A Simple Guide to Google Remarketing

Did you know that only 3% of first-time e-commerce visitors make a purchase? This means 97% of potential customers leave without buying. So, is there a way to convert them? Yes! Google remarketing. 

If you are already running Google Ads, then you know the immense potential these ads have for your business. And with the remarketing feature, leads don’t have to slip away.

Google remarketing ads help advertisers reconnect with visitors who left their site without converting. By showing targeted ads to these users, you can boost conversions and improve brand recall.

In this blog, we will explain how Google Remarketing works, its benefits, and tips for effective use. We will also look at setting up Google remarketing ads, costs, and more.

By the end of this blog, you’ll be ready to implement Google Remarketing for your business. 

So, let’s start, shall we?

Note: ‘Retargeting’ and ‘remarketing’ are often used interchangeably, but there is a difference. Remarketing focuses on direct communication channels like emails, targeting users who have converted or provided contact information. It re-engages customers through owned channels, such as email campaigns. Retargeting uses online ad placements on third-party sites, targeting users who have interacted with a brand’s website but may not have converted. It connects with both converted and non-converted users, aiming to drive them back to the site.

What is Google Remarketing?

Google Remarketing is an advertising strategy that allows businesses to reconnect with users who have previously visited their website but did not make a purchase or complete a desired action. 

It involves showing targeted ads to users who have previously visited a website, aiming to re-engage them and increase conversions. 

By adding a remarketing tag or pixel to your site, you can track visitors and display relevant ads to them as they browse other websites or platforms within the Google Display Network​​​​.

Types of Google Remarketing Ad Campaigns  

There are several types of Google remarketing ad campaigns:

1. Standard Remarketing: Displays ads to past website visitors as they browse the internet.
2. Dynamic Remarketing: Shows personalized ads based on the specific products or services users viewed on your website.
3. Remarketing Lists for Search Ads (RLSA): Targets users who have previously visited your website with customized search ads.
4. Video Remarketing: Displays ads to people who have interacted with your YouTube videos or channel.
5. Other Types of Remarketing: Includes targeting pricing page visitors, industry-specific page visitors, higher funnel converters, and page engagers.

How Google Remarketing Works

Google Remarketing uses cookies to track visitors to your website. Here’s an overview of the process:

1. Visitor Tracking: When a user visits your website, a small piece of code, known as a remarketing tag or pixel, places a cookie in their browser. This tag collects data about the visitor’s behavior on your site, such as pages viewed or actions taken.

2. Audience Segmentation: Then, from the collected data, one creates remarketing lists. These lists segment users based on specific interactions with your site.

For example, you can create a list of users who visited a product page but did not make a purchase​.

3. Ad Creation: Tailored Google remarketing ads are made to target these segmented audiences, making them relevant and personalized​​​​.
4. Ad Display: These ads are shown to users as they browse other sites or apps within the Google Display Network, keeping your brand visible​​​​.
5. User Engagement: The relevant ads encourage users to return to your site, increasing the likelihood of conversion​​​​.
6. Conversion Tracking and Optimization: User actions are tracked to check if the campaign was effective. And based on that continuous adjustments are made to optimize performance​​​​.

How to Create Google Remarketing Ads

Below is the step-by-step process for creating Google remarketing ads: 

Step 1: Understand Your Remarketing Goals

• Identify the specific action you want users to take.
• Decide on the target audience for your remarketing campaign.
• Clarify the purpose of your campaign: generating leads, converting abandoned carts, or promoting content.

Step 2: Install a Remarketing Tag

To track visitors for remarketing, install one of the following tags on your website:

Google Analytics 4 (GA4) Setup

• Log into Google Analytics, go to Admin, select “Data Streams,” and find your web stream to get the Measurement ID.
• In the Admin section, find the option to link GA4 with your Google Ads for data syncing.

Google Ads Tag Installation Using Google Tag Manager (GTM)

• Go to “Tools & Settings,” > “Audience Manager,” > “Audience sources.”
• If not already set, choose “Tag setup” > “Install through Google Tag Manager,” create a “Google Ads Remarketing Tag,” and enter the Conversion ID. Set it to trigger on all pages.

Step 3: Verify Your Pixel

After installing the remarketing tag, verify that it’s working correctly. You can do this using:

• Google Tag Assistant: Install the Google Tag Assistant browser extension to ensure the tag is implemented correctly.
• Google Ads: In your Google Ads account, go to “Audience Manager” and check if the tag is firing correctly.
• Manual Check: Right-click on your webpage, select “View Page Source,” and search for your remarketing tag to confirm its presence.

