There are a lot of things you can do to drive traffic to your website, but every user is different and it can be difficult to optimize your landing pages to facilitate a conversion. So, what happens to potential clients who might have been interested in your services but weren\u2019t ready to pull the trigger? If you aren\u2019t aware, remarketing is a service provided by Google that allows you to target an audience who has already visited your website. It is important to focus on all audiences in different stages of the buying cycle. Without doing so, you are simply wasting time and money; but what are the main advantages of implementing remarketing? Let\u2019s check out these five benefits of a Google AdWords remarketing campaign. Custom Graphics and Brand Awareness A lot of search engine marketers will only target the search network, which only involves ad text \u2013 no graphics. With a remarketing campaign, you can serve your ads with custom graphics that may appeal more to the end user. Of course, you can still target the search network, but in my experience, the display network tends to facilitate a higher click through rate. Additionally, you can include your logo in these graphics, which will associate a brand to your service. Some people respond more to text, while others respond to imagery. If you\u2019re not cognizant of how users respond to your ads, you\u2019re not only misusing your time, your missing out on leads, as well. More Targeted Ad Copy It makes sense to target users with different ad copy in relation to those who are visiting your website for the first time. For example, you might say this to a first-time user: \u201cAtlanta Widgets For Sale \u2013 10% Off On Sign-Up \u2013 Call Today.\u201d With someone who has already visited your website, however, it makes more sense to change the verbiage to something like this: \u201cStill In Need Of Widgets? Check Out Some of the Widgets You Might Have Missed.\u201d You don\u2019t want to turn away potential customers because your product or service seems a bit too costly, or they\u2019re simply not sold. However, as they are browsing other websites and your ad appears, that may be the final push to purchase. The question is, would you speak to them the same way as you would to a first-time user? No, you wouldn\u2019t, so why do it online? Lower Cost Per Clicks Generally speaking, remarketing campaigns have a higher click through rate than regular display advertising campaigns. The people you are targeting are already familiar with your service or product; therefore, they are much more likely to click on your ad. You have to get the initial click in order to get a conversion. The higher your click-through rate is, the better chance you have of improving your conversion rate. Higher Conversion Rates The ultimate goal in Internet marketing, no matter the industry, is to get some sort of interaction out of the end user. Whether that\u2019s through a form submission, a document download or an online sale, we want the user to engage. Someone who has already educated themselves about your product or service is one step further in the buying cycle than those visiting your site for the first time. These users are far more likely to take the next step than a new visitor. Specific Site Selection With remarketing, you can review which websites are performing the best in relation to click through and conversion rates. If you have a website serving your ads, and it is sending users who aren\u2019t converting, you can prevent your ads from being served there. By only serving your ads on websites that are relevant to your business, you can help improve your return on investment. Want to learn more about remarketing? If you have questions about remarketing and whether or not it\u2019s a good fit for your business, contact us today.