Category Archives: Marketing
This video examines a specific aspect about showrooming – the consumer trend of entering a retail store and comparing in-store products prices on a competitor’s site. I noted at the time that retailers feared the practices reduce sales, but signs indicate that it does not have the impact as first imagined. Good customer service has been one tactic to counter the practice, but so are other digital tactics such as remarketing.
Need to raise your online sales? That means raising conversions, and these days, it means considering a remarketing program to make higher conversions possible.
Remarketing is one of the newest techniques being used in paid search. Remarketing is a strategy in which an ad appears after a webste visit. Its purpose is to provide a “reminder” to a site visitor to come back and make a purchase, register for an event, or to sign up on the website. Think of it as a conversion reminder, because a remarketing campaign is meant to remind a visitor to comeback to a site.
Before making the first steps to create remarketing lists, make sure you or someone who will be responsible for the list has administrator access to the Google Analytics account, as well as someone who can modify the code to accommodate the remarketing protocol.
Modifying the Analytics Code
To create a remarking campaign, you must add a remarketing tag, a small snippet of code. The code is applied to all your site pages exactly like that of a web analytics code.
The revision is based on whether the site is running Universal Analytics (analytics.js) or the previous version (ga.js), but in both protocols, the change is a minor line revision. For GA, you can replace the following line in the GA tag…
ga.src = (‘https:’ == document.location.protocol ? ‘https://ssl’ : ‘http://www’) + ‘.google-analytics.com/ga.js’;
with the following line:
ga.src = (‘https:’ == document.location.protocol ? ‘https://’ : ‘http://’) +
For Universal Analytics, adding the following line to the script is required, instead of a substitution:
- The capacity for display advertising.
- Implemented Google Analytics features based on display advertising (e.g., remarketing).
- That visitors can opt out of Google Analytics for display advertising and customize Google Display Network ads using the Ads Preferences Manager.
Creating Remarketing Lists
- Select the profile from which you want the lists to be built from.
- Select the simple list type. You can have a list for several different configurations such as:
- all your visitors,
- visitors who visited a subsection of your site,
- visitors who completed a goal.
The lists can be viewed within the linked AdWords account.
Once a remarketing list has been created, a new Adwords campaign can be launched. The remarketing list can be added to an ad group. If more than one remarketing list is added to an ad group, the ad group will target all of these lists. This means that a remarketing list is treated as an ad group (or as a sub-ad group if two or more list are added. Either way, it also means understanding an Ad group is essential to maintain the right digital message for a campaigns)
Remarketing has revitalized digital media marketing. Clickz noted remarketing as one of the top trends in 2014. Remarketing has particularly rearranged the value that paid search can have in a given strategy. The benefits include:
- Remarketing can increase conversion rates by reminding customers of an offer. The tactics focuses on the audience that does not convert initially but may have potential interest that is never developed further because no media is there to remind them
- Remarketing tailors marketing to the intended customer segment by setting triggers that a segment uses regularly on a site
- Remarketing can strengthen brand message by reducing the number of messages that appear on different media. The multiple combinations of message and media can confuse and annoy customers.
- Because message confusion is reduced, remarketing can enhance communication with customer. This is valuable as customers increasingly see marketing offers and messages across multiple devices
Ultimately remarketing can enhance marketing message to a fragmented customer attention span. What other benefits can remarketing offer? Share your thoughts and questions below.