Pay per click has evolved, instead of getting visitors based on keyword searches. It has evolved on interest based advertisement also known as remarketing. Remarketing is getting the site visitors to come back to your page and make a purchase.
When a customer has visited your page, and he leaves to browse on another site, remarketing will send an ad with an interesting offer to bring them back to your site. This works only because the user has already visited your site. That is why it is called "Interest Based Advertisement".
There a number of Pay per Click (PPC) programs. Choose one and create a specific audience and campaign. The important thing is the tracking code snippet that is to be installed on your site. The tracking cookie should be able to tell new visitors from repeat visitors and customers who purchased and those who did not and of course the products being looked at and bought or not.
The ads are sent according to different segments. Each segment receives a different ad with a unique message. As a business owner you should take advantage of this. For example a user visited your site called "Such & Such Store" and browsed around then leaves without buying anything, an ad will be sent to them as they are on another site and it will say something like "20% off all items to our new Customers at Such & Such store." It can go to be even more specific to offer 20% of the particular item they were looking at. Another segment can be a customer that made a purchase, an ad can appear to them to persuade them to buy add-ons for the item they just purchased or an offer to bring them back in the future with discounts.
The target is to bring visitors and turn them into satisfied customers and after that you can apply "up-selling" techniques. Use image ads on your campaign, images of the products that were being looked at by the user. Take advantage of the segmentation and the fact you can reach each segment uniquely. Provide enticing offers, everyone loves a good offer and especially if it involves something they are interested in.
Traditional Pay per Click program is still important; you need to get users to land on your website. But with the help of remarketing you turn those visitors into buyers. This tip will definitely increase conversions and improve your marketing campaign.
Keith Simpson is owner Of Limitless Marketing LLC. He's constantly for new and innovative ways help local business owners increase sales through online marketing. Visit http://www.limitless-mktg.com/ to find out how he can help your business.
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