Step 4: Create a Remarketing List

• Navigate to Audience Manager: In your Google Ads account, under “Tools & Settings,” go to “Audience Manager” in the “Shared Library.”

Create New Audience: Click the blue “+” button

Step 5: Set Up a Remarketing Campaign

• Log into Google Ads and click the “+” button to create a new campaign.
• Choose “Create a campaign without a goal’s guidance.”

• Select “Display” as your campaign type.
• Enter the target URL and name your campaign.
• Follow Google’s instructions to set location, language, budget, and target traffic.

Bonus Tip: Try retargeting apps! They’ll amp up your remarketing efforts and provide solutions for your Shopify store’s retargeting campaigns.

Step 6: Create Ads

• Choose from three options: Google’s responsive display ads, upload your own ads or copy ads from an existing campaign.

Note: Ensure ads comply with Google’s requirements (e.g., animations under 30 seconds, no site warnings).

Step 7: Monitor Campaign Performance with Google Analytics

• Check if your specific pages are receiving more visits since running your campaign. This helps gauge the effectiveness of your ads.
• Set up events in Google Analytics to track specific actions, like purchases or form submissions, to see if there’s an increase after the campaign launch.
• Run multiple ad campaigns for the same audience and use Google Analytics to determine which ad performs better. This helps in refining your strategies​​​​.

Step 8: Refine and Optimize

• Manage your budget with exclusion lists to remove unpopular placements.
• Use dynamic remarketing ads for personalized user experiences.
• Use automated bidding to optimize campaigns based on goals.
• Cap the frequency of ad displays to avoid overwhelming users.
• Prevent ads from showing below the fold for better visibility.

And you will be good to go. 

Google Remarketing Ads Examples

Here are two examples of Google remarketing ads:

Nike

After browsing for running shoes on Nike’s website, users see remarketing ads displaying a carousel of shoes they viewed. These ads appear as they browse other sites, showing personalized product recommendations and a call-to-action (CTA) to return to Nike’s site to purchase.

Spotify

Spotify uses display remarketing to reach users as they browse other websites. Their ads often include promotions like “Get three free months of Spotify Premium,” targeting users who haven’t upgraded to the premium service.

How Much Does Google Remarketing Cost?

The average cost for remarketing on Google ranges from $0.66 to $1.23 per click. This is lower than the average cost-per-click (CPC) for standard Google Ads, which is between $1 and $2 for search ads and less than $1 for display ads.

However, it’s important to note that these are just averages. The actual cost of your remarketing campaign will depend on several factors:

1. Your bid amount – the maximum you’re willing to pay per click, action, or impression.
2. Your bidding strategy – whether you’re optimizing for clicks, conversions, etc.
3. The size and targeting of your remarketing audience.
4. The overall competition in your industry and keywords.
5. Your ad’s click-through rate (CTR) and landing page experience.
6. Frequency capping – limiting how often users see your ads.
7. The length of time users remain in your remarketing audience.

Remarketing is generally very cost-effective compared to traditional paid ads. For example, placing an ad on the Google Display Network costs around $2.28 per 1,000 impressions, while a standard search ad costs $35.09 to reach the same number of people.

To set a budget for your remarketing campaign, consider:

1. Your overall advertising budget and goals
2. The size of your remarketing audience
3. Your target CPC or cost-per-acquisition
4. Estimated costs based on your industry and audience targeting

Pro Tip 💡: Start with a small budget and adjust as you monitor performance. Remarketing is a powerful tool to re-engage interested users, but it’s important to optimize your campaigns for maximum return on investment.

Also read: 15+ Google Ads Examples That Actually Deliver Results

Best Practices for Google Remarketing Campaigns  

Running successful remarketing campaigns involves several best practices to ensure your ads are engaging and effective. Here are some key strategies:

1. Audience Segmentation: Divide your audience based on their behavior on your website. Target different segments with tailored ads to improve relevance and engagement. 
2. Frequency Capping: Set limits on how often your ads are shown to the same user. This prevents ad fatigue and maintains a positive perception of your brand. 

Tip 💡: Limit ad exposure to avoid overwhelming your audience​​​​.

3. Excluding Converted Users: Exclude users who have already converted from your remarketing lists. This helps focus your budget on potential customers who have not yet made a purchase, optimizing your ad spend​​​​.
4. Optimize Ad Creatives: Ensure your ad creatives are visually appealing and relevant to users’ previous interactions. Use high-quality images and clear calls to action to drive engagement. 

For example, use attractive product images and strong CTAs like “Shop Now”​​​​.

