Every day, hundreds of visitors land on your website. Out of those, only ten people respond to your call to action. The rest disappear. This means you only got a 10 percent conversion rate on your site, which can be a little disheartening! What about the other 90 people?
It takes people time to make a decision. So how can you bring back those potential customers and turn them into profit? Remarketing is the best solution for that.
Google and Facebook Remarketing
We already know that it’s cheaper and easier to have a repeat customer than spending to get new customers. The easiest way to apply that logic to internet marketing is through Google and Facebook remarketing.
When any individual searches something or looks at a product on a site, they often keep seeing advertisements for that or similar products all over the internet. Remarketing is something everyone experiences on the web but doesn’t know the name for it. We might joke that it’s the FBI and Google spying on us… but actually, this is remarketing. The idea of bringing potentially interested clients back to a site is a no-brainer!
So, those 90 people that clicked on and off your site will continue to see ads for your products as they browse the internet. They ended up on your website for a reason. They either specifically searched for your company, or searched for the product offered. Getting someone to be interested in your service is step one. It usually takes people time to come to a final decision, and that’s where remarketing comes in handy. It will continuously drive those already interested customers back to your site.
Internet cookies make this all possible. The search info saved in the cookies allows the Adwords’ panel to interact with the advertisers’ panel, showing the relevant ads at the right time.
Advanced Google Marketing for a Similar Audience
When you start a campaign with Google Adwords, it is not just about the visitors you’re converting into strong leads. It is also about the future customers that you can reach out to during special days.
For example, if 18,000 visitors come to your website via Google Ads, Google saves that information for you. For special occasions and promotions, Google can provide you with information on all the people that visited your site. It’s always good to have an excellent base to contact for particular campaigns.
CPA for Similar Audience (Cost per Lead)
The list that Google provides is strategically designed in a way that it helps advertisers convert visitors into strong leads at a lower price. Google can even offer you a list of information for individuals with similar searches as your visitors. You can buy these lists from other companies that gather data on consumers, but they are a lot pricier than on Google! Typically, you’d pay between $200 and $300 for a list of 18,000 leads. On Google, you’d be getting that list for $20 to $60.
In-Market Audience
Google is continuously working to extend its audience targeting capabilities through the search engine.
Google works in a way that provides relevant ads to people. They’re making sure that your ad reaches people looking for similar services. As an example, if you if you are spending one dollar on a carpet repair ad, there are fewer chances that your ad will show up on the first page. It’s much costlier to run ads on the first page of Google. With remarketing, the same user who searched for your carpet services (in the area you are based in), will see your ad on other websites they visit. When that individual goes on to do their other internet activities, your ad will keep popping up. The Google ad that you have created can follow the user based on the cookie information. Remarketing will allow you to spend a less on the advertisement while converting it to a successful lead. You can have a call-to-action on your ad that will enable the user to contact you directly.
Placement Ads
Google allows you to upload email IDs to the Adwords panel. Once it syncs with the search history of the email addresses or phone numbers that you have provided, it will start to show those individuals your ad at random. It is not necessary that the ad shows in Gmail itself. You don’t have to contact the users directly. Google is going to do it for you.
With the placement ads, you can show the ads to specific people in a particular location. You can play your ads on a local news channel website for a much lower price. Google has made it possible for you. If you want to advertise your services in City A, you promote your Google Adwords campaign in that specific region. Depending on your budget, Google can use the local news channel website to show your ad to the users who surf that particular website. This indirect way of reaching out to customers is safe.
On the other hand, if you buy contacts and try to bulk email or message them, you are going against the rules and regulations of the FTC, which can not only disqualify your business but can lead to jail time.
Advanced Facebook Marketing Strategies
Retargeting doesn’t just use email addresses. Google targets all sorts of information including phone numbers, locations, and any other publicly available data about the user. By uploading your email lists and contacts, Google will find a subtle way to reach out to them based on their phone numbers as well as emails. Google Adwords uses the same system.
By uploading the contacts to Google Adwords or Facebook, you are not bothering anyone on your own. These advertising companies will reach out to them in a subtle way which is entirely legal and won’t put you in an awkward position.
Track to Continue to Increase Conversions
Tracking your website’s conversions is essential. It will give you an idea of the campaign’s success. Just getting responses to your call-to-action isn’t enough, you want those calls to become actual customers. Therefore, conversion rates become the most critical thing in an ad campaign.
Turning Your Tracked Conversion Rates into Successful Marketing Campaigns With High Conversion
Suppose you are spending an equal amount on Google, Yahoo, and Facebook. From Google you get three conversions, from Yahoo you receive one conversion, and from Facebook, you get zero. It is clear that Google is working better for you. At this point, you can decide to spend more on Google if it is benefitting you the most.
Based on the details that you track, you can decide where to put your money. If you are earning $2,000 from Google PPC Adwords, but only $500 from Yahoo and Bing Organic, that means you need to take that effort and spend it on Google Adwords.
The systems track users based on the email ID. If they’re using a Gmail account, it will show Google conversion. If the individual is using Bing or Yahoo, then it will show the conversion from that system. There are a lot of different aspects that you should look at when analyzing your ad campaigns.
The tracking also helps in checking fraud clicks. When you block a specific IP, it won’t matter where he is sitting or which network he or she is using. It will remain blocked for a specified period. If the person who was creating fraud clicks is sitting in McDonald’s one day, and in Starbucks on second, you can block the IP addresses on the respective days, making his clicks null and void, saving you a massive chunk of advertisement money.