Using pay-per-click advertising more creatively

Yesterday I reminded you not to concentrate on reaching prospects who don’t know you at the expense of prospects and customers who are quite aware of what you’re offering. You may have thought that for someone with an interest in encouraging his readers to invest in a particular type of advertising, that was a brave thing to say.

My first answer there is that I don’t necessarily want you to spend more on Google AdWords advertising, just to let us do it for you. But a more important answer is this: the sophistication of search marketing and remarketing is such that it can reach beyond prospects who don’t know you. That’s worth thinking about.

For example, remarketing is a fantastic way of promoting initiatives to existing customers. Choose some pages on your site which are only likely to have been visited by people who are already buying your products, and target advertising all over the web just to these people. It’s easy to do, and a great way of telling them about additional resources you have available, company news, and anything which can make them feel even better about having you as a supplier.

There’s also a lot more you can do with search marketing to reach people who know you, or even who already buy from you. It just needs a little strategic thinking.

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Above: how a “news” remarketing advert might appear. The ad would show all over the web, potentially on thousands of different websites, but only to people who’ve already visited your website.

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