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Google Helps Merchants Follow Shoppers Around the Web

Online window shoppers who stop by to browse but never seem to return to make a purchase leave sellers in a quandary. They’re attracting those consumers for a first or second visit, but not always that return trip to buy something.

Google suggested how advertisers on their Display network can still reach those visitors, after they have departed the seller’s site. A recent Inside AdWords posting discussed the strategy of dynamic remarketing. The company has put together a guide called “Remarketing Right on Cue,” to help reach what represents a customer pool with great conversion potential.

Those who have visited a website and then noticed display advertising for that site appearing at other sites they visit have seen this dynamic remarketing in action. “From the moment a person’s left your website or abandoned your shopping cart, programmatic remarketing works to re-engage those potential customers with tailored messages at the right moments and in the right context,” Google’s Matt Lawson wrote.

Google’s guide on dynamic remarketing calls for tagging all of one’s site in order to capture visitor behaviors. Their Tag Manager tool helps one’s webmaster accomplish this, and a site owner can further verify tags are in place via a Google Chrome extension, Tag Assistant.

The beauty of the remarketing approach allows for the seller to utilize Google Display to reach segments varying from the broad group of those who only visit a homepage, down to the valuable and narrower segment of past converters.

The guide suggests different approaches for each. People who were just passing through and only visited the homepage may be open to a “discover great deals” message. The deeper a visitor goes into a site, enabling more data collection via the tags in place, the more nuanced these messages can be, such as a “free shipping” promotional ad aimed at those who have abandoned a shopping cart.

Google also suggests pairing such remarketing efforts with their Conversion Optimizer. They claim that per their internal data, this can boost conversions by up to 20 percent while keeping the same or even a lower cost per acquisition (CPA); the strategy calls for aggressively bidding to reach a site’s most recent visitors, who should present higher conversion and lower CPA rates.

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David A Utter
David A Utter
David A. Utter is a freelance writer based in Lexington, KY. He has covered technology topics from search to security to online business and has been quoted in places like ZDNet and BusinessWeek. He considers his appearance on NPR's "All Things Considered" with long-time host Robert Siegel a delightful highlight. You can find him on Twitter @davidautter and on LinkedIn.