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What is Google AdWords Remarketing (a.k.a. Retargeting)?

Are you maximizing your leads by targeting repeat visitors to your website? That is exactly what remarketing is all about. As its name suggests, remarketing (which is also commonly referred to as retargeting within the marketing industry) is the process by which you target potential customers who have shown interest in one or more of your services in the past. It ensures that your ads appear to customers after they leave to peruse other sites within the Google Display Network, when they search on Google using certain keywords, or when they use Gmail.

The purpose of utilizing retargeting ads is to give those interested visitors greater opportunity to come back to you, instead of your competitor. Even if that future customer exits your site without purchasing a product or calling for service, retargeting them gives you a second shot to convert the casual browser into a paying customer. Our Google Remarketing specialists are eager to help you achieve your lead conversion goals this year, so don’t hesitate to reach out to our friendly team today for further information or assistance.

How Search Retargeting Works

The key to remarketing is the cookie. A cookie is a very small file stored on computers that saves the user’s preferences as well as various other bits of relevant information pertinent to the sites they browse online. Retargeting depends upon the information stored in this cookie to generate new ad opportunities for your business. Let’s say you’re a plumbing company looking to attract more customers interested in water heater installations. Standard search retargeting allows you to track those customers who have visited your water heater installation page, and then create an ad campaign specifically targeting those on that list whenever they use Google or more than 2 million of Google Partner’s websites.

There are other types of retargeting available using Google’s Display Network as well:

  1. Dynamic retargeting
  2. Retargeting for mobile apps
  3. Retargeting lists for search ads
  4. Video retargeting

However, standard retargeting is what we find to be best for the majority of companies within our industry. The second most common option would be dynamic retargeting, which is a great option for ecommerce websites, as it allows you to specifically target visitors that have left your website using product specific ads to recapture their attention.

Why Retargeting Ads are Important

No matter what industry you’re involved with, from HVAC to plumbing, electrical and construction; you need to make sure that your website is actively working to generate new business for your company. That means capturing interested parties whenever possible, even the second time around.

There are four principal objectives to using Google Remarketing:

  1. Increase pre–qualified traffic to your website
  2. Catalyze brand awareness
  3. Build loyalty and customer retention
  4. Maximize your campaign return–on–investment (ROI)

Benefits of AdWords Remarketing

One of the chief advantages of AdWords remarketing is that it allows you to gain access to the largest inventory on the web. Every user who clicks on your site is a potential customer, and remarketing ensures that your ad will follow that user within the largest display inventory on the web. This develops an awareness of your brand and it drives repeat visitors and generates sales. 

Another benefit of search retargeting is that you will reach people when they’re most likely to purchase your product or service. By targeting repeat visitors, you’ll gain exposure to customers eager to pick up the phone and make a deal. With over 2 million websites and mobile apps comprising the Google Display Network, remarketing should be a part of paid search ad campaigns for any local business owner. 

Curious about what retargeting ads can do for your business? Reach out to our friendly team today to find out. We’ll be happy to answer any questions that you might have.

Here's what people say:

iMarket Website Solutions Web Design and Development

Everything has been great with the results and customer service from iMarket. Anything that we’ve asked for has been done quickly and exactly as we wished. Everyone in your organization has been very responsive and are all truly customer focused – you have great people working for you.

Specifically, we’ve been blown away by the organic traffic to the site and the leads and revenue generated from the SEO work that iMarket has done for us. Our SEO placement and leads/revenue went from something that wasn’t even worth tracking to our second highest source of both leads and revenue in just 6 months – the only higher source for either has been customer referrals. The investment that we made literally paid for itself in 6 months – maybe less than that. We should have done this years ago.

When we ran our reports from organic/SEO leads and revenue, it was our most abundant source of lead generation and revenue as well as our most cost effective source of lead generation and revenue – even when we had amortized the entire cost of the new site over just a 6 month period.

In comparison to yellow page advertising, it has cost us less than 10% of what yellow page expenditures cost to generate both leads and revenue. As a result of this, we have already reduced yellow page expenditures for next year that will result in savings that are over 3 times what it cost us to build the new site.

As for the social media aspect of things – everything has been great. I’m not well versed in those arenas nor do I have time to get involved with it, so I asked Martina to take care of keeping us up to date and she’s done a great job with it, updating our pages (as well as our blog) 2 or 3 times a week. I may get more involved with it at some point, but I haven’t had to as it’s being managed for us without me needing to do anything.

Finally on the PPC campaigns, we have not spent a lot of money there – simply because we haven’t had to because we are generating so much organic traffic. What we have spent has been worth it, we are averaging around $30 per lead via PPC which is outstanding when compared to any other paid advertising that we are doing. The next closest source in terms of expense is $90 per lead. We may look to increase PPC budgets in the future as a source of growth. For now though, we have our plate full with all of the organic leads as we are on Google’s first page for nearly every keyword that we have targeted.

Kevin Carney, President
Carney Plumbing, Heating and Cooling
July 2011

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West Coast Office: 25 Edelman, #100, Irvine, CA 92618
East Coast Office: 261 Mountain View Dr, #400, Colchester, VT 05446

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