Why Small Businesses Should Use Google Ads Remarketing

Let’s look at how it works.

Remarketing refers to the process of creating personalized ad campaigns to target users that have previously visited your website or other pages. This process is sometimes referred to as retargeting.

Remarketing boosts conversion rates because it targets users who are already familiar with the brand and its products. These high-value leads can be targeted and converted easily due to their prior interest in the brand.

The process of remarketing can be broken down into the following steps:

● A user visits the brand’s website or views the brand’s content.

● This user is tagged using a cookie.

● The user is added to a remarketing list.

● Special ad campaigns are created and launched to target only the users in the remarketing list.

Marketers often create multiple remarketing lists to narrow down their leads into specific groups that are easier to target.

For example, a company that specializes in selling electronic devices could tag users who have shown interest in purchasing a laptop or have purchased a laptop from their website previously. 

These users can be targeted with advertisements for laptops while they are browsing other websites. Some remarketing ad campaigns offer exclusive discounted deals that are shown only to users who have purchased from the website before. 

This process can be repeated for different groups of users. Each of these groups can be targeted using unique ads that are based on their product of interest.

Google ads are the most popular remarketing service at the moment due to its immense size and wide reach. Google offers two types of remarketing services: Standard and Dynamic.

When this method is selected, Google displays ads to users who previously visited pages on your website. These ads are made visible on websites and mobile apps in Google AdWords’ display network. This network covers over 2 million pages and makes remarketing through Google incredibly effective.

Dynamic remarketing also targets users who have previously visited pages on your website. However, with dynamic remarketing, users can be targeted with personalized ads that relate to products or services they have previously shown interest in.

As mentioned earlier, users that have visited your website can be tagged with a cookie and tracked. These users can then be shown customized ads from your own remarketing campaigns.

Visit your Google Adwords account and obtain your remarketing tag to start tagging users. Your tag exists as a piece of HTML code that can be inserted into the script of each page on your website.

You can then create remarketing lists consisting of all the visitors who have performed a certain action on your website. This list can be customized to fit with your remarketing plan.

Your lists can be populated with visitors who have accessed your site within a specified period of time or with users who have visited a certain page on your website.

Users can also be targeted depending on how close they are to completing a purchase. This tag management enables you to target users who have clicked product descriptions differently from users who have added products to their shopping carts on the site.

Once you’ve rolled out your remarketing campaign, you can review the performance of the remarketing ads using Google Analytics. This tool helps you identify remarketing underperforming ads. It’s possible to switch between two ads and review the performance of each one to help fine-tune your marketing campaigns.

Owners of small and medium-sized businesses should use remarketing campaigns more frequently due to its many benefits. Some of these benefits are shown below.

People that browse the internet are often bombarded with hundreds of advertisements per day. Users may have difficulty remembering the brands whose advertisements they have seen, especially if they have viewed each advertisement only once.

With remarketing, users are shown ads from your company multiple times. This repeated exposure improves the odds of them remembering your brand in the future.

Businesses that use remarketing campaigns can benefit from higher conversion rates. This boost in conversion rates occurs because the ads target users that are already familiar with your products/services. These users are farther along in the buying cycle compared to users visiting your site for the first time, so it’s easier to get them to convert.

Remarketing campaigns typically have higher click-through rates compared to standard ad campaigns. The users you are targeting are already acquainted with your brand, so they are more likely to click your ads. This results in a higher proportion of clicks per visit and reduces your cost per click.

Google Ads’ remarketing tool also lets you select the sites you would like your remarketing ads to be displayed on. If your conversion rate on a particular site is lower than average, you can remove your ad from that site and place it on another page where it may perform better.

You can improve conversion rates without spending additional funds on advertising using this method.

Google Adwords’ remarketing feature is useful for small and medium-sized businesses that wish to improve their conversion rates and reduce their cost per click. It allows marketers to segment and target users using unique ads based on their interests and web-history.

The effectiveness of remarketing depends on how you segment your users and how you choose to retarget them with your ads. Remarketing can be used to familiarize users with your brand and improves the odds of them remembering your business when they look up a related product or service.