Google Remarketing and Why It's Important

Video Transcription

Hi I'm Tyler Hurst, the vice-president of sales and marketing here at LiveRez.com, and I want to welcome you to this week's edition of Whiteboard Wednesday. Now we're going to talk about a fun topic today, and that is re-marketing, and what it really is. As consumers of the internet, we're familiar with ads, and we're familiar with AdWords, Google AdWords where, you know, you might see an ad on the top or on the side of a webpage when we do a Google search. But what we're gonna talk about today is a little bit of a special spin on Google AdWords, it's something that can be created within a Google AdWords account, and then what happens is we basically are putting your ad on other people's websites. And Google has facilitated this as a really successful tool that, if you take advantage of, can really increase your conversion and ultimately get more folks to your site who have visited you before.

So, what is it? Well, let's talk about it. Someone may visit your website, okay? And they surf and they shop around and you leave a little piece of data on their browser, and if they've surfed other websites throughout the internet, what ends up happening is your ad can be displayed on those other websites. So, for example: someone comes to your website, they are searching vacation rentals and then leave, they get distracted, they go to espn.com, wallstreetjournal.com, fox.com, and there's a place where maybe Google has an ad placement. Well, what ends up happening is your ad then shows there, and people are like: "Huh? Whoa". Now what's interesting about that is you've kind of caught their attention, and it's a little bit different than a normal ad, where they expect it, because all of a sudden you've put an ad where they maybe didn't expect to see it.

Now let's talk about the why that's important, and maybe we'll talk about a couple of short benefits. First of all, Google re-marketing allows a much higher conversion rate. In some industries it's not quite as well-known, and ultimately it's less expensive than AdWords, and we'll talk about that in a second here. But you get, generally those will have a 5X higher conversion rate than you would with just a standard AdWords campaign. Also it helps you to increase credibility. As you're being found on affiliate websites and being seen on some of the major websites out there, it really makes your brand look powerful and it really gives you guys credibility because your ad is now displaying on really major websites.

Another benefit is what we mentioned earlier is that 22%, 22% is the number, is that is how much cheaper re-marketing is than a standard AdWords campaign. Also, it re-targets shoppers. So, let's for instance talk about that if someone comes to your website, maybe they get through the process and they kind of look about it, think about it, and they get distracted, they leave for some reason. This gives you another opportunity at that shopper, if they don't remember who you are. It's basically, re-marketing is re-targeting. You're getting back to someone who's all ready been on your website.

One of the great benefits though, and I did some research, and it was fairly clear that there was two major benefits, and one of them is that you get less accidental traffic. If they're on one of these affiliate sites and they click your re-marketing ad, really what you have is less accidental traffic and lots and lots of impressions. Sometimes people call them "free impressions" where people are seeing your ad and they're seeing your brand, and you're getting those touches.

Now, when it comes to re-marketing there's four points, there's four types of re-marketing ads that you can run on these websites. Number one, a plain static image, just a brand, a logo, a picture, that's just a static image. You can also run animated images, where the image may flip or change as it's being looked at. You can also run video. And then also, if you want to, you can run just a plain text ad.

Now ultimately re-marketing is a really, really fun thing to look at and I would ask you to take a minute to look at it, and try to understand why. But let me leave you today with this one statistic: 70%. Seventy percent, now this isn't in just one industry or another, a general rule is about 70% will put something in their cart and they'll abandon it. Seventy percent abandonment of cart, shopping cart, when you're shopping for something online. So if you can take another shot of somebody who had a item in their cart and didn't quite check out, you get another shot at those.

I would implore you to take the time to do the research on Google re-marketing and how it can help you. If you have any questions feel free to let us know. We'd love to help you. That's this week's edition of Whiteboard Wednesday, and we'll see you next week. Thanks everybody!