Remarketing is a concept, Google Ads remarketing strategies are a necessity. If you want to get more leads/clients, of course.
Remarketing is a way to connect with people who previously interacted with your website or mobile app. Google Ads Remarketing is the best way to strategically position your ads in front of these audiences as they browse Google or its partner websites.
Remarketing, also known as retargeting, can dramatically increase your conversion rates and ROI.
Here are a few Google Ads remarketing strategies that will help you increase your brand awareness or remind those audiences to make a purchase.
A study conducted by Nielsen showed that the majority of consumers need an average of 6 visits before making a purchase. Which is why any kind of remarketing activity is so important.
It’s very unlikely for B2B and high-end products to sell on the first visit because people who buy a product/service on their first visit are often those who buy impulsively or are looking for cheap products.
If your business needs a little bit of thinking before being totally appreciated, the ones much more likely to become customers or complete other valuable actions on your site are those already familiar with your brand: your past site visitors.
That’s why is very important to have remarketing/retargeting, in your marketing mix.
Implementing a solid Google Ads remarketing strategy (or, better, a multichannel one) is essential to make your marketing campaigns more successful and more profitable.
Which will also lead to what most business owners really want: a predictable way to get more leads/clients.
Google Ads Remarketing 101: Get Your Audience Right
Remarketing is all about reaching the right website visitor, at the right time, in the right place and with the right message.
Your audience is going to be a segment or slice of your website visitors population, that’s pulled from the overall list of your website.
Data collection tools like Google Analytics, Adobe Analytics, and many others, allow us to collect the data of the population, in which we will be able to create specific segments.
We can get a really rich profile of the intrinsic characteristics of a customer and we’re also developing a very detailed profile that includes information like the browser, the location, the device, the time of the day and the day of the week.
For instance, a good segment for a travel agency, could be creating an audience of users who searched “Flights from NY to San Francisco” in the last 30 days. With those data, they can then focus on the users that don’t book the flight and use run laser-focused Goole ads retargeting campaigns on the Search and Google Display Network (GDN) showing their ads in different formats and on different devices.
We’ll talk more about GDN in the next paragraph.
Creating the right audience segments when you plan your remarketing campaigns, is the most important thing that you can possibly do.
If you don’t get your segments right, it means that you don’t have a good understanding of your website visitors. And if you don’t, then anything else you do, all the money you spend on remarketing, is not going to be as efficient and as well spent as it would have been if you got your audience segments right.
Google Display Network (a Quick Tour)
Google display network includes YouTube, Gmail and many more.
With thousands of internet users visiting these websites daily, Google Display Network (GDN) allows you to place your advertisement on these websites for maximum exposure of your business.
GDN Ads come in different formats, this means that there are different ways of remarketing.
Remarketing in Google Ads consists of static images, animated images, video, responsive ads, and text ads that are placed on the Google Display and Google Search Network.
There are basically 5 different routes you can take in your way to Google Ads remarketing success:
- Standard remarketing:
Show ads to your past visitors as they browse sites and apps on the Display Network.
- Dynamic remarketing:
which takes remarketing to the next level with ads that include products or services that people viewed on your website or app.
- Remarketing lists for search ads:
Show ads to your past visitors as they do follow-up searches for what they need on Google, after leaving your website.
- Video remarketing:
Show ads to people who have interacted with your videos or YouTube channel as they use YouTube and browse Display Network videos, websites, and apps.
- Customer list remarketing:
With Customer Match, you can upload lists of contact information that your customers have given you. When those people are signed into Google, you can show them ads across different Google products.
So let’s see how we can use those remarketing ads.
User Action Segmentations
User Action Segmentations is a really powerful technique. It’s probably the best technique you can use. And it is surely the most successful technique we use when helping our clients achieve the results they want.
And it doesn’t require a pool of experts or sophisticated and expensive analytics tools.
Being able to create a proper audience segment really just comes down to understanding your visitors.
Different businesses will get a different interpretation of the specific pages viewed VS the time spent on the site VS the demographics (age, gender etc.).
But one thing all businesses have in common is the funnel.
For some businesses the funnel may take 2 steps, like Amazon, you click and buy in just 2 steps, while for other businesses, such as b2b companies, the funnel may have many different steps and can take up to a year.
But everyone who has ever made -or will make- a purchase has gone -or will go- through the 6 core fundamental phases of the buyer funnel.
These six steps can take the buyer 1 minute or 1 year, but it doesn’t matter they must all be taken.
As marketers, what matters to us is to figure out which action and characteristics tell you what stage of the funnel the buyer is likely to be in.
Some times this could be unpredictable, but very often it is possible to find the combinations of behavior which enable you to place the user in the right phase of the funnel.
It is called funnel based segmentation.
Let’s take a step forward and analyze it deeper:
At the top of the funnel, we got All Visitors
Below that, we have users who have viewed the product page and we can also segment this into different categories.
Below that, we have users who have added items to the Cart.
We can segment them even more by adding users who have visited more than 5 pages or have spent more than 10 minutes or have purchased in the past, which are all factors that show strong intent.
Then, last but not least, we have converted shoppers. And we can segment those into users who have bought one or more products.
All those extra segmentation is part of a very advanced strategy which will take into consideration a combination of factors to understand exactly in which phase of the funnel the visitors are more likely to be in.
The Right Message at the Right Time
Last but not least, the power of audience segmentation is that we can actually customise the message for the different segments based on where they are in the funnel.
- Users who have visited only the homepage will have a generic message like “Discover great deals”
- Users who have visited the category page will see “Check out new arrivals”
- Users who have viewed an offer could receive a different offer with a sense of urgency “30% off today only”
- Users who have abandoned the cart can see a special feature like “Free shipping”
- Users who have converted in the past can be shown a cross-selling message like “You may like this other product”
The Power of Google Ads and Facebook Ads Together
Paid search is one of the best ways to reach new audiences and re-engage with older leads. But Google Ads can work even better if paired with your social advertising strategy.
One very successful strategy I’ve seen working well for our account was using keywords based campaigns (like search campaigns and Google Shopping) for prospecting -due their search intention- and Facebook ads for remarketing.
When it comes to Google Ads vs. Facebook ads, it doesn’t have to be a competition or a choice. You can use both because they can definitely complete each other.
Google Ads and Facebook Ads have unique benefits for almost any type of business. Each of them has diverse targeting options and great ad placements that can help you bring in new customers.
If your goal is to only generate brand awareness and more social media traffic, Facebook is the place to be. If you want to get more leads, sales, or conversions, then both platforms will do the trick.
Or better yet, use them together so that each can rely on its own strength.
Find creative ways to mix and match your Facebook and Google Ads to build them into a paid search dream team. Build awareness and nurture leads with Facebook. Then, close the deal on Google Ads when people start searching for solutions.
And if you want to have more ideas on how to use both platforms to maximize your business results, read our guide: Facebook Ads vs. Google Ads: When To Use Each Ad Network.
Spoiler alert: it’s not an either/or question. It’s both at the same time. Here you are, the decision is up to you now.