Google is beta testing a new innovation within Google Adwords which is called Re-Marketing. As the title suggests it is a way that Google can re-target existing visitors from your site to boost your sales through your pay per click campaign.
When you visit a site via one of the sponsored listings in Google your machine is tagged, if you fail to convert anything from the site an advertiser can then choose to target you throughout your browsing experience via the Google Content Network. You can then be offered other packages or deals from the same site that might tempt you back to complete a conversion or sale.
How is this achieved? Well for a start when you visit the site from the sponsored link a cookie will be stored on your computer and your IP noted in a list. This list of visitors can then be used to re-market a brand message, special offer or offer a discount. This allows advertisers to lie in wait in the deepest darkest places of the Google Content Network and make full use of its capabilities in a much more cost effective way.
This is very clever and allows clients of the pay per click service the opportunity to expand their possible sales capabilities. The delivered message can be modified depending on where you are in the sales cycle as a pre or post customer. Some more cynical people might think that this is a form of stalking by internet giant Google, but in actual fact it is more a case of tailoring peoples search results to feature more of what they want and less of the rubbish that they don’t click on.
I suppose if there was to be a flaw in the new technology it would be if people decided to have cookies disabled on their machines or just picked up the phone. Admittedly with most PC’s running windows, cookies are turned on but there are still some companies that turn this technology off.
Whether it works or not is something that is up for debate, but there will still be plenty of companies eager to utilise this new technology and cash in on its capabilities and Google suggested higher ROI’s.
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