It’s commonly known that you need several interactions and touch points with a visitor to generate a successful sale or lead.
Competition, short attention spans, and tons of ads make it hard for your ideal customers to remember you after they’ve moved on with their day..
Across the Google Ads network of campaign types, Google Ads remarketing makes it easy for businesses to keep their product or services front of mind and reconnect with people who visited their websites and apps previously.
Google Ads Remarketing: Definition
Google Ads Remarketing allows you to target people who have interacted with your website with a variety of ad creative across different Google Ads campaign types.
The aim being to bring those people back to your site so they can continue their journey where they left.
There are a ton of different ways to do this, which we’ll cover – from dynamic remarketing ads that show products users have interacted with based on your product feed data, to RLSAs (remarketing lists for search ads) that show specific Search ad creative only to past users…
5 Advantages of Using Google Ads Remarketing
Retargeting in general offers numerous benefits, as they’re typically targeting users who already have some brand affinity, meaning they already know about your product, service or offering.
Here’s our list of the top reasons why you should be using using Google remarketing ads:
1. Granular messaging
When you know the actions users have taken on your site previously, you can very targeted with your subsequent messaging.
Take these 2 examples:
- A user visits your pricing page. You can promote a limited time discount, or white-glove onboarding service.
- A user downloadeds a PDF or industry research piece. You could then show them ads around booking a strategy call related to their specific interests or needs.
Research shows that 66% of customers expect businesses to understand their needs and 71% of customers get frustrated when their shopping experience isn’t personalised.
As much as 80% of consumers say that they are more likely to buy from a brand that offers them tailored experience across all channels.
What happens when people see personalised, relevant remarketing ads? It leads to a better user experience and more conversions.
2. Conversion focused
Because remarketing targets people who have already interacted with your site in the past, it has the potential to increase your conversion rates significantly.
Compare these 2 audiences and their effectiveness if we were promote our audit service:
- Audience 1: A cold audience of users (people never been you our site)
- Audience 2: Users who have previously visited our audit page, our Google Ads Agency page, or have +5 sessions in the past 30 days
Audience 2 would convert at a much higher rate, because they’ll hopefully remember the brand and know that we’re probably experienced when it comes to audits!
On average, it takes a minimum of 6 touches to generate a conversion.
This is because an average person is bombarded with lots of ads and information online which makes it necessary to remind them of your existence.
3. Cost-effectiveness
Google ads remarketing activity tends to have a higher ROI due to lower cost.
Generally with remarketing, you target audiences are users who have moved further down the marketing funnel.
Since these users are more likely interested in your products or services, if we take a Display ad as an example, they’re more likely to convert after seeing your first wave of remarketing ads – as opposed to ads that are shown to people at the Awareness stage who have no idea about your business and offering.
4. Increased brand recall
Standing out from the crowd in the online space is challenging due competition, market saturation of services, and lack of product differentiation.
Google remarketing helps you enhance brand recall, which refers to the degree a person will remember your brand after seeing an ad or having an interaction with your brand.
High brand recall means your ideal customers will remember your brand name when making a purchase decision leading to high sales and improved brand awareness.
Personally I hate aggressive, prolonged remarketing, and some brands in my experience very aggressive.
5. Audience segmentation
Research shows that 77% of marketing ROI comes from segmented and targeted campaigns and such campaigns can bring as much as 760% revenue growth.
You can create remarketing audience segments in many different ways – from pages visited, products purchased, customer journey stages, and first party data like email lists.
How to Create a Remarketing Campaign in Google Ads?
Getting started with a Google Ads remarketing campaign has three steps:
- Setting up your remarketing tag
- Creating remarketing audiences in Google Ads or GA4
- Then layering in remarketing activity into your campaign strategy!
Setting up your remarketing tag
You need to set up a method that ‘tags’ people who visit your website.
This helps you target them again later through your remarketing activity.
You can set tags in multiple ways but the two most popular methods include:
- Google Ads tag is the basic and recommended version that you can set up in your Google Ads account (more on the process below)
- Google Analytics remarketing gives you more control and targeting options for campaigns. You can set up advertising features in your analytics account. You can do this by enabling GA4 on your website, connecting your GA4 and Google Ads accounts, enabling remarketing and advertising features in your analytics account, and creating remarketing audiences in analytics and sharing it with Google Ads account. You can check out more details in this guide by Google.
You can set up all types of tags through your Google Ads account.
If this is your first time and you haven’t set up tags yet, you’ll be asked to set up an audience source.
You can choose the method you want to use for tagging from the list that includes Google Ads tag, Google Analytics, GA4 and Firebase, App analytics, and others:
Remarketing audiences in Google Ads
After implementing a remarketing tag, the visitors to your site will be tracked. You can create advanced remarketing audiences based on how visitors interact with your site.
For example, you can create an audience list for people who visit a landing page and another list of people who complete a purchase.
This helps you target visitors based on what actions they performed on your site which improves personalisation and targeting.
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