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Can I use Google Remarketing for my Ecommerce business?

Posted 17 Aug 2015 Real Time Bidding

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Are you looking at different ways to identify, reach and effectively connect with your audience? Some businesses rely solely on their SEO, whereas others focus on multiple marketing channels, such as display, search, Facebook and mobile. Google Remarketing is another effective way of finding, filtering, and honing in on your target market.

With Google Remarketing, it’s easier to reach customers that are qualified, meaning they match your ideal customer. It allows you to serve content and messaging that is personal and adapted to a particular audience segment. Here’s a rundown on the advantages of using Google Remarketing in your Ecommerce business’ online digital marketing strategy.

What exactly does Google Remarketing mean?

Google has a platform called the Google Display Network (GDN), upon which you can reach any of the people who have visited your Ecommerce website, and present them with a bespoke message once they leave and go to another site in the GDN. In other words, this group of visitors will see your ads as they surf the 1000s of websites within the network. This is an effective way of reengaging those who have already shown interest in your product or service. It’s important that you get your creative right, so make sure your message is relevant to the particular audience segment you’re trying to reach. For example, if the past visitors were browsing particular items or didn’t convert in the sales funnel and dropped off with items still in the cart, the ads might show those specific items to encourage the visitors to reconsider purchasing them. This ability to reconnect with lost leads presents another opportunity for you to convert them into a sale using relevant ads that reengage the customer into a buying state.

Is Google Remarketing right for your Ecommerce Business?

Ecommerce sites are perfect for the purposes of Google Remarketing. If you are selling goods and services to an online audience, you can integrate special offers/custom-made coupons into your offering as a way of driving a strong return on your investment.

Imagine browsing ASOS, for example, in search of a new jacket. After looking at a few different types and deciding you didn’t quite have the money, all of a sudden you come across an ASOS ad offering a 30% discount on that exact jacket you were so close to buying! With Google Remarketing, technology and data fuse to give you the perfect window of opportunity to reengage customers at the most relevant moments.

6 tips for Ecommerce Google Remarketing

So that you have the best ROI in your Google Remarketing campaigns, here are some important tips you can apply to each and every campaign you run:

  1. All your website pages MUST be tagged

Coming back to the example of the jacket you were about to buy: Do you recall being shown Google Remarketing ads of this type? There’s no denying the direct impact they have on consumers. If you want to track every interaction from every visitor (and you do), get busy tagging!

  1. Use customized ads for every retargeting list 

The importance of customizing your ads to match the visitors attributes, buying patterns, demographics, or whatever distinguishing feature it may be, cannot be overlooked if you’re serious about the success of your Google Remarketing campaign. Make it personal and targeted.

  1. Get savvy with your audience segmentation

You have a wealth of data available that you can use to intelligently segment your audience for the purposes of remarketing. Who are you targeting with your ads, and who do you not want to show your ads to at all? This is an important distinction to make, as you mightn’t always want to serve your ads to customers who have already bought something, or perhaps even previously visited! Your goals will dictate this, so be clear about what it is your Google Remarketing campaign is setting out to achieve.

  1. Use Google Remarketing with other targeting techniques

Google remarketing can be run in conjunction with different targeting strategies, such as targeting based on the context of the site a user is visiting, which will bring new potential customers to your Ecommerce platform, thus generating more remarket-able leads.

  1. Be measured about how many ads you show

It’s important to manage how many ads you serve and how frequently they’re served. There is a fine line between staying front of mind and spamming. Using Google Remarketing lets you assess the response rate of your target market to work out how many views equate to a conversion.

  1. Always be across your analytics

Stay up to date with the stats of your analytics throughout the campaign. Once you have all the numbers at your fingertips, such as sales, social media, and analytics, you’ll have enough information to make a fair assessment about the performance of your Google Remarketing campaign. Then simply examine, tweak, and remarket from a more optimized position.

Next steps…

Whether you are looking to increase your sales or develop strong customer relationships, Google Remarketing can benefit Ecommerce businesses of any size. If you’re considering launching a new Google Remarketing campaign, or need to speak with one of our consultants about your marketing goals going forward, call Benchmarketing on 1300 049 498.


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