What is Google Remarketing?
When a visitor enters your website and clicks on a product, but doesn’t complete the checkout, it doesn’t necessarily mean they don’t like your product. Millions of online shoppers don’t complete the checkout and leave their shopping cart filled. Some may not even make it past your product pages.
Many shoppers are savvy enough to conduct competitor research and price comparisons before making a purchase decision. As a result, it’s important to keep your brand top of mind in case they choose to come back. Google ads remarketing is a great way to do this. Some benefits of Google ad remarketing include increased brand awareness and the potential to drive more sales. Plus, it’s relatively easy to set up and get started. If you’re interested in using Google ad remarketing for your eCommerce business.
Google Ads remarketing allows you to show ads to people who have already visited your website. This is done by placing a special tracking code on your website that places cookies on visitors’ browsers. Those people will then see display ads and Search Networks specifically tailored to them. Remarketing can be a very powerful tool as part of your overall PPC campaign.
A remarketing strategy can help you recapture website visitors who may have been interested in your product or service, but for whatever reason, didn’t convert. You can break down your remarketing strategy into the following:
- Remarketing (search, display, video, dynamic, etc.)
- How to segment website visitors into separate audiences
- What to test when remarketing
- How to optimize these remarketing campaigns
Based on our experience and Google’s recommendations, we will discuss best practices.
Various Google Remarketing Options
There are various Google Remarketing options that you can choose from to better target your audience. These options include targeting by location, interests, and demographics. You can also choose to target customers who have already visited your website or who have made a purchase from your company.
Standard remarketing allows you to show ads to visitors who have previously visited your website as they browse the web or use apps on the Display Network.
Dynamic remarketing enables you to show personalized ads to visitors based on the products or services they viewed on your site.
Remarketing for mobile apps allows you to show ads to people who have used your mobile app or mobile website when they use other mobile apps or visit other mobile websites.
Remarketing lists for search ads, also known as RLSA, enable you to target past visitors on the Search Network. You can target and customize search ads for these past visitors while they search on Google and Google’s search partner sites.
Video Remarketing allows you to serve video ads to people who have interacted with your YouTube channel or other videos. You can serve them ads on YouTube or through Display Network videos and websites.
Email list remarketing, also known as Customer Match, allows you to upload a list of your customer’s email addresses to Google Ads. This enables you to serve ads to them when they are signed in to Google Search, Gmail, or YouTube.
Why You Should Do Google Remarketing?
Google Ads remarketing can be an effective way to reach potential customers who have previously shown an interest in your products or services. By targeting these customers with relevant ads, you can increase the chances of promoting your business to them. Some of the benefits of Google Ads remarketing include:
Increased visibility for your business: Remarketing allows you to reach people who have already shown an interest in your business, which can help increase your brand awareness and visibility.
Improved ROI: because you are targeting a specific audience who is already interested in your products or services, you are more likely to see a positive return on investment for your business.
How to Create a Remarketing Campaign?
To begin, create a new Google Ads account. From there, you can select which audiences you would like to target. This can include those who have visited your website before, purchased items from your store, or viewed specific pages on your site. Additionally, you can track users across devices and choose between standard (static) or dynamic ads. Dynamic ads allow Google to make changes to your creative each time they are run, based on user and product data. This offers more opportunities to test different versions of your ads.
You must generate remarketing tags to track your ads, but you can avoid this step if you have a Google Analytics account. To turn on Remarketing, go to Admin > Tracking Info > Data Collection and toggle on the remarketing button.
If you’re looking to set up a dynamic remarketing campaign, here’s a guide to help you get started.
Hear From Industry Experts
Read the latest tips, research, best practices, and insights from our community of expert B2B service providers.
Remarketing Strategy for Google Ads
When constructing a remarketing campaign, it is important to keep in mind certain best practices to make the campaign cost-effective and increase business. The following seven tips are essential for any successful campaign:
Target Audience Segment for your ad campaign
When developing a new campaign, consider targeting similar audience segments as your past successful campaigns. This will allow you to remarket to quality visitors who are more likely to convert. You can also exclude certain people from your target audience, such as those who bounced or spent very little time on your site.
Define remarketing campaign goals
It is important to set reasonable goals for your remarketing campaign to be successful. Increasing your number of conversions should be your main goal, but you may also have other aspirations, such as increasing your number of email subscribers. Be sure to include these objectives in your campaign goals so that you can design ads, landing pages, and lead magnets that will help you reach your desired outcomes.
Always be testing to get the most out of your ads. (A/B Test)
If you find an ad that converts well, that is excellent news! However, it is not a reason to stop testing other ad variations. Your winning ads can continue to run, but they may not perform optimally forever. Experimenting can help you learn the types of CTAs, offers, platforms, creatives, copy, and formats that consistently drive results with your target audience. This way, you have a foundation for building future ad remarketing campaigns.
Enhance your landing pages
It is important to not only test different ads but to also experiment with various landing pages. A good general practice is to create three different versions of each page, swapping out the title, offer, and call-to-action. Additionally, try changing the colors of CTA buttons or shortening the copy to see if it results in improved conversion rates. Lastly, ensure that your landing page has a high SEO score.
Use Long-tail Keywords
When creating remarketing audience lists, don’t solely focus on high-volume keywords. Instead, find lower-competition long-tail keywords, which are three words or more. For example, instead of targeting “Digital marketing,” you could target “B2B digital marketing services.” These phrases aren’t necessarily popular search queries, but they could still generate quality traffic to your website.
Include Negative Keywords in your marketing campaign to avoid bad search engine queries
Negative keyword filtering is a handy tool for preventing irrelevant impressions and wasted ad dollars. By adding negative keywords, you can exclude specific terms that would otherwise lead to unproductive clicks. It is advisable to review your list of negative keywords regularly, to remove any outdated or ill-performing terms. The Search Terms Report is a useful tool for determining which keywords are driving irrelevant clicks; simply add these keywords to your negative keyword list.
You’ll get the most value for your money.
If you want your ad to appear when someone searches for “digital marketing services” you can use a single keyword ad group approach to improve your click-through rate. This involves finding medium-traffic, low-competition keywords that match the audience’s intent and including them in your ad headlines.
Start Converting Interested Buyers Into Customers with Retargeting Ads
There is a strong likelihood that your business will experience positive results from implementing a remarketing campaign. By establishing clear objectives for your campaign, you can direct your energies efficiently and be more likely to achieve optimal outcomes.
For example, Perfect Audience, a software company based in Marin, provides a retargeting platform that allows marketers to easily reconnect with lost web visitors via Facebook ads, banner ads across the web, and ads on Twitter.
After reading this post, you should have a better understanding of the many remarketing options available to you and how beneficial they can be for your business.
When designing a remarketing campaign, it is essential to focus on a single goal and create a campaign strategy around achieving it. Once you have some experience with running these types of campaigns, you can branch out and try more adventurous strategies.