The best remarketing strategies for Google Ads

Today, more than half of the conversions are being made thanks to remarketing. This is related to market dynamics and the large number of options that people can choose from. Therefore, they prefer to search the market first and then make a purchase. If they have already visited your site but have not yet made a purchase, you can remind them your products through remarketing. We’ve listed the best strategie for each form of remarketing in Google Ads.

How does remarketing work?
Remarketing campaigns are based on the Google Ads Global Site Tag. This is a snippet of code that you add to the code of your e-shop pages that you should be considered when remarketing (you probably don’t want to advertise your contact page…).

The tag is then complemented by other snippets of code that represent an event. This is an event which triggers a remarketing campaign for that customer. These may vary according to your preferences – for instance visiting a site, clicking a specific link, purchase…

Learn how to add the Google Ads Global Brand to your e-shop.
Then, when a visitor arrives at your site and does an activity defined as an event, a personalized campaign will start to run. How this campaign will be formulated is up to you but remember that the person to whom it is addressed has already visited your e-shop.

Remarketing lists for Search Ads
When people visit your site and continue to search for what they need via Google Search, your ads will appear to them. It is essential that you focus in this case and target only those people who have not converted/made a purchase on your site.

In this format, everything still depends on your keywords. Of the observed practices, we recommend using keywords that have a high clickthrough rate but a low conversion rate. This in many cases means that potential customers are still deciding.

At the same time, expand your keyword list with search terms that were generated by the keywords you used and are related to your business. On the opposite, if keywords have generated search terms that are unrelated to your business, you can opt out of these keywords to prevent your ads from appearing unnecessarily.

As search ads are text ads, reformulate them to make them even more interesting. The general recommendation is to use the CTA (call-to-action) phrases and emphasize the uniqueness of your products and services. Remarketing campaigns appear to people who have already visited your site, but still need to make the decision. Help them decide with your ad copy. schema markup

You can also use the aforementioned definition of new audiences based on your chosen criteria.

Custom customer list
Upload lists of contacts provided by your customers e.g. via form. When these people sign in to Google, you can show them personalized ads. The problem with this format, especially for smaller e-shops, is that you need at least 1,000 people in that list if you want to use it on Google Search and at least 100 if on Display Network.

On the other hand, it is an advantage that you have a defined audience to target your ads to. So you can use broad-matched keywords, or formulate ad copies that will reach this audience effectively. These people have already interacted with you and given you their data, so you can better tailor the communication towards them.

Dynamic remarketing
With dynamic remarketing, products or services that people have viewed on your e-shop or in the app will be displayed. If you’re struggling to find a suitable strategy or you are just starting with advertising, dynamic remarketing can be a solution for you. Learning provides the machine with information needed to tailor a marketing campaign to potential customers. The strategy is therefore largely created itself. on page seo

However, you can still exclude sites where you don’t want your ad to appear. Or, on the other hand, add where it should appear. You can also use audience segmentation as we introduced it in the part about remarketing on the Google Display Network.

As you can see, there is no single universal strategy to improve the performance of all remarketing campaign formats. First of all, based on your goals, it is necessary to define which format will be the most appropriate and then to use these practices.