Google Remarketing Best Practices

Google Remarketing is a form of online advertising that targets consumers based on their previous online actions. Have you noticed during your interactions online that you may search for an item, such as a pair of jeans, and then navigate to another page, where an ad pops up for the very pair of jeans you were just looking at. No, this is not just a coincidence. This is an example of remarketing.

Traditional advertising vs remarketing

Google remarketing ads may look essentially the same as traditional advertising in that they both usually include a static image, text or short video directing users to your website. The difference is that remarketing has a specific target. Using a simple code, a business can store data, “cookies,” on a visitor’s computer and use that data to display ads targeted specifically for that user.

It’s a fairly simple tactic that aims for a second chance at converting users who visited your website and left without taking an action.

Before getting started

Establish a clear set of objectives

Any marketing tactics will be ineffective if you aren’t sure what your goal is. A clear goal will help you craft an efficient advertisement for your targeted audience.

Create a strategy

An important part of your remarketing project will be planning your strategy and the lists you are going to build. This is not an aspect you will want to rush as this will directly affect the success of your remarketing efforts.

How to set up remarketing advertising in Google Analytics

Remarketing typically takes place in Google Ads. The first step to setting it up is generating a custom tracking code to add to your website, which can be done in Google Analytics or Google Ads. The following steps explain how to set up remarketing in Google Analytics.

  1. In Analytics, go to your “Admin” section and click “Remarketing Lists.”
  2. In the upper left corner click on “New Remarketing List.” This will allow you to name your list and connect your Google Ads account. A Google Ads account is required for this.
  3. Choose your preferred type of remarketing: All site visitors, specific page visitors, all visitors who completed a specific conversion goal, or a custom selection of visitors.
  4. You will receive a modification you can add to your current Google Analytics code when you are finished.
  5. Add this code including the modification to every page on your site.
  6. Agree to Google Analytics Terms of Service and the Google Analytics for Display Advertisers Policy, and update your site’s privacy policy to describe your use of remarketing.

Remarketing best practices

Use relevant ads

To ensure success, make sure your ad is highly relevant to what your visitors are looking for. Consider including some sort of enticement to encourage them back to your site. This could be in the form of a special discounted offer on the item they are looking for.

If your goal is to increase brand awareness, you can create ads specifically for that by displaying your brand to visitors over a period of days, weeks or months. You will be able to track outcomes through normal conversion rate tracking in Google AdWords.

Remarket to “quality” visitors

You can narrow down your remarketing so that it targets users who have had a quality interaction with your site. To do this, add the following criteria to your lists:

  • Exclude people who have bounced
  • Exclude people who have spent less than ten seconds on the site

Create these lists in Analytics then create custom combination lists within AdWords which exclude them.

Stop your ads from showing on “bad” content

There are probably content types that you won’t want your ads to show on. You can easily exclude site categories to keep your ads from being shown around content you don’t want your brand associated with.

Google remarketing is one of the best ways to complete unfinished conversions and keep your customers coming back for more. It’s important to remember that it is only effective for users who have already visited your site. Before investing in this tactic, you should increase your initial site traffic through SEO and social media marketing.

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