What is Remarketing?

In most cases remarketing campaigns target visitors who did not convert or purchase on your site. If a visitor converts, they become a “customer” and thus no longer need to be “acquired”, they need to be “retained” or upsold.* Thus, once a visitor becomes a customer they are no longer the domain of the acquisition team, they are shipped off to the sales or retention department. (Depending on the size of your company, you may be involved in one or all three teams.) But if a visitor leaves your site without converting, they are still the domain of the acquisition team. “Remarketing” is task of targeting that segment and getting them to convert.

Remarketing is hot in the internet marketing world. It is becoming easier and cheaper to implement, thus lowering the barrier to entry. In the online world, the term “remarketing” is used to discuss efforts to acquire customers who have already visited your site or opened an email. If someone has never visited your site, you cannot “RE-market to them”.

As of today, remarketing is only used on the display network. However, it seems that Google or MSN could use that data to customize your search network ads sometime in the future. With the focus on “personalized search” I would think this is on its way.

Facts about Remarketing
The segment of traffic that comes to our site and leaves without converting will be the target of most remarketing campaigns. Since these visitors have already shown a previous interest in our site we can make three assumptions about them:

1. Remarketing segments will always be a subset of the general population. Thus, the impressions and traffic you receive are likely to be small.

2. Remarketing campaigns will cost less to convert since this segment has already demonstrated interest in your brand. We might think of their prior exposure to our brand as a kind of micro-conversion. If your brand is worth anything, remarketing should cost less than the general segment.

3. Remarketing segments are worth more to us than the general population. Feel free to spend more to insure these visitors see your ads.

Tips and More Details on Remarketing
Two other quick things that you need to know about remarketing. One, this remarketing “magic” is created done by using tagging in your analytics/ ppc/ display tool. Your analytics /ppc /display guy should be able to help you.

Keep it simple. There are many more advanced ways to use remarketing which are beyond the scope of this article. If you are not using remarketing, feel free to use it as I described. Even this is way beyond most companies’ capabilities (because they don’t get enough traffic, or lack the resources to analyze the data).

* There are some exceptions to this case. In ecommerce, often time customers need to be reacquired each time they search for a new product. However, let’s ignore this situation for the sake of simplicity.

Using Google Maps to Market your Business

Local Search, Google Maps and Business

For marketers and businesses, Google Maps is an extension of SEO. For businesses whose customer base is primarily local, Google Maps may be a more important source of traffic than traditional organic SEO or pay per click marketing.
Lawyers, doctors, hotels and restaurants are all examples of businesses that need a presence on Google Maps to stay competitive.
E-commerce companies, wholesalers, and warehouses usually do not need Google Maps to stay competitive

local search results

local search results

Google Maps and Universal Search
Google maps is an aspect of what is called “universal search”. Google maps attempts to identify businesses close in location to the searcher. If I need a lawyer and search for “lawyer” or I want a pizza and I search for “pizza”, it is likely that a business down the street will be much more relevant than a lawyer in New York or Ukraine.
For certain searches, local results are better.

How does Google know I want a Local Business?
There seems to be at least two conditions that need to be satisfied for Google Maps to be triggered:
1) The search phrase must contain a city name: e.g, San Diego Lawyer, Surgeon in Minneapolis, etc.
2) The search is for a business-related item. You can’t just search for “San Diego X” or “X San Diego”. X has to match a database of words. Lawyer, surgeon, pizza, hotels are all business-related, so Google-Maps triggers if you enter one of these phrases. “San Diego Rattlesnake” does not trigger Google Maps.

What Does This Have to do With My Business?
Submitting your business to Google Maps can help you gain visibility when people perform these “local searches”.

If people see you on Google Maps, they could clickthrough to your website and end up as customers. This has to be the easiest search optimization technique to use to help market your business. Obviously, the “trick” is to do it right.

You only get seen if you are in positions A-J (the top 10).

The Problem
Google has not resigned to the fact that Google maps is the domain of marketers.
As such, they have enforced very strict rules against attempts to optimize Google Maps. More than any other area of search marketing, it is better for you to be conservative- no keyword stuffing.

Submit a map, or hire someone to submit a Google Map for you. If you still desire more visibility, and wish to be aggressive in your marketing, look into altering your SEO and PPC efforts.