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Remarketing campaigns can be used in various ways in our strategy. When we want to increase sales, we want to attract new potential customers looking for services or products we can offer. Through remarketing ads, we can also build our brand image in users’ eyes. As long as you make sound and thoughtful use of the possibilities of tracking ads, they can become central to your strategy and generate a number of benefits.
If you have repeatedly dabbled with all the advantages of remarketing but still don’t know how to implement it, this article is for you!
WHAT IS REMARKETING
Have you ever had that situation where ads for products you’ve seen recently in online stores „follow” you around the internet and social media for days? You certainly have. That’s what Google Ads remarketing is all about!
Explain in simple words: Remarketing campaigns reach users with your ads who were previously on your website, app, or online store. With remarketing working, you can create lists of recipients based on any events or interests or use other additional information about users that the system suggests.
HOW TO USE REMARKETING
To start populating your audience lists and thus be able to take advantage of remarketing capabilities, you will need to implement a tag on your site whose purpose is to save a cookie on the user’s browser. You can do this in a variety of ways:
- Add a simple code to your site at the appropriate place.
- Use the available plugins on your site.
- Using Google Tag Manager.
Personally, I recommend that you use Google Tag Manager, which gives you a lot of possibilities to modify the implemented tags. If, on the other hand, you don’t feel confident in such implementations, ask your programmer for help or ask the experts at agency
WHAT TYPE OF REMARKETING TO CHOOSE
When using Google Ads, you can choose different types of remarketing campaigns. It’s worth learning about them so you know which will work best for your marketing strategy.
Standard remarketing
Using standard remarketing, you can create graphic or text ads that will be displayed to users in the ad network, for example, when they browse another website or use a mobile app. Thanks to its attractive form, a graphic ad is more likely to be memorable to a future potential customer.
Dynamic marketing
This is certainly one of the types of remarketing that you, as an Internet user, experience most often. It is dedicated especially to online stores and involves displaying products you have recently viewed. Dynamic remarketing is often used to close the conversion path.
Video remarketing
Video ads are an attractive form of remarketing ads and are often used as branding efforts. Thus, an effective video ad will make your brand stick in users’ minds faster (and for longer!). You can target video ads to people who have watched another of your videos or interacted with your YouTube channel. These ads can also appear while users are on YouTube, browsing websites or using apps on the ad network.
RLSA (Remarketing List for Search Ads)
This is a type of search engine remarketing. It displays your ads to users who have been to your site and then search on the search engine for items or services you have on offer. RLSA remarketing activities are effective and reach your potential customers with ads in a precise way.
Remarketing targeted to your customer list
Displays ads to users whose data you have acquired, for example, by signing up for a newsletter. The audience built in this way has already shown interest in your services, products or brand itself, so you already have a list of targeted and engaged audiences at the start.
DYNAMIC REMARKETING
You already know that standard remarketing will allow your ads to be shown to users who have made any interaction with your site. You’ve also learned that dynamic remarketing is more advanced and allows you to reach users with ads for the products and services they browsed on your site. This is a big advantage over standard remarketing because we have the ability to reach your audience with a personalized message, thus increasing the likelihood of conversions.
Sounds great, right? Well, then what do you need to start using dynamic remarketing ads?”
1. A data file about your products or services.
Create a file containing the necessary information about your products or services (you also create a very similar set for product ads). This data is then pulled into dynamic ads.
2. Place a dynamic remarketing tag with custom parameters on your site.
Make sure that the ” yes is on every page. This will ensure that recipients are added to remarketing lists and linked to unique identifiers for data elements about the products or services they viewed.
3. Create flexible display ads
They will be based on data file assets and automatically adjust to the ad space.
Data segments
Data segments in Google Ads are nothing more than collections of data about users of a website or application collected by remarketing codes on your site. When you create a segment, you define rules based on which specific users are targeted to the segments.
Site users
They are added to your segments automatically within seconds after visiting a page containing the Google tag or Google tag and event code snippet. It’s good to know that if a user who has already visited your site once visits again in a while, his/her time signature will update for the specified membership time.
Users
This segment will populate based on the rules (i.e. conditions) you specify. This will allow you to create segments of audiences who have performed some action on your site, e.g. added a product to the shopping cart.
Similar users
This is one of the ways to target ads remarketing. With this feature, your audience lists can easily grow your user base. The main advantage of such a solution is finding audiences that resemble those who end up in the „site users” segment to gain a valuable list of new potential customers.
How does Google Ads assign users to the segment of similar users? It analyzes the recent activity of users who are already on your remarketing lists, and based on this, the system searches for new potential customers whose recent activity is similar to the one it already knows.
What does it do?
Example: suppose you have a remarketing list of users who bought a camera from your online store. Instead of targeting ads to people interested in photography more broadly, the „similar audiences” function will search for users who typed „cameras” into the search engine before visiting your store and making a purchase. Based on this, the „similar audiences” function will search for users with similar activity – users who also typed „cameras” into the search engine.
Discover the possibilities of remarketing in Google Ads!
Doing so can increase conversions, strengthen brand awareness, and generate greater user engagement. Contact us to learn more and start an effective Google Ads remarketing campaign.
REMARKETING – BEST PRACTICE
When creating remarketing campaigns, it’s a good idea to develop a few habits to make our job easier and pay off with good ad optimization and better results. Here are some of them:
- Remarketing list size (data segment size)
Depending on the type of network you want to target with your remarketing ads, your audience lists must collect:
– In Google’s ad network: at least 100 users on your audience lists, active in the last 30 days
– In Google’s search network: at least 1,000 users on recipient lists, active in the last 30 days
– YouTube: at least 1,000 users in segments, active in the last 30 days
– Discovery Ads: at least 1,000 users in segments, active in the last 30 days
- Period of remarketing list membership
By default, users are placed on your remarketing list for 30 days, but you can extend the membership period to a maximum of 540 days during the creation process.
- Remarketing tag on your site
Make sure the remarketing tag is working everywhere on your site. Without it, your lists and, thus, your remarketing activities will be incomplete.
- Create thoughtful and precise remarketing lists
Observe and analyze which audience groups are closest to realizing conversions that are important to you. Focus on them specifically!
Focus on them.
- Exclusions from your remarketing lists
Remember to exclude users who have already bought from your remarketing audience lists. In that case, targeting them with your brand’s image ads or those with information about promotions, for example, for regular customers is better.
- Limit ad impressions
It has certainly happened to you more than once that the ads of a particular company „followed” you, even several times a day. It was annoying and unlikely to end up in your liking for a particular company, right? Don’t do the same to your potential customers, and remember to limit the number of displayed ads per user in your campaign settings.
After reading this article, you already know what types of remarketing there are and how they differ from each other. You can easily fit it into your strategy and create dynamic ads. You also know how to use remarketing lists to target the right audience with your ads.
Ahead of you is the most exciting part – create campaigns and act!
Good luck!?
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