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Remarketing with Google Ads is one of the most budget-friendly optimization strategies that advertisers use to boost conversion rates and generate more sales.
The idea behind remarketing is to entice people who have already shown interest in your products or services to revisit your website. Your previous visitors are the most likely to convert, whether that’s through making a purchase or subscribing to your newsletter.
Read on to discover Google Ads remarketing best practices that you can implement to improve your conversion rates.
With remarketing, you can target users who have previously visited your site with personalized ads. Your objective is to get them to return and perform a conversion activity this time around.
Most visitors won’t lead to conversions on their first visit to your site. The more complex and expensive the products or services you offer, the longer they take to do what you intend for them to do.
It may even take dozens of visits to your site for customers before they finally convert. This is where remarketing steps in to give your site visitors that extra nudge towards conversion.
It’s easy to set up a PPC advertisement with remarketing as a campaign goal. Plus, it’s a lot cheaper to run compared to brand-new campaigns in Google Ads.
However, it’s worth noting that with remarketing, one person’s results, especially in the beginning, will not always be the same as another.
There are several different techniques you can implement when running Google Ads remarketing campaigns.
Let’s take a closer look at each of the Google Ads networks, and consider the Google Ads remarketing best practices for each one.
When you’re serious about Google Ads remarketing, you should be using data analytics and optimization techniques. Think about the following when you’re ramping up your remarketing efforts.
Using Google analytics for remarketing takes a little practice to perfect. Here are some tips to help you leverage Google Analytics to get the most out of your remarketing:
Use UTM (urchin tracking module) parameters for better ad campaign tracking in Google Analytics. UTM parameters, also known as UTM codes, are text snippets added to your URL for better Google Analytics tracking.
If Google Analytics is set up on your site, you have abundant customer interaction data at your fingertips. Make use of this data to better track how the customers you acquire through remarketing behave by linking your Analytics account with Google Ads.
With remarketing, you can retarget high-value audiences based on different customer demographics, such as gender, age, and interests, to boost your ROAS.
Create a very customized and segmented re-marketing list from Google Analytics audience segments and use them in Google ads to show more personalized ads to your audience.
If you’ve been in PPC advertising for a while, you’ll know how important optimization is to your campaign.
You’re free to retarget anyone who has visited your website. However, setting your bid high for visitors to key pages, and decreasing your bids for other visitors is a significantly more cost-effective strategy.
This is because people visiting key site pages such as products, pricing, and other related landing pages are more likely to convert into paying customers than others.
Use smart bidding tactics such as enhanced CPC (cost-per-click) to automatically adjust manual bids for clicks that are likely to result in a sale or conversion.
Frequency capping limits the number of times your ads are shown to the same person. With the right remarketing frequency cap, you avoid wasting your ad dollars on people who’d rather not be your customer. It also ensures you don’t annoy potential customers by serving them your remarketing ads too often.
With Google Ads remarketing, your ads are shown to previous site visitors. With Google Ads dynamic remarketing, you can take targeting to a whole new level. It allows you to serve people specific advertisements about the exact products or services they already viewed on your website.
When done right, Google Ads remarketing is an effective PPC strategy that can dramatically boost conversions for your website. Just remember to use the correct parameters for optimizing your advertising campaigns.
Make sure your audience lists are the right ones and that your content is engaging enough to keep your audience hooked.
It’s also worth mentioning that campaign results depend on the industry you’re in or the data types you use for targeting. But all in all, the majority of businesses that take advantage of remarketing campaigns improve their conversion rates by 5-8 times. You can also read about Difference Between Retargeting And Remarketing.
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