Recently, remarketing has become one of the hottest trends in digital marketing. It allows brands to show targeted advertisements to users who have already visited or interacted with their site. In fact, you can even complete this process with AdWords through Google remarketing. Here’s everything that you need to know about it.
What is Google Remarketing?
Google remarketing uses a tracking code to put cookies on the browser of users who have visited your site. Then, ads will be served to users with that cookie on the vast Google Display and Search Network. The goal is to specifically target those who have shown previous interest in your products or services.
By targeting those who already expressed interest, you will have more success converting them than users who had not. However, you just have to make sure that you’re using the correct Google remarketing options, depending on your target audience.
The Different Types of Remarketing
- Standard Remarketing: You will be able to have your advertisements appear to past website visitors as they browse sites and applications on the Google Display Network.
- Dynamic Remarketing: This allows AdWords users to show previous visitors advertisements that display products or services that they viewed on your site.
- Video Remarketing: You will be able to broadcast advertisements to those that have viewed your YouTube channel or other videos. These ads can be directly on YouTube, as well as through Display Network websites and videos.
- Mobile App Remarketing: When someone visits your mobile app or website, AdWords will serve them your ads when they view other mobile apps or sites.
- Search Ad Remarketing: AdWords allows brands to target search ads for past visitors when they search Google or its partner sites.
- Email Remarketing: If you have a list of email contacts for customers, they can be uploaded to AdWords. You can then display ads to these contacts when they are signed into their account.
Tips for Using Google Remarketing
Who to Target
The most basic way to use Google remarketing is to target every single user that has ever visited your website or used your app. However, you can also broadcast specific advertisements to those that have viewed a certain webpage.
For instance, you can show ads only to those that have viewed a certain product of yours. This may help ensure your audience is more relevant and that you have a higher conversion rate.
To ensure that your ads reach the largest possible audience, you have to make sure that they are responsive. Responsive ads automatically adjust their size, appearance and format to fit the available ad space.
Whether it’s a banner ad or dynamic text, responsive advertisements will increase your audience. After all, users will probably not engage with an ad that they can’t see.
In order to make sure that your advertisements always reach a qualified audience, try scaling a Google remarketing campaign.