Easy Steps To Build a Successful Remarketing Campaign
Remarketing shows ads to people who have visited and interacted with your website, mobile app, or marketing email. It helps businesses reconnect and showcase products or services relevant to their customers.
This guide highlights easy steps for creating a successful remarketing strategy through Google Ads.
- Understand the types of remarketing using Google Ads.
- Get your remarketing tag
- Create several remarketing lists
- Develop remarketing campaigns
- Produce ad variants
- Start your campaign and analyze the results
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1. Understand the Types of Remarketing Using Google Ads
Google remains the undisputed top search engine as of March 2023, with an 85% global market share. Its closest competitor, Bing, only accounted for 8% of the market. This data reveals that more people prefer Google when searching for their needs. Therefore, it is the best platform for marketing and retargeting.
Google Ads is one of the first platforms for remarketing. Ads offer a variety of ways to reconnect with users, such as display advertising or search ads. Anyone new to advertising must not only first contact marketing, but also grasp different types of remarketing.
- Standard Ads – have the traditional format with the user’s information and offer in a single ad.
- Dynamic Ads – store which products users browsed and show them similar products. Users searching for a hotel on Agoda.com will see display ads for similar hotels on other Google sites.
- Text Ads – appear in search results and activate when the user types keywords on the search bar. Remarketing happens when the user activates the ads by looking for specific terms and after previously visiting the website.
- Video Retargeting Ads – can be seen on video channels such as YouTube. A user who visits a brand's video sees related ads as they watch videos from the platform.
- Ads by Distribution List – allows businesses to remarket using their database, such as a list of newsletter subscribers.
When you know what type of remarketing you want, you can create campaigns using Google Ads.
2. Get Your Remarketing Tag
The remarketing tag, or pixel, is a code used on a website to start remarketing. Sign in to your Google Ads account from the Tag Manager tool to get this code. Follow the prompts; the tag will be ready in a few minutes.
After installing the tag, it will immediately save information about visitors. It provides detailed data about the products they purchased, pages visited, and devices used. With this data, users see the retargeting ad as they leave the website.
3. Create Several Remarketing Lists
Use the convenient remarketing list from Google Ads to set specific ad display parameters. For example, a list of users who visited the home page differs from a list of users who viewed a particular product. You can build as many lists as you need.
To create a list with a new audience, go to the Tools section in the Audience Manager. Select from the following user options:
- Website visitors
- App users
- YouTube users
- Customer list
- Or create a custom combination
For a customer list, you must upload a list including customer emails. With all these options, marketers can create their ideal audience. They can make the most of the Google Ads remarketing list by trying various options, comparing them, and monitoring the results.
Rename retargeting lists using a uniform system. Use labels such as “YouTube remarketing May 2023” or “Website homepage remarketing.”
4. Develop Remarketing Campaigns
Create the campaign by selecting from the remarketing list. Follow the prompts, and your campaign is ready. It takes a few weeks before any substantial results appear, since users must first interact with the website, app, or YouTube video.
Eventually, the ads gather critical mass so that there is enough information to design a different campaign for every retargeting list according to the business's objectives. Try Google Ads for searches or display remarketing campaigns to determine which is more effective.
5. Produce Ad Variants
Create an "Ad Group" for a "Campaign" in Google Ads and choose the audience to retarget. It would be best to launch a variety of remarketing ads at the same time. Change ad components such as the copy, title, or URL visible from the ad. Here are some best practices:
- Gain a deep understanding of the target audience's interests, preferences, and behavior to create more relevant and engaging ad variants.
- Experiment with different ad formats such as static images, animated GIFs, videos, and responsive ads.
- Test different messaging, including headlines, descriptions, and calls to action, to find the most compelling combination.
- Try various images or graphics to see which ones attract the most attention and generate higher engagement. Use different colors, compositions, and other visual elements.
- Rotate ad variants, regularly introducing new designs and messaging to keep the audience engaged.
- Expand retargeting efforts beyond display ads by leveraging remarketing lists for search ads.
- Implement dynamic remarketing to improve relevancy and conversion rates.
- Continuously test and iterate, learn from results, and iterate ad variants to achieve better performance.
Having variants of remarketing ads allows marketers to start A/B tests. This compares the performance of the ads with selected elements. An A/B test can help identify the most productive version of a marketing ad and optimize advertising budgets.
6. Start Your Campaign and Analyze the Results
The retargeting ads are ready, and it is time for launch. Once your ads go live, users on the retargeting lists see your ads on the Google search engine results page and other Google affiliate websites.
The best part of using Google Ads is its efficient analytics platform. It helps marketers find out more about their campaigns in real time. From metrics such as ad impressions, frequency, and click rate, they can track campaigns and see which retargeting ads are more effective.
Follow these easy steps to create a successful remarketing campaign using Google Ads. Aside from ads, you may also try retargeting through popular social media platforms such as Facebook and Instagram.
Remarketing is one way to keep your brand in the minds of users. Improve retargeting campaigns by partnering with a trusted agency that offers content marketing services. Contact Digital Authority Partners (DAP) for remarketing success.
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