You’re running a PPC campaign on AdWords, and you captured people’s attention. They checked out your website or app, but they didn’t convert or take action. What seems to be the problem? If you’re facing this predicament, consider remarketing.

Remarketing is a feature in AdWords that allows marketers to show ads to users who already checked them out—whether through a site visit or app download. It’s like saying, “Hey, please come back and take a look at us again and when you do, please buy from us, submit that form, sign up for a subscription or perform the action we intend for you to take.”

Remarketing is a strategic tool to compel people to give you their time and see what you have to offer the second time around. Let’s face it. Some visit your website or download your app when they’re just in the process of shopping around or exploring options. If they leave without taking action, you can do remarketing so that people can remember you and hopefully, do business with you.

Remarketing is a clever way of reaching out potential customers again, and here are five tips to make it work for you.

1. It’s all about the message.

The key with remarketing is to stand out within a given space and to reach your target audience amidst the myriad of elements present in a web page. So how do you do that?

The key is to create a call-to-action that compels and banner ads that create impact. Incorporate powerful design, creative ad copy, and large, clickable buttons. Likewise, it’s important to keep it within context, which means that retargeted ads should be able to make users remember the first time they learned about you.

2. Take advantage of YouTube.

With 4,950,000,000 videos watched every day, YouTube is evidently a great avenue to showcase your remarketing ads. However, some marketers are discouraged from doing remarketing on the said platform because they don’t have the capability to create videos. If you’re in the same position, don’t let that stop you. There are organizations as well as easy-to-use editing software that can help you create video content.

You can showcase your video through In Stream or an advert prior to the actual YouTube video the user wants to watch.

3. Link to your Google Play account.

You can link your Google Play account into AdWords, so that you can engage people who have tried your app. They can help you encourage users to use your app again after not using for a while. At the same time, you can also promote new versions or updates of the app.

4. Sort your remarketing list.

When doing remarketing, you need to understand that visitors are not the same. Segment them according to behavior and create ads accordingly.

Meanwhile, you can also consider excluding some from your remarketing lists. For instance, you can filter your list for search ads and exclude people who have already carried out a certain action on your site.

For instance, you have an online shopping website.  If they already registered within your e-commerce platform, you can already exclude them from the list to avoid paying for their clicks. Remember that there are some cases when people don’t key in the URL, they search for the website to log-in, and you wouldn’t want to be paying extra for clicks from users who already converted.

5. Create concrete goals and test strategies.

Just like when you first started using AdWords, create measurable goals when remarketing. Keep track of your progress, continue testing your strategies, and make adjustments if needed.

The new local ad inclusion is paid real estate on top of the SERP, and appears before the local pack. It has the green Ad tag that indicates it’s a paid search result and not a local listing. However, its layout is similar with organic results and it may cause confusion among users.

When clicked on, local ads will direct users on the business’ website. As for organic search results in the three-pack, the user will only be redirected to the designated Google My Business Page of the brand or shop. More so, ads have the directions option while regular local pack results do not.

What does this mean?

Including paid ads in the local pack is a major change that Google rolled out, especially for mobile users. While, the top search engine is always making adjustments to improve user experience and quality of search results, it can still be noted that this recent development is also geared towards growing their business and increasing their revenue.

This also makes the playing field more challenging and competitive for local SEO and businesses. Those who have the money to spend on paid listings is at an advantage, but those who have limited budgets may need to level up their strategies in order to take the top spot in the local pack or in organic search results.

Meanwhile, some internet marketing experts noted that such changes may also mean poor user experience on Google. Because paid ads are given to advertisers with the highest bid, they are most likely to snag the top spot on Google even if they’re not the option that most people can benefit from.

What you can do

The top spot for local search results is crucial, because the higher your placement is, the higher your chances of increasing conversions. However, with the ever-changing environment in Google, getting to the top becomes increasingly challenging.

So, what can you do in order to boost your local internet marketing strategy?

• First off, the most obvious option would be to bid high for the top spot, but that may mean more expenses for your business. However, if you’re willing to spend, this may be a viable move for you.

• Another option would be to boost the quality of your business and website, so that you will have higher chances to appear on the local pack or the top spots of the organic search results.

• You should always be prepared for change. Every now and then, Google makes adjustments on their platform, may it be algorithm changes, ranking factors, and other features—all of which will affect your internet marketing strategy. That being said, you should always have room for these developments in your plan.

Ask help from professionals. Staying on top of a local SEO campaign is not just a walk in the park. It requires analysis of the current market, finding reputable directories, targeting keywords that will help boost your reach and conversion within your business area, and making sure that you’re in-line with recent developments. This is where PrimeView can help you. We can help enhance your visibility not just within your locale, but in search results as well, making you more accessible to your target market especially at a pivotal point of their purchasing process.

The SEO world is in topsy-turvy again when Google recently sent out tons of new link warnings to websites. This is what the email says:

“Dear site owner or webmaster of….We’ve detected that some of your site’s pages may be using techniques that are outside Google’s Webmaster Guidelines. Specifically, look for possibly artificial or unnatural links pointing to your site that could be intended to manipulate PageRank. Examples of unnatural linking could include buying links to pass PageRank or participating in link schemes. We encourage you to make changes to your site so that it meets our quality guidelines. Once you’ve made these changes, please submit your site for reconsideration in Google’s search results. If you find unnatural links to your site that you are unable to control or remove, please provide the details in your reconsideration request. If you have any questions about how to resolve this issue, please see our Webmaster Help Forum for support.