8 Ways You Can Use Google Remarketing to Increase Your Sales
Let’s face it, not all of your site visitors convert to actual sales. Moreover, there are customers who simply abandon their shopping carts no matter how irresistible your offers are. This leads to unfulfilled sales and can affect your potential for profit.
The good news is there is a cure for both these problems and that is remarketing. Simply put, remarketing (or sometimes called retargeting) is the process of adding a cookie or a pixel to your customer’s browsers so that when they leave your website without completing a sale, your image, text, and email follow them around the web until they come back and convert.
Through remarketing, you are ensuring that clients who have abandoned their carts are reminded to complete their purchase. Moreover, it is also useful for reminding prospects of your brand wherever they are on the internet. It is excellent for re-engaging visitors and preventing loss of leads.
Remarketing is often used to improve conversion rates. This is especially true for brands who want to lead their site visitors down to a sales scenario through the use of display remarketing ads.
In addition, retargeting is excellent for audience targeting. This can be done through installing remarketing tags only for visitors who do certain actions within a website. By using behavior segmentation to send appropriate ad messaging to prospects, a brand’s ads become more relevant and appealing which increases the likelihood of conversion down the line.
While you can use countless tools for remarketing (our favorite is PerfectAudience), one of the easiest ways to retarget your customers is through Google Remarketing. Google allows brand owners to remarket to their audience depending on the actions they perform on your website.
Getting Started with Google Remarketing
No matter which way you choose to use Google for remarketing, it all begins with setting things up in AdWords. Every Retargeting campaign begins with these three steps:
Add the remarketing tag to your website or app. Tagging your website or app for remarketing begins with signing in to Google Adwords and then clicking on Shared Library and locating the “Remarketing tag” box in the top right. Next, click Tag details, then click Setup, and then click View AdWords tag for websites. Select and copy the remarketing tag code.
This tag works on both desktop and mobile websites. Place the code at the bottom of all pages on your website, before the closing tag. If your website uses a common file for a footer, you can place the code snippet there rather than on every page of your website. Save and publish your pages.
Create Remarketing Lists. For example, you can create a remarketing list for visitors to your most popular product category page. The remarketing tag tells AdWords to save visitors to your “Popular category list.” When people visit that page, their cookie ID is added to the remarketing list.
Build Remarketing Campaigns that use your lists. Finally, build a campaign with a specific message to show only to people on your “Popular category list” while they search on Google or browse Display Network websites. Your remarketing messages won’t be shown to people who aren’t on the list.
After these steps, you can then start choosing the type of ads you wish to use for your remarketing campaign.
Different Ways to Use Google Remarketing
Marketers can use Google Remarketing in a wide variety of ways to increase you sales. This includes:
1. Remarketing with Text Ads
Using text ads is the simplest way to remarket through the Google Display Network. There are different formats for text ads available to marketers ranging from standard text ads, native text ads, to rich media text ads.
Standard text ads are the most common format and Display Network publishers are allows to customize the font face and the color applied to the background, font, and button of the ad in order to fit their site. If you have a favicon available on your website, AdWords will add it to your text ad, alongside the visible URL.
These also come in three types — full slot (ads that fill the entire space of the ad slot), partial slot (ads that share the ad slot with other ads), and magazine style (ads that serve only on the Display Network).
Meanwhile, native ads are those that integrates with the look, feel, and content of a publisher’s site. To increase the performance of native text ads, we may supplement them with your logo found in your Google+ accounts, or with images from other third-party sources.
On the other hand, rich media text ads are rendered like a Display ad. Google may supplement rich media text ads with your logo as supplied from your Google+ accounts, or with images from other third-party sources to increase the performance of these ads. This ad format’s color palette is selected to match the logo or image used in your ad.
2. Remarketing with Image Ads
Another common way to remarket on Google is through image ads. Via AdWords, advertisers are allowed to upload different types of image ads including non-animated image ads (e.g .JPEG), Animated image ads (i.e .GIFs), HTML5 ads (.ZIP files containing files including .HTML), and Flash ads (i.e .SWF).
Marketers can also choose from different sizes for their image ads. This includes a medium rectangle (300×250), leaderboard (728×90), wide skyscraper (160×600), large rectangle (300×600), banner (468×60), skyscraper (120×600), and mobile leaderboard (320×50).
