It's frustrating to online retailers when potential customers visit their websites, browse product pages, and then leave. There’s no sale made, and money is spent serving ads and hosting content to those visitors. This is how a lot of visits end up for online businesses. That doesn’t mean, however, that every bounce is a missed conversion opportunity.
Every time consumers visit your website, they leave behind a little bit of data. It's not their personal information, but enough to identify them on their next visit. If you have the right web tools and services in place, you can take advantage of that data for their next visit, and offer them a special opportunity or sales proposal as soon as they arrive. This is what’s called “retargeting,” or “remarketing” in Google-speak.
Remarketing can be a slippery slope. You have to find a delicate balance between informative and promotional content. Here’s what you need to know about remarketing, and how you can make it work for your business.
How To Enable Remarketing in Google AdWords
Google includes remarketing as a fully functioning feature of its AdWords platform. Google offers many resources on how to enable retargeting and make it work for your business.
The basics of Google’s remarketing tools require that you create a remarketing list, or a list of user “profiles” based on cookies left by your site visitors. You can develop your lists through AdWords or on your own and then import them into AdWords. Once you have one list — or multiple lists — you can select your targeted list, assign a span of time to remarket to the list, and hit save.
Once you start managing remarketing profiles, those specially targeted visitors will start seeing more advertisements for your business, catered specifically to them. This simple feature lets you use the power and reach of Google’s complex advertising networks for your own benefit. It helps you drive consumers back to your website that you already know are interested in your products and services.