The cost of a remarketing campaign is going to be different for every single advertiser, just like it is for Search campaigns. You will need to consider that you will incur costs for the actual clicks or impressions you receive (based on your bidding methods, competition, etc.), plus additional costs for the steps you need to take to implement tracking code, privacy policies and create remarketing ads.
There are 4 basic costs to consider:
1. The cost per click or impression for your ads.
- Don’t forget about the time spent on setting up a remarketing campaign!
2. The cost to add the code to your website.
- You will need to replace a single line of code to the existing Google Analytics code on your website. You can get that code from within Google Analytics. This allows Google to track cookies placed on your visitor’s browser, and add them to your remarketing lists.
- In addition, if you aren’t already tracking action items on your website, such as reservations, contact forms, etc. you should implement code on key pages of your website that allow you to measure return on investment and other important conversion goals. Take the time to do this!
4. The cost to create remarketing ads.
- You should invest a little time (and money) into ad creation, and have your design team create professional, top quality ads. You can use the AdWords Display Ad Builder tool if needed. However, the better the ad, the better your chances of getting that visitor back!
When done properly, you can significantly increase the return on your ads by using remarketing. The time, energy and cost required to get remarketing campaigns going in your AdWords account is worth it in terms of increasing revenue. So, don’t be shy; add the remarketing tags to your website and dip your toe in the water by setting up a small, trial remarketing campaign.
Stay tuned to hear the nitty-gritty on Remarketing Best Practices.