Say you’re browsing through your favorite online store checking out the latest products but, for whatever reason, you don’t complete your purchase. You get distracted, close the site, and forget all about it.
Days later, while reading an article or scrolling through social media, you notice an ad showcasing the exact item you were looking at. Suddenly you remember all about it and decide to click through and complete the purchase.
This is the power of remarketing—a tactic designed to re-engage visitors who have already shown interest in your business but didn’t convert. It’s a subtle but effective nudge that can turn “window shoppers” into paying customers. Interested in learning how your business can set up a remarketing campaign that maximizes results? Join us as we dive into the mechanics of remarketing and break down how to create a successful, search engine marketing campaign that drives conversions.
Remarketing and Retargeting: The Difference
While often used interchangeably, there are a few notable distinctions between these marketing strategies. The difference between remarketing and retargeting lies in their approach to re-engaging audiences. Retargeting primarily uses a paid search marketing format to reconnect with users who have visited your website or social profiles but didn’t complete a desired action, like making a purchase.
Remarketing, on the other hand, relies more on email campaigns to re-engage past customers who have already done business with your brand. Both strategies aim to bring users back, but retargeting focuses on potential new customers through ads, while remarketing focuses on nurturing existing customers via email.
How Does Remarketing Work?
Remarketing is all about reconnecting with people who have previously engaged with your brand but haven’t completed a desired action, like making a purchase or signing up for a service. It works by using a tracking pixel or cookie placed on your website, which then follows users as they navigate other parts of the internet. Once visitors leave your site without converting, this pixel tracks them, allowing you to create tailored remarketing lists based on their behavior, such as which pages they visited or how long they stayed on your site.
Remarketing platforms, such as Google Ads, allow you to create these lists and set specific criteria for when and where your ads will be shown. When a user from your list visits a site within the Google Display Network, your ads will appear, reminding them of the product or service they viewed. The ultimate goal is to re-engage them and bring them back to your website to complete their transaction.
Remarketing keeps your brand top of mind and nudges users who are already familiar with your business toward making a purchase. It can also be used to upsell or cross-sell to past customers, further increasing the value of each interaction.
The Different Types of Remarketing Campaigns
When it comes to choosing a remarketing strategy, you have plenty of options. Here’s a breakdown of the most common types:
Type 1: Standard Remarketing
Standard remarketing involves showing ads to past visitors as they browse other websites or use apps on the Google Display Network. This type of campaign is ideal for general remarketing efforts, keeping your brand visible and top-of-mind after users have left your site without converting. It’s an effective way to remind people about your products or services as they navigate the web.
Type 2: Dynamic Remarketing
Dynamic remarketing goes a step further by showing ads that feature specific products or services a visitor has viewed on your site. This personalization is more targeted, as it displays ads that are highly relevant to the user’s previous behavior. For example, if a user looks at a particular pair of shoes, a dynamic remarketing ad will show them that exact product with a direct link to complete their purchase.
Type 3: Remarketing Lists for Search Ads (RLSA)
RLSA campaigns allow you to customize search ads for users who have previously visited your website. When these users search for related terms on Google, they’ll see your tailored ads. This type of remarketing ensures that you’re targeting users who are already familiar with your brand, giving you a better chance to re-engage them when they’re actively searching for products or services like yours.
Type 4: Video Remarketing
With video remarketing, you can show ads to people who have previously interacted with your YouTube channel or videos. These ads appear either as pre-roll ads before other YouTube videos or across Google’s video partner sites. It’s a powerful way to re-engage users who have already shown interest in your video content, driving them back to your website.
Type 5: Email Remarketing
Email remarketing targets users who have interacted with your brand through email campaigns. This could involve sending personalized follow-up emails to users who have abandoned their shopping carts or haven’t completed a form. It’s a more direct form of remarketing, focused on nurturing existing leads and encouraging them to return to your site or complete a desired action.
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How to Set Up a Remarketing Campaign on Google Ads
Setting up a remarketing campaign on Google Ads can help you reconnect with potential customers who have visited your website and might have converted in the past. Here’s a step-by-step guide to get started:
Step #1: Install the Google Ads Remarketing Tag
First, you need to add the Google Ads Remarketing Tag to your website. This is a small piece of code (also known as a pixel) that tracks visitors as they browse your site. The tag collects data on user behavior, allowing you to build remarketing lists. You can generate this tag in your Google Ads account under “Shared Library” > “Audience Manager” > “Audience Sources.” Once generated, copy the tag and paste it across all pages of your website.
