There’s marketing, and there’s Google Ads ‘remarketing’ – a term Google established in regards to their ability to enable websites to show targeted ads to users who have already visited their sites. The term ‘retargeting’ seems to get thrown around in the same bucket since this is the term Facebook uses in regards to their advertising efforts, but we’re talking about Google Ads (formerly known as Google AdWords) today.
The ultimate goal of remarketing? You want people to convert. Specifically:
“Remarketing is a way to connect with people who previously interacted with your website or mobile app. It allows you to strategically position your ads in front of these audiences as they browse Google or its partner websites, thus helping you increase your brand awareness or remind those audiences to make a purchase.” [Google]
When remarketing is done successfully, you can re-engage prospects that dropped off, transforming them into leads and converting them based on behavioral actions. When you increase conversions, you increase ROI. It’s as simple as that.
We’ll dive into some quick tips to help you embrace Google remarketing as part of your strategy.