Remarketing in PPC management is often overlooked because it is easier to delete a non-performing keyword than to deal with high conversion rates and low sale costs that accompany it. Typically, remarketing is only good for clients whose browsers have acquired your site’s cookies from previous transactions. Site owners also find the task unnecessary because it doesn’t produce instant results. Hopefully however, this blog post will make you think twice before striking “remarketing” off your PPC management to-do list.
Not many think of remarketing as a tool to entice new clients. On the other hand, developments such as Multi-Channel Funnels allow us to see what channels are assisting client conversion which allows PPC management experts to know the true value of one click. Say for example, out of 100 clicks you get one conversion. If your product margin is $99, then you just lost yourself a dollar. Replicate that a hundred times and the average manager would naturally be inclined to turn the keyword off. But wait! How about the other 99 clients who didn’t chose your website? It’s good practice to hypothesize that a good number of them intend to come back and purchase at a later date. Some might’ve forgotten your web address or simply couldn’t find their way back to you. Here’s the part where you let the mighty Google network do the work for you.
Remarketing can help your lost client find their way back by putting your ad back into their browsers – just like a lighthouse that leads lost seafarers back home. So take a second look at the list of keywords, campaigns or ad groups that you were planning to get rid of. Look beyond conversion numbers and see how remarketing could work for you. Remember that PPC management, just like any other aspect of business, requires regular strategizing and enforcing necessary changes to work.