5. Test and Iterate: Continuously test different ad creatives, messages, and audience segments. Use performance data to refine your strategies and improve the effectiveness and quality of your campaigns over time. 

6. Leverage Remarketing Lists for Search Ads (RLSA): Target users who have previously visited your site with customized search ads on Google. This allows for more specific targeting based on past interactions, increasing the chances of conversion​​​​.

7. Use Video Retargeting: On platforms like Facebook, use video ads to retarget users. Video ads are highly engaging and effective in capturing attention and driving users back to your site. 

For example if you are a merchant selling products, you can look toward creating short, compelling videos that highlight key product features​​​​.

Advanced Google Remarketing Ads Strategies  

• Dynamic Remarketing 

Dynamic remarketing shows personalized ads to individuals who have interacted with your products or services online. It uses your product feed to display ads tailored to users’ specific interests. 

Unlike traditional remarketing, it automatically adjusts ad content to show the most relevant products, increasing conversion rates for businesses.

• Cross-Device Remarketing 

Through cross-device remarketing, you can ensure your ads follow users across different devices. This approach maintains a consistent user experience and helps capture conversions regardless of whether users switch from mobile to desktop or vice versa. 

This ensures that your message is seen consistently, improving the chances of conversion.

• Sequential Remarketing 

This strategy involves showing a series of ads in a specific order, guiding users through the sales funnel. This strategy can effectively nurture leads by gradually providing more information and incentives, ultimately leading to a conversion. 

Example: You might start with a general awareness ad introducing your brand and products. Next, you show an ad highlighting a popular product’s unique features. Finally, you present an ad offering a limited-time discount to encourage a purchase from your potential customers. 

This sequential approach builds interest and trust, leading to higher conversion rates.

Setting Up Remarketing Tags For Shopify Store  

If you are a Shopify store owner, setting up Google Remarketing tags can help you target potential customers who have previously visited your site. Here’s how you can add the tag to your store:

Step 1: Get Your Audience Source Tag ID

• Login to Google Ads: Navigate to Tools > Audience Manager.
• Access Data Sources: Click on “Your Data Sources” from the top menu.
• Edit or Set Up Tag: Click on the three-dot menu for Google Ads Tag and select “edit source” or “set up tag.”

• Choose Remarketing: Select “Remarketing” to collect data on specific actions performed on your website.

• Save and Continue: Click “Save and continue,” then choose “Install the tag yourself.”

• Copy Tag ID: Copy the numeric source tag ID for later use.

Step 2: Add the Tracking Code to “theme.liquid“

• Login to Shopify Admin Panel: Go to Online Store > Themes.
• Edit Code: Click on Actions > Edit Code, then open the “theme.liquid” file under the Layout folder.
• Insert Remarketing Tag: Paste the Google Ads tag code just above the </body> tag in the “theme.liquid” file.

Example code snippet:

Step 3: Verify if the tags are working properly

• Use Google Tag Assistant: Install the Google Tag Assistant browser extension to check if the tag is correctly implemented.
• Manual Check: Right-click on your webpage, select “View Page Source,” and search for your remarketing tag to confirm its presence.
• Google Ads: In your Google Ads account, navigate to “Audience Manager” and check if data is being collected.

And the process is complete. 

Shopify Retargeting Ads Apps

As a Shopify merchant, you understand the importance of Google Ads in driving traffic and sales. Now, with retargeting, you can re-engage visitors who have left your store without making a purchase. 

In the section above, we discussed the manual method of adding the remarketing tag to your store. That will help you run retargeting ads for your Shopify store. 

However, manually adding the codes is not feasible for all users – especially the ones without any technical know-how. 

Therefore, below, we have listed some Shopify retargeting ad apps that make the whole process simpler and more efficient.

Retargeting For Google Ads

AdNabu’s Retargeting Pixel app is a ‘Built For Shopify’ app that offers a powerful solution for Shopify merchants to easily set up and manage Google Ads retargeting with minimal hassle. 

Key Features:

• Easy Installation: AdNabu’s Retargeting Pixel app provides a 1-click installation for Google’s retargeting code, eliminating the need for manual coding and reducing the risk of errors.
• Automatic Updates: The app automatically updates the retargeting code based on Google’s changes, ensuring your tags are always accurate and up-to-date.
• Audience Creation: Automatically create retargeting audiences in Google Ads for easy targeting.
• No Technical Knowledge Required: You do not need a technical background or make changes to your theme files; the app automatically implements the dynamic retargeting code for your Shopify store.
• Seamless Integration: 1-click integration with Google Ads and Google Merchant Center, with the capability of auto-detection of product id format.

