Have you ever noticed that after visiting a website you begin seeing ads for that product or service appear on other websites? This may well have been a PPC retargeting campaign. Search retargeting is a way of targeting website visitors with advertisements based on what they searched for on Google, Yahoo, and Bing. This means you can gain the ability to effectively follow someone around the web with ads from your site after they've left.
For example, somebody does a search on Google for “car insurance” and then visits a site for XYZ Car Insurance from the search results. Later, as they surf around the web and visit other sites, the user is targeted with relevant ads from XYZ Car Insurance.
Search retargeting is a sophisticated marketing technique that allows you to target visitors who previously viewed your site with text, image or video ads on display networks across the Internet. You might be asking, "Well how is this different from just buying regular display ads?” With retargeting you only target those people who have visited your site and have met the thresholds you established for triggering a retargeting campaign.
Now you may be asking, "How does all of this get tracked?” Good question, here's how it works:
You place a retargeting pixel (script) into the <Head> section of your site, or specific product or service pages if you are running a tightly focused retargeting campaign. When the pet owner visits those pages a cookie is placed in their browser that tracks future searches. This user then gets added to an "audience" list within your Google Analytics session. Audience members can be categorized into groups of visitors, or depending on their navigational behavior while on your site. They are then shown your ads as they visit other sites in the display networks you are running those ads on.
This idea of remarketing has been used with just about everyone whether it is done online or offline. Everyone has had a piece of snail mail sent to them. For example, "Coupon for a Car Oil Change." You might not convert the first time, but this continual marketing plants a seed in that consumer’s mind. Eventually it makes them remember that Oil Change Provider when their car needs an oil change. Targeting those consumers who have showed an interest in a specific product/service, even though they might not have converted, already prequalifies them for becoming a potential customer.
When a user finally converts from a retargeting ad, they can be removed from your "audience" via the pixel script. You can also choose to have multiple versions of retargeting added to your site if you would like to market to those users in a different way after they have converted. This helps to reduce spam to those who have already converted so as not to cause ad fatigue. If you aren't ready to begin your retargeting campaign, it is always recommended to start building up your "audience" so that you have an idea of what people are searching for when they arrive on your site.
If this all seems a little too much, VetMatrix can help. Give us a call today for more info on how we can manage a PPC campaign for your business at 1-800-IMATRIX.