What are Google Remarketing Ads? Everything You Need to Know

Google Ads allow businesses of all sizes to target customers strategically. Remarketing is a unique strategy that ensures your target market sees your brand again and again, wherever they go on the internet. Here’s what you need to know about using Google remarketing ads so you can keep your products at the front of your customers’ minds.

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What Are Remarketing Ads?

Google remarketing ads, also known as retargeting ads, remind visitors of your products. Simply put, once a user visits a page on your website, Google Ads (or Analytics) can track that visit, then show the user your ads wherever they go across the internet.

Your ads can appear on Google’s Display Network, which is a group of more than 2 million websites, videos, and apps.

There are different types of remarketing, including:

Standard remarketing. This is the general feature that allows you to show ads on the Display Network to past visitors.
Dynamic remarketing. This is a more targeted strategy that allows you to show specific ads of any products or services from your site to past visitors.
Mobile remarketing. Mobile users who visit your site will see your ads across other mobile apps and websites.
Video remarketing. If a potential customer visits your YouTube channel, they may see your video ads on YouTube.
Email list remarketing. You can upload your email list to Google Ads so your email list subscribers will see your ads in Search, Gmail and YouTube.
Remarketing lists for search ads. You can target your past visitors’ Search results and Search partner sites.

How It Works

To get started with Google remarketing ads, you first must add tagging code to your site. This code will collect data about your visitors and enable Google to show them your ads across the internet after they’ve visited your site.

Before you do this, though, two things need to happen: you need to have a Google Ads account and you need to have a strategy.

In Your Google Ads Account

Setting up a Google Ads account is easy, and you may already have one. Once you’re in Google Ads, you should follow the steps to add the relevant code/tag/pixel to your website.

In Your Google Analytics Account

Remarketing is also easy if you already have a Google Analytics account. In the Admin section of Analytics, go to Tracking Info and then to Data Collection. From there, you should be able to toggle the Remarketing button. This is a smart way to run your remarketing campaigns, because you can set up your lists according to specific goals instead of just pages visited.

Create Your Ad(s)

Once you have your Google Ads or Analytics account set up, you need to have an ad, which is easy to build in Google’s Display Ad Builder. Once you’ve designed your ads, you need to decide exactly who you’re going to target and how you’re going to target them.

There are many targeting options to choose from. For instance, you can choose to remarket to someone who visits X number of pages on your site—or you could only target visitors who have abandoned items in their cart. There are many other options as well.

Pros of Google Remarketing Ads

There are many advantages to remarketing:

Broad reach. Google Ads has an extremely broad reach, meaning remarketing with Google can increase your number of potential customers.
Customizable targeting. Remarketing is also customizable for specific apps, devices, regions, and languages—so you can hone in on key audiences with your campaigns.
Tracking & reporting. There are also plenty of options for tracking, meaning that you’ll be able to collect more data about your potential customers and make even better marketing decisions.
Cost– Remarketing is also typically very cost-efficient, offering a great ROI.

Above all else, remarketing gives your brand an edge by consistently reminding your potential customers of your products and services, keeping your brand at the front of your customers’ minds.

Cons of Google Remarketing Ads

Google remarketing ads have some disadvantages as well. For certain industries, the cost of remarketing can be very high, especially if you want the ad to appear in Google search results. The cost per click could be as high as $50 in extremely competitive industries. If your business falls within one of these competitive niches, then the cost of remarketing may be an obstacle.

Working with an SEO company to improve your organic search results can help you to reduce your ad spend.

Remarketing Strategies

Once you’ve collected enough data, you can design and implement a solid remarketing strategy. Here are some ideas:

Target funnel-end visitors. One of the most popular strategies is to target visitors of a specific page that’s located towards the end of the buyer’s journey/digital marketing funnel. If a user has visited your “pricing” or “check out” page, for instance, your remarketing campaign might be the reminder they need to make that final decision to purchase your product.
Custom targeting. You have the option to implement more targeted remarketing strategies. For example, you can remarket to people who have visited your site’s blog. Or, you can exclude people who have visited a specific page on your site—for example, people who visited your “check out” page but not your “order shipped” page.
Seasonal/Holiday Sales. You can run a campaign for a holiday sale using Google Ads’ “Visitors of a page during specific dates” function, just like you might send out a mailer.

Advertise Smarter Today

Consider working with an agency to develop the most effective and cost-efficient Google remarketing ad strategies for your business.