How to Convert Lost Leads into Sales Using Remarketing
If you read our blog post on the customer journey you’ll understand that a customer may visit a website many times before making a purchase. They may visit your site, along with several others, when doing initial research on the product they want to buy. How can you make sure they remember your site once they’ve moved on elsewhere? The answer is remarketing!
Remarketing is a way of reminding a customer about your product or service once they have left your site, and hopefully whilst they are still considering their purchase in the coming days or weeks. Remarketing takes the form of Display Ads which appear on other websites the customer may be browsing after they have left your site. These websites have signed up to host Google Display Ads, and you have some control over which ones you want your Display Ads to appear on.
To set up remarketing you need to define the audience you want to target within Google Analytics and then import it into your Google Adwords account. The audience can be quite general (anyone who has visited your site) or even as specific as anyone who has abandoned the shopping cart. Once your Display Ad is created, you are then charged every time someone clicks on your ad. This method of charging is a real advantage of remarketing ads, since a potential customer may have your advert popping up for several days reminding them of your product without it even costing you a penny!
Here’s an example of the remarketing ad for one of our clients, Bridwell, appearing as I browsed the internet:
It costs Bridwell nothing for their ad to appear to me (someone who has recently visited their site). It’s only if I click on the ad (which takes me to their website) that they are charged. The click through rate on remarketing ads is very low but they are still performing a valuable role in reminding people of your product as they are considering their purchase, and they may well end up revisiting your site through an organic search of your business name.
We have found remarketing to be a very effective way of bringing potentially lost leads back to our clients websites. Some of our clients have received bookings that they wouldn’t have got if it hadn’t been for our remarketing campaigns.
If you’d like Q Social Media to help with your Google advertising campaigns get in touch.