On remarketing: Dan Yomtobian at Search Engine Watch has a good article on remarketing as a misunderstood conversion tool.
Once you realize how remarketing works, you know it when you see it, as Supreme Court Justice Potter Stewart would say. Let’s say you visited Site A by clicking an ad, but didn’t complete a transaction or sign up for a newsletter. The cookie from that visit still resides on your computer, and identifies you with non-personally identifiable information to the ad network that placed it there. When you hit Site B that utilizes the same ad network, the ad network knows that you had previously visited Site A, and didn’t convert. So there’s some chance that you are a decent prospect for Site A. The ad network will show you an ad for Site A on Site B.
The result is that you start seeing ads all over the place for a site that you’ve recently visited. And you may think, wow, how does this little company buy advertising all over the internet? They don’t – they just know where you are.
So Dan walks through the basics, including privacy and some of the pros and cons of remarketing. He makes the point that the “view” or impression of the ad is important. Avinash Kaushik will second this – businesses will frequently convert a prospect only after multiple visits to their website.
Should you try remarketing? Sure, its worth a try and not expensive to implement. It’s of particular value to businesses whose clients go through an extended decision making process such as buying a car, researching schools or building a website. If you’re already active with an advertising campaign, including pay-per-click, see if remarketing is an option for you and dip your toe in the water. At the very least, you’ll hit prospects with multiple impressions that build your brand and may ultimately result in a conversion. I’ll leave you with this great quote from Dan:
A friend recently reminded me of this power when he told a story about how his son chose Nike shoes over other brands. “Why did you get Nikes?” my friend asked his son. “I don’t know,” the son replied. “I just did it.”
(photo: Colin Broug)