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Could Google Remarketing Help You Turn More Browsers Into Buyers?

Updated on January 9, 2014

Turning Visitors Who Leave Your Website Into Buyers

Google Remarketing is an innovative way to turn more browsers into buyers.

People leave websites for all sorts of reasons, but the fact that they have visited your retail site or online store in the first place means they are close to making that purchasing decision.

Make sure your visitors buy from you rather than the competition.

Internet Marketing
Internet Marketing

How Google Remarketing Help You Turn More Browsers Into Buyers

Ever happened across a website recently only to find its URL trailing you around long after you've left the site?

And if so, did you find the experience a tad annoying?

Slightly sinister?

Or did the flashing message which accompanied the link prompt you to go back to the site in question and complete your purchase?

This is Google Remarketing in action.

It works on the basis that website visitors who have already shown an interest in particular products and services are more likely to make a purchase from those websites than cold prospects - people who have never heard of them. These 'qualified' browsers are further along the buying chain if you like.

So how does this 'remarketing' process work?

When a visitor lands on your site, Google places a cookie in your visitor's browser to confirm this fact. When that visitor then leaves your site to go to another website within the GDN (Google Display Network) - hey presto - your 'remarketing' ad trails after them.

While some business owners will no doubt consider this process somewhat stalkerish, you should bear in mind that many companies are already successfully using this approach to convert more browsers into buyers - and you could do the same.

Perhaps the most impressive aspect of the Google Remarketing initiative is that the programme allows you to segment your visitors with a high degree of refinement, so that various remarketing lists are created and followed up with the appropriate messages.

Let's say for example your business is an online sports store. Now perhaps you won't want to chase after every single visitor who doesn't make a purchase from your site, but rather you are going to be selective. You want to convert the higher end buyers: visitors who are browsing trainers or running shoes which cost over £80. And you propose to target these prospects with a sweetener - 20 per cent off their next purchase if they buy your trainers today.

You could set up your Google Remarketing campaign and create your ad according to this criteria.

But you don't simply have to use the GR system for tracking non-buyers. If, for example, you sell health supplements, you might want to target people who have just bought a 30-day pack of a particular vitamin, so that your ad will remind them to re-order a week before their supply runs out.

These are just two examples of the many ways you could refine your offers with the aim of turning your browsers into confirmed buyers. Of course there is a fine line between giving your prospects a gentle nudge in the right direction and poisoning them against your brand entirely through being overly-persistent. To this end, you might want to get some advice on starting your first campaign from your local marketing consultancy or specialist.

Google has just announced that it will be rolling out its 'Remarketing With Google Analytics' in beta form by the end of the summer (2012). You'll be able to segment your customer base using predefined or customised lists that will enable you to launch your targeted ads in a matter of minutes using a variety of intuitive tools.

If you've tried this 'remarketing' model for yourself I'd be interested to know how you got on.

Did you find Google Remarketing remarkable?

Or are your experiences to date not quite so positive?

Either way, I'd welcome your feedback.

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