Online retailers don't have to rely solely on search engines to reach customers. Other options such as Google Content Network, display ads and remarketing strategies were outlined by Lindsey Kurz, manager of online sales and operations at Google Inc., at a workshop Tuesday at the Internet Retailer Conference & Exhibition.
In a session titled "Advertising beyond search to expand your customer base," Kurz said the technology behind the Google Content Network reads a page and, based on word and word order, identifies themes and topics of registered publishers' sites. The network then serves up advertising related to that theme.
For example, if a consumer is reading about eye makeup on a news site, the advertising of a merchant who identified eye makeup as a theme then would appear.
Google analyzed 25,000 advertisers over a 12-month period and found that 20% of their conversions resulted from ads on the Content Network, and at 6% lower cost per acquisition than paid search, said Kurz.
She also recommended remarketing as a way to turn visitors into buyers. Remarketing works by placing coding on a home page or landing page so that when visitors navigate away from a site or abandon a cart, retailers can reach out to them later through an advertising message related to what they were viewing.
"If I'm always on the handbag portion of your site, then you may want to later give me handbag promotions," said Kurz.
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