You might be vaguely familiar with pay-per-click and may have even experimented with it to date.
What you might not know is that there are now various other types of paid search marketing techniques out there. The one I’m talking about today is remarketing (another similar term is retargeting); more and more of these strategies are now are a mandated part of every marketing strategy I manage.
Some call these ‘stalker’ ads. Think about a recent online search you might have completed. You type in a keyword and go to the website that seems most relevant from your search. But you’re really just doing research at this time, so you bounce out of the website and carry on with something else.
In the past, when you visited and left a website, the website owner was none the wiser on who you were and if you would ever come back and actually make that purchase. Now, remarketing allows the marketer (whoever runs the ad campaign) to drop a trace on the person’s computer who has done the search. And for a designated period of time, ads appear to that person over a very large network of websites with advertising space. This is kind of a BIG deal.
Indeed, the ads continue until that person returns to the website or the air-time runs out. This can be anywhere from a few days to up to six weeks. The marketer can determine how long it shows up depending on the product that they are trying to sell. Some products or services have longer purchase decision-making times than others.
Traditional pay-per-click displays text-based ads, which show up in the search results screen only at the time when somebody performs the search. You or your agency sets a daily budget to appear at the top of the list on certain keywords. You pay when somebody clicks. As more and more people bid, the cost per click creeps up and up. So it’s important to be creative with your online marketing and the keywords.
Remarketing ads are banner ads that work in a similar payment model, if not as part of your pay-per-click campaigns. These cunning little banner ads are smart. They are ‘display ads’, meaning they show images or picture models of traditional advertising. You get nine different versions of your ad made up to fit the various shapes and sizes of ads on the websites in the Google Display Network.
According to the Online Publishers’ Association and Nielsen, people spend more time on websites than they do on search engines; recent reports say that on average, people spend 96% of time online on sites versus 4% of their time online on search engines.
How many times do you research on a product online before you commit to buy? The average conversion to a sale from a first visit to a website is around 9% or lower. The ability to keep your business front of mind to people who have already searched you out is golden. They are much more likely to be in the market for your product and ready to buy.
I wonder if you’ll notice some of these ads now that you have become aware of this practice?