Driving traffic to your company website through pay-per-click (PPC) advertising is an economical advertising option, whether you are a fledgling startup or a fairly recognized small business. However, you’ll want to support the PPC process with social media and remarketing, all of which serves to boost your SEO.

Combining PPC with social media activities helps to boost your overall marketing efforts. AdWords remarketing is a viable byproduct of these efforts.

As Google explains, “Remarketing lets you show ads to people who have visited your website or used your mobile app before. When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads as they browse the web, as they use mobile apps, or as they search on Google.” With the use of remarketing you can say “So long!” to empty click through rates (CTRs) and abandoned shopping carts.

Remarketing, PPC and Social Media

AdWords remarketing is a streamlined tool that allows you to contact people who showed an interest in your services or products, but did not make a purchase. For example, remarketing technology makes it possible for you to reach out to the customer again by displaying your company’s ads on the subsequent web pages viewed after leaving your site. Therefore, you can reach visitors who clicked through to your site, but somehow did not convert or make a purchase.

As Marketing Land contributor Ratko Vidakovic suggests, “Website visitors abandon the sales funnel for many reasons: comparison shopping, credit card not handy, ‘just browsing’ and so on. Retargeting allows you to show ads directly to visitors after they’ve left a site or landing page, providing multiple shots at the conversion.”

PPC Hero explains further: “Remarketing in Google AdWords consists of static image, animated image, video and text ads that are placed on the Google Display network. What makes remarketing different from standard Display advertising is the targeting. Remarketing consists of using a special tracking code to place cookies in the computer of people visiting your website, and then serving ads to those with that cookie, specifically, on the Display network. . . These people are more likely to perform whatever activity you’re considering a conversion than people who have not yet been to your website.”

Reminding Likely Prospects

The goal of Google Remarketing is to turn window-shopping customers into bona fide paying clients. With remarketing, your advertisement is shown to prospects while they are viewing an online video, reading their favorite content or checking e-mail. Therefore, remarketing keeps your ad in the mind of anyone who almost made a purchase decision on your site.

An added benefit of remarketing is that it works in unison with social media. Social media promotion enables you to obtain a relatively large group of targeted fans and prospective customers. That’s why it is a great tool to incorporate with remarketing and PPC efforts. Not only can you pick up traffic from social platforms, you can also give former visitors a “reminder” nudge by sharing content on social platforms, driving visitors back to your website and remarketing to them once they leave.

Social media has broad appeal which, when combined with PPC and remarketing efforts, can boost website traffic. Editors note: To test out Google remarketing, start here.

This article has been edited and condensed.

Jacob Baadsgaard is the CEO of Disruptive Advertising. He is a passionate digital marketer and entrepreneur with 7 years of enterprise digital marketing experience. He personally managed over 40 million dollars in annual marketing budget and consulted many of the Inc. 100 companies while at Adobe, including groups like: GE, John Deere, Citibank and Home Depot. Connect with @DisruptiveAds on Twitter.

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