The best remarketing strategies for Google Ads

Have potential customers already visited your e-shop, but didn’t convert/purchase? Bring them back to your site and assure them that you are the right choice. Help yourself with remarketing campaigns and some of the best practices you can use to set them up.

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.

Remarketing on the Google Display Network

Standard remarketing displays ads to users who have already visited your site thanks to an ad, but have not purchased anything and now they continue browsing other sites or apps on the display network.

As with standard ad campaigns, exclude your ad from sites you don’t want to appear on. In particular, you should not acquire an association with any business or brand that may harm you. Also, set a limit for displaying your banners so they don’t show up to a particular user always and everywhere because it will be rather counterproductive.

Segment your customers according to different criteria. For a user who has spent 3 minutes on your site, it is better to offer a higher bid than for someone who got there by chance for a couple of seconds. You can segment people based on, for example, the time spent on the page, the number of visits, visits to specific pages, and so on. You do this by defining a new audience in Google Analytics.

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.

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.

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.

If this is still not enough for you, read even more remarketing strategies for Google Ads.

Also, you can learn more about Dynamic Remarketing through Smart Shopping Ads.

About the Author:

Marek Fule
Consultant for online business and marketing. Holder of every Google Ads certification. Account manager for BlueWinston and Shopping in EU. CSS Hero. Gamer.