Getting Started with the Basics of Google Remarketing

There are several ways you can drive traffic to your website and persuade visitors to convert. One such way is by running a remarketing campaign on Google Ads.

Remarketing is a method to connect with people who have already interacted with your website or mobile app. It enables businesses to strategically position their ads in front of their past website visitors as they browse Google and its partner websites.

What makes remarketing different from standard display and search advertising on Google is the style of targeting. Remarketing involves using a tracking code to place cookies on the browser of your website visitors and then positioning ads to those with that cookie.

The whole purpose of running a remarketing campaign is to reach people who have already displayed interest in your brand and products / services by visiting your website.

2% of first-time visitors to an online store convert. Wouldn’t you just love to push the other 98% people back to your website in the hope they’ll convert the second time round? Instead of starting right at the very beginning with the next new visitor to your website, remarketing can be a way to re-engage previous visitors.

Why do visitors to your website leave? There are so many possible reasons why people don’t enquire or buy a product, fill out a form or complete another desired action. They might be researching and comparing different products / services, casually browsing, they are unable to find the information they were looking for or they simply got distracted. Remarketing is the golden ticket to making a second, third or fourth impression to encourage consumers to convert.

How Does Remarketing on Google Work?

Google Remarketing

Remarketing on Google helps businesses advertise to people who have previously visited their website or used their mobile app. Past visitors can see your ads when they use websites that are part of the Google Display Network, or when they conduct a search for terms related to your product / service on Google.

If you already advertise on Google, you simply need to add a piece of Google remarketing code (commonly referred to as a tag or pixel) to your website so your visitors can be added to your remarketing audience through browser cookies. The code can be modified for different pages to correspond to more defined categories.

We’ve discussed the basics of remarketing ads before, you can catch up here: How do Retargeting Ads Work?

To use remarketing, you will need to choose a campaign type that’s supported. Either Display Network campaigns or Search Network campaigns.

1. Google Display Network

With remarketing, businesses can reach customers who have suggested interest in their brand, product or service by visiting your site, and display relevant ads as they browse the Google Display Network.

For more information about Google’s Display Network, you can learn everything you need to know here: Beginner’s Guide to Google Display Network.

2. Remarketing Lists for Search Ads

Is a feature that enables businesses to customise their search ad campaigns for users who have previously visited their site and enables them to tailor their bids and ads to the specific visitors when they’re browsing on Google.

What’s a Remarketing List?

Remarketing lists is a Google feature that allows you to customise your search ads campaign for past website visitors and tailor your bids and ads to these visitors when they’re browsing Google or partner sites. To create a list, you need to add a snippet of code (provided by Google Ads) to your website. The code can be added to your website page(s) and when people visit your tagged page(s), the cookies associated with their browser are added to the remarketing list.

Should You Set Up Your Campaign Yourself?

Anyone can set up a paid advertising campaign. But working with an established agency saves wasting time and money, allowing you to focus on different aspects of marketing.

To plan, manage and review a paid advertising campaign, it takes technical know-how to do it effectively. It takes a professional to manage every piece of your account and continuously look for ways to optimise it and maximise return on investment.

If you’re looking for a dedicated agency to outsource your PPC management too, then we’re the business to talk to. We would love to discuss your requirements and explain why we’re the brand you should be working with.

For a no obligation consultation, get in touch using one of the following options:

Book a meeting:

Telephone: 0161 706 0004


Remarketing Styles Available with Google Ads

Standard Remarketing: display ads to your past visitors as they browse sites and apps on the Display Network.

Dynamic Remarketing: take your remarketing to the next level with ads that feature products or services that people viewed on your website / app.

Remarketing Lists for Search Ads: show ads to your previous website visitors as they carry out follow-up searches for what they want on Google (after leaving your website).

Video Remarketing: share ads to people who have interacted with your videos or YouTube channel while they are browsing YouTube, Display Network videos, websites and apps.

Customer List Remarketing: use Customer match to upload lists of contact information that your customers have given to you. When those people are browsing Google while signed in, you can show them ads across a variety of Google products.

Why You Should Invest in Remarketing on Google

1. Reach Your Audience When They’re Most Likely to Make a Purchase

Google Remarketing

You can display your ads to visitors who have previously engaged with your business right when they’re searching elsewhere.

Help your audience find you by showing them ads when they are looking for a brand like yours on Google Search.

2. Concentrate on Your Exact Audience

You can tailor your campaigns to advertise for specific causes. For instance, you can create a remarketing campaign that targets people who visited your sale item page or website visitors who added an item to their shopping cart but didn’t complete a transaction.

3. Large Reach Available

Advertisers can reach people from their remarketing list across their devices as they visit over 2 million websites and mobile apps!

4. Accessible Campaign Statistics

It’s paramount that businesses know how their campaigns are performing, where their ads are showing and what price they’re paying. Google offers detailed reports that includes all the information you need to know.

We’ve already detailed about the benefits of remarketing, you can find out all there is to know here: Why Your Business Should Invest in Retargeting

Interested in Remarketing on Google?

If you want to drive visitors back to your website, then remarketing is a marketing method that you should be considering.

If you want some expert advertise and to discover how Different Gravy Digital can make remarketing ads work for your business, then get in touch for your free, no obligation consultation:

Book a meeting:

Telephone: 0161 706 0004