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This has happened to you. You visit a website; leave the website; go make a grilled cheese sandwich; get sucked into watching an entire series of a show you didn’t even know you cared about; log on to Facebook to post a status about the show even though it originally aired five years ago—and there it is: a sidebar advertisement for the website you were on hours earlier.
“What is this black magic?” you might wonder.
It’s not black magic, friends. It’s remarketing.
What Is Remarketing?
Remarketing, also known as retargeting, allows you to show your ads to users who’ve previously visited your website as they browse the Web. For me, this happened most recently when I visited the smart USA website. Although I’m not in the market for a new smart (I bought my second one less two months ago, although I guess I don’t hate the idea of owning a fleet of smart cars), I was looking for what hashtag I’m supposed to use when uploading pictures of my nugget car to Instagram (it’s #smartstories by the way). Nonetheless, the smart USA advertisement is now following me around the Web:
Remarketing works similarly to pay per click advertising—by creating a campaign in AdWords. Once you’ve created a campaign and users visit your website, Google will install a cookie on their browsers—allowing Google to follow those users around the Web and display your advertisement on sites that permit Google AdWords. According to Google,
“When you use remarketing, you’ll tag pages of your site that correspond to certain categories you want to promote. For example, you could add a “TV” tag on all of the pages where you sell televisions. You can then create an AdWords campaign to show highly relevant messages (such as ads displaying a special offer on TVs) to people who’ve visited these pages as they browse sites across the Google Display Network.”
The Benefits of Remarketing
Increased Visibility & Top of Mind Awareness for Qualified Visitors
As you may have already guessed, remarketing is a great way to promote top of mind awareness for your brand from users that are obviously already interested in your product or service. When potential customers visit your website, if they don’t fill out a contact form, sign up for an email newsletter, call you, or convert into a lead in some other way, will they remember to return to your website once they’ve reached a buying decision? With a remarketing ad, you keep your brand and message in front of qualified visitors long after they’ve left your website.
Of course, the main benefit of promoting top of mind awareness to these qualified visitors is increased conversions. With PPC advertising, if a user clicks on your site but doesn’t convert, you might consider that wasted advertising money. A remarketing ad can create a bit of a safety net for your online advertising budget—recovering some of your clicks that didn’t convert upon first visiting your website.
Why Remodelers Should Use Remarketing
Because Blue Corona has a lot of experience with PPC for remodeling companies, as well as other Internet marketing services, we know that remarketing is especially beneficial for remodelers looking to get more leads and sales from the Web.
If you own a remodeling company, you know that the buying cycle for individuals looking for your services is probably longer than those looking for other home services. A kitchen, bathroom, or other home renovation is quite the investment, and most users probably aren’t willing to make a purchasing decision upon first visit. Instead, they’ll go pin some more dream kitchens on Pinterest, Houzz, or Zillow Digs, make a grilled cheese sandwich, watch an entire series of a show they didn’t even know they were interested in on Netflix, log on to Facebook, etc. etc. etc. With remarketing, you can remind these qualified visitors that they’re still looking for the kitchen of their dreams, and that you’re the remodeling company that can help them get it.
One final benefit of remarketing for remodeling companies? The cost per click is typically lower than other search network campaigns. Because remodeling jobs are generally big ticket items, remarketing can be an extremely cost effective way for remodelers to get more qualified leads and sales from the Web.
Need Help Setting Up a Remarketing Campaign for Your Remodeling Business?
Give us a call. We’ve got a great reputation for helping remodelers get more leads and booked jobs from the Web. Let us help you put your ad in front of qualified buyers. If you’re not ready to make a decision yet, we understand. Sign up for our newsletter, or just carry on with your Web browsing—you might see us pop up in a sidebar somewhere.
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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