Have you ever gone to a store and forgotten to buy something? Have you ever been at a store pressed for time and told yourself I’ll have to come back later, but you never made time to go back? What if on your way home you see a reminder sign right above a street sign? The sign would say “Don’t forget to visit the store.” It makes you look twice, but you kept driving. About 5 minutes away from your house you stop at a light and notice a sign that says, “Remember, you need to get something from the store.” In your mind you say, “Oh yeah, I did want to go to the store.” Then you drive over to the store and buy what you need. It may sound like a fairy tale, but this does happen online and it’s called remarketing.
According to Google, remarketing “allows you to show ads to users who’ve previously visited your website as they browse the Web.” It’s quite a phenomenon, especially if you’re using banner ads. The beauty of remarketing is that you’re only advertising to people who have shown an interest in your site and apparently people must not mind, because many visitors are returning to sites to complete orders or fill out a lead generation form.
Even better is that remarketing can be set very broad or it can be set to an incredibly granular level. A company can set up a remarketing campaign, so that anyone who visits their site is later targeted by an ad whether they completed a desired action or not. On the other hand, a company could just target people who visited their product “Y” page, went to the shopping cart, but didn’t complete the order. This could also be used for a lead generation website. For example, a company could set up remarketing to target people who went to a lead generation form page, but left before completing the form. There’s multiple ways to set up remarketing campaigns to reach visitors, but it is definitely recommended to use banner ads.
Remarketing is catching on quickly with many companies and those who are jumping on board haven’t been disappointed. Remarketing allows companies to narrow down the playing field; in fact it’s like a sales person pursuing a hot lead. The visitor comes to your site, and they go far enough in the process to show that they aren’t there by accident. Now, your banner ad is appearing to them on certain sites on the web, just like a sales person who calls to follow up on a lead, and in many cases remarketing is closing the deal. It’s definitely worth it to get involved with remarketing. After all, shouldn’t you be asking visitors who left your site if they are interested?
In today’s economic times, many companies are promoting discounts to attract and entice customers to buy. It makes good business sense to come up with creative ways to provide an incentive to customers when they are shopping around. So what do you do when everyone in your industry is offering the same (or maybe steeper) discounts to attract shoppers? You need to convey value in the purchase, not just a good percentage discount.
The old adage, “You get what you pay for” is as relevant today in search engine marketing as it was when first spoken. Shoppers are inundated with deals offering 10%, 20%, even 50% discounts. As mentioned in a recent Advertising Age article, you must rise above the commotion of all these “discounts” and position your product or service with true value to the shopper. Yes, they are getting a discount…but are they getting value with their purchase? How do you convey this message inside a Pay-per-Click (PPC) campaign? Get creative in your ad copy and your landing pages. Promote not just the 10% or 15% discount, but also the value of that discount to your customer. Target your value proposition across banners ads and text ads and be consistent with your message. The discount gets their attention but the value they receive is more important and if they recognize the value of the discount you gain an advantage over your competition.
When I first entered the world of marketing, a wise manager once said, “If you gain a customer on price, you will lose a customer on price”. Given all the price discounts companies are offering today, it would be wise to promote your product or service with that in mind. Remember to explain and promote the value of your discount, and avoid making the discount itself the prime focus of your marketing campaign.
I recently created a vertical marketing campaign for a client and was very impressed with the options Google offers to manage this type of strategy. It doesn’t seem like too long ago that a proposal of this size would have constituted multiple media buys across many networks and websites and the management of the program would have been a major task. Just keeping up with all of the different invoices from each media buy was a full time job, not to mention that each network or site had its own way of reporting results! With Google’s Placement Targeting program you can create a robust, wide reaching vertical marketing campaign and manage the program all in one place!
The advantages from both a management perspective and the ability to reach your precise audience with Google’s Placement Targeting program are substantial. I was able to create a campaign targeting over 50 specific vertical sites for my client and manage the program all within one interface. I didn’t have to spend time going to each website to negotiate 50 different media buys and I was able to get consistent reporting for the entire campaign. My client was impressed by the extensive list of sites available to them within the Google Content Network and particularly liked the idea of one invoice to cover the costs of the entire campaign. Within the Google Content Network, depending on the publisher’s site, you can place targeted text ads, banner ads, or even video. We were able to leverage these different types of ad formats, testing regular text ads, banner ads, and videos across many of the sites we utilized during the campaign.
The final results are still pending, but it is certain to be a campaign we will look to build upon in the future. With the flexibility and options available within the Google Placement Targeting program, I was able to offer my client an easily managed vertical marketing campaign. The next time you consider a vertical marketing campaign think of all the advantages a “one stop shop” solution can save you in time and effort.