Remarketing is a great way to grab potential customers’ attention and could be a second chance to advertise to potential buyers. Not only does remarketing keep your brand in front of users throughout the decision making process, but it also targets users who already know your product or are familiar with it. There are many remarketing tools that exist but, in this article, we are going to take a look at Google Ads Remarketing; what it is, how it works, and how it can make your campaigns more efficient.
What is Remarketing?
For starters, Google Remarketing targets potential customers that don’t always buy the first time they see something. Remarketing is a great way to stay in front of these customers while they make a decision. Google Ads Remarketing is a fascinating feature that lets you target your products and services to users who have previously visited your website but didn’t convert; the goal of remarketing is precisely that, to convert those who didn’t convert on the first visit. By targeting a user on several occasions, remarketing increases the chance of them converting.
How Does Remarketing Work?
If you’ve been followed by ads from a website for days, weeks, or even months, you’ve experienced Google Remarketing already. The great thing about Google Remarketing is that it allows you to run remarketing ads on Google Display Network, Google Search Network, and YouTube simultaneously.
The way remarketing works is quite simple; the first thing you need is a piece of code for your website, also known as tag or pixel. Remarketing works by placing cookies on your website and dropping an anonymous browser cookie every time you get a new visitor your website. Each cookie has a unique ID which is added to your remarketing audience list. Keep in mind that you can have multiple lists with different objectives to target visitors that viewed a particular page on your website. When your previous visitors browse the web, the cookie will detect and start to serve your ads to potential customers who previously visited your website. Personally, I like remarketing because it focuses on customers who are already familiar with your product and have shown some type of interest or engagement in it.
The Power of Remarketing
Google Ads Remarketing is a powerful tool to advertise your products and services. It allows you to stay connected with your target audience even after they leave your site. There are many reasons why people don’t convert on the first visit: sometimes they are very busy, they are not sure if they need your services, they are interrupted by a work email, their favorite tv show is about to start, they have to run an errand, etc. In short, life simply gets in the way and several hours might go by and the potential customer seems to have forgotten about the interaction. The good news is that remarketing helps remind them about the product or service that they were considering.
Remarketing makes things simple as it allows you to use what you know about your potential customers to remind them of your product until they are ready to make a decision. Using remarketing helps you get a higher ROI, improves conversion rates, and has a lower cost per click. The reason for this is that visitors who are already familiar with your products or services are much more likely to become customers.
Different Types of Remarketing
There are different types of Remarketing available from Google Ads:
- Display Remarketing – Shows display ads to people who have visited a page or website. The ads are shown on websites in the display network.
- Search Remarketing – The ads are shown when users who have visited your website are searching on Google. Typically we aim at the very top of the search engine results.
- Video Remarketing – Ads are shown as pre-roll video ads on YouTube to people who have visited your website and interacted with videos or a YouTube channel.
In conclusion Google Remarketing is a powerful tool to keep your service or products in front of people who didn’t convert the first time on your website. Fortunately, Google is on our side and makes it very easy to stay in front of your audience. For help improving your remarketing campaigns, contact the Aronson PPC experts at (847) 297-1700 to start the conversation. We can make those changes for you today!