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?
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.