As a best practice, brands are encouraged to abide by these content requirements from Google:
- Graphical layout
Ads must take up the entire space of the image size you’ve chosen, and they can’t appear sideways or upside down. Ads can’t be segmented, contain multiple copies of itself within the ad, or appear to be more than one ad.Google also doesn’t allow ads that expand beyond the frame or otherwise encroach on the website or app.Note that in each image ad, we include a small informational graphic overlay. We will not resize your image to accommodate this element. Your ad should always be submitted in the full original format size and take this overlay element into account.If the ad you submit is resized in advance, there may be extra white space visible when your ad is displayed. You can preview how your ad will appear with this overlay during the ad creation process when creating a standard image ad or a template image ad in the Ad gallery.
- Relevance and quality
Image ads must be relevant to the advertised site or app. Ad images must be clear and recognizable, with legible text. We don’t allow unclear, blurry, or unrecognizable images to be used in ads.
- Strobing and flashing
Google doesn’t allow strobing, flashing backgrounds, or otherwise distracting ads.
- Mimicking site content, news articles, or text ads
Google doesn’t allow ads that mimic publisher content or layout, or news articles and features. Ads may also not contain screenshots of Google AdWords text ads or otherwise simulate an AdWords text ad in any way.
- Family status
Google assigns a family status to all ads to make sure that ads are shown to an appropriate audience. Image ads and the content they point to must be “family safe.” Any image ads and their associated websites or apps cannot contain “non-family” or “adult” content.
3. Remarketing with Youtube Videos
Videos are excellent interactive tools that can reinforce remarketing campaigns. It is especially useful for grabbing the attention of your potential customers, pushing beyond the static nature of text and image ads, and to connect directly with customers by explaining and demonstrating your products and/or services in just 30 seconds.
To use Youtube videos for remarketing, you need to link your YouTube account to your AdWords account. Once you link accounts, you can create remarketing lists that reach people who have done the following YouTube-related actions:
- People who watch any of your videos
- People who take an action (like, dislike, comment, or share) on any of your videos
- People who view your video as a TrueView video ad
- People who visit or subscribe to your YouTube channel
4. Remarketing with Similar Audiences
The “similar audiences” feature enables you to find people who share characteristics with your site visitors. By adding “similar audiences” to your ad group, you can show your ads to people whose interests are similar to those of your site visitors, which allows you to reach new and qualified potential customers.
Google will automatically identify which of your remarketing lists qualify for similar audiences based on a variety of factors, including but not limited to the number of visitors on the original list, how recently these people joined the original list, and the types of sites that these visitors browsed.
However, Google can only define a similar audience for your own remarketing lists.
Remarketing with similar audiences allows for simplified audience targeting. It takes away the guesswork out of searching for new audiences. Moreover, it is also great for getting new potential customers.
In the same way, you can also remarket to your customers’ blog readers and to their customers.
5. Use Google Analytics for Retargetting
Google Analytics data is an excellent tool for remarketing. Insights like time on site and geography can be used to create retargeting audiences to target matching ads. You can check on your visitors’ data points to see who are more likely to convert from your ad messages.
Another way to use Google Analytics for retargeting is to find out which pages on your web page receive the most attention from visitors. People who bounce from different pages have different values and will respond to different retargeting offers a well.
For example, people who have bounced from the homepage will welcome less threatening offers like ebook downloads while visitors who have spent more than two minutes on your website will be okay with a free proposal paper.
6. Dynamic Remarketing
With this, brand owners can show ads to past visitors with products and services they viewed on your website as they browse Display Network websites and use Display Network apps.
It helps marketers create image ads at scale so you don’t have to create individual ads for different products. This is perfect of online retailers who have several hundred products in their catalog.
7. Remarketing for mobile apps
Show ads to people who have used your mobile app or mobile website as they use other mobile apps or browse other mobile websites.
A simple way to remarket using mobile apps is to get your audience to make an in-app purchase to increase their overall engagement after they’ve downloaded your app.
8. Remarketing lists for search ads
Remarketing Lists for Search Ads (RSLA) is a Google feature unveiled in 2012 which allows you to show ads to your past visitors as they do follow-up searches for what they need on Google, after leaving your website.
You can also set bid modifiers across search and shopping ads to bid more aggressively or passively depending on searches from people who are on your audience list.
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