Google Remarketing (also known as retargeting) is the technology that allows your Google Ads to track potential consumers across the internet and subsequently display ads to them.
When a visitor accesses your site, a little piece of code ( remarketing code) is added to their remarketing list.
Your ad is served to visitors that click on the link. When they go to another website that uses the Google Ad network, your ad will be displayed. You may decide who sees your remarketed advertisements; for example, you can give priority to new or returning consumers.
Did you know that 97 percent of visitors to your site for the first time depart without making a purchase? They need to feel as if they already know you.
Google remarketing ads assist bring back people who visited your website and help improve your digital marketing and bottom line.
What is Google Remarketing?
Table of Contents
- 1 What is Google Remarketing?
- 2 How Does Google Remarketing Work?
- 3 Advantages of Google Remarketing
- 3.1 #1: It lets you personalize incentives
- 3.2 #2: Remarketing is cost-efficient
- 3.3 #3: And it drives results
- 3.4 #4: Its reach is broader
- 3.5 #5: It’s more customizable.
- 3.6 #6: You can track ad performance and refine customization with Google Analytics.
- 3.7 #7: You can customize your ad design.
- 3.8 #8: The ad-building tool is user-friendly.
- 3.9 #9: It’s affordable.
- 3.10 #10: Brand recognition is free.
- 4 How do you get started with Google remarketing?
- 5 Next Steps with Google Remarketing
Google Remarketing is a type of online advertising that allows websites to display targeted advertisements to people who have previously visited their site. These advertisements will appear while your site’s users are browsing the web, watching YouTube videos, or reading news sites—keeping your brand top of mind and enticing visitors to return for more.
These Ads can significantly boost your conversion rates and ROI. This is due to the fact that past site visitors who are already familiar with your business are far more likely to become customers or complete other important activities on your website.
How Does Google Remarketing Work?
If you already advertise on Google, all you have to do is add a piece of Google remarketing code, often known as a tag or pixel, to your website so that people can join your remarketing audiences through browser cookies. To specific categories, you may modify the code for various pages.
Consider an e-commerce firm that sells kitchen equipment. You might build a “toaster” remarketing audience based on people who view your site’s pages where you sell toasters.
This way, you’ll be able to show them highly focused display advertisements that promote your toasters. You already know they’re looking for toasters, and now you have the opportunity to bring them back with a unique discount, such as “free delivery.”
You can use remarketing to display Google advertising to your previous site visitors when they visit the extensive range of Google partner sites in the Google Display Network.
When you’re beginning a remarketing campaign for the first time, Google recommends focusing on everyone who has visited your homepage.
Remember that your Google remarketing costs will go up because your advertisements are being retargeted to more people, and you won’t be able to create ads as targeted.
You can improve ad relevance and lower your CPC by targeting more narrowly.
Eventually, you may build different Google remarketing lists for highly targeted remarketing advertising; for example, you could choose to display users who have previously purchased from your site different advertisements than those seen by non-buyers (such as a 30% off offer).
When a person visits your site, they are expressing an interest in your product or service. Remarketing reminds people of what they already need or desire.
Advantages of Google Remarketing
These remarketing strategies are designed to help you gain more traffic and improve revenue, so you can get more consumers interested in your products or services.
Here’s how to make your brand visible with the appropriate remarketing approach linked to your online marketing efforts:
#1: It lets you personalize incentives
You can remarket to your prospects no matter how far along they’ve gone when you market your brand or products.
You may pique a visitor’s curiosity with an ad that emphasizes a service you offer if they leave before actually clicking through and reading anything, for example.
A customer may abandon their purchase before checking out if they put an item in their shopping basket but then do not complete the transaction. You could offer them a discount or free delivery to make the product more affordable.
#2: Remarketing is cost-efficient
When compared to traditional sponsored advertisements, Google retargeting campaigns with retargeting audiences are far less expensive to reach the same audience and maybe highly cost-effective for internet advertising.
The Google Display Network is a popular location for remarketing campaigns. A study conducted in 2020 found that you pay roughly $2.28 to reach 1,000 people when you advertise on the display network. When it comes to advertising on Google’s search result pages, pay-per-click advertisements cost $35.09 per thousand people viewed.
That lowers the bill for remarketers by more than $32 per 1,000 views.
#3: And it drives results
Around 75% of customers were discovered to have been retargeted according to one poll.
They have the ability to reach a far greater audience than your website. They appeal to people. People respond to them, according to a personalized retargeting firm, the average click-through rate for Google search ads is 0.07 percent, whereas retargeted ad rates are considerably higher at 0.7 percent.
Users who click through are 70% more likely to convert and become customers, according to a recent survey.
#4: Its reach is broader
For firms that rely on social capital, Facebook can be a powerful tool. However, as a remarketing technology, its applications are limited. Your advertisements won’t reach your audience if they aren’t on the platform.
