Pay-per-click (PPC) is a model of internet marketing that is used to drive traffic to websites. Advertisers set their own preferences and can choose their target audience according to their needs. Parameters for PPC advertising may include selecting a particular location to focus your marketing on, the type of device used to access search engines, and the cohort with the largest number of customers likely to convert to a sale. Remarketing or ‘retargeting’ with Google Ads is a strategic form of advertising that allows you to target previous visitors to your site. With this type of marketing, the cost per click is significantly reduced, and returning visitors to your site are twice as likely to convert.
Previous visitors to your site are already familiar with your brand and have a prior interest in the services or products you offer, as such they are the perfect ‘target’. High-quality traffic, such as previous website visitors, is much more likely to generate a better ROI than a non-targeted audience. Remarketing with AdWords is a powerful marketing technique that allows you to target and reconnect with your previous visitors long after they have left your website.
Your ads will be displayed on other websites and act as a ‘constant’ reminder’ of the services and/or products you offer to your previous visitors. After leaving your website, a cookie is stored on the users computer and acts as a ‘flag’. The ‘flag’ alerts Google that this person has accessed your website in the past. Your ads will be displayed when the viewer visits another website that has Google ads enabled, but this only occurs if you have also enabled remarketing in your AdWords campaign. If your competitors have Google ads enabled, then your ads will appear on their site.
How Do I Enable Remarketing in AdWords?
You can enable remarketing in AdWords in a few simple steps. Google walks you through the process of setting up a remarketing campaign and AdWords will create your remarketing tag and visitors list to get you started. Creating a remarketing campaign for the Google search network is a slightly different process, but Google offers advice and an easy to follow guide for businesses who want to focus on search ads.
Google Ads offers remarketing options, such as:
- Standard remarketing.
- Dynamic remarketing.
- Remarketing lists for search ads.
- Video remarketing.
- Email list remarketing.
You can also select your target audience and optimise your remarketing campaign for maximum ROI.
How Much Does Remarketing With AdWords Cost?
Remarketing with AdWords is one of the most cost-effective ways to conduct an advertising campaign. Costs will vary according to your marketing strategy. However, remarketing is much less expensive than standard PPC advertising campaigns. PPC is a great marketing method, but every industry has its competition and ‘click fraud’ is a type of fraud that occurs with PPC advertising. Click fraud occurs when advertisers deliberately and repeatedly click on an advertisement with the intention to drain revenue from their competitors. Click fraud is a method also used to increase the revenue of the host website with ad publishers clicking on their own sites to generate revenue. It pays to protect your PPC investment from shady players by checking out Googles anti-click fraud program designed to catch and analyse fraudulent clicks.
Remarketing with AdWords is a powerful marketing strategy. By tailoring your ad, targeting your audience, choosing the location and device, and by protecting your PPC budget, you can pretty much guarantee a high ROI.
Get started with a small budget campaign and as you start to see the results from optimising the campaign settings, you can increase the budget and reap the rewards. Alternatively, you can seek the assistance of a reputable Online Marketing Agency to setup and manage your campaign.