Finding the right advertising strategy for the right user can completely reinvigorate a marketing strategy. This is where retargeting, also known as Google Ads Remarketing, can reinforce your brand message and encourage return visitors to your site, which you can then progress through the sales funnel. But what is Google Ads Remarketing? How does it work, and why is it so important?
What is Google Ads Remarketing?
The premise of Google Ads Remarketing involves displaying ads to a warm audience, in other words, a collective who has already expressed an interest in your products and services, so you can reinforce your brand message and encourage them to return to your website. Google Ads Remarketing works in the following ways:
- When a user visits the website, a small piece of code, either a tag or pixel, is placed on their browser, which drops an anonymous browser cookie.
- As the user browses the website, some platforms (like the Google Display Network) recognise the cookie and serve your remarketing ads to that user.
- You can customise your remarketing campaigns by targeting specific components, for example, devices, demographics, web pages, and much more.
- Remarketing ads can take various forms, for example, responsive ads, videos, images, etc.
What Are the Benefits of Using Google Ads Remarketing?
Google Ads Remarketing provides a whole host of benefits:
- Increased brand awareness with your target audience, which breeds that all-important notion: trust.
- Improved conversion rates, as it brings back users who have already shown interest in your products or services.
- As you can target specific pages, demographics, locations, devices, and other metrics, this provides a highly focused approach to finding the right person. Understanding who the ideal buyer persona is ensures we hit the right people, which should translate to a far better interaction between the brand and the customer.
- It’s a very cost-effective approach to marketing. Google Ads Remarketing can be 2 to 100 times lower per click than search ads in competitive industries, which means you’re able to maximise the overall efficiency of your advertising budget and focus on quality rather than quantity.
- Google Ads Remarketing can have higher click-through rates than regular display ads, between 2 and 3 times higher, in fact.
- Google Ads Remarketing offers untapped potential to re-engage users in certain ways. Cart abandonment is one of the biggest issues businesses have, so when you remarket to this particular user and draw them back to your website, this can make a massive difference.
- It is proven to yield results, as remarketing campaigns can bring about approximately 10 times more results than regular display or banner ads. Additionally, Google remarketing ads can increase in effectiveness with more impressions, and ad fatigue is far lower in comparison to other display ads, according to WordStream.
How to Get Started With Google Ads Remarketing
For those new to Google Ads Remarketing, setting up remarketing tracking can be quite straightforward if you are working with a Google Ads agency, but you can also link your Google Ads and Google Analytics accounts, create remarketing audiences, and set up your remarketing campaign through Google Ads.
The key is to ensure that proper tracking is in place, creating intentional audience lists, and crafting relevant ads. It’s also important to continuously test and optimise your campaigns to ensure the best results that can drive more conversions for your business.
Why Does Google Ads Remarketing Matter?
Retargeting as a marketing tool can sometimes get a bad rap, but Google Ads Remarketing is absolutely pivotal for businesses.
- In addition to increasing brand awareness and trust and improving conversion rates that will result in more traffic, leads, and sales for their business, Google Ads Remarketing is a powerful tool that enables businesses to stay connected to their customers because you can create highly targeted audience lists based on various metrics. Personalisation is key to the modern marketing landscape. When you segment and personalise, this will facilitate greater brand awareness and trust.
- Remarketing works best when integrated with other marketing channels, such as content marketing, social media, and email. For example, you can retarget users who engage with your email campaigns or social media, and this cross-channel approach creates a cohesive brand experience that’s more likely to drive conversions.
- Remarketing also provides valuable data on user behaviour, and by continuously testing bidding strategies, creatives, and audience lists, you can optimise your campaigns over time, resulting in maximum efficiency that leads to better results and a higher return on your ad spend.
Google Ads Remarketing matters because it’s not just about driving conversions; it’s going to help you leverage so many different benefits that can give your business a significant competitive edge beyond standard marketing practices.