Have you ever opened an article to read, but not having had enough time to finish it, or not being in the mood, or simply because you didn’t find that good – you decided to close the tab, and do something else instead? You must have. I know, I have.
But then some time later, maybe the next day, you’re surfing through some site, or watching a video, or anything – and you see that same article being pitched to you, maybe in one of the side boxes, or at the bottom of the video perhaps – as if the Internet magically knew that you didn’t finish reading yesterday. Has that ever happened to you? I’m pretty sure, it has.
This is what remarketing does for that article.
What Is Content Remarketing?
Content Remarketing is what lets you tag your site visitors, and target them with your content, in order to re-engage them long after they’ve left your website.
So, as people show a certain interest in a particular content of yours, and through that, in your website, you can now pitch the same content, and even some new content to them.
Why Is It Important?
While writing a piece of content that takes away the cake in the very first go, has absolutely no substitute, but there are ample times when it just doesn’t happen. So you absolutely have to work on making your sticky in the first place, and then reserve the second, third, and even the fourth place on remarketing techniques.
The opportunity that remarketing offers in terms of increasing the effectiveness of SEO, and the content itself, is enormous. You not only increase your repeat visitors this way, but you also see an increase the average time spent on your website. So, every time you write something, spending so much of time researching the topic, and finding new, creative ways to write it – trying to make the content as interesting as you can – applying remarketing lets you maximize the value of that piece of content. And getting the content in front of the right kind of people, at the right time, resulting in more conversions – isn’t that exactly what you want after spending so much of time and energy writing it?
How To Remarket Your Content?
First of all, get yourself acquainted with the Google Display Network (GDN), because it literally is one of the largest remarketing networks that you’ll find. Having covered almost every website, this network gives your content a massive reach – increasing your circle of targeted audiences to a great extent. So you’ll have your ads showing up while watching a video on YouTube, or while playing an online game, or while using a mobile app, and so on – many times a day, and several times a week!
To remarket, though, you’ll first have to have a target audience in mind. And when I say in mind, you don’t just go about randomly choosing them. It’s the kind of content that you wish to remarket, the kind of content you think would have the maximum chances at enhancing your conversion rate.
So, it could be one of your blog pages, or some other specific website pages which you could use to define your audience. And this would in turn help you in reaching out to them – just them – with whatever it is that you’re remarketing.
And then you finally create a new remarketing list in Google Adwords, specifying the website visitors that you’d want to include or exclude from your set of audience. Here you can make separate lists – so as to pitch different ads to different sets of audiences. And considering things like how often they visit a site, and how often they actually click an ad, you can pitch one of the groups more aggressively than the others, and so on.
The duration for which your audience would be able to see your ad, or the Audience Membership Duration, is something that you can play with, depending on what you think is working and what isn’t.
And while a genuine question arises with this – wouldn’t people get irritated seeing the same ad every single day for whatever number of days you intend them to see it – and wouldn’t this seem overly aggressive, even creepy, at times?
It might look so, and might even be a bit true, but even so, it has been seen that people do in fact click on these links; that the Ad Fatigue that we’re talking about right now – as real as it is, it doesn’t affect the clickthrough rate much – it is in fact greater than the rate at which generic ads are usually clicked.
Now, we come to the part where we actually create the ad. Google Display Network gives you a choice of 14 different display ad formats to opt from. And taking advantage of that, you diversify your ad formats. Different ad formats, you’ll see have differing sizes, and GDN doesn’t make ads compete each other for positioning, but some sizes you’ll see, sometimes do better than others – which is only fair. So, choosing diverse formats would mean you bettering your chances of people actually clicking on your ads.
The other thing that will get your ads more clicks, is focussing on how to get your ads to resonate with your audiences. It’s really important that you don’t make ads just for the sake of making them – the kind of plain informative, boring ads, that no one even cares to give a second look to. The only way to draw people towards your ad is by showing them something that you know they want to see – that gets them at an emotional level.
Now that you brainstorm on what it is that you want to show people, and how it is that you want to go about doing it, you’ll come across two types of ads – text ads and image ads. And there’s no prize for guessing which of the two would get the more clicks.
And besides the reason that it’s your ad, and more clicks would mean more the prospect of more moolah for your business, but GDN also believes in making sure that you earn them some money.
So, while there is absolutely no way to make money, of people just see the ad, GDN has employed an algorithm called Quality Score, which makes sure that for every 0.1% increase or decrease in the clickthrough rates (CTRs) of your ads, your costs per click (CPC) will go up or down by 21%. So you get an incentive for making money for yourself, and charged, if you don’t.
Besides image ad format, you also have YouTube Ads, and +Post Ads that go on Google+, that you should definitely give a try.
While thinking about remarketing, you need to make sure that you don’t make this one huge list that you want to remarket your content to. The trick lies in dividing that one giant list, to a number of short lists, using various combination of those different lists, and funnel down to specific groups, to whom you’d remarket some specific incentives.
So, go on and write amazing content, and follow that with a hard-hitting remarketing campaign!