by Peter Wilson | President
If your business is relying solely on Google Paid Search ads and not taking advantage of the benefits offered by Google Remarketing ad campaigns, you are missing out on an opportunity to reconnect with potential customers who have previously visited your website.
As we noted in this blog post, Remarketing ad campaigns are like the “Jelly of the Month Club.” As you’ll recall from the movie Christmas Vacation, Cousin Eddy declared, “Jelly of the Month Club…it’s the gift that keeps on giving the whole year.”
How Remarketing Ad Campaigns Work
When someone visits a website, a small piece of code known as a “cookie” is added to their web browser. Later, while they visit other websites, that specific cookie is recognized and, in turn, triggers an “appropriate” ad to be shown.
How many times have you searched for an item on Amazon.com, then seen ads for that specific item on other websites? That is a remarketing ad.
The beauty of these campaigns is that the cookie can stay active on a web browser for up to 540 days. That means a business can serve ads to potential customers 18 months AFTER they visited their website. That is why we equate them to the “Jelly Of The Month Club,” except they keep giving even more than a whole year.
Why Remarketing Ad Campaigns
Remarketing ads are valuable for businesses because only 5-30% of first-time visitors to a website will book an appointment or buy something. The majority of first-time visitors will view a page or two, then leave without interacting with the business. Remarketing ad campaigns allow businesses to re-engage website visitors, reminding them of the benefits of the business.
Remarketing Ad campaigns are a good way to:
-Make people aware of your brand
-Get potential customers to come back to your website
-Remind existing customers about your business
If you’re not already using Google Remarketing ad campaigns as part of your digital marketing strategy, we urge you to give them a try. They are an easy and effective way to reconnect with potential customers who have visited your website in the past. And, like Cousin Eddy said, they’re the gift that keeps on giving—the whole year! If you need help getting started or want to learn more about how these types of ads can benefit your business, book a consultation with our team today.
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