Our Toronto Remarketing experts will use their years of expertise to get you the highest return on investment for your Remarketing campaign.
Remarketing As A Complementary Process To SEO
As a company we are organic at heart. We really believe in the process of building organic ranking. We also typically shy away from PPC through Google Adwords & Bing Ads. It’s not that it doesn’t work, of course it does. But it’s prohibitively expensive in most industries and produces a higher percentage of “tire kickers” than SEO. Remarketing on the other hand, now that’s a paid service we really like. Great SEO plus Remarketing is literally a phenomenon in the Search industry.
Google Remarketing is a connected service to Google Adwords Pay Per Click or PPC. It is an incredibly effective online marketing tool because it targets previous visitors to your website. Also known as retargeting, Remarketing can have a dramatic effect on your ROI.
How Does Remarketing Work?
Setting up Google Remarketing is fairly straightforward. If you’re not already set up on Google Adwords then you can get started here – Start Adwords. If you’re already set up on Google Adwords then you start by getting the Google Remarketing code that needs to be added to your website. This code or cookie can be used site wide to retarget all previous visitors or you can create multiple tag codes to track different visitor types. For example the codes on a furniture store website pages could be created to show mattress ads to visitors that looked at mattresses and home office furniture to someone that reviewed desks. This allows for a more targeted approach and higher response rates.
So organic SEO attracts the visitors and Remarketing allows us to maintain that connection after they leave the website. That connection is maintained by ads being shown on the Google Display Network to previous site visitors encouraging them to return to the site, take advantage of a discount or view next season’s products.
Consider this example:
A Toronto based Plastic Surgeon uses SEO (Search Engine Optimization) to increase Google rankings for keywords around the the topic of “tummy tucks”. The increase in organic rankings causes an increase in traffic to the page. The page has the Google Remarketing code installed and starts building a list of visitors. An ad campaign targeting those visitors is created to remind them of the Surgeon (branding) and a call to action that encourages them to return to the website. The results speak for themselves.
Measured over 30 days..
312 visitors to the Tummy Tuck page
Average a conversion rate of 1.72%
5 visitors fill out the contact form
The Remarketing campaign targets the other 307 people that left the page without filling out the form. 3 of those targeted visitors being shown ads converted over the next 30 days at a cost of $8.36. 3 more targeted leads for less than $10.
That’s the advantage of combining SEO + Remarketing. The Remarketing essentially finishes the sale or put another way – Remarketing gives you a second chance at a first impression.
- Users returning to the website convert (buy, contact, fill out, call etc.) at a much higher rate than typical users
- Remarketing click costs are often considerably lower than PPC.
Thinking about Google Adwords for your business? It can be a great addition to your digital marketing but there are pitfalls. In our company opinion SEO+Remarketing is the best mix of services for most businesses.