Surprisingly, those numbers have been eerily similar at 61% in 2009 and 60% in 2010.  So why now are people so focused on generating inbound leads, when the numbers have been pretty close to identical for more than two years?

 

“We have the tools and people are beginning to leverage them.”

In the spring of 2010 Google introduced Remarketing as part of their Adwords platform.  The goal of Remarketing is to increase the likelihood of someone who is already aware of your website, returning to it once they have left.  Of course not everyone that comes to your site is going to be an ideal client, however, the warmer the lead the better.  

 

Lead Generation

 

The fairly new marketing initiative allows us, the ability to present a custom display ad to a web visitor who either:

  • Searched for your site but did not convert
  • Saw your banner ad but did not convert
  • Made it to your website and did not convert

 

By installing a retargeting tag or tracking code on some or all of your website pages,  there would be a pixel fired to the browser of a prospect that visited your site but did not convert.

 

From there on out, every time they visited a website within Google’s Display network you would have the opportunity to bid on specific ads to be displayed to specific “audiences” based on the pages on your website that they have visited.

 

As prospects begin to visit these pages that the retargeting pixels are placed on within your website, they are added to your “audiences” section of your Google Adwords account.  Basically segmenting your visitors so that these visitors or “audiences” are displayed your customized ads for their interests as they meander around the Display Network.

 

For example: 

If you came to www.salesbenchmarkindex.com and you looked at our Lead Generation landing page, but did not fill out the form for the Lead Generation Best Practices Guide, a pixel would be fired and would be captured by your browser.  

 

At that point you would be part of my segmented “audiences” section in my Google Adwords account.  This would result in you being displayed one of my custom ads pertaining to Lead Generation, as you surfed Google’s Display Network, and my bidding was executed in an appropriate manner.

 

Getting Started is simple and can be a strategic component of each one of your campaigns.  The 4 benefits of remarketing that you should take note of and how they will contribute to lowering your cost per lead are:

 

  • Increase your reach by advertising at a fraction of the cost that it would normally be due to the partnership with Google’s display network
  • Increase your visibility by literally being front of mind.  With this strategy you are increasing your visibility to the potential lead and focusing spending dollars more wisely.
  • Customize your ad messaging to your leads.  Leads are not all at the same part of the buying process at the same time. Nor do they want the same content that someone else does. This feature allows us a valuable insight as to what the prospect wants to continue to see.
  • Only advertise to those that are legitimate prospects.  How often do you see existing leads or clients of yours clicking through on your PPC ads and downloading your new white paper?  Well the cost of that lead just got higher.  By using exclusion filters and a “burn pixel” feature, the lead will be removed from the “audience” group receiving paid ads, after they convert on your site.  No more wasting dollars on clients or leads that aren’t ideal by paying for them to just “gather some information”.

 

By adding Remarketing to your lead generation strategy combined with a strong lead nurturing system and a highly effective lead scoring plan in place, you will see your cost per lead drop and your conversion rates increase in no time at all.

 

Follow AaronMandelbaum on Twitter View Aaron Mandelbaum's profile on LinkedIn