Mariana Demchuk

Google Remarketing Ultimate Guide 2021

Google Remarketing Ultimate Guide 2021

Marketing is a world full of different spectrum of strategies that work according to your specific circumstances. If your business lacks targeted marketing, you may want to try out remarketing or Google remarketing ads per se. Remarketing in Google Ads comprises responsive advertisements that can be video, pictures, or just plain text promoted on the Google Display and Google Search Network.

What makes remarketing not the same as normal and standard Display and Search marketing is its targeted approach. Remarketing comprises utilizing a marketing strength that uses follow-up practices on your audiences and clients to keep your business relevant and in touch with them. If you already have an impeccable PPC campaign running for your business, running google remarketing campaigns will be the cherry on top to ensure its success and improve its performance.

The primary concern with remarketing is that you need to discover those individuals who have shown sufficient interest in your business to visit your website. These individuals are bound to come back to your site if you show them some care and encouragement. This google remarketing campaign will also work for individuals who have not yet been to your page.

Remarketing is an astute method to contact your customers and clients and guide them to your sites so they can employ your business’s services or product. It permits you to target focused advertisements to a characterized customer crowd that has recently visited your site.

Have a look at the guide for remarketing.

Now known to everyone as Google Ads were initially known as AdWords, and remarketing has always been one of the most followed trends by marketers because they understand what it can do.

People who visit the page for the first time prefer going through it and leave without buying. So, it isn’t easy to make sure that your first-time visitors also become your first-time visitors. But it does not mean that it is impossible.

While you are remarketing through the PPC (pay-per-click) campaigns, every visit on your page can be a promise of a new client.

To help you better understand what Google Ads remarketing and how it can help your business, we have put together a comprehensive guide for you. Read to understand how you can benefit from it and get the most out of your remarketing campaigns in terms of conversion and traffic on your page.

Google Ads
Google Ads

Source: neilpatel

It is pretty self-explanatory by its name. However, there is more to it than just that. Also known as retargeting or remarketing or a remarketing strategy is an ad campaign that empowers your Google Ads to seek out your potential audience and clients as they search across the internet for service and product that your business may be offering.

how remarketing works
how remarketing works

Source: BlueCorona

However, as mentioned above, there is more to it than just the following audience. Let’s say, for instance, when a customer visits your business’s site, they leave a little piece of remarketing code on your site by default that adds them to a remarketing list you can use later. At that point, when they visit another site that utilizes the Google Ad program, they are displayed your business’s ads.

Google permits you to tweak who sees your remarketed ads. For instance, you can focus on new or past visitors. Remarketed pop-ups are advertisements or follow-up messages your customers get from you after visiting your site but don’t seek your product or service.

To begin advertising on Google remarketing ads, you need to have a Google Ads account. Google will relegate you a tag to put on the entirety of your site’s pages. When it’s there, it’ll begin gathering information about your potential users that visit your site.

You can guide your Google remarketing tag to gather information on specific customer activity to target certain customer crowds, known as remarketing crowds or remarketing portfolios. You would then be able to utilize this data to make records for specific remarketing strategies and campaigns to reap benefits for your page.

It’s critical to set your remarketing objectives or personas to line up with your advertising procedure. For instance, if you want to promote your telemedicine services, you can craft your remarketing ad campaigns to target users on the lookout for these services. Running remarketing campaigns is a more target and focused approach to promoting your business’s service and product.

If you think that your options are limited when it comes to remarketing with Google, think again. Like any other established advertising program, remarketing with Google Ads gives a few choices that you can pick from for your page.

Google Ads
Google Ads

Google tends to provide its users with multiple options to make sure that they are facilitated at every point and provides the best resources for that.

Similarly, google remarketing provides you with a list of options that you can explore and choose the best one to increase your brand awareness. You can either use one of them or combinations to increase your users,, making sure they go to the last checkout process,, eventually increasing the conversion rates.

1. Standard Remarketing

In Standard, your ads are shown only to the people that active on Google Display Network.

2. Dynamic Remarketing

In this, the ads are shown to the internet users that have already viewed your brand by visiting your sites. You can create a list of visitors who have frequently gone to your page and target them.

3. Mobile app Remarketing

If you have a mobile app and there are users active on it, you can target your ads when they are active on it but try not to ruin their experience by showing too much ads.

