It also let’s you create a variety of unique and precise lists in order to develop more flexible and relevant ad campaigns. From recent visitor lists to abandoned shopping carts, customer locations to sequence of visits, you can follow your customer base throughout the web and entice them to come back. As a result, you turn missed opportunities into new business.