Recently we discussed Google’s b2b purchasing study and astounded many of you with the fact that the average b2b customer is already 57% of the way along their purchasing journey before they even contact your sales team. We then loudly and proudly labelled pay-per-click advertising as one of the four pillars of lead generation.
So we thought today would be as good a day to discuss PPC further, with particular focus on Google remarketing. So, if you are new to PPC or just want to know what remarketing is, read on.
Google PPC and remarketing
PPC marketing is an effective way of reaching new customers already searching for your services or products online. It’s also a great and easily-managed lead generation tool.
Remarketing expands on traditional PPC by letting you show ads to users who have previously visited your website, as they browse other sites on the internet through Google search.
How it works
When you use remarketing, you tag pages of your site that correspond to certain categories you want to promote. For example, you could add a “Software” tag on the pages where you sell software packages. You can then create an AdWords campaign to show highly relevant messages (such as ads displaying a special offer on a specific software package) to people who have visited these pages on your site as they browse other sites across Google. Geddit? Check out Google’s how-to video here for more information.
As if that wasn’t awesome enough, last month Google announced the addition of Dynamic Remarketing. Dynamic Remarketing lets you automatically create customised ads that connect with shoppers across the web, by reminding them of items they've seen on your site. (Remember we blogged about dynamic techniques back in March?)
How to make sure your remarketing is eGenius rather than eCreepy
Remarketing is a powerful way to stay engaged with your target audience. By presenting them with relevant ads and offers across the internet you can ensure your brand is top of mind when they are ready to buy: this is particularly effective within the longer lead times of b2b. What’s more, PPC remarketing techniques are also a match made in heaven with lead nurture and marketing automation programs. That pretty much spells marketing genius in our book.
Of course, we’re looking to engage our customers, not freak them out, so if you don’t want to seem like you’re following your prospects around the internet, use remarketing wisely. Excessive use of remarketing could make people think negatively about your brand, and even cost you conversions from other marketing channels. As always, the key is relevance, as well as moderation.
Start small and save on costs
The flipside of remarketing is that you’ll never know if the person you’re targeting was going to come back to your website and convert anyway. If a user clicks on your PPC ad, thinks over their purchase, and then clicks on a remarketing ad, just to return to your site, you may have just paid for two click, where you only need to have paid for one. Avoid this by starting slow and small, and seeing how the returns stack up.
If you'd like to learn how inbound marketing can bolster your b2b marketing efforts, download The quick-start guide to inbound marketing for technology companies today!
Brand chemistry is a strategic inbound marketing agency that goes the extra mile to deliver results for our b2b clients. Our inbound marketing specialists are HubSpot certified and use the latest techniques to provide our clients with a steady stream of relevant new leads.