Here’s a statistic bound to chill the heart of any business owner – according to research by consultancy Invesp, only around 4% of your website visitors will convert. The news is even worse if you are an eCommerce store, with an average conversion rate of just 2.86%.
If you feel like crying at the thought of all those hard-won website visitors leaving your site without a purchase, it’s time to explore remarketing.
Retargeting ads work on a simple premise. Someone who has already visited your site is more likely to convert than those who have never come across your company before. So, remarketing campaigns target people who have previously spent some time on your website.
It’s a well-established principle in marketing that customers need to see your content more than once before they are ready to buy. While there’s little agreement as to how many times is the golden number – some say three, some seven, some twenty or more – there’s no doubt that remarketing campaigns are effective.
A typical Google display ad has a click-through rate of 0.07%, while retargeting ads are 10X as effective, with a CTR of 0.7%. Conversion rates are also higher for visitors arriving on your website from remarketing ads – by up to 70%, according to digital marketing software providers, Kenshoo.
That’s an increase worth investing in.
There are plenty of ways to run remarketing campaigns. Social media and email are two popular options. But, for this article, we’re concentrating on the undisputed leader in web searches, the mighty Google.
What Is Google Remarketing?
Creating retargeting ads with Google puts your brand in front of potential buyers as they wander around the web.
Like general PPC campaigns, remarketing via Google Ads gives you a range of options for advertising. You can choose to have your ad display on search results pages, Google’s extensive display network, or YouTube.
The difference between a standard Google Ads campaign and a retargeting campaign is that your ad is served to people who have already visited your website. The aim is to tempt them back to your site, ideally to convert to loyal customers.
You can get more specific than that too. For example, if you run an eCommerce store, you might want to show your remarketing ads to someone who abandoned their shopping cart, reminding them to return and complete their purchase.
Or you might aim your remarketing ads at those who only get part of the way through your sales funnel, by targeting them as visitors who didn’t complete a certain action when they visited one of your landing pages.
If visitors are bouncing before seeing your most convincing content, you might create your campaigns aimed at people who visited your website but didn’t get as far as a particular page.
The options are endless. Google lets you set up customised lists so you can target your remarketing ads at website visitors who meet specific criteria.
It works by adding a snippet of code to your website. This is a remarketing tag, and it adds your site’s visitors to your remarketing list automatically if they meet the criteria. You can add it to every page of your site or just specific ones.
Why Use Google Remarketing?
Google is so essential to modern life that it has become a verb. Other search engines exist (we hear) but Google has a massive 92.24% of the market share.
Not only that, but Google’s Display Network puts your ads on other sites too, reaching 92% of the internet.
To put it simply, you should advertise on Google because that’s where your customers are.
Of course, Google’s popularity isn’t the only reason to use it for your remarketing campaigns. As we’ve already seen, remarketing is an effective strategy to tempt people back to your site and increase your conversion rate.
And Google can help you create those ads in a highly targeted way. The more relevant you can make your copy to your audience, the more likely they are to click through.
With customisable remarketing lists and dynamic ads, you can use Google Ads to create remarketing campaigns that speak directly to the needs of your potential customers. You can even show them products they’ve previously considered, encouraging them to come back and complete their purchase.
Remarketing with Google is an effective way to increase your revenue. And it also boosts your brand awareness.
Even if potential customers aren’t ready to buy straight away, seeing your ads multiple times helps to embed you firmly in their minds. So, when they are ready to make a purchase, your brand will be at the forefront of their minds.
Google remarketing is also cost-effective. The cost-per-click averages at around 1.23 U.S. dollars for Google Search and 0.66 U.S. dollars for ad display. With the higher conversion rate from remarketing campaigns, you should see an excellent ROI from remarketing on Google.
Getting Started with Google Remarketing: The First 3 Steps
Convinced that Google remarketing should be a part of your digital marketing strategy? Then you are ready to get started with creating your first campaigns.
Before you get stuck in, you’ll need a Google Ads account and an idea of who you’ll be targeting with your campaign.
The next step is to log into Google Ads. Once you are in, you can start creating your campaign.
1. Add the Remarketing Tag
First, you’ll need to add the remarketing tag to your website. To do this, click on the Tools icon near the top of your screen. It looks like a little spanner.
You’ll see an option called ‘Shared Library’. Click here, and then select ‘Audience Manager’. Then click on ‘Audience Sources’ on your left.
You should see an option to set up a new tag, under ‘Google Ads tag’. You can either go ahead with the standard data or set your own, depending on your aims. Then click ‘Create and Continue’.
You can choose to copy the code, download it, or even email it to your website developer. Then you need to copy and paste it into the head section of your website (or have your developer do it for you).
2. Set Up Your Remarketing List
Before you can create a campaign, you need to have your remarketing list ready to go. Google will create some lists for you automatically, but to use remarketing to its best potential, it is best to customise your selections.
The newly installed tag will track your website visitors. Now you need to tell Google which visitors will see this campaign.
We’re still in ‘Audience Manager’ for this step. Go to ‘Audience Lists’ and then click the plus icon to add a new list. Select ‘Website Visitors’.
Name your list and select a template. Then you can set rules to determine which visitors will see your remarketing ads.
Once you have all your rules configured, click ‘Create Audience’.
You can also set up audiences in Google Analytics and then add them to your remarketing campaigns.
3. Create Your Campaign
Once your list is set up, it is time to create your campaign.
You’ll need to decide which type of campaign you want to use. Display Network and Search Network campaigns are the most common. You can opt for Video campaigns too, via YouTube, but creating a good video ad takes time, so you might want to start with Display or Search.
After choosing your campaign type and creating your campaign, you need to select the audience for it. Go back to ‘Audience Manager’ and find your list. Click on the ‘Add to’ option and select ‘Ad Group’. Find your campaign and add the list to the relevant group.
Click next and choose your targeting settings, then click ‘Add Audiences’.
Getting the Best from Google Remarketing
Running remarketing ad campaigns with Google is a fantastic way to tempt potential customers back to your site, boost conversions, and increase your revenue.
But if it all sounds a little overwhelming and you aren’t sure where to start, we’re here to help. At ClickSquad, we grow our clients’ brands through performance-based digital marketing strategies.
We’ll help you set up remarketing campaigns that recapture your bounced website visitors and set them on the path to becoming loyal customers. Get in touch today, and we’ll talk you through the next steps to get your brand noticed online.