This is a guest post by Megan on remarketing. You can check out the guidelines for guest posting on our write for us page.
There are a lot of things an entrepreneur has to learn to do. Every small business owner wears many hats, but as an entrepreneur you wear them all, at least during the early stages of your business.
You’re your own administrative assistant, boss, marketing department, salesman, accountant and HR manager. Effective marketing is a full-time job in itself, but when you’re running your own business you don’t have time to micromanage advertising campaigns and it becomes necessary to find tools that can help you simplify the process while still giving you as much control as possible so you can tailor your efforts to match your needs.
One tool that can help increase profitable conversions on your website is remarketing. Knowing the basics of remarketing, what it can do for you and how you can implement it, can save you time and money while driving sales on your website.
The Basics of Remarketing
Remarketing, a service offered through Google AdWords, allows you to display ads specifically to people who have previously visited your website. If you set up remarketing, your ads can be displayed on the pages of any website that displays ads from Google’s network. You’ll have to choose categories and pages you want to promote; then add remarketing tags to your pages defining their categories.
When users visit your pages without making a purchase, Google will keep track of the types of pages they visit, according to your tags, and will later show them ads based on their browsing data.
The Effects of Remarketing
There are many reasons you’ll want to utilize remarketing on your website. Many users will visit sites looking for pricing information; then visit another website to compare. When they leave your site, they’re less likely to come back unless you can present them with a deal to make it worth their time.
This is a great time to show them ads detailing special deals or, promotions you’ll offer them if they return and complete their purchase.
Offer them coupons, free shipping or a special deal if they purchase their item with another complementary item. Identifying visitors who have abandoned their shopping carts helps you narrow down your focus. You already know that visitor is aware of your products and intends to make a purchase; you just have to close the deal.
The Process of Remarketing
Managing every aspect of an Internet marketing campaign can be a daunting task. Fortunately, there are many tools that make it easy to manage multiple aspects of your advertising system at once while providing you with valuable feedback.
Whether you use Google’s built-in tools, or a third party demand side platform, you’ll want to make sure you’re using a system that will help you gloss over aspects you don’t want to worry about while still giving you the option of adjusting any aspect of your campaigns you desire.
You’ll have to tweak your site a bit, tagging each page you want to use for tracking and setting up different campaigns for each type. You’ll also have to define who you want to track and how you want to display ads to them. You can choose to show ads to everyone who visits your site or, be more specific by targeting only those who visited certain pages or, abandoned shopping carts.
You can further customize your ads by showing everyone the same set of advertisements or, defining different ads that should be shown depending on the page category they viewed. For instance, if a visitor looked at pages of televisions, you might not want to show them advertisements for washing machines.
Don’t rule it out, though, because remarketing advertisements can be invaluable opportunities for up-selling or, cross-selling. As far as remarketing goes, your imagination will be your greatest asset and your main limiting factor.