Google Remarketing – All you need to know

Remarketing and Retargeting
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Remarketing also known as retargeting is an important tool or strategy to get your customers or site visitors to return to your website and take certain actions.

If you are familiar with your Google Analytics data, you will be surprised to see that most of your visitors leave your website without taking any action. In fact, figures shows that about 98% of your visitors never return to your site after the first visit.

Surprised? Well, it’s the sad truth and only 2% take actions that lead to conversions.

This happens for several reasons.

Sometimes they leave with the intention of returning but unfortunately, they don’t, some leave because of high prices, others leave because of your site credibility, and sometimes just get distracted and leave.

In any case, your goal is to get these people to return to your site and take the necessary action that will lead to conversions and higher ROI.

This is where remarketing comes in and I will explain that in a moment.

What is Remarketing?

Remarketing involves the use of visitors data collected using cookies, Pixel, emails etc. In order to retarget those visitors based on their previous activity on your website or while interacting with your content.

In some cases, customers who already signup and maintain an account are retargeted based on their action. For example, adding products to the cart without completing the checkout process.

I would also add that remarketing is also refers to as retargeting, however, retargeting involves targeting those visitors with more attractive offers such as discounts prices, better terms of purchase, and more attractive images among others tactics are involved in remarketing.

Hence remarketing is mostly associated with Google Ads, my focus here will be more directed towards Google remarketing. Also, retargeting will be used several times in this blog post to mean the same.

First, let’s look at the benefits your brand can get from it.

What are the Benefits of Remarketing to Brands

Easy to create campaigns

To create retargeting campaigns is easy and can be done in a few minutes. All you need to to do is to add your images, videos, ad gallery, Add your text, target URLs and you are done. Google Ads recently improved responsive ads will take care of the rest.

You can combine your dynamic remarketing campaign with your Ad gallery and the rest of the job is done by Google tools to display your ads across several platforms and devices.

Targeted advertising

You have the ability to target a specific audience while avoiding others. For example, You may choose to target an audience that has already added a product to the cart but fail to complete the order.

In another instance, it is possible to target people those who visited a specific webpage on your website within a certain period.

Reach a large audience

People who are already added to your remarketing list can be reached across all devices and on several web pages or blogs they have visited.

With over two million people using Google Adsense, be sure your retargeting campaign can reach your audience on any of those web platforms they visited.

Efficient and flexible pricing

One good aspect of retargeting is the pricing, where you are able to track real-time bidding and make pricing decisions. In some cases, allowing Google to automatically bid for you can increase your ad performance.

How Google Remarketing works

Remarketing or retargeting is a type of advertising campaign that is specifically targeted to an audience who visited your website before and interacted with your content.

In some cases, that audience takes uncompleted actions but show serious interest in your products and services.

Remarketing and How remarketing works
Image source wordsteam

This audience is tracked by a cookie or remarketing pixel code embedded on the website to track audience behaviour.

Audience tracked for retargeting sometimes come from external sources too. For example, people who watch your videos on YouTube or who have shown interest in your Ads on Google display networks could also be tracked and used as a remarketed audience.

The main goal of remarketing is to bring back those visitors back to your website so they can convert to increases conversion rates and ROI.

Cost of Google Remarketing and Google search clicks

Remarketing campaigns are known to be the most cost-effective advertising campaigns for brands among all other types of advertising campaigns. Although the cost may vary which mostly depending on how well you optimise your Ad campaigns and the industry or your chosen niche.

In the case of Google search advertising, some keywords cost a lot due to the high competition that exists in the market. Some keywords are known to cost over $60 per click while in social and display retargeting as a click, by contrast, may cost around 3-100x less.

Cost of Remarketing and Google search clicks

The trick here is to maintain a low-cost remarketing campaign. This can be done in several ways, you may choose to combine your Google remarketing campaigns with contextual targeting, frequency capping, conversion filtering and other advertising cost-saving strategies.

How to create a Google Remarketing campaign step-by-step

Google Ads remarketing campaigns involve several steps such as setting up your tracking codes on your website, creating your audiences lists, creating your remarketing campaigns to target your audience.

In the below video, you will learn all you need to know in order to set-up your retargeting campaign step by step from start to finish.

Well, optimise remarketing campaigns have the potentials to bring your business quality traffic which helps increase your conversion rate as well as advertising ROI.

How remarketing or Retargeting help small businesses grow

For many small businesses, it is essential to start getting visibility at an early stage. The problem is, many of the small businesses do not have the finance to invest in huge advertising campaigns.

With these limited funds, retargeting presents a great opportunity for small businesses to be able to compete with bigger brands through collecting relevant data and creating highly targeted remarketing campaigns.

Many small businesses use retargeting to grow and you can also do it. Retargeting helps you increase your conversion rates by targeting only people who are interested in your products or services.

This keeps your ads on a low cost and you grow your business with cheap ads to the level your business becomes big and then you can increase your ad budget to even expand your reach.

Retargeting is cost-effective and by far cheaper than search and regular display advertising. This opportunity should be used by all small businesses to grow their brands.

Conclusions

One thing you must have to know about remarketing or retargeting is this. you need to have a reasonable amount of audience in your retargeting audience lists before you can start retargeting campaigns.

You can do this by testing ads for several days while targeting several locations, audience size, their demographics or other relevant metrics to collect relevant data.

With an optimised audience, you will save big on display advertising while targeting a highly targeted and specific audience that will be more willing to convert.

hope this helps. Also, please share your experience with Google remarketing campaigns and to help others learn from both your success and failures.

Eugene Agoh

Eugene Agoh

Co-founder at AdsTargets | Online advertising expert | Search engine optimisation expert | Social media marketing expert. Eugene is a Passionate writer on relating to online advertising, branding and generally interested in creating digital marketing content. He is curious about the future of digital advertising. Follow Eugene on LinkedIn @ eugeneagoh

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