Display advertising has the potential to reemerge as an essential promotional technique for online advertisers thanks to remarketing.
Google, on its Inside Adwords blog, makes the case today for remarketing on display advertising by showcasing a few advertisers that grew an average of 113% every quarter after launch using the technique:
- Yankee Candle Company used remarketing to re-engage shoppers and increased conversion rates by 600% while cutting cost-per-conversion in half.
- Lenovo PC manufacturers increased sales by 20% and lowered their overall expense-to-revenue ratio by 14% in a campaign that included remarketing and display across multiple networks.
- etrailer.com, an online towing parts retailer, saw twice the click-through-rate at a 75% lower cost-per-click with remarketing compared to their typical display advertising campaigns.
Google has made several key enhancements to Adwords remarketing including the ability to show relevant ads right after a potential customer leaves a site (when they are actually most likely to click based on Google's analysis) and says it has improved the algorithm that in real time helps in the determination of how much advertisers should pay for an impression.
Google launched its remarketing capabilities across its display network one year ago and grown the reach of the Google Display Network - now reaching 84% of the people on a typical remarketing list, serving hundreds of billions of ad impressions to over 500 million internet users worldwide. As you might imagine, publishers are seeing a revenue lift by serving remarketing ads on their sites as well.