Google Remarketing

What is Google Remarketing and why you should use it for B2B lead generation

September 25, 2015

Marketing is one of the most important aspects of business. A good marketing strategy can define a business’ success or failure, and with more and more outlets available for advertising is it becoming a competitive field in itself. For a while now Google has been the go-to place for small business to start up their advertising campaign, and with such easy to use formats and straight forward operation it’s no wonder. But there is a feature that a lot of inexperienced small business owners are unfamiliar with, and that is the Google Remarketing feature.

Remarketing is a strategy that allows you to target your marketing to the audience who will most benefit from it. By targeting your audience you are able to make your marketing campaign more effective as well as save some money by not putting your advertising out in a broad field. It works by placing cookies in the browsers of potential customers who have recently searched your item. By adding a Google marketing code or “tag” to your website you can target your marketing to those customers who have searched that item recently.

Google Remarketing is different from other marketing tools in that it is the only advertising tool that allows you to effectively target a specific audience. By placing cookies in the browser of your current customers and potential customers who have visited your site, you are able to maintain contact with them, even after the initial sale has been completed. This strategy is useful in building a loyal customer base and increasing repeat sales. It is important to pay attention to what you are marketing and who it is intended for as well. You are targeting the audience and not the item or promotion, so make sure your advertising reflects that. It’s also important to pay close attention to your landing pages and test out the customer experience when they click on the ad. If it is confusing for them, or it takes them to the wrong page then they are likely lost as a customer.

Google Remarketing allows their users to customize their targets according to spend limits or effectiveness. Advertisers could target everyone, but at a greater cost than targeting a specific group. The Remarketing tool allows you to target five different categories of customers. As stated earlier, advertisers could target everyone who has visited the website for any reason. You can also narrow it down to the people who have visited the site but didn’t necessarily visit any product pages. The next category is product viewers, these people have visited, viewed product, but haven’t taken the step to make a purchase yet. There is also the shopping cart abandoners, who have put items in their cart but left the site before completing the purchase. Finally there are the past buyers, those customers who have made a purchase in the past and whom you want to keep contact with for potential future sales. So the Google Remarketer gives you a wide range of options to customize and target your ad campaign to exactly who it would be most beneficial, and giving marketers a great way to keep in touch with their customers.

As a B2B marketing tool the Google Remarketer is an easy and effective way to target business by showing them exactly the products they need. Being able to follow past purchases and product views will allow advertisers to target businesses with just the promotions they would be interested in based on past activity. Marketers can easily keep track of what it is businesses are looking for and purchasing and stay ahead of them by offering promotions and deals in anticipation of their next purchase. Advertisers are even able to target businesses who have even just browsed the site and target their marketing campaign to them based on their interest and what they have previously searched.

The Google Remarketing tool is incredibly easy to set up. There are a couple different ways to go about it depending on how you are set up. You have the option of setting up directly though Adwords, with easy to follow set up instruction and a straight forward platform. This is the easiest to work with for beginners to Remarketing. There is also the option of setting up through Analytics. This option is best for someone who is familiar already with the platform and who would like to have more options and control over their marketing campaign. Either set up is good, it just depends on the user and what works best within their market strategy.

To set up Remarketing through Adwords there are a few easy steps to follow. By simply going into “shared Library” and clicking on “audience” you are able to add a new remarketing audience and generate the code or tag that will drive your marketing campaign and place it on the appropriate page of your website. Now anyone that visits that page, depending on what type of audience is being targeted, will have a cookie placed on their browser allowing Google to find that customer again and display the ad for them.

When using Analytics you will have to go into the “admin” section and click “remarketing lists”. Next, click the “new remarketing list”, here you will create a profile and develop your marketing lists. Follow the instruction as they are displayed and it will generate the code you will put on the appropriate page of the website.

It really is a simple process and a very powerful tool for businesses to use in their B2B marketing campaign. It allows businesses to stay ahead of their competition by keeping their name and products in view of their customers. It is a well researched fact that customers are most likely to buy when they are constantly shown a product, and Google Remarketing does just that. It also allows a way for businesses to stay in contact with their customers that wasn’t available previously. This marketing tool is really one of the best and easiest ways for businesses to find success, gain repeat customers and build a loyal customer base.



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