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PEC Reblog: Remarketing 101, Part 1: Targeted Banner Ads

PEC logoOur friends over at Practical eCommerce have an amazing and talented crew of writers. Each article they come out with is filled with valuable information and insight into the ecommerce world. I would post every article they do, but it would take me forever! Here is one from this week called Remarketing 101, a start to what seems like an interesting series on marketing tactics for businesses. We hope you enjoy!

Remarketing is way for merchants to advertise to consumers that have visited the merchants’ stores previously. When a consumer visits a site and a merchant is running one of the available remarketing tools, the merchant can subsequently advertise to that consumer. This advertising is currently in one of two facets: banner ads and email. Both are quite different, so let’s begin with remarketing banner ads.

Remarketing with Banner Ads

In general, banner ads can be very effective in reaching a potential customer that may have started shopping at a store or, even more passively, just stopped by the site to take a look and then left the site for some unknown reason. Before remarketing, there was not a practical way to reach out to that potential customer immediately after they left, but now with remarketing this is possible.

Say a merchant runs an ecommerce clothing shop and a potential customer views a pair of pants and a sweater, but then leaves the store without purchasing anything. With remarketing, the merchant’s site will have placed a “cookie” (a short line of text) in the consumer’s browser, which allows the merchant to follow the consumer and display targeted banner ads on participating sites that the consumer visits. The merchant can then advertise those pants, sweaters or other similar items to the consumer, who is at least familiar with them. Google is launching the most widespread network, called Google’s Display Network (GDN), for remarketing and it’s worth taking a closer look at it.

Google Display Network

If a merchant uses the GDN remarketing platform and also uses Google’s AdWords, he or she can reconnect with consumers that previously visited their store long after they’ve left. As their lost customer browses through the already 2 million-plus websites within the Google Display Network – the merchant can know that targeted banner ads are being displayed on those GDN sites to urge the customer to come back to the store.

Google does this by allowing merchant’s to generate remarketing tags from within their already existing AdWords account. The merchant then can place those tags on pages with the highest traffic on the site like the “Homepage,” as well as the “Checkout” and “Shopping Cart” pages. AdWords then creates anonymous lists of users viewing the tagged pages so the merchant can serve those lost shoppers with specifically tailored ads as they browse other sites in the GDN.

Merchants can even build custom lists from the AdWords lists for various types of shoppers. For example, we know merchants can place targeted custom ads about merchandise that the lost shopper viewed, but they can also create custom ads for shoppers that abandoned their carts suggesting they were interested and close to buying, but something drove them away at the last minute. Merchants can target those shoppers with a coupon ad offering 20 to 30 percent off, for example, on the exact goods that the shopper was just about to buy to entice them back to the site.

And since Google allows for text and display style ads in their network, smaller merchants could create hundreds of different, custom tailored ads for the specific shopper and for their specific page (or pages) that they viewed on the site. KEEP READING

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