In fact it is both, but I am going to focus on the Marketing tool aspect. In essence, remarketing is the process of tracking visitors after they have visited your site, and then delivering relevant targeted adverts to them promoting your products and services when they visit other sites. This has been possible through specialist service providers for a while, but unless you have had 4 figure monthly ad budgets, the cost has been prohibitive. Then a little over a year ago Google launched a re-marketing tool for its adsense network, and 1 year down the line this is now becoming a realistic option for advertisers on a more limited budget. In brief, the way it works is that when a user (who is logged into their Google account) visits your website, Google registers this and add them to your “Audience” list. When they then leave your site & continue browsing, if they visit a site containing adsense adverts, Google will recognise them, and settings/budget permitting will display your advert. The system is highly configurable & controllable, and offers real , highly targeted advertising opportunities on a limited budget. Some applications where re-marketing could really deliver are:
- Re-capturing abandoned carts on e-commerce site
- Increasing conversion on sales that may have a long lead time
- Turning research visits to your site into a sale
Google have published a couple of guides to using the re-marketing functionality on their adwords platform, and you can download these here.
|Getting Started with Remarketing on Google||Google Remarketing 7 Minute set up guide|
Alternatively, if you would like to discuss how this may work for your business, please don’t hesitate to contact us.