The concept of Remarketing is fairly simple. Its role is to show ads to people who visited your website before. For example, let’s say you’re in the market for a new lawn mower, so you visit site x, y and z. From then on, you will be targeted by the ads of these online shops in hopes that you will return to either purchase something or spend more money. Once you have shown interest in their products, you will start to see their ads on random websites, forums and social media platforms.
One of the biggest problems online shops or service providers face is how to stay in front of their competition. The answer, actually the best answer, is to take advantage of Remarketing.
Benefits of Remarketing
You can reach people when they are most likely to buy.
If someone visits your site and does not bounce right away, you can most definitely guess that person will continue to search for products or pages similar to yours.
You can create different audiences, based on the visitors behavior. You can set different rules to your remarketing campaigns, so that your ads will show only to people that have viewed a certain page or product. The most basic example is the customers who add their products to cart, but never finish the checkout process.
Reach them on the Google Display Network
Advertising your services or products on Google Display Network may seem a bit like a shot in the dark, as you have no control on where your ads are showing. With remarketing lists, however, your customers have already educated themselves on what they want, so it’s much safer to use the Google Display Network. You can get a lot of information on your customer base, by seeing what websites they are browsing.
Interesting fact: Clients usually don’t make a purchase on their first visit to your website. In most cases, they want to educate themselves.
Let’s take buying a lawn mower as an example: John doesn’t know what lawn mower he wants, all he knows is that his front lawn needs to be cut. He may go online looking for the best and fastest ways to cut tall grass. Chances are that he will trigger some ads containing gas powered lawn mowers. He clicks on the first search result, which is called lawnmower.com. After browsing their products for 10 minutes, he realizes there are a lot of different types of gas powered lawn mowers. He leaves lawnmower.com and heads to some forums where he hopes to expand his knowledge on these products. After carefully reading multiple forum posts, he knows what lawn mower is right for his front yard. He gets back on google and searches for that exact same product he saw on lawnmower.com. However, because this site does not uses any Google Ads remarketing campaigns, another site pops up in the first search results, with the same product as lawnmower.com is selling. John doesn’t really care which site he buys it from, as long as the price is roughly the same
Types of Remarketing campaigns that you can run:
This is the most basic kind of remarketing. Example: If someone visits your site, then that person will be targeted by your ads on every site on google display network. This is the essence of remarketing.
It is usually used for e-commerce sites. If the client is on lawnmower.com and he’s viewing product x, this kind of remarketing will allow you to show ads of the exact product that the person has previously viewed. If the user clicks on the picture, he’ll be redirected to lawnmower.com, to exactly the same product page that he was previously on
This is for people who have viewed your mobile app or website. They will then be targeted on other mobile apps or mobile websites
Let’s say John searches the web for a gas powered lawn mower and sees an ad from lawnmower.com, clicks on it, spend some time on the site then leave. If John comes back on Google and searches again for a gas powered lawn mower, then you can set separate bids for the previous website visitors in search. You can set a different message in the ad for a person that visited your website before, make him want to buy the lawn mower, offer him more info about the product, and so on. You can bid more aggressively for the second time visit, which will have more chances to convert.
Remarket to people who viewed your youtube video. You can link your youtube account to your google ads account so that it can track the viewers based on their e-mail.
Remarketing won't work well unless you have an optimized website
Having an optimized site is essential if you want your Google Ads campaigns to work well. Here are some of the reasons why:
Improved landing page experience: Google Ads takes into account the landing page experience when determining the relevance and quality of your ads. If your landing page is slow to load or doesn’t provide relevant information, your ad’s quality score may be lower, which can lead to higher costs and lower ad rankings. By optimizing your site for speed, usability, and relevance, you can improve the landing page experience for your visitors and increase the chances of converting them into customers.
Better ad targeting: By optimizing your site’s content and structure, you can improve your ad targeting by making sure your ads are shown to the right audience. For example, if you have a blog post about a specific topic, you can create ads that target users who are interested in that topic and drive them to your website.
Improved user experience: An optimized site provides a better user experience for your visitors, which can lead to higher engagement, longer time on site, and more conversions. This can also lead to higher quality scores for your ads and lower costs.
Mobile-friendly: With more and more users accessing the internet on their mobile devices, having a mobile-friendly site is essential for successful Google Ads campaigns. By optimizing your site for mobile devices, you can improve your ad targeting, landing page experience, and user experience for mobile users.