In the world of online promotion, understanding how to use Google to your advantage is vital. Google retargeting or Google Ads Remarketing is a technique used to engage potential and past customers after an initial interaction, ensuring that less business falls through the cracks.
This blog breaks down exactly what Google PPC Remarketing is, offering some insights into how to approach it so you can better build your promotional efforts.
Photo by Carlos Muza on UnsplashThe basics of Google retargeting
At its core, Google Remarketing is a feature within the wider Ads application, allowing companies to show targeted ads to people who have:
- Visited their website
- Viewed certain pages on the site
- Interacted with the mobile app
- Watched any online videos
- Added items to their shopping cart (without purchasing)
- Read any pieces from the blog
How the process works
Retargeting is powered by cookies, meaning data/information is collected about consenting visitors to your online channels.
Tagging and creating remarketing lists
The process works by small pieces of code, known as ‘tags’, being weaved into your website/app/channel, adding visitors to a remarketing list based on specific user actions. Any of the actions referred to in the section above and more can be used as triggers to add people to the list.
Creating targeted ads for remarketing lists
The most effective next step in Google retargeting is to create specific ad campaigns to communicate with people on your remarketing lists. The best approach is to tailor the ads specifically based on the visitor’s previous actions – such as showing someone an ad for a product they abandoned in their shopping cart.
These campaigns can include older ads or brand-new, purpose-built marketing materials to communicate with users.
Showing ads in specific places
Once your campaign is prepared, you can choose where it’s displayed through the Display Network. This system allows you to properly tailor the digital promotion approach that you or your chosen Google Remarketing agency takes. This means you can send ads to people on YouTube videos, through Gmail or across the millions of partner sites/apps within the Network.
The benefits of Google Remarketing
So now that you understand what Google Remarketing is, why would you want to invest in the process? Completing the task yourself or hiring a Google Remarketing company can do wonders for your overall promotional success.
Increased conversion rates
Targeting people who have already shown interest makes you more likely to convert than solely focusing on new clients. It can also give you the opportunity to turn over customers who might have just forgotten about what they were doing.
Improved marketing ROI
The side effect of a better conversion rate is that your marketing investment is likely to show better, more efficient returns.
Maintained brand awareness
Brand awareness is an essential part of staying relevant in the marketplace, even with potential customers who already know who are. Remarketing keeps you at the top of their minds.
These are just some of the major benefits of Google retargeting. Of course, traditional Google Ads and marketing are an important part of the digital promotion landscape, but the lack of targeting can make results take a fairly long time to show themselves. The nature of retargeting allows you to hone in on audience members that are more likely to really convert.
Remember, this process does take time and effort, so don’t be afraid to seek out help. If you’re unsure of where to start with retargeting, get in touch with a digital marketing agency with experience in the field. They’ll manage the process and help you to ensure positive results.
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