The Clickable Search Engine Marketing Blog

Several weeks ago, Google introduced its beta "remarketing" program to all AdWords customers. The Google remarketing program allows advertisers to show content network ads to users who have previously visited a particular area of the advertiser's site. For instance, if you run a restaurant site, you can place a 14-day cookie in a user's browser when they reach your "About Us" page, and show them ads about a special you're running for the next two weeks. While this isn't a new strategy for online marketing, the reach, quality and bidding flexibility that Google offers may make it one of the more attractive retargeting platforms on the Web. Google allows advertisers to enter auctions without high minimum bids on a cost-per-click basis, which makes it relatively safe for advertisers to test, regardless of their budget size.

Remarketing Strategies to Think About

If you are thinking about trying the remarketing program, consider your Web analytics data first. How do your conversion rates for first-time visitors compare to repeat visitors? How long does it take for repeat visitors to convert? What are the conversion rates of visitors who engage your shopping cart (if you have one)?

Understanding all of these metrics can help you determine where you should initially set your remarketing-program display bids. For example, if your conversion rate is two times higher for repeat visitors than it is for first time visitors, you may want to try doubling your bids for remarketed ads. If the average period of time for latent conversions is 40 days, you may want to set a cookie that lasts for at least 45 days, etc.

Also, since your ads will not be shown on search queries, but through the Google content network, you’ll want to be using both text ads as well as all of the image ad formats, so that you can cast a wide net of impressions and clicks.

Privacy Policy Considerations

Odds are, if you are using a retargeting platform and you have not made adjustments to you privacy policy, your privacy policy may not be compliant with your actual marketing practices. You should definitely be transparent about the information you collect from your users – either through your own registration info and analytics or through third party tracking platforms such as Google’s remarketing program.

Andrew Bernero, Clickable SEM Guru

Note: Clickable employees volunteer several hours a week to helping other search marketers succeed. "Clickable Gurus" participate in numerous online search communities to provide straightforward answers to numerous questions, and, each week, one of the gurus posts a search marketing tip to the Clickable Blog.

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Hi,

It is a nice. Google remarketing is a relatively new form of online advertising developed specifically to increase the number of conversions any website or company is likely to get from every potential buyer visiting their site.

regards

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