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If you want to succeed in digital marketing, you must be familiar with the concept of Google Remarketing. Remarketing is a great marketing strategy and a very cost-effective advertising method. You can attract leads at a very low cost and increase your conversion rate.

If you are new to digital marketing or have been working in AdWords or Facebook for a while, then a remarketing strategy is the best option for you. Most businesses that use old-fashioned methods of advertising may fail. Of course, they can increase their business’s sales and conversion rate by running remarketing campaigns.

In the rest of this article, we will look at how Google Remarketing works and the benefits of the Google Ads Retargeting campaign; So join us until the end of the article to get better acquainted with the concept of re-marketing.

What is Remarketing?

Remarketing is a marketing campaign that business owners can use to attract people who have already visited the website and its products directly through paid advertising. In other words, users in this advertising campaign must have already visited your website or received at least one cookie from it.

Remarketing is very different from traditional advertising methods on Facebook or other platforms. Ordinary advertising campaigns try to attract new customers to the website for the first time by introducing products. On the other hand, remarketing campaigns focus on those customers who have a history of visiting your website.

How Google Remarketing Works?

The basic foundations of remarketing advertising campaigns are based on website cookies. The Tracking Pixels on the website send cookies to the visitor’s computer system. This cookie contains important information, such as the user’s last visit or the pages viewed by him.

The information in the cookie is returned to major advertising platforms such as Google, and then Google will change the ads for certain users; Of course, it is assumed that the website owner has already launched a remarketing campaign. If a user visits a website running an AdSense advertising service, Google will display targeted ads based on the user’s previous website. Thanks to Google’s extensive network, users visit different websites, and targeted ads will follow them on all sites.

Remember that the most important element in remarketing campaigns is pixels because without pixels, no cookie is made, and you can not choose the right ads for each user without cookies. In the following, we will examine this issue in more depth.

You must have encountered the cookies received by different websites; it is not bad to know that by clicking on the Accept or Ok option, you allow the advertising companies to track you so that the website has a few lines of programmed code. The cache is stored in the memory of your computer system browser.

This cookie contains various information and will follow the sites visited by the user without storing personal data such as confidential names and addresses. When a user leaves your website, other pages they see will be notified to the ad platform through cookies.

For example, suppose you have a large sign above your head that contains the details of your last three purchases. The seller will offer you exactly those three items when you enter a store without talking to you. Sending cookies to advertising platforms is similar.

As you can see in the image below, a user who visits the Birchbox and Gazelle websites for a week also encounters ads on other platforms, such as Facebook and news blogs.

Types of Google Remarketing

Google Remarketing or Google Ads Retargeting has different types, which we will explain in the following:

Video Remarketing

In this remarketing, your ads will be displayed before YouTube videos or other Google-related video platforms to users who have already visited your website.

Search Remarketing

If users who have already visited your website search for content on Google, Google will display ads for your business at the top of the results pages.

Google Display Remarketing

In this type of Google Ads retargeting, your ads will follow users through the Google Display Network and display them on other websites.

Dynamic Remarketing

You can improve your page ranking results through dynamic remarketing. Ads of this remarketing include product and services that users have already visited on your website.

All of the above were related to Google Ads retargeting, but other remarketing campaigns include:

Social Media Remarketing

You can also run remarketing through social networks like Pinterest, LinkedIn, and Facebook. People who visit your website will also see your business ads on social media.

Customer List Remarketing

You can easily upload customer information using Google Ads and social media remarketing. Then when customers sign in to your Google Account or social media, you can offer them ads on various websites or social media platforms.

Six key points to strengthen remarketing

1- Divide the remarketing lists

When setting up remarketing tags, try to separate the different pages of your business. For example, you can separate people who have visited the air conditioner repair page and the heater repair page.

2- Design the ads according to your remarketing strategies

Your Creative Strategy is as valuable as your marketing strategies. So make sure the ads are relevant to your target audience. In addition, try to make sure that the ad is similar to your website in terms of feel and appearance and that there are convincing call-to-action phrases in it.

3- Test different platforms, sizes, and formats

To attract more customers in the online space, you should design the ads of the remarketing campaign in different sizes. Then, through testing, you can identify the platform, size, and format of advertising suitable for your business.

4 – Use the overselling strategy (Upsell) for your current customers

Current customers are, in fact, the most loyal customers and will likely buy your other products as well. Therefore, it is better to make a list of your current customers and offer your products to them in the form of overselling or discount offers.

5- Schedule the display of advertisements to customers

Not all hours of the day are suitable for displaying advertisements. For example, middle-aged people have the most internet activity in the morning, while the best time to show ads for the new generation is in the afternoon.

6- Invest in high-yield platforms and websites

Google ads are very expensive on some websites and platforms, so if you do not feel a difference in conversion rate and return on investment over time, it is best to stop your remarketing campaign. The importance of testing different platforms and sites is highlighted here. In other words, remarketing campaigns are always useful as long as you target the right audience at the ideal platform and time.

The Benefits of Google Ads Retargeting

Google AdWords advertising campaigns have many benefits for you, some of which we will mention below.

1- Graphic advertisements and increasing brand awareness

You can use the marketing campaigns to present your ads with custom graphic designs to users. You can also use your business logo in Google Ads ads. This way, your brand will be displayed to users along with the ads. Some users like text ads, while others interact with visual elements. So you need to be aware of how users respond to your ads. Otherwise, you will lose lead time and customers.

2- Targeted advertising

Remarketing advertising text should be different from traditional advertising. For example, the Samsung Smartwatch auction text with a 10% discount for registering on our website today is a good promotional text for new and new customers. But the ad text for someone who has already visited your website needs to change, for example, the text Are you still looking for a smartwatch? Visit the latest Samsung products on our website can be considered a good advertisement for remarketing.

3- Lower cost for click rate

In general, the Google Ads ad click-through rate is higher than other ad campaigns. You are targeting people already familiar with your business products or services, so they are more likely to click on your ads. Finally, the conversion rate will also increase if the ad click rate is higher.

4- More conversion rate

No matter what field you are in, the ultimate goal of internet marketing will be to increase business engagement with users. You try to engage users with your website by submitting a form, downloading a file, or selling online. Therefore, people already familiar with your products and services are one step ahead of the users who will visit your website for the first time in the shopping cycle.

5- Selecting your favorite websites

You can identify the best advertising websites for click-through rates and conversion in remarketing campaigns. For example, if your ad on a website is not well, you can stop working with it. If you partner with websites related to your business, your rate of return will increase.