Google AdWords Remarketing Strategies

Remarketing, also known as retargeting, has consistently become a highly sought-after component to almost any Google display or search advertising campaign, and for good reason. Remarketing is a powerful way to re-engage previous visitors of your website who browsed your website pages, but didn’t perform the desired action (signup, purchase, register) when they first visited, advertisers can remarket ads to these users. A thorough remarketing strategy complimented with tailored ad messages can impressively improve campaign performance and overall conversions.

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How does it work?

A remarketing tag is placed on your website pages, when a visitor arrives on your website, a remarketing cookie is left on their device and they are added to a targeting list. Advertisers use this targeting list, along with other AdWords targeting features to accurately remarket online ads to these relevant audiences. Remarketing does not know your name or surname, your browser is simply a number.

For example, to show ads to people who have visited your website, but didn’t convert; one would need to exclude the confirmation (thank you) page from the, ‘all website visitors’ pages to prevent showing ads to people who have already converted. This way of reaching precisely the right customers is purely amazing. Impression capping should be applied to limit the amount of times a person sees your ads per day, to avoid ad fatigue. A remarketing strategy is vital to build proper remarketing lists and correct implementation is key to delivering results.

Is remarketing available on Google Search too?

Yes. Imagine being able to increase keyword search bids against competitors for searchers who have previously been to your website and converted. You know they are more likely to convert as they have before, therefore showing your ads more prominently to these users on Google search results pages when they search again, is significantly powerful in highly competitive industries. Remarketing lists can be added to Search campaigns as an additional and highly useful filter for Google Search strategies.

What is negative remarketing?

If your marketing objective is customer acquisition or unique users, negative remarketing is a marketers best friend. Advertisers can negative match certain keywords, placements and other targeting features from campaigns to avoid ads showing. E.G. a luxury hotel would not want to show ads for irrelevant searches, so the advertiser would negative match phrases like, “cheap, free, budget, and low cost” from campaigns. The same is possible with remarketing. Remarketing lists can be excluded or negative matched from campaign targeting, ensuring ads are only shown to people who have not visited your website in the last few months. This is a fantastic way to reach uniques.

Consider an online business with a campaign goal of getting internet users to register for a trial package of their product. You want to advertise to a targeted audiences, but you don’t want people who have already registered to see your ads. Advertisers can create remarketing lists for users who have registered and add the list as a negative to the campaign targeting.

Remarketing and YouTube Advertising

AdWords for video expands the capabilities of remarketing even further. You’re running a special promotion on your website, you’ve created a video ad for the promo. and are running YouTube ads to increase your online presence. Remarketing can be used for YouTube ad targeting in the same manner as search or display. A list could be created for users who have been to your websites home page, but not visited the promotion page. Using remarketing, advertisers can show these users the video ad via YouTube TrueView ads or on the Google Display Network and direct people to the promotion page. Remarketing gives your brand and marketing budget a superior level of reach and targeting accuracy.

There are many ways remarketing can add value to your Google AdWords campaigns. Interested? Got a question? Connect in the comments area or contact us.

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