Chasing Up Leads with AdWords Remarketing, Part 1

When a user visits your website or clicks your ad they’re essentially saying I want to know more about what you can do for me. You still have a lot of work to do between this first interaction and the final conversion, but any lead lost from this point is a dent to your ROI.

But even a perfect website (if there could be such a thing) will lose potential sales if a visitor simply isn’t ready to make the final commitment. Luckily, this is where remarketing comes in, allowing you to target previous visitors with further ads as they browse the web – and this is what we want to introduce today


What is AdWords remarketing?

AdWords remarketing uses cookies and the Google Display network to show ads to users that have visited your site. You’ll see this when you look for holidays, shoes or any number of online purchases – ads for the same brands or products you’ve been looking at crop up all over the web. This is AdWords remarketing in action and studies show previous visitors who are retargeted like this are 70% more likely to convert on your website.

The your part here is very important, because these users have a high intent of completing the purchase and you don’t want them going to a competitor when they decide to close the deal.


Who can you target with AdWords remarketing?

There are actually two types of remarketing in AdWords – standard remarketing and dynamic remarketing. Essentially, traditional remarketing is more suitable for generic ads and websites with no ecommerce element. While dynamic remarketing allows you to target users based on the specific products they have viewed on your website, without any fuss.

Dynamic isn’t a replacement for standard remarketing though – think of it as an enhancement if you need to target users more specifically. We haven’t got time to go into detail about who you can target today (we’ll be doing that over the next series to Inside PPC articles), but here’s a quick overview of the two options.


Traditional remarketing

So let’s say you’re a local tool merchant like Toolfix – you don’t have any ecommerce features on your website, but you have a number of catalogues you want visitors to look at: windows, doors and special offers. With AdWords remarketing you can target users who looked at your windows and doors catalogue separately and display relevant ads as they browse the web, while targeting both with your special offers catalogue.


Dynamic remarketing

On the other hand, if you’re a merchant like ScrewFix with thousands of products, multiple categories and an online store you’ll want to get more specific than this. Dig into your data and you’ll find a number of leads fill their shopping carts, but never convert; or users who visit multiple product pages, but never commit to buy.

Dynamic remarketing allows you to create ads for individual or related products, based on the pages users have visited or previous they have previously made. To do this with traditional remarketing would take a huge amount of work, but its dynamic alternative makes it a breeze – allowing you to display images, reduced prices and a range of other temptations to users who have the potential to convert.