Remarketing – a new advertising format by Google

Google have to keep up with advertising formats and introduced a new format called ‘remarketing’. Remarketing lets you reach people who visited your website before but, for example, did not purchase or book anything.

What is Remarketing?

Mad Hat Media uses remarketing to show ads to users who’ve previously visited your website as they browse the Web.

An example: I was browsing on booking.com yesterday, looking for hotels in Vietnam. I was behaving like the typical online shopper: using search enginges for research.

I started with a broad search term ‘Hotels Ho Chih Minh City’  and narrowed down the search results using more detailed keywords after the first search. I did not commit to buy at this very moment but I am likely to return because my research was convincing.

I am, what marketers call, an ‘informed consumer’ and tend to gather information about products and services from different sources before purchasing online.

As mentioned above I did not book anything on booking.com, but I did browse 5 to 10 hotels in Ho Chi Minh City and spent a lot of time looking at one particular hotel. I clicked through the photos and read the detailed information for the rooms. I also read the guest reviews. Then I got distracted and left booking.com.

Today I was working on a client’s UrbanSpoon profile. I edited the restaurant location, submitted the suggestion and saw this ad on the Thank You page:

Remarketing Campaigns - Mad hat Media

This is the same hotel that I was looking at yesterday on booking.com! The one where I read all the information and guest reviews and the one that I might book.

You see? I did not book yesterday but today I got a subtle reminder to book this hotel.

This is what remarketing is all about. Reminding people to buy your product or book your service because they already have researched your offering. They just need the last little nudge before they commit to buy.

Why use it?

Google writes: ‘Remarketing is a powerful way to stay engaged with your target audience. Presenting them with highly relevant ads and offers across the Web – and making sure your brand is top of mind when they’re ready to buy.

Google’s powerful advertising network reaches your target group anywhere on the internet. Remarketing lets you catch up with your target group but it also lets you narrow down the target audience further to improve your return on investment and conversions.

Who should use it?

Mad hat Media can create remarketing campaigns for every business and every occasion:

  • eCommerce and online shops
  • Hospitality (restaurants, hotels, take away- and fast food)
  • Increase brand awareness
  • Increase bookings (photographers, pet sitters, electricians, hair dressers)
  • Increase subscriptions (ebooks, videos, audio books)

Get in touch if you want to learn more about remarketing.

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