4. Remarketing list for search ads

This is also known as RLSA. This allows the remarketing to your past visitors, so you can stay connected to them. Also, whenever people visit your page, who are new and have never been there before, there is a small snippet of code known as the remarketing code present on the website, which add them to the list.

5. Video remarketing

This is another great way to get to your target audience. Videos are an active format being used to reach all the people. You can target them on Youtube and even on the google display network.

6. Email list remarketing

This is another great way for remarketing audiences that have visited your website. Also known as customer match, this allows remarketing audiences. Through this customer match, your ads are shown to the users when they login to any Google service or are present on the display network.

7. Social Media Remarketing

Use the different social media platforms to the fullest. You can also show the banner ads of your brand to the people who are active on various social media platforms. Check out different sites, and create a list of all the strategies that you can apply or a combinations of those which can help you increase the visitors on the page.

These ads are audience-based,, so you don’t have a problem targeting the right people for your brand. These are some of the great ways to increase the number of people who have visited your website,, and you could encourage them to come again. You can also use Google remarketing and show the right display ads to get your message to your target audience and increase website visitors.

Ensure that your website design is up to the mark and provides a smooth experience to the people who visit your website.

Different formats are being used for these remarketing ads. They are either in text form or image form, which are managed from the Google AdWords dashboard. In today’s time, however, animated ads are high in use. It is through the GIFs or HTML5.

As far as the size is concerned, it completely depends on how you will allocate your ads. There are standard sizes present, but you should check before sending the ads, although the most common and recommended ones are used. A common example of display ads can be banner ads.

Like any other search campaign or marketing campaign, a remarketing ad campaign should be executed for the page with careful detail and concentration to earn back every single pint of ROI. It would help if you were extremely careful when planning out your remarketing search campaigns to reconnect your intended interest group and get another opportunity for them to consider picking your business’s products and services.

To execute powerful Google marketing campaigns, here are the 5 necessary steps:

Ensure Proper Tagging

For a remarketing ad to pay off, your remarketing campaigns must have proper tagging on. Tagging in a remarketing ad is similar to setting the first stone in your building. With tagging, you point out the crowds of audience you want to target in your remarketing campaigns.

Google Ads Tag
Google Ads Tag

Most businesses will utilize either Google Analytics or Google Ads.

- Google Ads Tag: If you are opting for your Google Ads account to run your tagging, a Global Site Tag should be on at all times. To locate this particular tag to your record, click to Tools and Settings → Audience Manager → Audience Sources.

- Google Analytics Tag: However, if you choose Google Analytics for your tagging, you need to create a tagging list before creating a remarketing list. To discover the tagging option, click to Admin →Property View → Tracking Info → Tracking Code.

Make Remarketing Lists

The next step after setting up your tagging is making a relevant remarketing list. This is where you need to get creative and innovative. Rack your brains and come up with as many groups as possible. If you create one large list, your remarketing won’t be as effective as you need it to be. Also, remarketing audiences are defined on the bases of the behavior and the buying patterns. Add the new visitors to the list as well.

You can use Google Analytics and Google Ads to help you with this step as well. These both programs give a large measure of alternatives to come up with remarketing groups for your ads. The key is to discover a balance between your targeted crowd size and what they look for.

Remarketing Lists
Remarketing Lists

Google Analytics is a more professional option to come up with remarketing lists. The key is to make numerous remarketing lists dependent on the order of your site. A couple of good remarketing lists for your crowd can be according to the portfolios below:

- Regular Site Visitors.

- Buyers and Leads.

- All Site Traffic

- Blog Viewers

Their latest visit and location sort these portfolios so your remarketing lists can be more defined and structured. To view the remarketing list portfolio, click on Advanced → Conditions.

However, to use Google Ads Lists for structuring a remarketing list, click on Tools and Settings →Audience Manager→ Lists. You have 5 options to make a remarketing list in Google Ads Lists.

- Site Visitors

- App Users

- General Traffic

- Youtube Traffic

- Custom Crowd

Google Ads Lists
Google Ads Lists

You have 540 days to promote your remarketing ads to your visitors once they have been sorted in your remarketing lists.

