Tip 3 from Steve Crowe: Digital Marketing for Marketers Workshop
This tip comes from the Creative People's Digital Marketing workshop on the 8th of April 2015, to find out more about upcoming workshops please contact us at firstname.lastname@example.org
If you are already running AdWords, there exists a valuable opportunity in extending your advertising reach via what is known as remarketing (a.k.a retargeting). This is where users who have visited your website are served up your ads when they browse elsewhere on the web.
What is really cool about this tool is that you can implement advanced filters so that only certain specific segments of your audience are advertised to. For example, you may only want to advertise to people living in Wellington who made it your shopping cart before leaving, and then offer them an ad to drive them into your wellington retail store.
At the advanced level, you can create multiple different ads for different segments that you want to target. This allows you to serve tailored ads to prospects who are at different points in the sales cycle. This makes remarketing a powerful offering.
Also, on top of this because remarketing is a fairly fresh concept (compared to how long AdWords has been around), bidding prices are relatively cheap so the time is ripe to get involved.
Bonus tip: remarket with deals such as discounts, coupons, free shipping or free value adding items such as ebooks or whitepapers to get better click through rates and engagement.