Digital Insights

How To Double Your ROI and Boost Revenue With Remarketing

Published: October 22, 2015

Market yourself smarter: Learn how to make more money and double your ROI with a powerful Google trick.

While the rest of us may feel like we’re beating a dead horse to develop new marketing strategies, did you know that both Netshoes and Sierra Trading Post are companies that have already doubled their ROI and significantly increased their revenue thanks to “remarketing”? If you’re dying to learn how that’s possible and how you can get in on this kind of action, then keep reading.

Even though you may work very hard to bring in new visitors to your homepage, many may leave without buying, and you’ll never know why. However, remarketing is the safety net that can bring these drifters back and rescue your advertising campaigns. What exactly is it?

Remarketing is the alluring siren’s call that brings wandering browsers back to your website and helps convert them into loyal customers. Essentially, remarketing is the practice of working with Google to send your prospective customers advertisements that are more relevant to them. These smarter ads appear seamlessly on other popular websites your guests frequent that currently use Google AdWords-affiliated links, like YouTube. When your window-shopper sees these more personal promotions, they remember the magic spark that drew them to check out your website in the first place. If you’ve done your job well enough, you’ll offer them an additional value point that they didn’t see the first time around and give them more great reasons to come back and hang out on your website just a little longer, which will lead to a purchase that you would’ve missed otherwise.


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Here’s the power of remarketing in action:

Mary from CPC Strategy gives a perfect example of what remarketing looks like in the real world:

“If you are shopping around for boots, for example, and you visit an online store and look at boots, the retailer knows:

  1. You are looking to purchase boots or
  2. You are looking to purchase shoes in the near future and most likely
  3. You like their site, or something made you browse there.

“The online retailer who owns that store can then remarket to you as you browse on other websites using a cookie. Those boots, similar boots, or ads for that site will show up at the top or side of other web pages as visual ads while you browse. The retailer knows that based on your shopping behavior, you are more likely to purchase boots — you were shopping for them, remember? — so sites you’ve visited will follow you around with ads related to what you’ve viewed … Basically saying, ‘Hey, remember this site and these boots? Don’t you want to buy them?'”

This simple principle works because of the fundamental sales tactic that the longer you look at something, the more likely you are to want it. Plus, seeing a product or service recommended in multiple locations through different sources leads your audience to subconsciously believe that it’s inherently more valuable or desirable than other brands.

How remarketing works

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Dynamic remarketing packs a more effective sales punch with smarter customization.

Dynamic remarketing is the 2.0 version of this process that makes stronger connections with your audience by using more specific data about each customer. As Google explains, “Remarketing allows you to show ads to people who have previously visited your website or used your mobile app. Dynamic remarketing … lets you show previous visitors ads that contain products and services they viewed on your site. With messages tailored to your audience, dynamic remarketing helps you build leads and sales by bringing previous visitors back to your site to complete what they started.”

The best part is that Google’s dynamic remarketing tools keep your business in the driver’s seat to make the calls about where and how your ads will appear after a prospective shopper leaves your website. Ms. Weinstein from CPC Strategy describes how “You can choose which sites you want your Remarketing ads to appear on from Google’s Display Network within AdWords. Analyze site impressions, clicks, costs, revenue, etc. from each individual site to determine which sites have the best ROI for your ads, or where you’d like to not list your products.”

Netshoes, our earlier example of a company profiting well from dynamic remarketing, took Google’s advice and began using remarketing lists for new search ads. Additionally, they categorized their shoppers by factors including gender, age and favorite soccer team to build personalized messages that converted much better.


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When you’re ready to dive into dynamic remarketing, how do you begin?

Don’t worry; dynamic remarketing is possible for you to do as long as you follow the right steps. Just like baking a cake, you need to gather all the ingredients first, call in extra help if needed, and then you pop your efforts into the oven of Google to cook up some enticing results that your fans will love.

Here’s a link to Create your first dynamic remarketing campaign

Here are the ingredients you need to cook up your remarketing plan:

  1. Google advises that you make a feed including every product or service that you offer along with the necessary details for each offering. This catalog-style feed needs to have relevant images, prices, keywords and other vital identification details for every item you’re featuring. This collection of information becomes the database that your dynamic ads will create messages from, so you should spend some time to do it well. When you’re done, you’ll upload the final feed into the Google Merchant Center if you’re a retail store. Otherwise, you’ll upload the feed to the Business data section of your Google shared library instead.
  2. With the help of a trusted programmer, start adding dynamic remarketing tags with customized parameters into every page of your entire website. These invisible tags are the secret tracking devices that add any new browser you attract to your remarketing lists. In this way, each visitor gets identification tags for every product or service that they view on your website so that Google will know exactly which personalized ads to show them later.
  3. Use Google’s Ad Gallery to build your own dynamic advertisements from your favorite layouts. You can modify the sizes and formats of these promotional messages with options to incorporate HTML5 for mobile devices as well.

In short, following these steps to work more closely with Google and its affiliates will let you “have your cake and eat it too” with personalized back-link advertisements that really convert.