The invention of digital marketing has allowed remodeling companies a completely new world of marketing that can be completely customized to reach more people and see more leads. Digital offers many more options than traditional marketing, but the frustrating component to digital marketing is the lack of concrete conversion. Digital marketing focuses on views, clicks, forms filled out, and more, but it is difficult to track when a customer transitions from looking for information to an actual sale.
Here is why – the digital process is a complex buying funnel. Someone might be scrolling through Facebook and see an interesting post from your company about when it is time to upgrade flooring. They read more and explore the business’ website momentarily to see what kind of services and reputation they have. Most often, the person goes on with their lives without calling immediately to start the flooring process. Later, after looking at budgets and how awful their current floor is, they might realize they need new floors and will remember that post and your website. It is at this time they will call and convert.
This is a bit of a convoluted process that is difficult to track. However, utilizing remarketing digital advertising through AdWords and Facebook can cut this process short so that visitor becomes a customer faster. Remarketing ads also allow you to track the process visitors go through before they convert to a customer.
On both AdWords and Facebook, a code is generated to put on certain pages of your website. When people visit your website, either from search results or from a Facebook post, the code grabs the IP address of that person and will serve them ads that follow them around the internet. Since they are seeing the content they were interested in more, it increases the chance of the user making a purchase. There are some nuances between AdWords and Facebook remarketing.
Google AdWords Remarketing
AdWords will display ads to past visitors of your web pages where there are tracking codes placed. AdWords provides five different remarketing ad types depending on what kind of users you are looking to reach.
- Standard: shows ads to past visitors using Display Network websites and apps.
- Dynamic: shows dynamic ads to past visitors that showcase the specific service they viewed on the website when using Display Network websites and apps.
- Mobile Apps: shows ads to people who have used your mobile app or website as they use other apps and websites.
- Lists for Search Ads: shows ads to past visitors as they perform follow-up searches on Google after leaving the website.
- Video: Shows ads to people who have viewed your YouTube videos on YouTube and the Display Network.
Depending on where you are online, how segmented you want your audience to be, and which section of the buying funnel you want to pull from, the different remarketing ad types can provide different results. We believe the best way to see great results is through dynamic remarketing ads. Using this technique, you can create a different code for each service you offer. So, if someone visits your flooring webpage, they will be served ads about flooring options, deals, and pricing on the internet. However, if someone has visited your kitchen remodeling page, then they will see ads about your kitchen remodel options. An in-depth guide to audience segment strategies can be found on Google.
AdWords’ remarketing ads are only shown on the Google Display Network which encompasses a wide variety of search platforms. To learn more about the display network and the ads placed there, check out Google’s guide.
The biggest difference between AdWords and Facebook remarketing is where the ads are shown. While AdWords’ remarketing ads are shown on the large Google Display Network, Facebook remarketing ads are only shown on Facebook.
Here is how it works. Through the Ad platform, you can create a custom audience of people who have visited a certain page of your website with a pixel generated from Facebook. While you can make the pixel placement general, such as the home page, it is a good idea to create multiple pixels to be placed on specific pages of your website that showcase your services and skills. You can also place a pixel on a form submission thank you page to create an audience of people who are on the verge to becoming customers.
Once someone visits your webpage with a pixel, they are served ads on Facebook that you create on the Facebook Ads platform. Each ad should match the page the visitor landed on to increase the effectiveness of conversion. This is an excellent option if you have an active Facebook page and a geographic location you want to target. To learn more about Facebook remarketing, visit Facebook for Business.