Re-engaging website visitors can increase the return on investment (ROI) of a business. Here we explain how this works in practice and why remarketing can be a part of the overall marketing mix.
- [Instructor] As a digital marketer, you're probably…concerned with increasing the conversion rate…and reducing the cost per acquisition.…You might think that if we already paid to acquire…a visitor-draw website, why should we pay again…to get them back on our side?…However, it's quite normal for one, two, 3%…of visitors to convert into a sale, and for more than…90% of visitors not to actually buy.…Now since we typically bid less on remarketing clicks…than we do for initial clicks, if remarketing can increase…a typical conversion rate, let's say from 3% to 5%…or even 7% at a lower cost per click, then indeed…it increases our return on investment.…
Remember that since remarketing can help to counter…buyers' remorse, you could even decide to allocate…a small budget to remarket to customers who visited…the Thank You page after they completed a transaction.…Because this is a good sign of after-sale support…and it supports brand awareness, and it even helps us…to generate more consumer-to-consumer referrals.…Now let's think about your business.…
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- Building remarketing lists
- Types of remarketing offered by Google
- Linking AdWords with Analytics
- Setting up Analytics campaigns
- Switching between AdWords and Analytics
- Dynamic remarketing for ecommerce
- Creating audiences
- Setting up a dynamic remarketing feed for display advertising
- Deciding on a budget
- Monitoring ROI