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by Oliver Ewbank on 14th October 2010
Using Google AdWords' new remarketing service has the potential to pay off for online companies.
Search Engine Land columnist John Perich explained that users of pay per click management services who choose to use the marketing technique are given another chance to sell to customers who didn't make a purchase on their original website visit.
"You can turn marginal visitors into engaged customers," he suggested. "Because you are pitching to a smaller, better-qualified audience, acquisition rates tend to be higher."
Mr Perich added that as businesses are targeting a smaller audience, they are likely to face lower costs than they would from a typical pay per click campaign.
Earlier this month, Search Engine Watch commentator Kevin Gibbons explained that pay per click campaigns should be focused on attracting a smaller audience of potential buyers rather than chasing a large number of hits from passing internet users.
He said that using specialised long-tail keywords can help to achieve this aim.