7 Google Ads Remarketing Ideas to drive more traffic and sales
Over the past few years, Google Ads Remarketing has grown into one of the most effective conversion techniques in digital advertising. Google is applying an AI approach to allow businesses to enable both standard text and display ads for easy access by returning visitors to their sites. It’s a new form of digital marketing that’s more customized to individual users. Ads here are even more targeted than those display ads that are based on a particular set of search terms.
In digital remarketing, relevance is key. If you’ve visited a company’s website or browsed their products before, their ads will be more relevant to you than a person who doesn’t have that kind of past interaction with them. Remarketing is more or less an ad-filtering tactic that your website’s visitors may use when browsing through your webpages. It displays those ads that are most relevant to them according to their browsing history and habits.
Pay-per-click (PPC) remarketing is used to re-engage prospective customers who’ve already shown interest in your company and/or products. You can use it to remind them of what you offer, and more importantly, encourage them to pick up from where they left and hopefully complete a purchase.
Some more advanced digital analytics techniques can be applied in remarketing to help you target potential customers who, for instance, added one of your products to their online shopping cart but didn’t proceed with the purchase process.
Although digital remarketing may not result in the level of click-through rates that a direct PPC campaign can, it’s quite beneficial if you want to boost your brand’s visibility among prospective customers who’ve already expressed interest in your products/services. Because users spend most of their time on the internet away from search engines, Google’s extensive display ad network can help you serve targeted ads much more easily.
For digital remarketing, Google Ads will offer you a wide range of alternatives. Below we discuss top 7 forms of remarketing you can take advantage of on their powerful network:
1) Google Analytics’ Remarketing Code
Aside from being perhaps the most simplistic approach to remarketing, it’s also the broadest on Google since it enables you to target your past site visitors with an ad. Only Dynamic Remarketing (also by Google) beats Google Analytics’ Remarketing Code in efficacy and effectiveness.
Google’s analytics code allows you to target previous visitors based on specific behavior, according to a list or lists you’ve built, etc. For example, you may choose to go for visitors from a particular geographic area that spent at least three minutes or a list of past conversions where you can remarket a new offer or rewards program.
To build lists it’s important that you have remarketing enabled in your Google Analytics account and the tracking code in between <head></head> code of your website or the pages you wish to track.
How to enable remarketing in Analytics
Recently Google has made a few changes in regards to Google remarketing setup. “Data Collection for Advertisings Features” has been changed to “Data Collection for Google Signals” and the Remarketing section & Advertising Reporting Features are no longer there and have all been merged into Google Signals. Now you just have to switch on one little button and hit save.
Go to Google Analytics, under the “Admin” tab, navigate to “Tracking Info” (at the ‘Property’ level), > ‘Data Collection’ > “Data Collection for Google signals” – “ON”
Once you have completed the first step, you then proceed head down to Audiences Definitions > Audiences.
Here you will need to create your first audience so visitors can go into a remarketing list. Under “Enable Remarketing, Click the Next Step Button as shown in the picture below.
After you clicked the “Next Step Button” you need to select where you’d like to publish your audience. You can choose Google Analytics, Google Adwords or Both, it depends on your goals and if your Adwords account is linked to your Google Analytics.
Once you have selected your destination simply hit “Publish”. You can create unlimited audiences later on down the track for certain demographics, specific pages, actions, etc. This way you can run segmented remarketing campaigns with tailored offers.
*It’s highly recommended you create an AdWords account and link it to your Google Analytics. You won’t be able to run remarketing campaigns across Google without it.
Just like above, this remarketing code also enables you to focus on your site’s previous visitors based on your generated lists. Besides a few implementation and execution variations, the Google Ads’ code differs from the Analytics’ code in that you employ certain aspects of specific webpages in your website to build lists rather than the entire site.
Depending on the kind of customers you’re targeting, Google Ads’ Remarketing Code could be a more effective option for you. For instance, if you want to only remarket to those visitors who added a product to their shopping cart but didn’t complete the buy because they bounced from your website, this would be the most effective target method.
One drawback with this approach is that it limits your potential target audience because you’re focusing on individual webpages. That means if you want to remarket to visitors who surf multiple pages on your website, you’ll need to set up several remarketing campaigns.
Although similar in many ways to the Google Ads’ Remarketing Code above, rather than target web browsers via the Google Display Network, RLSA focuses on past visitors via Google’s Search Network.
Thus, as surfers search for other queries on Google and its search partner platforms, ads are served according to your custom targets.
Short of ideas? Here are 7 Advanced Adwords RLSA tactics you can use for your business to take your search ad game to the next level.
5) Google’s Email List Remarketing
Do you retain your customers’ emails addresses? Those are an asset if you want to remarket to them. You can upload to Google Ads your email lists as a custom audience and then target prospective customers with ads whenever they sign into Gmail, YouTube and/or Google Search.
The match rate on Google has evidently shown better results than on Facebook. Only be sure to exclude past converters in this campaign.
4) Google’s Video Remarketing
Digital display advertising is increasingly shifting to video marketing. You can use Google Video Remarketing to automatically safeguard your ads from bots, competitors, click farms, and various other click fraud approaches. Its setup is quite simple and there’s even a free trial to test things first.
You can use Google Ads to display ads to people who’ve previously visited your YouTube channel and/or other videos you’ve uploaded elsewhere.
You can, in turn, target such visitors with remarketing video ads via YouTube or videos on Google’s Display Network.
Here, machine learning techniques are employed to determine what exactly potential customers are searching for from your website. Such information is then combined with that particular customer’s demographic details to display matching products in their feeds.
For instance, a user may have browsed a certain site for a TV set to buy but didn’t complete the procedure for some reason. When the same person surfs through other sites, Dynamic Remarketing will continuously target them with more TV set ads in a style similar to regular Product Listing Ads.
- You need to use Google Ads code and not the Google Analytics code.
- You need to create a product or service feed that includes all of your products and/or services.
- You’ll then be able to set custom parameters for all pages of your site, so each visitor to your site who falls within the parameters you set – such as age range, gender, household income, etc. – will be placed into the appropriate lists you create.
The dynamic ads you create will be served to your custom lists in various sizes and formats. To learn more about Google’s Dynamic Remarketing click here.
7) Google’s Dynamic Prospecting
This approach is just Dynamic Remarketing taken a step further. In addition to past visitors, Google employs its powerful AI technology to target potential new customers visiting your website. Such ads will target would-be customers according to what they’re searching for in general rather than based on whether they’d visited your website earlier.
The Google Dynamic Prospecting tool will analyze the products appearing in your feed and then evaluate each based on parameters like relevance and performance to determine the most appropriate ads for each potential customer.
You have many forms of remarketing advertising to leverage on Google, with each one of them having its unique advanced capabilities. By employing one or a combination of several, you can target and re-target customers as desired and generate results.
Whether they’re those who’ve already inquired about your company or product, those who left a purchase transaction half-way through or even entirely new prospective customers, ultimately your aim is to raise your conversion rate and make more sales.
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