What Is Google Remarketing and How Does It Work?
Posted on 8th July 2021
As Google remains the most used search engine on the internet and one of the most popular forms of marketing for business, so too does Google Ads Remarketing gets used frequently to facilitate client retention.
Google Remarketing is a form of online advertising that allows different websites to send targeted ads to web users who have already visited their website. These previous users, whilst they’re looking up other websites or scrolling through social media, will see an ad for the site they previously visited, which can act as a persuading factor to turn their previous click into conversion, or alternatively, can entice visitors to come back for more.
It is an incredibly effective means of improving a company’s conversion rate or their ROI.
How Does Google Remarketing Work?
Pleasingly, it all starts with a cookie. Whenever somebody visits a specific website, they get tagged with some remarketing code (commonly referred to as a cookie). This then turns on remarketing and adds that user to the remarketing list.
If you are interested in using Google Remarketing for your business, you may want to consider using Google AdWords. This is one of the most popular sites used for providing ads for your business and allows you to customise who sees them.
For example, say your website sells gardening equipment, you can create a lawnmower remarketing ad for people who have previously been on your website and looked at lawnmowers. This allows you to then show previous visitors ads that specifically pertain to lawnmowers, which is a huge benefit as you can then try and draw them back to secure a sale, with something such as free shipping for example.
Why Should You Remarket?
So many businesses utilise Google Remarketing because of how effective a marketing technique it is. It allows you to remain connected with your customers even after they’ve left the site. As a result of promoting yourself to previous visitors, you are increasing your brand awareness, raising trust and making customers more likely to purchase from you.
Reports show that remarketing ads have a much higher click-through rate and conversion rate than typical ads. This leads to better conversion rates, which can be incredibly beneficial for businesses. With that in mind though, is it worth the cost?
How Much Does Google Remarketing Cost?
The overall price widely depends on how this campaign will fit into your online marketing strategy as a whole; however, generally speaking, Google Remarketing ads are some of the most cost-effective ads that you can buy.
Search ads in competitive marketing industries can sometimes cost hundreds, but in stark contrast, if you take out a social media remarketing ad, clicks can cost anywhere from 2 – 100x less than that.
Different Types of Remarketing
Of course, there are a number of different remarketing campaigns available. When you first sign up, Google recommends that you send remarketing ads to anybody who visits your website. The issue with this method is that it will lead to increased costs due to the fact you will be generating more clicks and these clicks may not necessarily lead to conversion, due to the fact that the people revisiting may not actually be interested in purchasing anything. Realistically, it makes more sense to narrow your searches. The different types available are:
Standard remarketing is when ads get shown to customers who have visited your website previously. They are shown in apps or on other web pages within the ad network that you have chosen to use (e.g. Google AdWords).
Also known as dynamic ads target customers who have shown an interest in a specific product or service.
This involves videos that potential customers have interacted with on YouTube and uses that information to show them different targeted ads. They also appear on YouTube, usually at the beginning of a video.
This method utilises mobile apps and websites specifically. It is incredibly useful if you are looking to target a group that shops primarily on their phone.
Interestingly, this remarketing focuses on emailing as opposed to generating online ads. If you have managed to collect the email address of a customer because they have purchased a product or signed up to a newsletter, this information can then be added to a database and used as part of a mass mailout. Similarly to other methods of remarketing, it focuses on promoting products that consumers have already shown an interest in.
Finally, search engine marketing practices showing ads to people who have visited your site and continue to search for related products. It can be very useful as you will be advertising to customers who are still interested in your products.
How To Create Banner Ads for Google Remarketing
Creating an ad can be complicated at the best of times; however, creating one for remarketing can be even harder. Not only are you trying to draw users back to your site, but in doing so, you are trying to highlight to them what they missed out on by not buying something the first time. There are tools available to help with Remarketing but a lot of organisations opt instead to use the help of digital web agencies.
At it’seeze Web Design Windsor, we offer affordable web packages to businesses so we can design bespoke, attractive and easy to use websites, as well as eye-catching remarketing banners to bring people back to it. If you would like to further discuss how it’seeze Windsor can help you grow your business's online presence, please do not hesitate to get in touch and we will be happy to help.
Google Remarketing can be an incredibly effective way of increasing the conversion on your website. Whilst other kinds of advertising can be useful, when you use specific remarketing, you are showing your product to people who you know are in the market to buy your product. It can be difficult to generate effective ads that draw people back and lead to conversion so as such, it would be prevalent to utilise the services of a professional company who is experienced in Google Remarketing.
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