Elect Some Proper Assets

This step is a much more integral aspect of running your Google remarketing ads. Next, you need to sort out your Google Display Network. Select your proper asset there. You can be aided in this by asking yourself some important questions.

- What is the customer being advertised to do (deciding on a call-to-action)?

- What should the message say to the customer?

- Does it approach the customer passively or actively?

remarketing ads
remarketing ads

Source: BlueCorona

There are key parts to consider while making remarketing ads. The following are some of them:

- Pictures (Infographics are handy in this)

- Interactive graphics

- Engaging content

It is essential to note that your pictures should be proportion-based and optimized if you opt to use an Interactive Ad design.

Execute The Remarketing Campaign

This is a final step. All your efforts boil down to this. You can start your remarketing ads in both Google Ads or Google Ads Editor. Start with your campaign’s name, budget, and duration. In case you’re making several remarketing campaigns at once, you can keep track by putting the crowd name in the dashboard.

Google Ads Editor
Google Ads Editor

While adding crowds to a remarketing campaign, pick the “targeted on” setting so that your crowd list is more focused and targeted. While choosing a bid plan, make certain to choose the one that is related to your promotional objectives. For instance, If a bid is highly related to your promotional objectives, make sure you are very competitive for it. Acquiring relevant bids is a task on its own.

You can also extend the duration of your remarketing campaign if you wish to carry it on further. Running one long campaign can show your customers you are interested in them and increase your acquiring leads more.

When all is set and done, give your whole campaign another final searching look before turning it on. You have a 30% chance of fishing for some last-minute mistakes and errors that can undermine your remarketing campaign’s success.

Observe and Modify

Once you have dispatched your remarketing ad campaign, you may lean back to take a breather but don’t think your work is done. Your campaign may only be successful if you monitor its performance through its duration.

remarketing ad campaign
remarketing ad campaign

A portion of the aspects to look for while your campaign runs safe and sound are:

- Maintaining your crowd size as your campaign progresses.

- Deciding where your ads pop up.

- Analyzing and modifying the campaign settings in terms of crowd lists.

Search remarketing can also target your remarketing ads by thoroughly searching for your customers and intended targeted crowd. Also known as an RLSA, this aspect of remarketing helps define your target list so your remarketing can be focused on your audiences.

Google Search Remarketing
Google Search Remarketing

Source: kirinhussain

These RLSAs or remarketing lists for search ads can be used in two ways. You can use these RLSAa to make bid changes on your remarketing ad campaigns. You can also use them to set up search ads while deciding on your targeted crowd and keywords in your campaign.

The biggest advertising platform online up until now is Google. If you advertise on Google, you advertise on basically almost every online platform. Running your remarketing ad campaigns on Google directly connects your ads to Facebook. This means a new gate of potential customers is now open for you to advertise your business to.

Google Remarketing Ads
Google Remarketing Ads

The tag on your site sends your customers’ data to Facebook, and potential customers see your remarketed ads on their accounts. Still, this is one, and there are many advantages of running your remarketing ads on Google:

More Extensive Reach

Connected to the above-mentioned advantage, remarketing on Google connects you with Facebook. Facebook can function admirably for businesses that rely upon social capital yet use it as a remarketing platform when needed. The Google Display Network incorporates more than 2.5 million sites globally and reaches 95% of your customers online. With Google as your remarketing ad platform, your web is more wide and strong. You can look at the reports to match the result of the various ads that you have run to have a better idea of how to use your resources to get better results every time.

More Adaptable and Customized

Running a remarketing campaign can be tough if you have limited control options. This is why with the Google Display Network, you’re more at ease and in control of your remarketing campaign. You have control when it comes to altering your crowd lists and portfolios, narrowing it down to even their genders, so your ads are targeted to their utmost.

More Easy-To Run Its Campaign

Unlike many other advertising platforms, Google’s Display Ad Builder is very easy to use. It isn’t intimidating, and Google itself has guides available to help you guide in running your campaign. With Google as your remarketing ads campaign manager, you are permitted to:

- Pick the design, shading plan, and content of your promotions.

- Utilize your photos or pick free stock pictures

- Update and change your ads as you seem fit

Whether you don’t have an expert graphic designer on your hands or don’t have a campaign manager, Google is still there for you to use.

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