Step #2: Create Remarketing Lists
With the tag in place, you can now start building remarketing lists. These lists are groups of users who have visited specific pages or taken certain actions on your site. For example, you might create a list of users who viewed product pages and almost completed a purchase or those who abandoned their shopping cart. In Google Ads, go to “Audience Manager” and select “Create Remarketing List.” Define the criteria for who will be included in each list.
Step #3: Set Up a New Campaign
To create a remarketing campaign, go to your Google Ads dashboard and click the Campaigns tab, then choose “+ New Campaign.” Select your campaign objective, such as “Sales” or “Leads,” and choose “Display” as your campaign type for most remarketing efforts. If you’re running an RLSA (Remarketing Lists for Search Ads) campaign, you would select the “Search” campaign type.
Step #4: Design Custom Ads
Create personalized ads that target the specific audience lists you’ve built. Use Dynamic Remarketing if you want to show ads with the exact products users previously viewed. Ensure your ad creatives are engaging and include a clear call to action that encourages users to return to your site and complete their transactions.
Step #5: Set Budgets and Bids
Establish a daily budget and bidding strategy for your campaign. Google Ads will suggest an optimal bidding range based on your campaign goals and the competitive landscape. You can choose to manually set bids or use automated bidding strategies, such as “Maximize Conversions,” to optimize your budget.
Step #6: Launch and Monitor Your Campaign
Once your campaign is set up, you can launch it and begin tracking performance metrics such as impressions, clicks, and conversions. Use Google Ads reporting tools to monitor its performance and adjust your targeting, bidding, or ad creatives accordingly.
By following these steps, you can create a successful remarketing campaign that re-engages visitors and increases your chances of driving conversions. Keep testing and refining your campaign for the best results.
Best Practices and Strategies for an Effective Remarketing Campaign
Running a successful remarketing campaign requires more than just setting it up. Here are some best practices and strategies to make sure your campaign performs at its best:
Segment Your Audience for Targeted Ads
Remarketing works best when it’s personalized. Segment your audience based on their behavior on your website. For example, users who visited your homepage might be interested in broader messaging, while those who viewed specific products may respond better to tailored ads showcasing those items. By segmenting your audience, you can create more relevant, targeted ads that are more likely to convert.
Keep Reading: All About Segmentation
Use Frequency Capping
To avoid overwhelming your audience with too many ads, enable frequency capping in your campaign settings. This allows you to control how often your ads are shown to the same user. Bombarding users with too many ads can lead to ad fatigue, resulting in lower engagement and even negative brand sentiment. A reasonable frequency cap helps ensure your ads remain effective without overexposing your brand.
Leverage Dynamic Remarketing
For e-commerce businesses, dynamic remarketing can be a game-changer. This strategy uses ads that dynamically change based on the specific products or services users view on your website. By showing them the exact items they interacted with, you create a personalized experience that feels relevant and encourages them to return and complete their purchase.
Optimize Your Ad’s Creative and Messaging
Your ad creative and messaging should be compelling, clear, and consistent. Use high-quality images or videos and craft a strong call to action (CTA) that drives users back to your site. Make sure your ads convey urgency or offer an incentive, such as a discount or limited-time offer, to entice users to act quickly.
Monitor and Test Campaign Performance
No campaign is perfect from the start. To measure success, regularly monitor key metrics like impressions, click-through rates (CTR), and conversion rates. A/B test different ad creatives, messaging, and even the frequency cap to see what resonates best with your audience. Continually optimize your campaigns to get the best results.
Key Takeaways
Remarketing is a powerful strategy that helps businesses reconnect with users who have shown interest but haven’t yet converted. By understanding the difference between remarketing and retargeting, businesses can better leverage remarketing’s email-based approach to engage previous customers. With various types of remarketing campaigns available—like standard, dynamic, and video—marketers can re-engage their audience through tailored ads.
Setting up a remarketing campaign on Google Ads involves installing the remarketing tag, creating targeted audience lists, and designing custom ads. To optimize success, it’s important to segment your audience, use dynamic ads, and continuously monitor and refine performance.
At Abstrakt Marketing Group, we specialize in creating highly effective remarketing strategies tailored to your business. From designing compelling ad creatives to tracking performance, our team ensures that your remarketing efforts drive conversions and boost sales. Ready to enhance your digital marketing campaigns? Contact our team today to start transforming your remarketing strategy.
