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Remarketing Google AdWords: how to collect all apples Tree

Many enter your web. Some buy, but most are as they entered. The basket has apples, but the tree is more. Would not you like to have a second chance to sell to that already was in your store but did not purchase? So you are interested in Google AdWords Remarketing


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Look!


just entered a new visit to your store.

seems very interested. You are looking at a lot. In fact it has taken something and goes to housing. Today we sell something! Wait ... no .... Porel call it mobile. It changes the face. Drop what you had in hand and runs in your store without buying.

pity. A sale that seemed mature and have had to leave in the tree. Now

expected to have luck and find the store again. While inside you know that a lost sale is just that, a lost sale. That will take another apple.

Or maybe not.

Remarketing, "another smash hit band's Google?

On February 3, launching several new features in the Google Academy in Barcelona. Some were not bad, others were simple reminders, most half and half.

But when we thought we had nothing to justify an urgent meeting with clients, and we will present the "Remarketing."

is in beta, but some selected AdWords accounts can request to begin testing. Thing we've done.

Basically, the Remarketing is:

Dial any visit you've entered your website and have shown some interest in something, and "chase" with your advertising to the ends of the Internet.

is, it creates new opportunities to convert la visita en cliente, registro o suscriptor, insertando anuncios en cualquier web que visite, tenga o no tenga nada que ver con nuestro site.

No lo confundas con la publicidad contextual en la red Google

Hasta ahora podías poner anuncios en sitios web relacionados con tu producto o servicio. Es decir, si vendes cañas de pescar, seleccionabas webs de pesca, portales de pesca, foros de pesca, etc.

En estos sitios desplegabas tus artes de pesca y esperabas pacientemente a que llegara tu cliente. Tarde o temprano lo tenía que hacer.

Esto es lo que se llama "publicidad contextual", y se ha demostrado infinitamente más eficaz que poner los enlaces patrocinados or banners on the cover of a digital diary next to the day's news.

Of course, once you advertise in all places that talk about "fishing", you see that there are not many.

Remarketing: how

The remarketing is a new approach that allows you to effectively advertise on any website. No matter the topic. When you realize that your almost-customer has come to a website, you again put your advertising. So your almost-client, if now no distractions, says the ad, this time it

purchase is technically something like

1. Tag and ready: we define the list or profile of visitors who want to re-market. For example, the list of those who "almost bought, filled their data but did not release the credit card" or visits "made the questionnaire but did not let the data."

2. Cookie + IP: every time a visit, free or not, come from the source to come, meet the above requirement, is given a cookie and the IP is recorded as well.

3. Sale Site: Visiting "marked" leave our site and keep surfing.

4. I know I love you: next time you visit any site in Google's advertising network, the system recognizes.

5. New bait: activates the announcement that we had previously created for occasion. For example: "Second chance: if you buy the rod that you like, now do not charge shipping."

But the real magic here is just the system. You can combine multiple lists and the like.

For example:

• Those who were interested in the fishing pole but that they saw X
  the new X-plus
• Those who bought the wetsuit vest but not matching
• Those who bought anything two months ago
• Those who buy accessories and
  been interested in other more expensive products but never bought
• Etc, etc.

Remarketing: precautions

1. create new campaigns: this serves no cut and paste. If your client has already been on your website, you will not be treated as if you knew anything. Adapts messages to their position in the purchasing process, writes other ads, change offers ... Limits
   
2. re-marketeo: ie, put a limit to how many times you insist. There are customers who appreciate that they remember who did not complete the process. But others may be upset if you exceed. And with good reason.

Remarketing: results

Google According to practitioners of "improved any campaign Previous contextual advertising. "

The tests have been conducted to date have achieved CTRs (click rates, or Click Trough Rate) between 0.30% and 0.35%, which are above average. Although this does not mean anything, because each company has its particular reference CTR.

What's more interesting is that the conversion ratio with respect to visitation trips. That is one explanation: a quasi-client that has many shop more likely to buy on the second occasion than the first.