Danny Shepherd

Co-CEO, Intero Digital

Danny Shepherd, co-CEO of Intero Digital, has over 15 years of experience in the digital marketing space, with a desire to “crush it” for our clients. Danny is an integrator, disruptor, and a leader, with a passion to push beyond the possible, thriving on uncovering the potential in any opportunity.

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Google Ads AdWords app icon on smartphone screen close-up. Google is the biggest Internet search engine in the world.

How to Implement Google Ads Remarketing Campaign Strategies

How to Implement Google Ads Remarketing Campaign Strategies

Danny Shepherd, Co-CEO • Intero Digital • December 21, 2023

Google Ads AdWords app icon on smartphone screen close-up. Google is the biggest Internet search engine in the world.

A Google Ads remarketing campaign is an excellent tool that can be leveraged for online advertising campaigns. Also known as “Google Ads retargeting” and “Google remarketing,” this strategy works by targeting users who have previously interacted with a brand’s website, YouTube content, or mobile application. 

Google Ads remarketing strategies provide users with ads that are specifically tailored to match their online interactions in order to encourage reengagement. With a better understanding of how Google Ads remarketing campaigns work, you will be able to use it to improve your marketing strategies.

How Does Google Remarketing Work?

Google remarketing is multifaceted — there are many ways you can retarget users. You can target people who have interacted with your website, viewed any of your YouTube videos, viewed specific videos, subscribed to your YouTube channel, visited the YouTube channel page, liked any video, and more. You can also upload customer match lists to target people who have provided their information already.

There are several ways that Google remarketing works to ensure success for marketing. These include:

• Tagging Website Visitors: When you decide it is time to implement the remarketing campaign, you will begin by adding a piece of code to your website or mobile app. This code is known as a “remarketing tag” and it works to track user behaviors, such as specific actions they take on your website and pages they view.

• Building Audiences: Through the use of the data collected with the remarketing tag, you have the ability to create custom audiences based on the behaviors. For example, you can use the compiled data to target a group of customers who were interested in a product but failed to follow through on the purchase.  

• Creating Remarketing Lists: Your Google Ads account stores the custom audience information as “remarketing lists” that you are able to define based on specific criteria. For example, you can sort the custom lists by the time users remained on your site and any specific pages they visited. 

• Ad Campaign Setup: After your remarketing lists are created, you can create ad campaigns that are tailored for each individual list. The campaigns can display video ads, text ads, or responsive ads based on your preferences. 

• Ad Placements: The remarketing technology from Google enables you to display ads across a variety of platforms and websites located within the Google Display Network. This robust network includes millions of apps and websites, providing you with endless opportunities to reconnect with your customers and encourage them to return. 

• Ad Customization: One of the biggest benefits of Google Ads remarketing is that you have the ability to completely customize the ads and messages that you want to display for each marketing list. This ensures that the ads are highly relevant to the users.

• Bidding and Budget: You have the ability to set a strategy and budget that meets your needs. You are in control of how much you want to pay for your ads and how often they are displayed for users. 

Knowing how to set up remarketing in Google Ads can go a long way toward helping you achieve campaign success when it comes to marketing your products and services to your audience.

What Makes Google Remarketing Transformative?

Google Ads remarketing can completely transform your ability to market to users effectively and efficiently. The incorporation of precise targeting ensures that you are able to specifically target users who have already expressed interests in the services and products you offer. This makes the ads highly relevant and drastically increases the likelihood of conversion.

Since the ads are designed to target users who are readily familiar with your brand and what you have to offer, you can expect a higher conversion rate and a better return on your investment, especially when compared to cold advertising and other remarketing strategies. 

There are several key factors that drive the success that you will achieve with your Google Ads remarketing campaign. These include:

• Brand Recall: Users who have already visited your website and viewed your products will be repeatedly exposed to your brand through remarketing. This works to reinforce brand awareness and recall among your target audience. This strategy is effective because it often results in users returning to your website and finalizing their purchase. 

• Segmentation: You have the ability to create multiple remarketing lists for your campaign. This type of segmentation ensures that specific groups are seeing targeted campaigns that best fit their activities and interactions with your website and application. 

• Optimization: Google Ads provides multiple tools that work to measure the performance of your remarketing campaigns. This provides you with the ability to make data-driven decisions for your campaigns in order to achieve better results.

• Cross-Device Targeting: This ensures that your ads are seen by users, regardless of whether they are on tablets, smartphones, or desktops.

Leveraging user data and behavior to implement targeted advertisements is a superior marketing strategy that can help you achieve a higher conversion rate. The precision of remarketing, combined with its capacity for customization and optimization, renders it an extremely powerful tool for enhancing conversions and maximizing ROI in your online advertising campaign.

