I have been asked so many times about re-marketing/re-targeting and if re-marketing techniques work? I decided to write a blog about it to answer some of your questions.
Re-marketing also known as Re-targeting is a newly coined web advertising technique that is slowly gaining traction in the world of PPC (Pay per click advertising). Google being the ring master after their acquisition of Double Click, being a leader in PPC advertising.
So what is Re-marketing or Re-targeting?
Well it is a new form of advertising mechanism to show your ads to visitors who visited your website at some point, but now while they surf the web on other sites. So in essence if some one visited your site looking for ‘drill bits’, while they are on other sites surfing; your ‘drill bits’ ad will follow them around. Now this is becoming incredibly successful for advertisers lately.
Technology behind Re-targeting:
Re-targeting is a cookie based technology, adopted by website owners. These website will drop a cookie on the visitor’s computer every time a user visits their site. Now armed with this cookie information, when these users visit or browse other sites the advertiser show them ad’s related to what they were looking for by following them around.
Is it effective?
Conventional site traffic does not always convert. Roughly around 5-7% converts on the first visit depending on the site. So the rest of the traffic flows out if you cant convert them on the initial visit. So re-targeting is an attempt to showcase your product in front of bounced traffic trying to lure them back to your site for the sale. So it is a very effective technique to increase your conversion rate. Re-targeting does not increase traffic to your site, how ever it is effective to increase conversion on lost traffic.
Who are the major players?
Google Adwords, Adroll, Retargeter, Rakuten and Rocketfuel are few big players in the re-targeting
Based on our experience and results for our clients, below are few pointers
1) Do not stalk the user. Set conservative impressions rate (how many times an ad is shown to the user). I myself get frustrated when drill bits shows up everywhere for the next 30 days on all my Google results.
2) Fine tune your campaign to have Ads targeted based on relevance of keywords.
3) Make sure the graphics are high Quality and are relative to the product they looked at.
4) Use any data available to fine tune the campaign – like Geo filter etc…