Seven Google Ads Remarketing Essentials Everyone Must Know

Since the launch of Google Ads Remarketing back in 2010, the concept has gone from strength to strength using new functionalities and features, from Dynamic Remarketing to creating lists with Google Analytics.

Remarketing in the latest Google Ads comprises of animated images, static images, video, text ads and responsive ads placed on the Google Search Network and Google Display. However, what really differentiates Google Ads remarketing from search advertising and the standard display is the targeting.

Google Ads remarketing uses a specialized tracking code in order to integrate cookies on all web browsers your customers use when visiting your site and serving adverts to those who have that cookie, specifically, on the Search and Display network. It could be an incredibly powerful element of a PPC campaign.

Use these 7 tips and best practices to get the optimum results out of various Google Ads remarketing campaigns:

1. Selecting Your Audiences

The first and most important step to Google Ads remarketing, like most other things in paid search, is carefully analyzing your data and developing a strategy. You will have to choose which visitor groups to your website you would like to target adverts to.

There are several different ways you can use to target these audiences, such as:

  • Time spent on the website
  • Type of product page visited
  • Geographic targeting
  • Demographic targeting
  • Number of webpages visited
  • You can also use custom combinations to target individuals who visited one page without visiting the others.

2. Setting Up Remarketing Codes

You can use two sets of code to set up Google Ads remarketing. These are Google Ads remarketing and Google Analytics remarketing codes.

We will recommend that you use the Google Analytics remarketing code rather than the Google Ads version. This is because it offers the extra benefit of letting you use customer behavior within list criteria.

You could, for example, create a specific list in order to target visitors in a specific geographic region who stayed on your website for a minimum of three minutes with the Google Analytics code. On the other hand, the Google Ads code only lets you create lists based on specific pages viewed on the site.

3. List Membership Duration

It can be tempting to go with the maximum list membership duration, which is 540 days. Most businesses do this to enjoy greater flexibility in various ways that the list can be used later down the road.

However, keep in mind that many regular internet users do not know how to clear cookies. Therefore, you would be following them around relentlessly for the whole list duration unless, of course, they convert.

And believe us you do not want to be that pesky stalker brand that goes too far. Therefore, it is best to set shorter membership durations according to your requirements. On the other hand, savvy customers could easily opt out of watching your adverts entirely by adjusting their settings using the “Ad Choices” icon.

4. Frequency Capping

This incredible feature lets you choose how often you would like every individual visitor to view your ad in a specific period. However, bear in mind that too much exposure to your ad can annoy your customers who may end up disliking your product or service.

You certainly would not want that to happen to your adverts or your remarketing audiences. Therefore, you should choose a reasonable frequency cap that is appropriate for your specific goals. In case your customers have longer average times between conversions, it is likely that you will require fewer impressions for gently reminding them about your brand from time to time.

When choosing what frequency capping level to set, you must consider the number of remarketing campaigns you are running, or the number of ad groups in your remarketing campaign, in case you have just one campaign.

5. Additional Targeting

Keep in mind that remarketing is like behavioral targeting. This implies that users determine where your adverts are shown by the content visited online.

So, if you are operating on a small budget and would like to narrow this down, you will be targeting visitors who are most likely to convert. In this case you can try using various other targeting methods and techniques alongside remarketing audiences. An example would be demographic targeting for gender and age.

For instance, if you sell beauty or cosmetic products for only female customers, you may set the gender so that you can target females only. In this case, make sure you go with the “Bid only” option; this means you would have the opportunity to raise bids for females.

6. Remarketing Ad Creation

A bespoke or tailored ad for each list and strategy is the best scenario. This will ensure the ad is as relevant and informative as possible to the customers you are targeting. For instance, if you are looking to generate more repeat purchases, you would like your ad creative to have a discount code for the next transaction.

On the other hand, if you want to target visitors who viewed a product or service page but did not make any purchase, then your ad creative must feature that specific service or product.

7. Test Your Landing Page

Try to send visitors to different pages on your website. For instance, if they saw an expensive version of your product, try to land them on a more economical version of that product. Similarly, if they saw an item from a specific selection of products that you stock, try to land them on your main category page instead of the same product or service page. Keep in mind you can even perform this with the help of Google Ads Experiments to ensure your test is fair.

These Google Ads remarketing essentials will go a long way in improving your remarketing efforts without putting off customers. Something that works for one account might not be suitable for another account. Therefore, do not hesitate to test and try new ideas with your remarketing campaigns.

About the Author

Samar Jit

I have 16 years of experience in Google Ads management. I have also been managing Facebook Ads campaigns actively for the past 3 years. I have a practiced approach to digital marketing that delivers great results. I combine channels and audience types to create engaging, compelling consumer journeys, carrying audiences from first impressions to becoming prospects, then loyal customers and brand advocates. I am liberal, analytical and a futurist. I try to stay updated with all the latest strategies and platform features of online marketing. I enjoy the challenges of an ever-changing landscape. I enjoy learning by doing; immersing myself in data and finding insights that can improve the quality and quantity of the outcomes. I am a yogi, an animal lover and a student of life. I am also a student of acting, a writer and a music composer.