otherwise known as retargeting — has expanded beyond Display ads and into Search results. While the extension isn’t particularly new, it does offer an advanced and dynamic advertising approach that can be used to create strongly performing campaigns.
At Room 214, our Traffic Team has applied remarketing for a number of advertising purposes. Our favorite thus far is running campaigns on searches for competitor brand terms. The online sales process for many buyers, and companies, is long because users educate themselves on the options by reading reviews and evaluating competitor websites. It’s imperative you stay in front of potential customers during this process. While Display remarketing offers one method for this strategy, Search remarketing is a great complement.
Advertising on competitor brand terms is challenging as it’s often expensive and can be confusing with ambiguous competitor brand names. Google’s search remarketing provides higher confidence in your ad placements — as a result we often see better returns. This limits expenditure, increases ad relevance, and often leads to higher conversion rates.
Finally, it’s imperative that you present your strongest, most compelling ad copy when advertising on competitor brand terms. Stand out by offering discounts or desired assets so that your ad grabs the user’s attention. In addition, consistently A/B test your ads because your click through rates will be very low, and improving your CTR even marginally can provide massive benefits.
via:http://www.capturetheconversation.com/seo-sem/quick-glimpse-google-search-remarketing?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+CaptureTheConversation+%28Capture+the+Conversation%29
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