It is essential for any business (small or large) to have an online presence, as this helps them be in track with the latest trends. Many people think that being present online means that you’ll attract new customers. When, in fact, an online presence can be used for building strong connections with your current customers and making them loyal to your brand. Amongst all other ways, this can be done by using effective display advertising services and specifically, display remarketing.
However, if you are new to the whole digital marketing thing, we should go over the basics. Here is what you need to know about retargeting and remarketing on Google.
What exactly is Google remarketing?
Google Ads remarketing is a type of handy online display advertising services that can help you reconnect with people who have already been on your site or used your apps. In essence, Google remarketing ads are visible to people who browse websites that are a part of the Google Display Network. Of course, they can also see your ads when they go online to search for things that are related to your website, services or product online.
Moreover, Google remarketing can help you build strong connections with previous customers. Also, it can help you convince customers to get your product or service if you haven’t done so on your first impression.
How does remarketing work
As you already know, the purpose of display remarketing is simple – you get to address your past website visitors. But, there is a lot of things that you need to know about remarketing ads and how they help your business, or you can contact us about that.
First, let’s go over the fact that remarketing and retargeting are basically the same thing. They both have the purpose of improving ROI and conversion rates.
The way they work is simple – your visitors who are familiar with your brand or website are likely to be swayed into trusting you and committing a purchase. However, there is more than what meets the eye.
Remarketing as a strategy can be used by anyone who already uses Google Ads and Google analytics to improve their business. However, those who want to do some retargeting, they should also add a pixel (a tag) which is basically a piece of Google remarketing code to their website. By doing this, you’ll use browser cookies that will bring your past visitors and make them your remarketing audiences.
Don’t worry, the code is completely customizable for the different pages on your website. That is how you’ll get unique categories that are targeted with unique retargeting ads.
How to actually effectively use retargeting
Bringing back the visitors that came to your page is not just about bringing them back. Instead, you need to persuade them to take action. You should be very careful about how you create and develop your retargeting strategy.
For instance, if you have an e-commerce site that sells shirts, and you know that your audience likes those shirts, you need to think of an extra benefit to offer to your potential customers, thus, persuading them to make a purchase. For example, if you want to draw them back, you can have a “buy 1, get 1 free” special offer, or a “free shipping” offer. Both of these are more appealing and might bring you more customers.
Another thing you should have in mind is that you need to be cost-effective. For example, it isn’t a smart option to target everyone who landed on your homepage. Instead, try to target specific people who viewed specific pages from your site. This way, you’ll have a sense of what they are after, and you’ll have a customized ad for the custom audience. Of course, this is more time-consuming, but it is also more effective. What you get from a retargeting strategy like this one is greater relevancy for your ads, and lower CPC.
Lastly, you should know that you should use retargeting tools in combination with other marketing tools and services. By simply doing retargeting, you aren’t doing enough. You should follow the data, analyze it and crunch the numbers to get the best possible outcome for your business.
Super-targeted remarketing campaigns
After you’ve mastered retargeting as a concept, you can advance to the next level – super-targeted remarketing. You are on a good way to be super-targeting visitors after your first campaign was successful. For instance, you’ll learn the patterns of behavior of your visitors and you’ll know how to draw them and make them take action. For instance, after you’ve had an active website, you can have different ads for buyers and non-buyers. You’ll appeal to the needs of your previous buyers by offering them a discount on the next purchases, which will eventually lead to you having loyal customers.
Summary
As you probably know so far, Google ad retargeting can be a really powerful and effective marketing strategy that will keep you connected with your target audience. By having a well-though-out retargeting technique, you ensure that you build brand recognition amongst your target audience, you remind them that you exist and you slowly build trust amongst your audience. In the end, all of these things are important for having a sustainable and reliable business that will strive. So, if you have intentions of growing your business in the future, consider a good retargeting strategy, amongst other marketing plans.