Convert More Internet Leads with Digital Reminder Ads

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By Tim McLain

You do a lot to dri­ve traf­fic to your web­site. Even if you’ve attract­ed a lot of first-time vis­i­tors, a large per­cent­age of them don’t come back. How­ev­er, you can increase the odds of them return­ing by run­ning a cut­ting-edge “retar­get­ing” cam­paign and con­vert­ing Inter­net leads.

• Retar­get­ing 101

When cus­tomers click on your ad, you want to be sure to engage them as much as you can to get them to call, set up a test dri­ve, etc.

After a few min­utes, your “qual­i­fied” cus­tomer may leave your site. But not before you’ve dropped a “cook­ie” into their brows­er. This lit­tle file will remain active for up to 60 days and track every site the cus­tomer vis­its, giv­ing you the abil­i­ty to make one of your dis­play (ban­ner) ads appear on the page.

In many cas­es, these retar­get­ing “reminder ads” won’t nec­es­sar­i­ly gen­er­ate a click. Instead, they’ll remind the cus­tomer about you and the mod­el they’re inter­est­ed in, trig­ger­ing anoth­er search on Google, bing or Yahoo. When you have them re-engaged in online research, you’ll want to appear again in the top three slots of every search, and get them to click back to your web­site.

• How to “Turn On” Retar­get­ing

Your dig­i­tal mar­ket­ing ven­dor can pro­vide you with a spe­cial piece of code to install on spe­cif­ic web­pages or your entire web­site. Once 100 “cook­ies” have been dis­trib­uted to your poten­tial cus­tomers’ browsers, your ads will start appear­ing to them on the web­sites you’ve select­ed.

To opti­mize results, be sure your cam­paign has all the pop­u­lar ban­ner ad sizes locked and loaded. You can con­trol your bud­get, num­ber of impres­sions, cam­paign dura­tion, and more. Resist the urge to send them to your home page. Instead, cre­ate land­ing pages or inven­to­ry col­lec­tions where clicks will “land” to increase con­ver­sions.

• Your Qual­i­ty Score

Google assigns a qual­i­ty score based on the num­ber of times an ad is shown (impres­sions), the num­ber of peo­ple who click it and how rel­e­vant the ad is to the user’s intent. Be sure your ads con­tain the same key­words as what’s entered by buy­ers. If Google sees that your ads match well with the user’s search intent, and your ads get clicked and shown often, that boosts your qual­i­ty score.

The high­er your qual­i­ty score, the high­er your ad will appear in search results (or dis­played on a web­site for retar­get­ing), the less you’ll pay per click, and the more times your ads will be shown.

by Tim McLain, Senior Mar­ket­ing Man­ag­er for . Get in touch with Tim by com­plet­ing the. 

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