Skip to content
360 SEOZ logo

How to do Google ads remarketing

How to do Google ads remarketing

What Is Remarketing?

Google Ads remarketing is a way of online advertising that allows websites to show target ads to a visitor who has visited their site in the past. Past visitors will see these ads when they are browsing the web, watching YouTube videos or reading news websites, for example— keeping your brand top-of-mind and enticing visitors to come back.

Remarketing is also known as retargeting, can dramatically improve your conversion and ROI. This is because past website visitors who are aware of your brand are much more likely to become buyers or complete other useful actions on your website.

How Does Google Remarketing Work?

If you have already advertised on Google, all you require to do is add a part of Google remarketing code (tag or pixel), to your site so that visitors can get added to your remarketing audiences via browser cookies. You can customize the code for other pages to reach to more specified categories.
For instance, if you run an e-commerce company that deals with kitchen supplies.

You might make a “toaster” remarketing audience based on people who see the pages of your website where you sell toasters. That way, you can offer these exact visitors highly targeted display ads that market your toasters. You know they are in-market for toasters, and now you can pull them back, maybe with a fantastic offer like “free shipping.”

How to do Google Ads Remarketing Campaign

Ensure Proper Tagging is In place

For a remarketing to benefit traffic, it is essential that the correct tracking is on a site.

Most websites will use Google Analytics or Google Ads tracking; we suggest having both sources is good practice.

Google Ads Tag

If your Google Ads account is creating from scratch, a Global Site Tag will require to be executed.

To find this exact to your account, navigate to Tools & Settings > Audience Manager > Audience Sources.
Depending on your connection with the account, choose one of the three choices for the Tag setup. The essential part of the step is the sequence of the tag.

Per Google’s instructions, the tag should be set between thetags of every page of your site.

Google Analytics Tag

Google Analytics tracking is needed before create any remarketing list within the platform.

To see the tracking code, navigate to Admin > Property View > Tracking Info > Tracking Code.

Checking for Tag Implementation

The simplest method to check if tags have been properly implemented is to download the “Tag Assistant” extension in a browser.

Navigate to your site and run the Tag Assistant. If executed correctly, the results should look identical to this.
The green happy face indicates that the tags are in the right place.

Create Intentional Remarketing Lists

The intention is essential when preparing remarketing audiences.
If you targeted “All Visitors” to your site, you’re doing it incorrectly. Google Analytics and Google Ads give a huge amount of choices to segment your site visitor as fine as you want.

Always keep in mind; a list that is too narrow will have a difficult time serving.

The key is to get a balance audience size and intent.

Define Proper Assets

The most famous remarketing campaign type is within the Google Display Network (GDN). Yet, there are Remarketing Search campaigns.

Before making the right assets, ask these first:

  • What is the user being requested to do?
  • What should the ad message consist of?
  • Does the landing page experience compliment the ad?

There are essential elements to consider when making remarketing assets. Below are some of them:

  • Static image formats
  • Responsive image formats
  • Headlines and descriptions (if using the responsive design)
  • Landing page experience

Create a Remarketing Campaign

Remarketing campaigns can be created in Google Ads interface or Google Ads Editor.

Begin with the campaign name, budget, and settings. If you’re making numerous remarketing campaigns, maintain track by adding the audience name in the campaign.
The campaign settings can increase or decrease performance. When they are not correctly managed or maintained, expect some volatility in performance. These contain:

  • Location setting
  •  “Observation vs. Target” setting
  • Bid Strategy setting
  • Frequency Cap setting
  • Targeting Expansion setting

While adding audiences to a remarketing campaign, select the “Targeting” setting rather than “Observation”.
By holding it at “Observation” mode, audience targeting is not limited at all.

Analyze, Refine & Optimize

You’ve officially launched your first remarketing campaign!
That’s all there is. Wrong.

It is important to keep an eye on campaign performance from early on. Some of the key things to watch for in the initial days include:

  • Ensure audience size is big enough to display impressions.
  • Placements (where ads are showing).

After some weeks of data, there should be sufficient information to initiate making optimizations depending on performance.
The goal is to refine constantly.

Remarketing campaigns are not a “make and forget” plan.

The Advantages of Google Ad Remarketing

Custom Graphics and Brand Awareness

Many search engine marketers will only target the search network, which only applies ad text – no graphics. With a remarketing campaign, you can help your ads with custom graphics that may appeal more to the end-user. Of course, you can target the search network. The display network manages to encourage a higher click-through rate.

Also, you can have your logo in these graphics, which will connect a brand to your service. Some people react more to text, but others respond to imagery. If you don’t know how users react to your ads, you’re not only wasting your time and you’re missing out on leads.

More Targeted Ad Copy

Target users with various ad copy about those who are visiting your site for the first time. For instance, you might say this to a first-time user: ” For Sale – 20% off On Sign-Up – join us Today.” With somebody who has already visited your website, yet, it makes more sense to alter the phrasing to something different. You don’t want to turn away potential customers because your good or service appears a too costly, or they’re not sold.

However, as they are browsing other sites and your ad display that may be the right push to purchase. The problem is, would you talk to them the same way as you would to a first-time user? No, you wouldn’t, so why you’re doing it online?

Lower Cost per Clicks

Generally speaking, remarketing campaigns have a higher click-through rate than standard display advertising campaigns.

The people you Are targeting are familiar with your service or product; thus, they are much More likely to click on the ad you have to get the initial click to get a Conversion.

The more your click-through rate is, the higher chance you have of enhancing your conversion rate.

Higher Conversion Rates

The main goal in Internet marketing, no matter the industry, is to get some interaction out of the end-user. Whether that’s via document download, form submission or an online sale, our goal is user should engage with the site.

Someone who has already known about your product or service is one step ahead in the buying process than those seeing your site for the first time. These visitors are possible to take the next action than a new one.

Picture of 360 SEO Team
360 SEO Team

We are a team of thinkers, copywriters. The whole team contributed in this blog. Do share and comment if above blog is helpful.

Leave a Replay
Subscribe Newsletter
    Digital Cart
    Your digital cart is emptyReturn to Services
    Get in touch with for your next career move