What is Google Remarketing & Is It Right For My Service Business?

Posted by David Chism | Thu, Feb 28, 2013

 What is Google Remarketing & Is It Right For My Service Business?
Most small busi­ness own­ers have heard of Pay Per Click (PPC) by now. You guys have also heard of Google Adwords too? Well, Google has made over 90% of their mon­ey through com­pa­nies using their Google Adwords ser­vice over the years. In recent years, Google start­ed anoth­er type of paid adver­tis­ing which is known as remar­ket­ing.” So what is that all about and is it some­thing I think can work well for your busi­ness?

Remar­ket­ing Defined

When a vis­i­tor enters your site and then leaves to con­tin­ue his (or her) brows­ing, will he ever return or remem­ber your web­site? In most cas­es the vis­i­tor will for­get he came across your web­site. Sor­ry to dis­ap­point many of you, but peo­ple have a very short atten­tion span these days. Take a look at your ana­lyt­ics. My guess is that most peo­ple search­ing for a ser­vice con­trac­tor are not spend­ing more than a minute on your site. If your site is amaz­ing, maybe some will stay on for 2 to 3 min­utes, but don’t get your hopes up. Remar­ket­ing basi­cal­ly makes sure that when a per­son leaves your site, he does­n’t for­get your brand! 

How Does It Work

Google will install a cook­ie” (aka a track­ing code) on his brows­er when he leaves your site and fol­low him around and post your brand on sites that allow for Google Adwords: Text or Image Ads. Let me give you an exam­ple of how this works. Two days ago, I typed in my search engine the words, Bre­ville Espres­so.” I was look­ing for a pic­ture of my espres­so machine I owned to send to a friend of mine. We were com­par­ing cof­fee machines! I found the espres­so machine image I want­ed from Macy’s. Macy’s is using a remar­ket­ing ad cam­paign (with Google or someone…others do it to). I did­n’t know that at the time…but two days lat­er I went to a com­plete­ly dif­fer­ent site to down­load a cus­tom FONT for my com­put­er. Here is what I saw on the FONT page:  Check out the ads on the top and side­bar: Bre­ville Espres­so Machines and oth­er mod­esl from MACY’S. That is remar­ket­ing. They knew that I did not order an espres­so machine from their web­site, and they are send­ing me lit­tle hints to not for­get about them or what I was look­ing for the oth­er day. Pret­ty cool, eh?

Should Your Busi­ness Give Remar­ket­ing a Try?

I have spo­ken to a few paid search com­pa­nies, and they’ve all told me that remar­ket­ing is still VERY cheap com­pared to most pay per click cam­paigns. As long as the pric­ing stays rea­son­able, I’d say it is a good idea to cre­ate and run a remar­ket­ing cam­paign for your ser­vice busi­ness. You don’t need to spend a lot of mon­ey on this, but to be able to stay in the minds of a con­sumer after he leaves your site is pow­er­ful. Maybe he is just doing some research on painters, remod­el­ers, plumbers etc and not ready to buy just yet. In 2 – 3 weeks…he sees your ad pop up again, it should trig­ger his mem­o­ry that he’s been to your site before! Now there are oth­er ways to stay in the mind of a con­sumer doing blog­ging etc. But for the price and ease…give remar­ket­ing a shot as part of your mar­ket­ing plan.

About David Chism

David Chism started his business out of a passion for helping small contracting businesses grow, be more profitable and become better known to their target clients. One lifelong hobby of David is using techie gadgets. So this blog is a place where he writes about technology, marketing ideas, just for fun (humor), personal thoughts on small business and more.


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