You know that remarketing is a critical part of your Google Ads strategy. After all, you know that people have a limited attention span and won’t remember your ads after just one exposure. But what you may not know is that there are many different ways to implement remarketing. Some advertisers may only use it for products with limited inventory, like once-in-a-lifetime experiences or weddings. Others use it for nearly every product offered on their website. The key is to understand which type of remarketing is best for your business and how to implement it as an effective strategy in your Google Ads account.

Read on to learn more about the different types of remarketing, and then take action with the guidance provided in our final section:

What is Google Remarketing?

Google Remarketing is the practice of showing ads to people who have previously visited your website but did not convert. With remarketing, you’ll show your ads to these people—or “lookalikes” as they’re called in the industry—while they’re on other websites, but also while they’re using Google’s search engine. Remarketing can be used across the Google Display Network (GDN) and Google Search Network (SSN). When you add remarketing to your Google Ads strategy, it’s like your ads have “seen” your potential customers before! Considering that people typically only remember about 10% of what they read online, remarketing can be a powerful way to keep your product or service top of mind.

Google Display Network Retargeting

People make decisions about what to buy based on how your product or service makes them feel. That’s why you’re so careful about the images, videos, and content you use on your website and in your ads. It’s also why it’s critical to track leads generated from your website. If you’re not measuring the effectiveness of the site and what people are doing there, you’re missing out on important insights—like which products are most popular or what your website visitors are doing before they make a purchase—that could help you improve your marketing. Retargeting on the GDN is an excellent way to start collecting these crucial insights. Once you’ve set up a retargeting campaign, you’ll show ads to people who have visited your site but have not yet converted. Google will use your website’s cookies to serve these ads to your customers while they’re browsing other websites.

Search Network Retargeting

Do you have a high-ticket product or service? If so, retargeting on the SSN may be a great addition to your Google Ads strategy. It allows you to show ads to customers who have been searching for products similar to yours but have not made a purchase yet. Once these potential customers see your ads, hopefully, they’ll recognize your product or service as a solution to their problem. You can also use a call-to-action like “Get a 15% discount” or “Limited time offer.” Retargeting on the search network is a great way to keep your ads in front of customers who may not have seen them otherwise.

Google Ads Retargeting

Google Ads retargeting lets you show ads to people who have already visited your website but have not converted. It’s as if your ads have seen your potential customers before—and now, you can target them on not just Google but also the Bing Network and YouTube. Whatever actions your website visitors take—whether it’s watching videos, reading blogs, or reading product reviews—their behavior is recorded by the cookies in their browser. This information is then used to show your ads to people who have already visited your website but have not converted. With Google Ads retargeting, you can also show ads to people who have seen your ads but have not visited your website. This is called “first-party” retargeting. It can be a powerful way to keep your ads in front of customers who may not have seen them otherwise.

Bing Ads Retargeting

If you have a large budget and you’re able to expand your remarketing campaign to Bing, you can see even more return on your investment. Bing Ads retargeting allows you to show your ads to people who have already visited your website but have not converted. Like Google Ads, Bing Ads also allows for “first-party” retargeting.

Facebook Retargeting

Do you want to reach people who have already visited your website? If you want to show your ads to people on mobile devices, Facebook retargeting is a great way to do so. You can set up retargeting on Facebook by uploading your website’s data to Facebook’s pixel. From there, you can choose which actions you want to retarget and start showing your ads to people who have already visited your website. Like with any other retargeting strategy, you’ll be able to see which customers have visited your website by looking at your Facebook conversion report.

Wrapping Up

Retargeting is a powerful way to keep your product or service top of mind and reach potential customers who have already expressed interest in what you have to offer. However, if your ads become too repetitive, you run the risk of annoying your customers and driving them away. To avoid this, include a clear message that explains why your ads are being shown and what action you want your customers to take.

Keep in mind that certain types of retargeting

like Facebook retargeting—can be done on a shoestring budget. Consider adding Facebook retargeting to your Google Ads strategy. It’s a great way to reach people on mobile devices. Whether you’re trying to build brand awareness or drive people to a specific product or service, remarketing is a cost-effective way to stay top of mind with your potential customers. With so many different types of remarketing, there’s a strategy for every business. The key is to understand which types of remarketing are right for your business and how to implement them using Google Ads.

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