What is Google Remarketing?

As some of you may already know, Google Remarketing is arguably one of the most effective methods for driving a strong conversion rate. The more targeted the ad, the more likely it is to convert, right? This article will provide an overview of Google Remarketing to explain its purpose, how it works, and why all businesses should be considering it in their marketing budget.

Google Remarketing is one of the many avenues available to a business in advertising its products or services to an online audience. Its purpose is to drive traffic and leads to your website that are more targeted, which is really just another way of saying more qualified or relevant to your product or service. So essentially Google Remarketing is about increasing the conversion rate – percentage of conversions made per number of ads shown.

When you consider that around 97% of visitors to a site will never buy anything (don’t convert), the thought of having the ability to target those potential customers who once visited the site without buying should make marketers jump for joy knowing that a conversion is still possible.

How does Google Remarketing really work?

To put it simply, Google Remarketing involves the collection of valuable data about the visitors to your website who didn’t end up converting into a lead or a sale. Where are they from? What are their interests? How long did they spend on the site? This sort of data collection is not really out of the ordinary when you consider that there are search engines and software that already have this functionality. The key difference, however, between Google Remarketing and other means of data collection is that Google Remarketing can curate the data in a more intelligent and useful way, making the insights and analytics more revealing, and thus more valuable.

The algorithm behind Google Remarketing is able to recall any visitors that don’t lead to a conversion, and then serve them one of your ads at the next website they visit. This retargeting serves as a reminder of where the ex-visitor has just come from, which may make them more inclined to revisit your site and convert.

Part of why Google Remarketing is so effective is because it takes advantage of the fact that someone is more likely to purchase a product when they are shown it more than once. By following someone who visited your site and continuously serving up ads for them to see, the chance of them revisiting and converting is going to improve.

What are the advantages of Google Remarketing?

As you can see, Google Remarketing is certainly up there with the most effective methods for boosting your site’s conversion rate. So, while it’s true Google Remarketing will almost certainly increase your site’s conversion rate, this really only scratches the surface of why Google Remarketing is an essential ingredient of your business’ marketing strategy.

First of all, the total expenditure in the online advertising space needs to be considered. If someone whose attributes match your typical customer lands on your website without ever converting, then the money spent on this lost lead is arguably wasted. Using Google Remarketing is therefore one method of more intelligently spending your limited marketing budget.

On top of this, the functionality of Google Remarketing gives the advertiser a range of options including, such as

  • Selecting the type, mode and style of ads that are served to visitors after they have left your site;
  • Choosing between image-focussed ads over text-heavy ads; and
  • Choosing how the ad is placed (where on the page), which gives the advertiser more flexibility to tweak their approach until they achieve their results.

And lastly, Google, being the largest search engine in the world, is going to have the widest reach in terms of potential customers, allowing you to track the activity of your target market and continue to serve them adverts at the right time and place until they convert.