Google Lets You ‘Remarket’ To Adwords Prospects As They Browse The Web
By Anna Johnson on April 8th, 2010Google recently released a new feature in Google Adwords called ‘remarketing.’ This allows AdWords advertisers to display their same ads to prospects as they visit websites in the Google Content Network. Specifically, remarketing allows you to ‘re-advertise’ your offer to a web visitor when they subsequently browse various websites that display Google Adwords ads.
This is a great initiative and is based on the simple – and sound – marketing logic that many (if not most) people who click through to your website from your Adwords ad won’t respond to your offer (i.e. buy, fill in a lead capture form, etc) the first time they land on your site. It usually takes ‘follow up’ to persuade people to come back and take the required action.
With Google’s remarketing feature, you don’t have to do all that follow-up yourself – Google will help take care of that for you by having your ads displayed on other websites.
In Google’s words – remarketing lets you build an ‘integrated campaign strategy’. For instance, After driving traffic to your site with search ads, you can then remarket to those users who reach your site by showing them tailored ads on sites throughout the Google Content Network.
Google remarketing won’t be effective for everyone though. For one thing, it relies on your visitors going to websites within Google’s Content Network; for another, it relies on publishers agreeing to display your ads. Someone who visits a website offering life insurance won’t necessarily see your ad when they subsequently visit a website on quilt making.
But hey, if it’s cost-effective for you, it’s worth implementing. For more information about remarketing, visit Google Adwords.
