Google offers a lot of good tools to maximize your advertising investment, and best of all, many are free or very low cost. One of the most underutilized and most impressive tools is Google’s “remarketing” tool. When used correctly, this application has the potential to help you reduce your pay-per-click average cost as well as your cost per click.

Have you ever clicked on an ad from a website and after doing so, the same ad you clicked on appears on other websites you visit, such as Facebook, Google, etc.? This action is called remarketing. As an advertiser, when you use Google AdWords, you’re essentially bidding for a word or a phrase used on your website to help you gain a higher ranking on a user’s search results page. When you use retargeting or remarketing, the tool embeds a cookie onto each user’s device to preempts the advertisements they see. This means for just pennies on the dollar, your ad can be seen at the top of the list for that user as they travel to multiple sites around the web.

Once installed, the application will assist in promoting your business for up to 90 days at an average cost between $.25 and $.50 per user.

Pedro Pérez is a founding partner of Nuevo Advertising Group and an adjunct professor of Global Brand Strategies at Ringling College of Art and Design. For over 17 years Pedro has offered clients his knowledge and expertise. Pedro has always demonstrated a keen analytical sense combined with a good dose of common sense in crafting digital and online marketing strategies as part of an integrated marketing plan.