It’s a new day, so Google has to have something complicated in mind for us, right? If this is how you feel, you are not alone. In fact, remarketing in Google Ads is no exception to this mantra, and it can be daunting. When you break remarketing down into bite-sized chunks, however, it becomes far more doable. Ultimately – as with all things Google – Google Ads remarketing has much to offer, which makes putting your shoulder into it worth the effort.
Remarketing? Dare I Ask
Marketing is challenging enough. Is remarketing really necessary? While this is a valid question, it’s important not to get mired in the verbiage. Google isn’t here to make this fun, but they can certainly help make your digital marketing more effective. A general word to the wise is that it’s time to roll up those sleeves and get your hands dirty in Google Ads remarketing.
The Remarketing Basics
Remarketing in Google Ads involves all the marketing basics, including:
- Text ads
- Photos and other static images
- Animated images
- Responsive ads
What separates remarketing from your run-of-the-mill ads on the Google Display and Google Search Networks is the audience targeting involved. Remarketing incorporates a magical tracking code that attaches cookies to the browsers of your website’s visitors, which Google employs in its highly specific ad-lobbing efforts. The effects of remarketing are very pointed and can be very powerful when it comes to pay-per-click (PPC). In other words, it’s a good idea to have a good feel for the whole remarketing thing. The most salient remarketing takeaway is that reconnecting with those consumers who’ve already visited your website is a worthy pursuit. These seasoned visitors are far more likely than newbies to engage in whatever activity it is that amounts to a conversion in your industry.
Types of Remarketing
That’s right, remarketing isn’t enough in and of itself – there have to be different types of remarketing. In the end, however, this is to your advantage. Consider the following:
- Standard Remarketing – Standard remarketing within Google Ads allows you to showcase ads for past visitors of your website as they browse the Display Network.
- Dynamic Remarketing – Dynamic remarketing is a Google Ads option that allows you to reconnect past visitors with those wares (of yours) that they’ve already perused.
Additional offerings include remarketing for mobile apps and search ads, video remarketing, and email-list remarketing (all of which are fairly self-explanatory).
Know Your Target Audience
Remarketing is another form of paid advertising, which means it needs some of your focused attention. The audience you’re going for is not the entire world at large but is, instead, a target audience (that you’ve carefully strategized). You may be targeting specific groups or distinct individuals – and/or you may be giving some audiences out there a hard pass (it’s your prerogative). Putting some time into identifying your primo audience, however, is key. Once you arrive there, there are myriad ways to specifically address your targeted groups via Google remarketing, including:
- In accordance with visits to product pages
- In accordance with visits to specific pages in your checkout process
- In accordance with visits that bypass specific pages (such as customers who add items to their shopping carts but fail to seal the deal)
- In accordance with the amount of time spent on your website
- In accordance with the number of pages on your site visited
- In accordance with geographic and/or demographic targeting
Setting up your remarketing specs to your best advantage can become very technical very quickly. While you attend to the important work of building your brand and brand loyalty, allow your web-tech people to help you master the technical side of your remarketing.
Tweaking Your Remarketing Efforts
Once you’ve begun to cut your remarketing teeth, there are concrete steps you can take to optimize your efforts.
Test Those Ads
You’re trying to breathe life into your remarketing, and while those ads that represent your strongest branding are a good place to start, don’t limit yourself to them. Remarketing is a bit more rarified – in the sense that the recipients have already shown interest – and it might be a good opportunity to pull out some of your more influential efforts, such as special offers, calls to action, highly specific images, and more.
Gauge Your Frequency Caps
You want to hit your marks out there, but it’s also important not to scare potential customers away with the online equivalent of telemarketers run amok. This is where remarketing frequency caps come into play. If your caps are too high, you’re taking a scattershot approach that isn’t likely to do you any favors, and if your caps are too low, your remarketing efforts probably aren’t getting their due.
Remain Brand Focused
When you’re in remarketing mode, you’re targeting an audience that is familiar with your brand, which means that reinventing the advertising wheel is not the way to go. These audience members equate your brand with specific things, and it’s a good idea to offer them up. A frequent flyer, for example, may not nibble on a special offer if brand affiliation is not clear. This is not to say, however, that you shouldn’t be refining your brand and aesthetic as you go. The interplay of innovation and brand recognition is the name of the game here, and it’s worth getting out there and doing some experimenting to help strike your finest balance.
We Can Help You Reimagine Your Remarketing
If it feels like Google is coming at you fast, relax – The Web Guys have the technical know-how to get you up to speed. In fact, you’ll be optimizing your remarketing in no time. When it comes to tipping the scales from looking to pulling the trigger, Google Ads remarketing packs some serious punch that you don’t want to miss out on. Aim high by contacting us at (317) 805-4933 today.