Although remarketing might have a bad reputation amongst users, all online marketers know it can be quite affective if done correctly. In fact, many searches don't even realize that they are in the midst of a remarketing campaign, and so they move along and find the resources they need and everyone wins. However, the benefits of remarketing haven't always been transferred over when it comes to a SERP-at least not until now.
The Benefits of the New Google Remarketing
Many of the benefits are the same as the benefits of the traditional retargeting. You're still helping find relevant users, except this time you have a larger pool of data to work with. A few other benefits include:
- Know Your Customers. It is no secret that someone who has heard of your brand is more likely to click and convert, so visibility on a SERP is important. When you dealt with PPC you were increasing your cost-per-click of each keyword, so now you can do the same when it comes to customers that really know your brand.
- Custom Landing Pages. As most people know, your landing page for all of your online ads shouldn't always be your homepage. If someone is looking for something specific, such as social media consulting, you don't want to send him/her to the homepage where you discuss all of your different SEO services. Take him/her where you know they want to go because of your retargeting efforts.
The new program is called Remarketing in Search, and getting started is easy:
How to Get Started with Google Remarketing
This new idea from Google is currently still in the beta stages, but there are a few things to keep in mind when the new project is officially launched. First, clients must use Google remarketing pixels. This will help a company create the cookie lists. You can learn more about creating cookie lists here. Second, your campaigns must start as new. In other words, you will not have a quality score that will transfer over into your new campaign, so this is something to keep in mind. Finally, Google has stated that you have to be creative with your ad copy, which does not entail explicitly stating what you want.
Because the project is still in the Beta stage, it is something all online marketers should give a try to get a head start as well as help perfect the new service. You can go here to read a step-by-step instruction guide about how to get started.
Will Google Remarketing Be a Success?
All signs point to "yes." Remarketing has been successful for many years and has become one of the number one ways that online marketers make sure that their company's information is getting in front of relevant eyes. Being that SEM and SEO are a large part of any online marketing strategy (a very large part), this new project from Google seems to be the natural progression. It's worth testing and determining how your company can really take advantage.