Thursday, March 25, 2010
Imagine you’re a travel company, and you’re trying to excite users during the holiday season about deals to tropical Caribbean destinations. Users may come to your website, browse the offers and think about booking a trip, but decide that the deal is still not cheap enough. Then, they continue to browse the web. If you later decide to offer discounted deals to the Carribean, how do you reach these users who have already expressed interest in travelling there?
To help you do this, this week we're rolling out a new feature called remarketing. Any AdWords advertiser can use remarketing to reach users as they’re browsing the web on sites within the Google Content Network. Remarketing is a simple way to connect with users, based on their past interactions with your website.
We opened a trial of remarketing last March as part of our interest-based advertising beta. We’ve received a tremendous response from the hundreds of advertisers who’ve been using it in recent months, across all industries - including automotive, retail, local and finance. We’ve seen that remarketing has worked well for many different kinds of advertisers - whether they’re looking to boost brand awareness, or drive clicks and sales, and whether they use display or text ads. For example, if you’re a search advertiser, you can use remarketing to create an integrated campaign strategy. After driving traffic to your site with search ads, you can then remarket to those users who reach your site by showing them tailored ads on sites throughout the Google Content Network.
You can easily set up and create a remarketing campaign through the new “Audiences” tab in AdWords. A remarketing campaign allows you to take advantage of the same features and reports you can use today in AdWords - it’s just a new way to reach the best audience for your ad.
Here’s an example of how it works. Let’s say you’re a basketball team with tickets that you want to sell. You can put a piece of code on the tickets page of your website, which will let you later show relevant ticket ads (such as last minute discounts) to everyone who has visited that page, as they subsequently browse sites in the Google Content Network. In addition to your own site, you can also remarket to users who visited your YouTube brand channel or clicked your YouTube homepage ad.
You can also run a number of remarketing campaigns at the same time. For example, you could offer discount game tickets to users who’ve previously visited your tickets page, advertise VIP hospitality packages to users who clicked on your “How to get to the arena” page, and advertise a sale on team merchandise to users who previously visited your YouTube brand channel.
Remarketing is a great way for businesses to reach users who are likely to be highly receptive to their ads and special offers. It helps advertisers and websites get higher returns. For example, Intercontinental Hotels Group has used remarketing to reach potential customers who have visited one of their hotel websites:
It also means more relevant and useful ads for users, and more opportunities for your customers to receive special offers and discounts that may be of interest to them. As we announced when we launched our beta of interest based advertising, we want to put users in control of the ads they see, so anyone can opt-out of remarketing by using the Ads Preferences Manager. Our remarketing product complies with industry standards developed by self-regulatory groups such as the NAI and IAB and IAB UK.
To get started with a remarketing campaign, check out the information we’ve put together.