How expensive do you think it would be to purchase every available advertising space in your prospect’s town? From billboards, to a Yellow Pages ad, to direct mail pieces, to newspapers and taxi toppers. While we’re at it, let’s go ahead and take out a 1/2 page ad in their alumni mailer and on the back of their cereal boxes too. Okay, you get the picture, it would probably cost a lot of money. Money that you probably don’t have.
So how can you be in front of your prospect this much online – for only a fraction of the cost? Retargeting.
Before I tell you what retargeting is, I can’t help but let the cat out of the bag. Have you ever wondered how your local community college can afford to pay for ad space on the New York Times? Or why you keep seeing ads for those shoes you were checking out on Zappo’s on every website you visit now? Well, that’s retargeting at work.
Retargeting (also called remarketing) is when you have someone (your web developer) put a small snippet of hidden code on your website that “marks” your website visitors and follows them through their treks in the world wide web. The snippet of code is called a cookie. This cookie signals to Google that this visitor is “eligible” to be shown your ads.
Wait, what do you mean? My ads will just magically show up?
No, not quite. Once you have placed your retargeting code on your website, you will probably have to be patient and wait until your “list” is big enough to for Google to show your ads too. But don’t worry; at the time of this post’s publication, you only needed 100 people on your list.
Once your list has grown large enough, you can setup your Google Adwords campaign with pertinent details, add a few ads that highlight why you are the best firm in town to work with, set your budget, and turn on the ads. But the great thing is, you can choose to have your ads shown to only individuals on your retargeting list.
Oh, now I get it! But how can I outsmart my competition?
Well, the best way to approach retargeting with Google AdWords is by using it as a branding opportunity. After all, retargeting only works by having your prospect visit your site first. This means that they are aware of your firm; but until you receive their first (or next) staffing order, we need to keep your firm top of mind.
But it’s possible to take your retargeting strategy a step further. If you have a healthy amount of website traffic, you can have separate lists created for different pages on your website. For example, you have one list for people that visited your payroll processing services page (potential clients?), and a separate list for people who viewed your search jobs page (potential job seekers?). Then you can deliver specific ads for these very different audiences and increase your chances that they will work with you.
If you’re interested in taking advantage of this great branding opportunity for your firm, feel free to get in touch with us to discuss starting a remarketing campaign or to take advantage of other online marketing opportunities for staffing firms.