Effective Remarketing Campaign in Google Ads
Google Ads remarketing activities focus on acquiring customers who have already visited the website but did not decide to make a purchase, did not leave contact information, did not sign up for the newsletter – in other words, did not complete the conversion that the advertiser was aiming for. A precisely configured remarketing campaign increases the conversion rate in online stores. Its operation is based on proper implementation of JavaScript code in the website structure, allowing for the creation and delivery of personalized advertising messages to users leaving the site. A potential customer visiting the website leaves a so-called cookie on it, which is assigned to the appropriate remarketing list (depending on the type of interaction with the site), and then a personalized advertising message can be directed to them. Among the most important advantages of remarketing, the following should be mentioned:
- Instant reach to potential customers – the ad will be displayed to the user immediately after leaving the website. Act in real time!
- Precise targeting – depending on user interactions with the site, it is possible to create different remarketing lists, e.g., for users abandoning their cart, signing up for a webinar or newsletter, browsing a product but not deciding to purchase, etc. Reach specific people with a precise message!
- Diverse advertisements – the Google Ads system enables creating different types of ads, including graphic, text, or video ads and reaching extensive recipient lists with them. Adapt your ad to the needs of recipients and the advertising medium!
- Large advertising reach – remarketing functions effectively on different devices and different websites. Operate on a large scale and earn more!
- Optimal ad display rates – the Google Ads system automatically adjusts rates in real time for individual people who are shown the ad. Participation in the remarketing system itself is not burdened with additional costs. Get the best rates per ad click!
- Increased brand recognition – frequent appearances to users can effectively significantly strengthen the brand image. Don’t let them forget about your company!
Remarketing has many advantages, which makes it worth using in the marketing strategy for a website. A characteristic feature of remarketing is also a high click-through rate (CTR). This results from the precise adaptation of the advertising message to a specific user. This translates to a higher conversion level than other types of ads. Google Ads specialists from Upseo Agency will precisely match the advertising message to different groups of visitors and use the most modern forms of remarketing to achieve the intended goal, which is to increase the conversion level of your website.
Types of Remarketing Campaigns
Remarketing in Google Ads is an advanced tool that allows creating user lists based on their interactions with the website. As a result, it enables precise targeting of personalized ads to customers interested in purchasing. With Upseo, you have at your disposal:
- Standard remarketing – display ads to people who have already left your site and are currently using other websites or apps in the advertising network.
- Dynamic remarketing – display products or services viewed on your site to customers who did not decide to purchase using the Google Merchant Center system.
- Video remarketing – display ads to people who visited your YouTube channel or watched your video.
- Customer list remarketing – display to people from your customer list when they browse Internet resources or use apps in the advertising network while being logged into Google.
Search advertising lists – display ads to people who left your site and are searching for further information about products and services from your offer.
Be where your customer is - use remarketing in many places
Ads targeted to your potential customers from created remarketing lists can be displayed practically everywhere your customer will be. The entire Google advertising network, search network, as well as Facebook or LinkedIn are available:
Google Search Network
Display your ad to potential buyers in the search engine when they are looking for products or services from your offer.
Google Display Network
Display your ad in the rich network of over 2 million websites and apps in Google’s partner network. Your ads will appear everywhere a user from your remarketing list will be.
Facebook Remarketing
Facebook – remarketing also works perfectly in the most popular social networking site Facebook. Facebook’s advertising network additionally includes Instagram, where your ads can appear to users.
LinkedIn Remarketing
LinkedIn – the LinkedIn service is designed for exchanging substantive information by and for professionals. It is also an excellent place to display ads to your potential customers.
Remarketing is an excellent tool supporting conversion growth through precise and personalized targeting of messages and displaying ads everywhere your potential customers are. Using Google, Facebook, YouTube, and LinkedIn networks in your marketing strategy ensures that your ad will always be with your customer!
- Tracking code – remarketing operation is based on JavaScript code that should be placed in the website code. This is the so-called tracking code. Depending on where the campaign is conducted, it may be called differently – for Google campaigns, the term “tag” is most commonly used, in the case of remarketing on Facebook or LinkedIn – “pixel”. Installing the code will start collecting data from users visiting the site (by collecting cookies). The minimum number of users on the remarketing list is:
- 100 for remarketing in the display network,
- 1,000 for remarketing in the search network.
Due to minimum values, collecting an appropriate marketing list may take some time. It is then worth using other forms of advertising, such as website positioning or other types of Google Ads campaigns.
Remarketing lists can also be created through Google Analytics.
The tracking code can be customized to collect remarketing lists based on various data, e.g., by age, location, interests, visited product/service subpages, etc. This will allow collecting different user lists to create diverse remarketing campaigns.
- Ad creative – the next step is preparing the advertising creative itself, which in the case of remarketing is exceptionally quick and simple. Google Ads provides the Ad Gallery tool, where you can prepare your own creatives without any trouble based on ready-made templates for text, graphic, and video ads. Simply fill the templates with content and graphic materials.
- An important element of remarketing ad configuration is determining the number of displays of a given ad to a single user, so-called capping. It is worth initially setting the capping value and then examining whether increasing or decreasing the frequency of displayed ads affects the conversion level and cost.
Configuration and launch of a remarketing campaign is just the beginning of activities focused on increasing conversion from advertising. Passive waiting for results may end with burning through the budget and discouragement from further activities in this advertising channel. Thorough optimization is necessary, involving manipulating bid amounts, ad display frequency, or testing different types of advertising messages. Only in this way can you find the best ways to activate potential customers and increase sales levels. Remarketing is therefore an effective but demanding form of advertising that requires continuous supervision and optimization. If you are looking for help in conducting remarketing campaigns, contact the Upseo internet marketing agency SEO/SEM. We have years of experience and the necessary expertise, certified by Google Premier Partner, in effective advertising activities within the Google Ads system. Our specialists will analyze your needs, prepare and conduct advertising campaigns that will certainly bring expected results. Contact us now and use the potential of remarketing for your needs!
