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Top of the Mind Recall – a Google Tool?

Many people are already aware of the commercial benefits¬† of ‘top of the mind recall’. That’s when you see something repeatedly over time there’s a tendency to recall it more easily and favour it over other similar items. The desired effect is to have you feel safer or more comfortable with a brand, a product or service by familiarity. It has been used for decades and you would be regularly exposed to it from TV, radio, magazines, newspapers etc.

Well now it’s Googles’ turn. By way of adwords they now offer a service using ‘top of the mind recall’. Here’s an extract I found today –

Google Gives Advertisers the Power of Remarketing

Successful marketers have known for a long time that the more often you can get your product in front of potential customers, the more likely they are to buy. For traditional marketers, this has usually been accomplished by methods such as print, radio, or TV advertising.

In a move that should benefit affiliate marketers and vendors, Google announced yesterday that they’ve brought this same ability to remarket to customers to PPC advertising.

Basically, in your Google AdWords account, you can specify that you want to display ads for your products or site to people who have already visited your site from a paid click. Your subsequent ads will be shown to them in the Google Content Network, when they’re browsing other sites related to your product. This gives you a great opportunity to remind people of the benefits of your product, or offer them a reason to come back and check out your site again. It’s possible that the first time they visited your site, they just weren’t ready to buy, but after browsing around online, a well-written ad could be just what it takes to get them to come back and buy this time.

If you do AdWords advertising, be sure to check it out!