Pay Per Click (PPC) remains to be one of the most powerful search marketing methods to date. It has proved to be an invaluable sales and marketing tool for our funeral home clients. And it’s just getting better with Remarketing.
But what is Remarketing? How effective is it at winning new client families for your funeral home? Should your funeral home use it?
In this post, we’ll talk about what Remarketing is and how you can take advantage of it to make your funeral home’s PPC campaign even more powerful.
What is PPC Remarketing?
Naturally, not all website visitors who click on a PPC ad will be converted into a paying customer. It takes several visits from them to finally make a purchase. The same can be said about client families who visit one funeral home website after another before finally deciding which to choose for a particular service.
Remarketing helps in bringing those visitors back to help them move along in the conversion process from being a cold prospect to a buying customer. This is triggered especially when a visitor didn’t finish a purchase or abandoned a cart on checkout.
In PPC, remarketing occurs when a website visitor who didn’t finish a purchase from a merchant website sees that merchant’s ad in another website or search engine results page. Remarketing finds a way for a web visitor who shows a strong interest for a product or service to be reminded of a pending purchase.
Google AdWords’ Remarketing
Google, Yahoo!, Bing, and other advertising networks offer remarketing for their online advertising service. But here, we’ll talk about Google’s AdWords for its simplicity and ease of use
You will need an AdWords account, if you haven’t signed up for one yet. With Google’s AdWords, you can choose the settings of the cookies that will be triggered by a certain visitor behavior.
The next time someone visits your site and shows a strong interest for a certain service or funeral or cremation merchandise, your ads will show up whenever they search for a similar service or product on Google and other partner websites. This way, they will be reminded about your funeral home and complete a recent purchase. Your funeral home will potentially stay on top of their buying priority.
Google Analytics for Remarketing
Google has made it a lot easier for marketers to set up remarketing cookies. In the past, remarketing cookie codes may only be deployed using Google AdWords. Now, you can set Remarketing Lists using Google Analytics for any Google AdWords campaign.
At first glance, it would seem very complicated, but the fact is, it offers more flexibility. Once you get used to it, it would be very easy to set up remarketing cookies either on Google AdWords itself or on Google Analytics.