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Today in this post, we will discuss a case study on how Moz leveraged remarketing to increase their content marketing and SEO efforts to up to seven folds. This post basically discusses the lessons that the organization learnt while implementing these efforts.

Remarketing is basically defined as the process of tagging people that visit your website. These visitors are then targeted with banner ads. It can be considered to be a very powerful tool, but at the same time it is essential to avoid crossing over into the creep factor.

Additional benefit of remarketing is that it also gives you an opportunity to appear in front of people that have already expressed interest in your products or services. Moreover, these people might be checking their emails or your social pages to get more information about your products.

Now the question arises, why should one opt for remarketing?

Remarketing is one of the best option to reach to your prospective customers because:

  • It holds the ability to turn abandoners into leads
  • Increase the repeat visitor rates and engagement
  • Increase the effectiveness of SEO and content marketing

It becomes essential for you to connect with people that are themselves interested in knowing more about your products or services. The best part about remarketing is that it gives you a second chance to create a relationship with your visitors, but at the same time it is also important for you to get sticky.

Google is considered to be one of the best channels for remarketing as it is the remarketing networks in the world with over 2 million sites in the network.

Some important factors to consider before starting Remarketing

Remarketing demands you to create different audience to remarket, which helps you to adjust your bidding strategy and advertisements. For example, you can create a separate set of audience that visits your blogs, one for your home page visitors and another for the people that visited a particular service that you are offering. Assuming that each group was looking for different type of information, therefore the basic segmenting will allow you to advertisements depending upon the section of your website that they visited.

Another remarketing strategy is for content marketers, which is to define the categories of the audience depending upon the categories of posts in your blog. However, this can be only helpful if you have loads of content that can classified according to the categories. You can leverage this classifications for remarketing audience definition strategy.

You can also keep a membership duration that is for how long you want these visitors chasing around the internet. Remember that a shorter membership duration can improve your cost per conversion metrics.

 

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