Remarketing - How to Capture Your
Audience and Bring Them Back
Wouldn’t it be nice to be able to go chase after all the people who visit your site but don’t end up
contacting you or making a purchase? Maybe have another chance to strut your stuff and ask for
In-person sales tactics allow for the salesperson to lure a potential customer back with another offer, or
some information they maybe hadn’t been privy to before.There’s always a way to reel them back in
and try to close the deal again. But when internet users are wandering through the vast tundra of
cyberspace, looking for the best deal or a wealth of information on which to base their decisions, there
was never a way to get out in front of them and say, “Hey, remember me? I think you should look over
here again. I’m pretty sure I can help you.”
With “remarketing” (also known as “retargeting”) you can do just that. The percentage of people who
will leave your site without converting is astounding – a whopping 97%. That’s a lot of people you can
chase after, and a huge pool of targeted and specific consumers who may just need another gentle
nudge to click the “Buy Now” button. Remarketing puts you in front of your customers as they visit
other websites by appearing as ads, just like the regular paid search ads you see when you Google
Let’s focus on Google’s paid search tactics and how you can take your PPC campaign further with
remarketing. You already have your ads appearing in sponsored results sections, maybe have them
spreading out a bit more on other sites through Google’s vast Display Network so you can capture the
folks searching for something on another site like HowStuffWorks.com, or reading an article related to
your business on NYTimes.com.
Remarketing refines this method and puts your valuable ads in front of people who have actually been
on YOUR website, and then left. So they are already looking for something related to your business, and
when they leave your site and go on another one, guess what appears – your ad! This method banks on
the fact that people remember something after they’ve seen it a few times, and can gently encourage
them to return to your site and complete the purchase.
Remarketing is not to be confused with those annoying pop-ups that appear when you try to leave a
website – you know, the ones with flashing lights and “But wait, there’s more!!” infomercial approaches.
It just tracks your movements and offers up a quiet “psst” as you go about your business. The method is
more subtle, and a lot less likely to irritate the potential customer.
Adding remarketing to your paid search can greatly improve your ROI, as it is just about as targeted as
you can get in terms of finding your audience. There are a variety of options as well, like displaying a
certain ad to people who have made a purchase on your site before, encouraging them to return; or
targeting a specific piece of your business like showing ads about leather couches specifically when
someone visited your home furnishing site and clicked on a few images leather couches
for sale. The people the ads are being shown to have already done the work to find your site, and as
they wander around collecting more information or seeing what else is out there, they are being
reminded about you.
The specifics of remarketing – like adjusting your AdWords campaign to include it, placing the right
Analytics tracking code on your website, and creating remarketing lists – is probably best left to
seasoned professionals who know the ins and outs of paid search and Google AdWords specifically.
If you are interested in exploring paid search, or are already using it and would like to try remarketing in
your campaign, give us a call and we can help!
BreezeGo Internet Marketing Solutions provides internet marketing services to businesses large and
small across North America. For more information, http://www.breezego.com/or call 1-888-995-6442.