If you are using AdWords you can make more attempts to re-attract the visitors who left without making a purchase or otherwise taking the positive action you were hoping for (non-performing).
First of all, you should keep records of your visitors and their activities on your site. From there, you can create text ads for those specific activities and target them towards those visitors. Those visitors, while browsing through Google Display Networks, will then be reintroduced to your site via the re-marketing ads, and will be more likely to take action the second time they visit your site.
The Re-marketing Process
When using the re-marketing approach, consider using re-marketing tags (small snippets of code) first. Use these tags throughout your website pages. (You will get the codes from AdWords). You should also consider creating a re-marketing list, generated using cookies. For example: suppose you want to create a re-marketing list of the visitors who visited your “Letter of Credit” page. To do this, you simply instruct AdWords to save the visitors who visit the “Letter of Credit” page. Now, whoever visits that page will be added to that specific re-marketing list with their cookie ID. Additionally, you should use AdWords to target only those people searching for “Letter of Credit”. This will also minimize your costs, as the ads will not appear to people outside of your re-marketing list.
Importance of Re-marketing
Now that you understand re-marketing and how it works, take a look at the reasons behind using the re-marketing feature of AdWords:
- Almost all websites have joined Google Display Network and people are using this network constantly to search for things. So, by re-marketing via Google, you are maximizing your audience.
- Your advertising cost through AdWords will be reduced. Since you pay for each and every ad shown in network, you need to target the most relevant customers to see your ad texts. Re-marketing assures you that your ads will only be shown to people who are in your re-marketing list.
- Different targeting techniques like ad format, ad scheduling, bidding, geo-targeting etc. can easily be combined with the re-marketing technique.
- You can create and modify the re-marketing list in a creative manner to find other potential clients.
- Increase the ROI. You have brought back the customers who previously visited at a much lower cost to you. This creates another revenue generating opportunity for you.
- You can use re-marketing tags on all of your site’s pages, sections, and even on existing tags. You can also replace or update the existing tags in AdWords as needed.
- You can control the pages where your re-marketing ads will be shown, thereby replacing the poor performers with the pages that are actually turning a profit.
In general, this feature of AdWords enables you to make more effective and flexible ad campaigns. It helps to re-claim lost customers that you have already invested advertising costs in.
AdWords has made these tools easier, more effective, and more powerful in promoting your site. You can make thousands of lists for different sections of your website just by utilizing a single tag. It provides you with features like footer; using your tag in a footer on one page will result in tags on all the pages of the site. AdWords will even provide keywords for you! Adwords is not only a performance enhancer, but also a performance optimizer.