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

Sometimes a customer finds their way to your web page, unsure whether they want to buy anything. They could have followed one of your PPC Campaign ads, or perhaps they found your website in an organic search query. For whatever reason, they had a desire to know about your product. The people who find themselves on your website are valuable targets for advertising. They already have some interest in your product. You also have insight into the products they looked at or why they did not purchase. You can have your free campaign audit here.

What is remarketing? Remarketing is the process of targeting people who previously visited your website with specific ads to increase brand awareness and remind them to make purchases.

This article will lay out the basics of remarketing and what two types of remarketing can be used on Google Display Ads.

Either you are targeting new customers or existing customers you always need to have good quality keywords which should be according to customer intent. PPCexpo Keyword Planner is a tool which is used by many experts to boost the process of keyword finding for digital marketing.

Remarketing Basics

Remarketing relies on lists that either you provide or Google Ads automatically creates. Remarketing lists use something called a remarketing tag. Tags track a user’s activity on your website and add them to the corresponding list.

You might have one for all visitors, one for people who visit a specific product, and even one for people who add items to a shopping cart but do not check out.

To make the most of remarketing be sure to turn on conversion tracking.

The ability to target ads based on a user’s relationship to your brand has many benefits. You can use remarketing lists to target people when they search for your product again. You can focus ads based on activity, providing personal attention with calls to action like “buy from us again” or “continue checking out.”

Remarketing in combination with responsive display ads and automated bidding will surely drive your key performance indicators.

Google Ads’ machine-learning-based tools, like responsive display ads and automated bidding, will expand your remarketing lists’ reach.

Responsive display advertisements use your assets to create native ads that best suit a given context.

Automated bidding strategies determine your bid at auction-time based on whether Google Ads thinks your ad will convert in each context. In tandem with remarketing, you will surely drive your performance metrics like clicks and conversions.

Different Types of Remarketing

It will benefit you to know what two types of remarketing can be used on Google Display Ads. There are standard remarketing and dynamic remarketing. They both follow the tenets of showing ads to previous visitors, and dynamic remarketing takes the personalization a bit further.

Standard Remarketing

When looking at what two types of remarketing can be used on Google Display Ads, the first is standard remarketing. Standard remarketing is the simple use of remarketing lists to show generic advertisements to people on the list.

In standard remarketing, you sort potential customers into general lists based on their activity on your website. Then, you show them advertisements based on whatever remarketing list they belong to and your marketing goal.

If your goal is simply to build brand awareness, you might show ads to people who have visited any of your pages. This remarketing can be useful in keeping your brand in people’s minds so that when they eventually decide to make a purchase, they are already thinking about you.

Perhaps your goal with this specific campaign is to drive conversions. All marketing is about the eventual goal of getting customers, but it will help to have campaigns that focus specifically on more purchases. You can use remarketing lists to target people who have visited your website as they search for your product. Being able to time targeting like this is one of the best uses of standard remarketing.

Well-timed targeting is one of the reasons why standard remarketing is such an effective tool.

Dynamic Remarketing

In looking at what two types of remarketing can be used on Google Display Ads, the second type is dynamic remarketing. Dynamic remarketing is pretty similar to standard remarketing. However, dynamic remarketing uses changeable elements to show ads containing the specific products people viewed on your site.

Dynamic remarketing makes use of a product or service feed, a document containing all of your products or services with relevant information like pricing. One piece of relevant information you include in your product feed is a product’s unique ID.

In dynamic remarketing, when tags add a user to a remarketing list, they will also include the unique ID of the product the user viewed. In turn, when creating ads in Google Web Designer you can link elements of the ad to data feeds.

When creating responsive display ads, you can link feeds to the responsive ad. When displaying an ad to a user with a unique ID, Google Ads will draw assets from the product feed to make a truly unique experience.

The main benefit of dynamic remarketing is showing people that the product they want is on your site. You can even set up dynamic remarketing to show people discounts or lower prices if you believe this will drive the sale.

Another type of dynamic advertising is called dynamic prospecting. It uses machine learning to try to figure out what product from your feed might attract a new user, based on product popularity data and data from many users. Dynamic prospecting uses remarketing-like practices to get you new customers.

Wrap Up

Now that you have read about remarketing, you will understand why you might start seeing more ads for remarketing popping up in your feeds and search results. With an in-depth knowledge of what two types of remarketing can be used on Google Display Ads, you are equipped to use either type to suit your marketing needs.  The best way to understand how remarketing works is to set up remarketing tags and lists for your websites and start playing around with targeting them.

You will be pleased with the results.