Have you ever visited a website or been online shopping for a specific item, and now, all of a sudden, you are seeing ads from that website everywhere? If it’s an item you are not interested in or have already purchased, they might seem a little annoying. If you are still considering the purchase though, through a business’s eyes, these ads that follow you online are a marketing dream.
What Are Online Ads that Seem to Follow You?
Ads that “follow” you across different websites are called re-targeting, or re-marketing, ads. This analogy should help explain why they are so powerful: imagine if someone visited your brick and mortar clothing store. They browsed for a while and liked the clothes, but didn’t make a purchase. Normally they would leave and likely never think about your store again. But what if you had a way of subtly putting your clothes in front of them throughout their day? Maybe someone walked by wearing the clothes they were just looking at, or they saw a billboard for your brand featuring what they had just tried on, and now offering a 20% off coupon on these items! If this was you as a consumer, wouldn’t you be pretty close to returning to the store and making a purchase now?
This is essentially what re-marketing is, but in a digital version. With Google’s re-marketing ads you can track who has visited your site, what pages they viewed, and even if they took actions like added items to their cart.
How Re-Marketing Works
For most types of re-marketing, you must set up lists, or “audiences,” in Google Analytics to gather the information of those who visit your website. The most basic audience type is to gather everyone who visits any page of your website to re-market to. On top of a general audience you can also start to build more targeted audiences based on their behavior; such as which web pages they visited and what items they viewed.
These audiences can then be used to either show ads to across Google’s display network or to target them in Google Searches. For display network ads, these are those ads you have probably seen with an image and a little bit of text. For search ads, by using re-targeting here, your ads will be shown at the top of their search results if users in your audience make a google search related to your website.
Re-marketing ads are a powerful way to stay at the top of the mind of shoppers. The transaction process often takes multiple visits to your website over a span of days or weeks before a purchase is made. Don’t let customers move onto a competitor and forget all about you; stay on their radar with re-marketing.
Types of Re-Marketing Ads
Standard re-marketing is when you build an audience based on visitors to your website and re-market to them with ads on websites in the Google display network.
Search re-marketing takes users in your audience, and if they make a Google search for one of your keywords, you will get preference to show up at the top of their search results.
Video re-marketing takes those who have viewed your content on YouTube and re-markets to them either with YouTube videos, banner ads in the Google search network, or with search ads.
Email List Re-Marketing
Email list re-marketing is great if you already have an established list of past customers or contacts. You can upload that list into Google and specifically target them with either banner ads on Google’s display network or with search ads based on their email address.
If you have taken notice of re-marketing ads, that means your potential customers have too. Consider this type of digital advertising for your website. Staying on a customer’s radar will ensure that they stick with you throughout their entire shopping process.