The road to maximized conversion goes through ‘remarketing’ as one tries to retarget the users who saw the content- visited but did not buy. The entire task of retargeting is quite complex and to aid webmasters in the same, as reported by Search Engine Watch, Google has rolled out a beta program: Remarketing in Search. This program will help webmasters benefit with remarketing and use it to do better in the future. The program lets marketers create remarketing lists (quite like regular display ads) by using customer knowledge to better their bidding strategy and in extension take their marketing campaigns on a higher level.
This is how Google says, one can benefit from remarketing:
- Create High Relevance Ad Copy: When you are targeting users who have been on your site and seen things then you know what that what they looked at while on your site. This means you can create an ad copy with more relevant text to stand out from our competition in the SERPs. With relevant copy you can increase your click through rate and get more visits and sales.
- Reach Customers Who Know Your Brand: Your bidding strategy should be based on the knowledge that you are reaching an audience which knows your brand, which visited your site once and which has a higher possibility of converting to a buyer. You stand to increase your cost per click on keywords for users who are more likely to click and buy.
- Choose A More Relevant Landing Page: You know that the user landed on your home page or other product page following a set of keywords in the first place. But when remarketing, you can make sure they land on a more relevant and specific landing page which they probably wanted the last time. You can create landing pages based on the user’s history of visit.
Google has also created a set of rules to be followed while using remarketing:
- Google remarketing pixels to be used by advertisers to create the cookie pools.
- Remarketing campaigns must be unique and separate from all other campaigns you may be running.
- The ad copy cannot verbatim say what the user was looking for.
Remarketing and paid search combined in the beta search by Google will create an excellent platform for marketers. What do you think? Are you ready to experiment in the same?