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In the beginning there were websites.

Then came Yahoo and other directories that were compiled by hand. Alongside these sat “yellow pages” style ads that demanded a flat fee. However, with the rapid growth of the internet, lists compiled manually soon became obsolete paving the way for Google’s current dominance in the search engine wars.

By the year 2000, the auction-based, pay-per-click (PPC) model we see now in paid search had become the norm.

The PPC model has become increasingly effective at driving website traffic and nurtured the desire to convert web traffic into actionable leads or sales.

That is when, from out of the needs of the many came the knight in shining chrome, a saviour for all those lost visitors…and from PPC’s view point, it was love at first click.

In stepped remarketing.

At this point, I will place a bookmark in the story and provide a slight bit of background from Google…

Remarketing lets you show ads to people who have visited your website. When people leave your website, remarketing helps you reconnect with them by showing relevant ads as they browse the web, or as they search on Google.

As we all know, B2B purchases do not generally happen on the spur of the moment or at exactly the point that many marketers would wish them to. Example of remarketing campaign, infographic

When a company has spent  money on enticing a person to click an advert in Google and generate a web visitor, they do not want to lose that lead . Traditionally, once a visitor has left a site, the chances of conversion drop dramatically.

But with the addition of remarketing, thankfully that is no longer the case.

Visitors to a website can be tracked for the next 30 – 90 days and targeted adverts served to them to entice them back to the website to continue the buying journey that was interrupted.

This second chance to encourage visitors to return to a website is increasingly being used in combination with PPC to maximise the impact of search engine marketing spend.

The two techniques complement each other so perfectly, it is easy to see how they have become the Romeo and Juliet of the digital marketing world.

To learn more about this essential new weapon in the digital marketers armoury, simply click the link below and request your free guide to remarketing.