What is the most effective form of marketing? Google Employee Tells All

Boy looking at Times Square

Google spoke at a conference with the goals of pushing Google AdWords.  After the Google employee finished her talk, I asked her “if you had to invest in one thing, what would you invest in?”  She responded, “SEO, but after SEO, I believe Remarketing is the most undervalued form of marketing”.

What is Remarketing?

Remarketing (also called retargeting) is serving ads to visitors who have already visited your website in order to bring them back to your website to convert.

What are the different types of remarketing?

Display Ad Remarketing: You show an ad to people when they visit other sites (like the New York Times) after they have been to your website.

Social Media Retargeting: Once the traveler visits your website, you show them ads on Facebook, Instagram or other social media, or boost your posts to them as an audience.

Ecommerce Retargeting: Did you know that 75% of the people who start to book a room on your hotel website leave without making a reservation? You can set e-commerce retargeting to serve ads when the person has left the booking engine without completing the full reservation. We believe that eCommerce retargeting is an effective way to increase bookings and has a high ROI when done properly.

Email Retargeting:  You can use your email list to retarget or remark to visitors who have inquired or stayed at your place of lodging in the past.  This is extremely effective on top of email marketing.  How does this work?  You export your email list then upload it to the social media network or Google Ads or other platforms and retarget the guest with an enticing offer.

When someone comes to my website, how do you show them ads elsewhere?

Your webmaster sets up your site with “cookies” or code. When a visitor comes to your website, your website drops that cookie or piece of code into their computer. This tells ad networks that this person went to your website and allows you to advertise to the people who went to your website but may not have left any personal information. It’s the law to let visitors know that you are tracking them with cookies.

Want to see it in action? Visit Airbnb, do a specific search, and look at specific rentals, you will see that when you go to other sites, whether it’s Twitter, Instagram, Facebook, or even go to a news site, you will see their ads following you around. Why are they doing this? Simply… it works.

To whom should you remarket?

  • Visitors to your website
  • Visitors who started to make a reservation but left without completing the reservation
  • Facebook fans
  • Previous guests
  • People who have seen or interacted with your ad campaigns