A new AdWords feature could help firms boost their revenues by enhancing acquisition rates and driving costs down.
Remarketing through pay per click was described by John Perich in a Search Engine Land article as being a great opportunity to try and sell to browsers who did not convert on a previous visit to a site.
The PPC service leverages cookies and then provides ads to users as they scour a business's website, he explained, but then it also serves them extra online PR when they move to other places.
According to Mr Perich, because the remarketing audience is often smaller and better qualified, this heightens acquisition rates and lowers expenditure.
"By using it to follow up with those who have already expressed an interest, you can turn marginal visitors into engaged customers," he said.
Launched earlier this year, the PPC remarketing service received a "tremendous response", the Google AdWords blog stated.
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