How to Maximize Leads and Sales with Remarketing
The Purchase Decision Process
When making a purchase decision, prospects go through a linear decision-making process that looks like this:
- Information Gathering
- Comparison Shopping
- Post Purchase
Since you’re marketing to your prospects in general, this means that people will be at different stages in this process, and not everyone is ready to make a purchase decision at the same time. This is why remarketing is so vital—you want to ensure that you’re at the top of your prospect’s mind when they are ready to make a purchase decision.
How Does Remarketing Work?
So, let’s take a look at how remarketing actually works. When you set up a PPC campaign in Google, you are provided with a code to place on each page of your website. You then set up rules based on logic to show your ad when people visit specific pages on your website.
To illustrate this, let’s use an example from one of our clients, a home inspection company. This company wanted to remarket to two different audiences: one for Home Inspection Training, and one for Home Inspection Software.
Prospects who visited their Home Inspection Training page would see the following ad:
Prospects who visited their Home Inspection Software page would see the following ad instead:
It’s simply a matter of setting up the rules when you use Google to create your PPC campaign. Remarketing is an amazing way to capture these lost leads that may have simply gotten distracted, didn’t have time, or weren’t ready to make a purchase decision. Prospects will see ads targeting their personal wants and needs, driving the right traffic to the right pages, and ultimately generating more leads and sales for your business.
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