What Your Brand May Be Missing

If you have not yet considered how to implement remarketing into your marketing strategy, you are missing out on several valuable opportunities to enhance your campaign. Here are some of the opportunities that you may overlook by choosing retargeting vs. remarketing:

• Reengaging Lost Prospects: Without remarketing, you are unable to reengage with users who showed interest in your products. This can result in losing the potential customer, perhaps forever.

• Improving Your Conversion Rate: Remarketing can drastically improve your conversion rate by targeting specific users who are already familiar with your brand’s products and services. 

• Recovering Abandoned Carts: Brands are able to recover abandoned shopping carts by advertising reminders to users who have left items behind and encourage them to return to make the purchase. 

• Enhancing Brand Recall: Remarketing reinforces awareness for your brand, ensuring users will recall your brand’s products before making any purchasing decisions.

• Cross-Selling/Upselling: Remarketing campaigns provide you with the ability to upsell higher-value items or promote specific complementary products based on previous interactions with users. 

• Customer Retention: Brands are able to use remarketing to continually engage with users by showcasing new services and products, as well as promoting special offers to encourage them to come back for more.

• Customized Messaging: Remarketing allows you to create highly personalized messages that are based on the behaviors and demographics of specific users.

• Segmentation and Targeting: Remarketing allows you to implement targeted advertisements, which allows for a more effective delivery.

This adaptive marketing technique allows you to change your message based on user behaviors. This can help to ensure that you continuously engage users and maximize your return on investment. A cross-device reach with retargeted advertisements is not only more cost-effective, but it also gives you the competitive advantage over other brands. Leveraging data surrounding the activities of users can help you create a more powerful campaign that works.

Where Marketers Are Getting It Wrong

Without knowing how to implement remarketing, advertisers run the risk of implementing marketing strategies that are not as effective. Regrettably, there are mistakes that marketers are making. 

Overexposure occurs when the same ad is shown to users too frequently, leading to ad fatigue and potential damage to the brand’s reputation. Ads that lack relevance and quality can conspire to decrease user engagement. 

Not segmenting is another major mistake that can impact a remarketing campaign’s overall ROI. Failing to segment remarketing lists and neglecting exclusions, such as recent purchasers, can be ineffective and wasteful. Additionally, failing to set frequency caps to limit ad exposure can lead to overexposure and user annoyance. When users are annoyed with the advertisements they see, they are not likely to engage with them or invest in the products or services that are displayed. 

Finally, inconsistent messaging in remarketing ads that is not aligned with a user’s prior interactions with the brand can result in confusion and distrust. By setting frequency caps and segmentation, your brand can prevent overexposure and tailor ad creatives to specific user behavior. Utilizing dynamic remarketing with personalized product recommendations and exclusions for previous converters or recent purchasers can further increase the chances of converting an abandoned cart user into a paying customer. 

With this more strategic and user-centric approach, your brand can not only achieve better results but also deliver a positive and non-intrusive experience for potential customers, leading to long-term success for both parties involved.

What You Can Do Differently

To achieve success and maximize your return on investment for your Google Ads remarketing campaign, there are several steps that you need to take. These include:

• Defining Your Object: Begin your Google Ads remarketing campaign by establishing clear goals and defining the desired user actions, such as making a purchase or signing up for a newsletter. Next, segment your audience based on their website behavior and engagement by creating remarketing lists for users with specific interactions, such as visiting product pages or abandoning carts.

• Implementing Dynamic Remarketing: Whenever possible, consider implementing dynamic remarketing to fully personalize ads with specific services or products that your users have shown interest in. This can increase engagement rate and positively impact your ROI.

• Creating Tailored Ads: To enhance your remarketing strategy, create compelling, segment-specific ads with persuasive language and visuals. Implement frequency caps to avoid overexposure and annoyance, ensure cross-device targeting for a consistent brand experience, and utilize the Google Display Network for wide-reaching ad placement across websites and apps.

• Test Your Campaigns: You will want to continuously A/B test ad variations to determine what works best. Optimize landing pages for relevancy and conversions and regularly monitor performance with metrics like CTR, conversion rates, and ROAS. 

Additionally, you must ensure privacy compliance of your remarketing campaigns by adhering to regulations like GDPR or CCPA, obtaining necessary user consent, and transparently communicating data practices whenever necessary.

Remarketing is a powerful tool in digital marketing. By following best practices and constantly analyzing and optimizing your Google Ads remarketing campaign, you can see significant results from remarketing efforts.

Ready to learn how a Google Ads remarketing campaign can benefit your unique brand?

Danny Shepherd

Co-CEO, Intero Digital

Danny Shepherd, co-CEO of Intero Digital, has over 15 years of experience in the digital marketing space, with a desire to “crush it” for our clients. Danny is an integrator, disruptor, and a leader, with a passion to push beyond the possible, thriving on uncovering the potential in any opportunity.

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