Google provides plenty of advantages that other advertising platforms don’t offer. One key advantage that they offer is Google Ads remarketing, an extremely powerful marketing tactic that can turn a failing campaign completely around.
Remarketing can be used in a variety of ways. We can use it to get ads in front of our existing customers or people who clicked on our landing page but didn’t convert.
In this blog post we’re going to dive into 3 questions: what is Google remarketing; why should you use Google remarketing; how do you use Google remarketing?
What is Google Ads Remarketing?
Starting with the what – what actually is Google Ads remarketing? This is Google’s version of Facebook retargeting ads.
Basically, you’re putting your ads in front of people who are already aware of your business. This could be an audience of people who have bought from you several times in the past, or maybe even people who added a product to their shopping cart but never completed the purchase.
Sequential ads – a specific form of remarketing – involves warming up your audience. You start with a cold audience, people who have never heard of your business before, and warm them up to the idea of buying from you. We’ll get into this more later (or check out our video on it below!).
Why Should You Use Google Remarketing?
Google Ads remarketing is useful because it focuses on developing a relationship with your customers. Every time that they see your ads they recognize the brand and become more comfortable with it. The more of your ads they see, the more comfortable they become, and the more likely they are to engage with the ads. Every time they see one of your ads, you’re shaping their opinion of your brand.
As a result, your ads are going to perform a lot better than they would if you didn’t use remarketing. Your conversion rate will increase and in some cases, your costs will decrease (at least in the long term).
Remarketing also allows you to target in a more relevant manner. For example, you could specifically target customers who left products in their carts with an ad reminding them that they did so, and subtly nudging them towards completing the purchase. You could even go a step further and offer those customers a discount if they act within the next 24 hours.
The key purpose of remarketing on any platform is to effectively refine your audience until it’s mainly full of the people who are most likely to buy from you. This audience will perform significantly better than if you were targeting a cold audience.
How to Use Google Ads Remarketing
Google Ads remarketing is extremely simple. You’ll need to have some customer data available so if you haven’t run any ads yet, you’ll need to begin there. When doing this, create a buyer persona so that you have something to base your targeting on, as opposed to guessing.
Then you can go ahead and run an ad or two with that audience, and now you’ll have some data to work with. Next, we go into Google Ads and head over to the Audience Manager. Under the Remarketing tab, go ahead and click + and select a suitable option for your retargeting – in this case we’re going to use Website Visitors.
After that, you’ll be taken to the next page where you can fill out the details about your retargeting. This is where you’ll choose who exactly you want to retarget – people who visited a specific page URL, people who were referred from specific pages, etc.
The rest of the steps are self-explanatory and Google will walk you through them after you click Create Audience. There are a lot of options when setting this up so be sure to take advantage of what Google Ads remarketing has to offer.
How Much Will This Cost?
The answer to this question is one that everyone hates: it depends. There are several variables that determine how much it’ll cost you to run remarketing ads with Google.
Two of the biggest factors are the industry you’re in and which platform you’re running the ads on.
For most industries it is cheaper to run Google Display Network Ads than it is Google Search Ads. That isn’t the case for all industries though, so be sure to research for your industry beforehand.
When it comes to industry, the cost range varies significantly. For instance, a finance company could have a CPC of $3+ whereas a travel company could be sitting below $0.30. Again, there are plenty of other factors to take into account, but this just gives you an idea of how costs vary.
Overall, Google Ads remarketing will provide you with better results than generic ads would. In the long run they will also cost you less than a basic strategy would.
At KonvertLab, we have always made it a point to include remarketing in (most of) our Google Ads campaigns. We recognize the benefits they have and how effective they can be at bringing in new customers. That said, a remarketing campaign requires meticulous planning and attentiveness, so you might not feel ready to take on this stress yet.
If that’s the case, we’d recommend you get in touch with a Google Ads agency. Book a call with us by clicking the button below to get started on the next chapter of your business. We’ll discuss your current marketing efforts, what we think the best next steps are for your business, and the specifics of what we can do for you.