Retargeting or remarketing banner ad campaigns continue to be in my head as a lead generation and conversion tactic for internet marketing strategies. I’ve addressed retargeting before within an older post.
With Adwords remarketing, you can target audiences by which pages visited, and which pages not visited (like a “thank you” page) to target audiences who do not perform conversions the first time they visit your website or landing page. Now, you can add remarketing options by using Google Analytics data.
Here are some examples of what you can do now:
- Remarket to audiences by event action (white paper downloads, case study downloads, video views, newsletter sign-ups). Example- if you have un-gated content (free downloads/ no forms), you can retarget audiences with ads that target those who downloaded specific content, and have the remarketing ads offer additional content assets. Prospects who are interested can click to a landing page- and then you capture email addresses for additional nurturing.
- Keyword Remarketing. Remarket to audiences based on what keywords prospects use to find your website. Example- I can send a social media message to audiences who visit my site, do not convert, and use the term “social media” in their Google search query.
- Medium. How about we remarket to audiences who do not convert from email campaigns, LinkedIn, or specific referral sites?
- Mobile. Remarket to prospects who find you via mobile. Send them an offer with a QR code, or an offer to a mobilized landing page.
- Bounce Rate. If audiences bounce after just one page viewed, they may not be the right audience for you anyway. Now we can remarket to audiences who do not bounce; assuming those audiences are more engaged, but not ready to buy or convert yet. Go get these audiences to return- and convert.
- Blog Audiences. Want to send offers or content assets to readers of your blog, or even readers of specific posts (if the number is high enough), remarket to your blog readers.
It’s important to know that remarketing won’t work until each tactic has at least 100 users or cookies sent. For more details on remarketing with Google Analytics, click here
Almost every digital media campaign I run for clients include some form of retargeting. It’s proven to work well as a tactic. Here’s a summary of our display advertising services.
Have you tried remarketing yet?
