An entrepreneurial adventures

Remarketing – how to use it

One of the most important tools to recover sales and optimize your company’s relationship with its leads and its customers is remarketing. It allows you to reach your website’s visitors again and offer them an advertising message adapted to their actions.

But how does it actually work? You have been the target of remarketing campaigns yourself more often than you think. Many times, after you visit an online store to look for a specific product, you will keep seeing ads for that same product on different other websites that you visit. That is exactly what remarketing is about.

It basically works as a reminder for people who have already been in contact with your company, allowing you to get a second chance at closing an abandoned sale and thus boosting your conversion rates which is ultimately the main goal of any business. Indeed, the difference between remarketing and a regular display campaign lies in the fact that it allows you to reach out to a specific target that has already shown interest in buying from you

Sometimes, customers need time to think about their decision. That is mostly the case when it comes to more important transactions, but it applies to almost every purchase possible. Remarketing will help you convince the customers, and will help the customers make up their mind.

Remarketing is also a very cost-effective way to improve your return on investment as well as optimize your sales pipeline. That is even more relevant considering that it reaches over 90% of internet users and boosts your conversion rate by half!

There are many tools available to help you ace your remarketing campaign. But the most popular and effective one to date is Google Ads. When you use Google Ads, your ads will be listed all over the Google Network, which is not to be presented anymore considering its 1.7 billion daily users!

How can you start remarketing today using Google Ads?

Setting remarketing tags:

The first thing to think about before targeting or advertising is to define the remarketing tags that are absolutely necessary to identify your visitors who will be later categorized into different lists on Google Ads.

You can do that either through Google Ads itself by adding a tag on your website that will show you who visited which page, or by using Google Analytics which will give you a much more in-depth look at your customers’ activity on your website and will consequently allow you to divide them into more specific lists. As long as your Google Analytics account is linked to your Google Ads account, this will be very easily doable following the documentation provided by Google.

Setting up remarketing on Google Ads:

Of course, you can’t run a campaign using Google Ads if there is no basic information about your products to display on the ad. In order for you to make sure your products are being advertised properly, you will need to first set up a product feed. The easiest way to do that is to create your own feed and add it to Google Merchant Center by filling out the information specified. This is mostly relevant for people who already are using Google Shopping for display campaigns.

Each of the lists you will create using the data you harvested through the tags will need to have at least 100 visitors before you can target it. This is to guarantee some privacy for the visitors. Keep that in mind while creating your lists as, if your website is not generating much traffic or if you do not have many different product categories, you will not be able to put your remarketing campaign at best use.

Building your remarketing campaign:

Put simply, you should consider your remarketing campaign the same way you approach a regular sale. That means using a sales funnel. In this case, your funnel will start by the customer visiting your website one first time, coming back for the purchase, referring it to others and eventually completing more purchases.

Target your audience:

Go to the Audience/ Remarketing List tab on Google Ads. From there, you can create as many lists as you want by defining specific criteria for each. For example, you can base your lists on the following:

  • People visiting a specific page (a product page for example)
  • People who visited a specific page and not another
  • People who visited a specific page and a specific another one
  • People who visited a specific page in a specific period of time (within the last month, for example)
  • People who visited a page with a specific tag (a specific product, the cart…)
  • You can also create a list with a combination of different criteria

Adapt your ads to the remarketing campaign:

When you are trying to implement a remarketing campaign, your target audience is made of people who are already familiar with your brand and are often interested in a specific product that you are proposing. That is why the ads that you set up for regular display campaigns are often not fit for a remarketing campaign.

This is why the list categorization is important. You can, for example, highlight an incentive in your ads, in order to encourage action by people who have already had contact with your offers but did not immediately proceed to purchase.

For those who have already made a purchase, it will be most relevant to bring up how other related products to the ones they have acquired can be useful for them. Google Ads will make this process easier for you by generating a “Converters List”, the main idea being that you should find the best offer to propose to your target lists.

Ads formatting for remarketing campaigns:

As we have explained in the previous paragraph, the most important thing to keep in mind while creating ads for your remarketing campaigns is relevance. The message of your ads need to be customized to fit the exact needs of your target audience. This way, you will ensure to get better results.

These are the three main formatting types on Google Ads (there are more types available on the platform):

  • Text Ads: These will be displayed as regular Google search results.
  • Image Ads: Image ads are similar to Text Ads, but include an image that you will choose beforehand.
  • Dynamic Remarketing Ads: These are personalized with data from your Google Merchant Center product feed.

Evaluate the performance of remarketing campaigns

Finally, like any tool on the Adwords advertising platform, it will be possible for you to monitor the performance of your remarketing campaigns compared to the other campaigns you are running. It is obviously utterly important that your campaigns meet your company’s Key Performance indicators, this will allow you to reevaluate Cost-Per-Click biddings. But how do you make sure to optimize your Google Ads remarketing campaign’s performance?

First of all, make sure that you are testing different ad formatting models and analyze the effectiveness of each one.

Secondly, make sure that you are choosing wisely where to place your ads. This means you are paying attention to the brand alignment, meaning that your ads should be appearing on relevant and decent pages.

Also, ensure that you are not overflowing the users with ads. This can ultimately lead to what is known as “brand fatigue”, which is a phenomenon that leads to users seeing your ad so many times that they do not pay attention to it anymore.

Remarketing using Facebook Pixel:

Google Ads is not the only way you can start implementing a remarketing campaign. Simply put, the Facebook pixel is a piece of Javascript code that you can place on the pages of your website to track people who visit your website.

It also allows you to follow the conversions of your Facebook ads and create retargeting audiences based on people who have visited your site or on specific pages, the same way Google Ads tags do.


An entrepreneurial adventures

Simon Piekarz

I'm a serial entrepreneur with a passion for technology. I'm a full life cycle founder. I want to share this adventure with you, so that I can help you to avoid problems on the way to success. Enjoy!

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