The app has a rating of 4.8 from 135 reviews on the Shopify app store, which highlights its reliability amongst users. 

Pricing plans:

• Free Forever: Free for stores with fewer than 10 orders a month.
• Advanced Plan: $19.99 per month or $199 per year, including unlimited orders, dynamic remarketing, and priority support.

Wixpa Google Ads Remarketing

Wixpa Google Ads Remarketing app simplifies the installation and management of Google Ads retargeting tags, allowing Shopify merchants to launch effective retargeting campaigns with ease. 

Key Features:

• One-Click Installation: Allows you to install Google Ads Dynamic Remarketing Tag effortlessly without technical expertise.
• Seamless Integration: Works with Google Ads, Google Tag Manager, and other retargeting tools.
• No Code Edits Required: Simplifies the process by eliminating the need for manual code changes or theme file edits.
• Business-Focused: Integrates directly with Shopify admin and works with the latest themes.

The app is currently free to use and has a 5-star rating from 9 reviews. 

Google Dynamic Remarketing WDS

Google Dynamic Remarketing WDS makes it easy to implement Google Ads dynamic remarketing pixels for Shopify stores. It ensures effective retargeting without requiring any coding knowledge.

Key Features:

• One-Click Implementation: Easily install and manage Google Ads dynamic remarketing pixels.
• Dynamic Events Tracking: Automatically implement the correct snippet on every page type.
• Custom Pixel Optimization: Offers custom pixel optimization for custom themes if needed.
• Email Support: Provides support for any implementation issues.

Pricing:

Top Plan: $9.99/month, includes all dynamic events, custom pixel optimization, and email support. 

Free 3-day trial available.

Bonus: Learn how to use Google Ads Auction Insights report.

Conclusion

In conclusion, Google Remarketing is an effective strategy for reconnecting with visitors who left your site without converting. By displaying targeted ads, you can bring these users back, boost conversions, and improve brand recall. 

Implementing the steps outlined in this guide will help you set up and optimize your Google Remarketing campaigns, driving success for your business.

FAQs

1. What is Google Remarketing?

Google Remarketing is a feature that lets you show ads to people who have visited your website but didn’t make a purchase. These ads can be displayed on other websites they visit later​​​​.

2. How to Set Up a Remarketing Campaign in Google Ads?

To set up a remarketing campaign in Google Ads, first install the Google Analytics or Google Ads tag on every page of your website to track user activity. Next, log in to your Google Ads account, navigate to “Tools & Settings,” and select “Audience Manager” under “Shared Library.” Create a new audience by defining criteria based on specific page visits or actions taken. 

Ensure your Google Analytics and Google Ads accounts are linked to use Analytics data for detailed audience segmentation. Finally, create a new campaign, select “Display,” set your audience and budget, and configure other settings. And you will be good to go. 

3. Where to place Google Remarketing Code?

Place the Google Remarketing code, also known as a tag or pixel, in the header of your website’s pages. This code tracks visitors and allows remarketing​​.

4. What is Dynamic Remarketing in Google Ads?

Dynamic Remarketing shows personalized ads to users based on the specific products or services they viewed on your website. This makes the ads more relevant and increases the chances of conversion​​​​.

5. What is Remarketing on the Google Display Network?

Remarketing on the Google Display Network involves showing ads to past visitors of your website as they browse other sites within the network. This helps keep your brand in their minds​​.

6. What Google Analytics Data Can Be Used to Define a Remarketing Audience?

Google Analytics data, like user demographics, interests, and past behavior on your website, can be used to create remarketing audiences. This helps target specific user groups more effectively​​.

7. How to Create a Remarketing Audience in Google Analytics?

In Google Analytics, go to the Admin panel, select “Audience Definitions,” and then “Audiences.” Create a new audience by defining the criteria, such as pages visited or actions taken​​.

8. Is Google Remarketing Free?

Google Remarketing itself is free to set up, but you pay for the ads displayed. Costs depend on your bidding strategy and how many people see or click your ads​​.

9. What Two Types of Remarketing Can Be Used on Google Display Ads?

The two types of remarketing for Google Display Ads are standard remarketing, which shows ads to past visitors as they browse other sites, and dynamic remarketing, which shows personalized ads based on their site activity​​​​.

10. How do I set up Standard Remarketing with Google Analytics?

To set up Standard Remarketing with Google Analytics, install the Google Analytics 4 tag on your website. Link your Google Ads and Google Analytics accounts. Enable Remarketing and Advertising Features in Google Analytics settings. Create and share remarketing audiences with your Google Ads account​​​​​​.