Check out the transcription of a voicemail I received recently.
This is NAME with COMPANY. I keep seeing your face on every website I go to so I figured it was time for me to call you and get this thing done. We are very happy with the proposal and would like to get started with you. Give me a call back so we can get things rolling. Thanks.
How is he seeing my face on every website? How do we have the marketing budget to advertise on every website? What is he talking about?
The answer is Google Remarking, a program that allows you to “follow” people around the web after they visit your website. The person who called me had visited our site at one point and the Google Remarketing code had tagged him as a prospect for us, placing a cookie on his browser. Then as he browsed other sites, Google knew to show him our ads.
Why this program is so cool?
You can get REALLY targeted. If someone was already on your website, chances are they are a good prospect for you. You can stay top of mind by continuing to appear to those people.
You can set up different campaigns for different pages and different audiences. It’s most likely you have different audiences visiting your site, such as prospective clients and prospective partners or resellers. You can set up different campaigns and have them triggered based on the pages visited on your site. Pretty damn sneaky.
It’s hella cheap. It works a lot like Google AdWords, so you set your budget and criteria and it runs accordingly.
People can turn it off if it’s too annoying. There’s a little X in the corner of each ad that allows your targeted visitors to stop seeing your ads if they become too repetitive.
It’s the lowest cost branding activity I can think of. Everywhere I go, I hear the same message I received in that voicemail. “I see your face everywhere!” “Wow, you guys are all over the web!” And other statements to that effect. We are definitely making an impact on people’s mindshare, and it costs us very little.
It’s helping me CLOSE DEALS. In case you missed the main point of the message above, that call was from someone I had sent a proposal to. I’m not sure how many times I emailed and called to follow up, but the Remarketing campaign definitely helped seal the deal. We are now working with them and the experience has been great!
There is a catch…
A couple of caveats:
- You must be generating a decent amount of traffic to your site in the first place for this program to be effective.
- There is a small amount of setup work required to create the remarketing account, get the appropriate code on your website, and create the ads.
- The ads must follow prescribed specifications, so make sure you find a designer familiar with these campaigns.
I talk to companies every day who want to grow their brands, increase mindshare with their target audiences, and add to their bottom lines. To accomplish all those things at a low cost, Google Remarketing campaigns are a no-brainer.