Those who have already shown interest in your brand by interacting with your app or website are arguably the most valuable audience for your campaigns.
Google Ads includes a feature that allows you to target these specific categories. Customers who encounter your remarketing campaigns and are reminded of your products and services are more likely to purchase from your store.
What is a Remarketing Campaign
Remarketing search and display campaigns allow you to reach your most valuable audience: those who have already visited your website, downloaded your app, or engaged with your brand in other ways online. This group is essential for establishing a basis of loyal, returning consumers who make repeated purchases.
What are the Two Types of Target Audiences for Remarketing?
1) Google Ads Client Matching List
With Customer Match, you can directly upload the email addresses of your consumers to Google Ads. Thus, you can reach your most valuable consumers directly from the platform, which links the list of email addresses to Chrome profiles so you can target any logged-in user.
Users have the option to control the advertisements they see when enrolled into Chrome, including Customer Match advertisements. If they wish to prevent their browser from displaying your advertisements, they can disable personalized ads or mute or block specific ads in their Google advertisements settings.
Customer Match is not accessible to all advertisers, as certain requirements must be met, and it is not available in every country. But if Customer Match is available to your business, you would be prudent to take advantage! Through its lists, you can leverage your collected consumer data to reach new and ever-expanding audiences, expanding and refining your reach simultaneously.
2) Audiences for Google Ads Remarketing
Remarketing is the sophisticated targeting of consumers who have interacted with your app, website, or brand in the past. You can establish remarketing profiles in Google Ads, which can then be implemented in various campaign types.
Using remarketing elements, you can configure your Google Ads lists. You only need to upload a fragment of code from Google Ads to your website. This remarketing tag permits the addition of a global site tag and an optional event summary.
Remarketing elements must be implemented on every page in order to collect data on visitors and the pages they view. These excerpts are incredibly useful for monitoring the behavior of visitors, as you can use this information for future advertising campaigns.
Alternately, you can configure remarketing tags via Google Analytics and then import the data into Google Ads to use in your campaigns. You must install the Google Analytics element on your website in order to link your Google Ads and Analytics accounts.
Additionally, administrative access to the former and edit access to the latter are required. There is a limit of 2,000 remarketing audiences per Google Analytics account, which is worth noting.
What are the Best Practices for Setting Up a Google Ads Remarketing Campaign
Understand Frequency Capping
Frequency limiting is the most fundamental of all remarketing best practices; it’s the difference between subtly reminding audiences about your brand and pursuing them across the web until they despise your logo.
Consider how many remarketing campaigns you currently have when deciding on your frequency limit. I recommend beginning with two impressions per week per campaign if you have multiple.
Once your campaigns have been operating for a while and you’ve collected a significant amount of data, review their reach and frequency to determine how often your remarketing ads are served to your visitors. Determine whether the frequency is excessive or infrequent, and adjust the limit accordingly.
Conversion tracking for remarketing is set up similarly to standard campaigns; however, if you integrate goals or eCommerce tracking from Google Analytics to be monitored as conversions in Google Ads, they will not track view-through conversions.
This can be limiting, as remarketing typically contributes to a high rate of view-through conversions, and you will have no visibility into this if you integrate objectives or eCommerce tracking from Analytics to be tracked as Ads conversions. Use a standard Ads conversion monitoring code instead to track remarketing conversions.
Honor the Innovative and Creative
Ideally, you will have a unique ad creative for each strategy and list, ensuring that each creative is as pertinent as possible to the intended audience. You may also experiment with the following concepts:
- Include your logo and ensure continuity from your website design to your advertisement. These measures allow users to recognize that the advertisement is from a site they recently visited.
- If you develop an animated ad, you should also provide a static version, as not all websites support animated ads.
- Include a text ad and one of each ad dimension in each ad group, as some websites do not support image ads or all ad formats.
- Include a call-to-action (CTA) icon and highlight any USPs or offers.
Stop Displaying Ads on ‘Bad’ Content
You may wish to exclude certain site categories so that your ads do not appear on content that you do not want associated with your brand.
Additionally, you may wish to exclude forums, error pages, and dormant domains, as they typically contain low-quality content. Excluding your advertisements from appearing below the fold could be tested to determine its effect on performance. Just be aware that you may need to bid more to ensure that your advertisements are always eligible for placement above the fold.
Finally, avoid excluding too much; after all, remarketing is not so much about the site’s relevance as it is about behavior-based targeting
Refine Your Targeting by Remarketing Only to ‘Quality’ Visitors
You can target only users who have had a ‘quality’ interaction with your brand by excluding users who have fled or spent less than 10 seconds on your website from your marketing lists.
List Membership Duration
Set the durations of your lists according to your desired outcomes. If you’re targeting consumers for an annual purchase, opt for a minimum of thirteen months. If you’re advertising a service that requires registration after a 30-day free trial, opt for 60 days; that way, you’ll know that users will be targeted for a reasonable amount of time to encourage signup.
What Are the Most Effective Methods for Optimizing a Remarketing Campaign
Test Your Ad Creative
Try various hues for your CTA icons, revise your text, and reconsider your images. As with all split testing, make only one minor change to the new advertisement at a time; otherwise, you won’t be able to determine which modification had an effect.
Remember Normal Optimization Techniques
It’s simple to become enamored with new and flashy optimisations specific to display and remarketing while neglecting general tried-and-true best practices. These include performance evaluation:
- by location, location bid adjustments
- by time of day, scheduling bid adjustments
- on mobile devices, and modifying mobile bid adjustments.
Examine Your Landing Pages
Send users to various pages throughout your website. Suppose they previously viewed a more expensive version of a product; direct them to a less expensive version this time. Or, if they have viewed an item from a particular spectrum of products, redirect them to the primary category page as opposed to the product page. Even a custom experiment could be designed to guarantee an entirely fair test.
Evaluate Your List’s Criteria and Combinations
Not only is it necessary to create lists at the beginning of your remarketing campaign, but you should also experiment with your lists and combinations as part of the optimization process to determine what works best. Try:
- adjusting list member durations and perhaps experimenting with various messaging for different durations; after all, a message that worked a week after a user visited your website may not be as effective a month later.
- excluding different lists using custom combinations, such as excluding users who bounced or spent less than 10 seconds on your site.
- excluding various categories, such as forums, games, and dormant domains; and excluding users who bounced or spent less than 10 seconds on your site.
Which Display Ad Formats are Ideal for Your Remarketing Campaign
Responsive Display Ads
This partially automated process is a highly innovative method to utilize Google’s algorithm to help determine the most effective images for reaching your target audience. Simply input your ad text, upload your images (via automated website scanning if you find it more convenient), and add your logo. These advertisements are displayed as native advertisements, meaning they match the typeface and style of the website on which they appear.
Uploaded Image Ads
If you have a graphic design team that can create ads that reflect the theme of your brand, you can purchase image ads. These advertisements are available in a variety of formats and HTMLs.
Conclusion: You Can Find True Best Practice Only Through Trial and Error
Don’t be discouraged if your remarketing campaign gets off to a difficult start: the competition is ferocious and Google’s algorithms are notoriously opaque even at their best! You can only tinker with the plethora of variables laid out in front of you, monitor the impact of modifying each individually, and endeavor to perpetually optimize your campaigns in accordance.