The Google Display Network, which includes over 2 million websites in more than 180 countries and 80 percent of the world’s internet users, is the largest digital advertising network. In comparison, less than 27% of all internet users are on Facebook.
#5: It’s more customizable.
You may customize your remarketing campaign with the Google Display Network more effectively. If, for example, you have a cart-abandoning customer interested in baby apparel, you might target your advertisements on children’s clothing websites or create an audience segment of parents who have toddlers.
In addition to demographic data, the network also lets you customize your ads based on:
- Different devices
- Mobile apps
- Entire countries or certain geographical areas
- Names of locations used in Google searches
You can use them to target your advertisements on various levels. For example, if the baby-clothing shopper is passing by a location where you have a physical shop, Google may show your ad when they open an app to check the weather.
#6: You can track ad performance and refine customization with Google Analytics.
If you use Google Analytics, you may insert tracking codes into your Google Ads campaign to monitor how well your remarketing efforts are working. If particular ones are outperforming others, you may invest more in them and save money on the rest.
Analytics can also assist you in further customizing your remarketing efforts. To learn what the people who respond to your advertisements have in common, go into your account and enable demographics and interest reports. You may also utilize this function on your website, which doubles the number of ad targeting possibilities.
Consider a situation in which you enable Analytics on your site and discover that many of those who leave before making a purchase are under the age of 30.
You choose to advertise your services on sites targeted at that category, and Analytics shows you that certain websites have higher response rates. You may focus on those sites the next time you target that age group to enhance your ROI.
You may also utilize a UTM, or Urchin Tracking Module, to your URL. A UTM is a unique code that can be used to track an entire campaign—and even specific content within it—inside Google Ads.
If you’re retargeting to people who have visited a product page, for example, you’ll use a UTM code to see how many of them respond to the campaign. You also want to know if free delivery or a coupon is more successful. Both offer types can include content UTMs so that you may compare the effectiveness of free shipping.
#7: You can customize your ad design.
Google offers a wide range of tools and services that allow you to target your advertisements based on locations, keywords, and demographics. This enables you to maintain the consistency of your brand voice and image while still allowing for plenty of customization.
#8: The ad-building tool is user-friendly.
Even if you’re not a professional designer and don’t have the cash for a graphic designer, you can create bespoke advertisements for all of your remarketing campaigns. It’s especially significant if you send many messages to a single person and don’t want them to see various variations of the same ad.
#9: It’s affordable.
Google is typically more cost-effective than other remarketing channels. You’re spending less total every time your campaign executes a purchase.
In the fourth quarter of 2020, the average cost per click on the Google Display Network was $0.56. That’s the typical price whenever a person clicks on a sponsored remarketing ad.
The cost per click for basic Google Ads increased to $1.33 at the end of 2020, a $0.70 drop from the third quarter. However, it’s still $0.77 more expensive than a remarketing ad in 2019.
Let’s compare the average and median cost of pay-per-click advertising on search engine results pages. If the average cost of a pay-per-click ad on a search engine results page is between $2 and $3, an audience retargeting campaign costs between $0.25 and $0.60
The cost of a vehicle varies by industry, with competitive niches being more costly.
#10: Brand recognition is free.
The advantages of retargeting are often overlooked. When prospects see your ad, it reminds them of the products or services they were looking for. Those consumers will be more inclined to recall your brand when they remember their requirements or desire.
You’re advertising for free because you only pay when a person clicks.
How do you get started with Google remarketing?
To begin, you’ll need a Google Ads account. You may also utilize Google AdWords, although the procedures are somewhat different.
Google’s remarketing is the older, now-defunct version of Google AdWords’ retargeting that occurs on Google Ads, the company’s new marketing platform.
A Google tag will be assigned to all of your site’s pages. It will begin gathering data about your visitors once it’s there.
You can use your Google remarketing tag to gather data on specific user action and target audiences (also known as remarketing audiences), such as a mailing list signup or a search for a certain product. You may then utilize this information to generate lists for each remarketing campaign.
Set your remarketing objectives to complement your marketing plan. You may create an audience for a certain group by stating, for example, that you want to send free shipping incentives to everyone who bounces out with items in their shopping cart.
You can then create an ad to advertise your product and Google will show it to the specified audience.
Next Steps with Google Remarketing
Now that you know the basics of retargeting, you may begin following up with visitors to your site who leave without making a purchase.
As you’ll see in the sections below, remarketing has a lot of advantages over traditional pay-per-click advertising. Not only does remarketing deliver better conversion rates at a lower cost than traditional pay-per-click advertising, but Google Analytics can also assist you in utilizing your data to create successful marketing campaigns.
When your remarketing ads appear on millions of websites around the world, they can increase brand recognition, attract customers back, and boost income.