What is Remarketing?
Remarketing is the epitome of target marketing. It allows ecommerce storefront owners to advertise to customers who have previously visited your site and left. Remarketing even allows the ability to present ads to prospective customers who added a product or products in your ecommerce shopping cart and leave without completed the purchase. These individuals are buyers as opposed to just shoppers/browsers. You spent the marketing dollars to get them to your site, designed the site in such a way that they shop long enough to add a product or a few products and then leave.
- What are the chances that they will perform another Google search next week or next month for your products? Maybe small.
- Furthermore, what is the probability that they will find your store again amongst your competitors? Even smaller.
Imagine being able to send highly relevant messages/advertisements to all of them on Google's Display Network (i.e. websites either owned by Google or that Google has partnered with). You have a second chance with ecommerce remarketing.
How Does Remarketing Work?
A thorough understanding of how remarketing works is essential to implement an effective strategy around it.
When a visitor enters your site, a remarketing web cookie is set and gets added to your remarketing list. The tag can be placed on any page(s) on your site. Next, you can set the timeframe for the cookie to expire. For ecommerce stores that sell low priced products, a 30-day expiration date is typically sufficient. For stores that sell high-ticket items, 60 to 90 days may be a more effective strategy because the decision-making process and sales cycles are generally longer for pricier items. Next, the prospective customer does some window-shopping through the store, and leaves without placing an order. Later on, he or she visits a website within the Google Display Network (i.e. consisting of one million+ sites) and your targeted ad will be displayed on screen. Extremely effective and cost-effective.
By inserting a remarketing tracking code (tag) onto the pages that you would like cookies added, Google places a cookie on your customer's computer. The cookie is then added to your cookie list and you can begin tracking and remarketing to this user. For maximum effectiveness, place each tag in a strategic page for various marketing initiates. The strategy involved should correspond with the marketing message being used for the remarketing campaign. For example, if an ecommerce store has a clearance section, visitors who choose to enter this page of the website are typically bargain hunters or price conscious. The store owner should choose to display an advertising message related to "price" or "discount" or "free …", etc. The message must match the topic of the page.
The topic could be product line related. Placing a remarketing tag on a specific product or category of products is another effective way to use remarketing. However you choose to use it, make sure tracking is in place. How do you track for remarketing?
Advertisers have a variety of metrics to track the results of a remarketing program. You can view the websites your ads have been displayed on and track the effectiveness based on clicks, conversions, and impressions. One of the best metrics available for Google's Content/Display Network called view-through conversion tracking (VTC).
VTC supplies you with additional info related to the quality of your campaign on the Display Network. This metric measures the number of online conversions that happened within thirty days after a customer viewed, but did not click a display advertisement. Tracking by VTC is an excellent way to measure return on investment (ROI) and structure the campaign based on your current and historical response rates.
The Two Main Benefits of Utilizing View Through Conversion (VTC) Tracking are:
- You can find out which websites will provide the highest maximum overall conversions
- The campaign can be optimized based on performance and how users are responding to your ads, even when they do not click.
Risks of Remarketing
Certain restrictions that need to be followed when creating and running a remarketing ad campaign. Webmasters and site owners must protect their visitors right to privacy. Personally Identifiable Information (PII) is restricted from being collected. In addition, Google has policies related to the advertising text and content used in remarketing ads. Ads should not include facts that would show advertiser's knowledge of personally identifiable or sensitive information regarding the customer, even if the remarketing list has not been created using such information. If customers feel uncomfortable or would simply choose to opt-out, they have to opportunity to do so.