If you’re like me, you are constantly examining your Google Analytics statistics and fretting over bounce rates, page views, average visit durations, etc. One of the most disheartening statistics, which might be a Key Performance Indicator (KPI) for some of you, is the abandoned cart rate. This statistic of course lets you know what percentage of visitors actually placed items in their shopping cart, then left the site without completing the purchase. Wouldn’t it be great if you could somehow contact these potential customers and perhaps get them to convert? Well you can do exactly that using Google Remarketing.

Google Remarketing is really a combination of pre-existing tools, including Google Analytics, Google Adwords and the Google Display Network, which can help you track visitors to your site and then re-engage them with Google Display Network ads as they visit other relevant sites throughout the internet. Let’s take a look at an example:

Let’s say you sell motorcycle jackets and you have a shopping cart abandonment rate of 40%, which translates to an average of 20 lost sales per day. Part of the Google Remarketing strategy is to create a new Google Display Network campaign with ads specifically designed for your abandoned cart visitors. When these 20 visitors visit other relevant websites which are part of the Google Display Network, they will see your customized ads, specially targeted at them. You may for example create a campaign offering Free Shipping or perhaps a 15% discount. These visitors may recognize your site (since they already invested a lot of time previously in your site) an d at best, may be interested in that discount and visit your site again to finalize a purchase. At worst, your ads will create a brand awareness over time which may eventually result in a sale.

Remarketing allows businesses to reach those visitors who are more likely to convert. It can help you increase your conversion rate and other KPIs, and it will convert some of those abandoned carts into real sales. Of course, you don’t have to use it for abandoned carts only, you can target visitors who viewed a specific product, made specific purchases or visited your site for specific periods of time. Yes, there is an additional cost associated with the Google Display Network click, but it is generally much lower than the normal PPC campaign cost, with the added bonus of targeting customers who are VERY likely to convert.

Increasing ecommerce conversion ratio's using Adwords is one of the less expensive ways to improve your bottom line. We can create an affordable Google remarketing campaign for your site to help you recover those lost sales. Simply contact us and we’ll be happy to answer any questions you may have and after a quick analysis, provide a time frame to implement a solution for you.