Google Re-Targeting (GDN)

The online world of marketing can be very confusing for most, especially those who don’t understand it too well. The problem is, if you want to do the best business that you can, you need to understand it to at least a proficient degree, because if you don’t, you’re running the risk of losing out on potential customers and therefore money in your company account.

A top quality website, a working knowledge of SEO (Search Engine Optimisation), and an understanding of how to optimise Google for your benefit, are all basics of online marketing. If you lack these basics we advise you seek assistance and advice from a company such as Linked.ie.

Not everyone is technologically minded, and this can immediately put you at a disadvantage. If you can hire someone to help you with this side of things, you will more than make back your original investment when the rewards start rolling in.

What Is Pay Per Click And How Does It Work?

PPC service is a form of internet marketing. When a company (i.e. you)  places an ad, you then pay a small fee to the search engine when someone clicks on your ad. The fee is small, usually around the €3 mark, and when you consider the amount of profit you could make from a big sale as a result of that click, you’re making a big saving.

PPC service is basically a form of buying traffic to your site, and it can save time and money in the long run. One of the most popular forms of PPC is through advertising on a search engine. Think about Google for example, there are sponsored links down one side of the page, and these are PPC links. If you click on one of them, you will be taken to that particular company’s website; that company then pays Google the fee (around €3), and you decide whether to buy something from them or not. If you do, they make a profit, if you don’t, they don’t make anything. It’s that simple.

In order to make this work from a business point of view, it is about bidding on a particular keyword that is pertinent to your business. For example, if you are a company who specialises in TV cabinets, then you could bid on the keyword phrase ‘TV cabinet’ and anyone who searches for that will see your particular company towards the top of the results; this means they are more likely to click on your link, because we know that nobody really goes beyond the first page of the search results on Google, if not the first half a page.

How To Choose The Right Keywords

The right keywords are imperative to reaching the top of the search page. Of course, you need to know the keywords that are popular, in order to stand a chance of this, which is often a time consuming process. For this reason, it is often for your benefit  to outsource PPC services. If you decide to do it yourself, you need to do a lot of research into which keywords to go with, and then organise them into groups which will stand you in the best stead to make cash.

Keywords have to be relevant to your company, nothing too obscure or strange; it’s often best to be extremely obvious when picking keywords. On top of this, the keywords should be repetitive, and you should think of different keyword combinations too. Google AdWords is one of the most popular forms of PPC marketing, and this is where you pay a fee for this whole service to be practically done for you.

Is PPC Complicated?

PPC is not overly complicated, but if you fail to understand the basics, then you may fall foul of many common pitfalls. Going beyond the basics then will ensure your ad outperforms the rest.

As this has the potential to drastically increase traffic to your website, it’s always best to hold your hands up and pass the mantle onto experts. Whilst some people choose not to go down the Pay Per Click route, it’s certainly one of the most popular, and most successful ways to beat your competitors.

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Google Re-targeting (GDN)

Google retargeting is more like the traditional marketing follow-up where a salesperson would go back to the people they had talked to about a product to convince them over again to make a purchase; only that it happens online.

Individuals who visited a particular website or mobile app but didn’t act as expected are later on presented with the individualized advertisement to get them to act in the desired way. The ads pop up as the targeted individual is surfing the net on Google and its affiliate websites.

Google retargeting as a marketing strategy is growing in popularity. For a good reason. Numerous researches conducted in different settings have come to the same finding: that less than 5% of buyers make a purchase on the first visit to a site. Shocking, right?

But you shouldn’t be utterly shocked, that simply is our nature as human beings. We are always not quick to seal deals, lest we miss a better one. So we will search widely to compare the available options. Other people are just indecisive. Some, however, just need a little more pushing and convincing to place the order.

That’s where Google remarketing comes in. The constant bombardment with ads presents the perfect push to cure indecision, melt away any fears and concerns, and get the potential buyer make a purchase.    

However, making a purchase is not always the desired action. It all depends on the goal of remarketing drive. You can remarket differently to new buyers and existing customers or even according to the stage at which a potential purchase was abandoned.

Having said that, let’s explore the available options when it comes to re-targeting.

                                         Types/ Forms of Google Re-targeting.   

  • Standard remarketing. This is a very basic form of Google remarketing. Static image advertisements of a product will be shown to individuals who previously visited your site when they browse websites and apps within the Display Network. The ads they see will depend on the specific section of the website they visited.
  • Dynamic remarketing. Unlike standard remarketing in which retargeting is based on the site a person visited, dynamic remarketing is based on the specific product(s) the person viewed on the sites. Thus they get to be retargeted with the specific product ads. This highly targeted strategy comes with increased conversion rates further boosting sales.
  • Remarketing list for search ads. This form of remarketing targets individuals who visited your website looked at a certain product but left and made Google searches about a similar product.
  • Video remarketing. This plays out on YouTube. Here, personalized ads are showed to individuals who have watched your videos on your YouTube channel. The intention, as with the others, is to increase product awareness and reinforce the message to generate the intended results.
  • Customer list remarketing. If you store your customers’ information this technique may work well for you. Just upload their contact details and sit back. When they sign in to Google and its affiliate sites, the intended ads are displayed to them.

Benefits of Google Remarketing.

As you may have already noticed, Google Re-targeting offers numerous benefits to online salespeople. Among others, these are the specific benefits that accrue from its use:

  • Increased brand awareness. When potential buyers are exposed to a product over and over again through numerous retargeting ads, they become more aware of the brand. When they are ready to purchase chances are high they will go for that product.
  • High levels of targeting. Google remarketing allows you several options to send a specific group of people highly specialized advertisements. This enhances the effectiveness of the marketing effort.
  • Has a wide reach. Millions upon millions of people use Google and other related apps every day. This presents a very huge audience ripe for retargeting.
  • Ease of monitoring. Real-time campaign statistics are always available to the site owner. This allows them to closely monitor the re-targeting and effect any necessary changes.
  • The ads are easy to create and relatively cheap to run. With little information, just about anyone can create a cool ad. And since the same ad can be shown to many individuals, it absolves you the pressure to customize it for every potential customer. Moreover, the cost of hosting the ad on Google is very affordable.

Now that you have an overview of what Google re-targeting is, seen the different forms and explored its benefits, perhaps you are coming to the conclusion it is something you could make use of to propel your business to the next level. Well, we are here for you. We will help you with your Google-retargeting drive right from the set-up, monitoring, and evaluation. Ready? Contact us today and let’s get started.