Remarketing or remessaging, is a conversion optimization strategy for getting every last penny out of your current marketing campaigns. By identifying users who have visited particular indicator pages on your site, you can then target those users with Google Pay Per Click Adwords to come back to your site and finish what they were doing and/or to offer product upsells, branding and social engagement. Best for you, its now easier than ever to setup because of a recent update to Google Analytics…
From the Google Analytics Blog…
We’ll be rolling this beta feature out in waves by the end of the summer to all Google Analytics users who are account administrators with at least one linked Google AdWords account. Once the feature is available to you, you can learn about the steps to enable it in your account by clicking on the “Admin” tab in the upper right corner of Google Analytics, then look for the tab for “Remarketing Lists.”
Step One : Setup a Remarketing List In Google Analytics
Click “Admin” in the upper right corner, then choose the tab, “Remarketing Lists”.
Choose a page to establish as a cookie setting page. A page that once reached tags that visitor as someone who should now see your ads. This might be a contact page, a contact thank you page, a cart page, or whatever you decide. Just make sure you remember what you use for a “List Name” because you’ll need it in your Adwords account. (Note : If this is your first effort with remarketing, then you will probably need to update your privacy policy and Google Analytics tracking code as per the instructions on this page.)
Step Two : Create a New Campaign in Adwords
Now switch to your Google Adwords account, and under the Campaigns tab use the down arrow next to “New Campaign”. From that drop down choose, “Display Network Only (remarketing)”.
Once you do that, you simply set your campaign settings and choose the list you created in your Analytics account. From here you’ll create the ad units themselves just as you would for any Adwords ad.
Master’s Tip…
Like any advertising campaign, it can be optimized. But there’s one best practice that you should follow from the start… “Don’t be creepy!”
There is a growing tide of privacy concerns stemming from the media about how much of a user’s information is being tracked online. So, as the master marketer you are, make sure that you don’t write ads that tip the user off that you’ve been tracking their visits. Its creepy and can be a major turn-off, keeping them from coming back to you. Therefore, try to avoid things like, “We saw you visited this page”, “We noticed you didn’t finish this form”.
Instead use the tried and true way to make a successful advertising campaign. Offer something useful and valuable at a good price. By having the knowledge that you’re talking to a very targeted person, hopefully you can offer that much more of a value to them.
In Conlusion…
Getting an extra conversion few conversions out of your marketing campaign may not seem like a lot to you right now, but even a small difference in conversion rate can reap huge rewards. If you convert more people than your competitors do, you can bid higher on your pay per click keywords, you can put more back into your optimization, you can scale up your campaigns quicker, you can easier accomplish the things that a better profit margin allows you to do with your business.
