Understanding Google AdWords Remarketing

Remarketing is an under-utilized marketing tactic that if you haven’t yet discovered, you may want to consider exploring and implementing. Taking advantage of remarketing is a great way to recover some of the conversions that you may not capture when consumers visit your site initially, build brand recognition, and have prospective customers come back for another visit.

The Difference Between Traditional Online Ads and Remarketing

Paid search advertising through Google AdWords is designed to target users who have intent to purchase your product or service. Search ads are text only. Online display advertising generally targets the type of people who are likely to visit your website through contextual targeting and/or keywords. Text or image ads may be used to appeal to the demographic that you anticipate would purchase your products or services.

Remarketing (sometimes referred to as retargeting) is the strategic placement of ads on websites. These ads appear on a website after a person has visited another website, and there are a lot of them. There are more than two million Websites on the Google ad network. As an example: If you design and sell jewelry and a person visits your site online, remarketing would facilitate that the same individual sees ads for your jewelry while visiting a different site after yours.

adwords remarketing

How Remarketing Works and Its Benefits

To implement remarketing, you will need to install a specific code from your remarketing provider on your website. This code is not complex, and it should not interfere with your site’s speed or performance. The people who come to your site should not even be aware that the code is in place.

Once a person visits your site, the remarketing code will install a cookie in that person’s system and you start building a remarketing list. Once your list is large enough, when that person visits a different site, the cookie will inform your remarketing provider that a corresponding ad from your website should appear on the site visited subsequently.

The main benefit of utilizing the remarketing technique is that it can help you successfully increase conversions. People often respond to such ads because they remind them of the products and services they have recently considered while browsing online. They also help to increase consumer awareness of your brand, which can ultimately lead to more sales overall.

The Options Available via Google AdWords Remarketing

Google offers a variety of remarketing options. Standard remarketing may be the most commonly used: Visitors to your site see ads for your brand displayed when they go to other sites. Dynamic remarketing utilizes dynamic ads to accomplish the same thing.

You can also choose remarketing for mobile apps, which is a viable option since so many people browse the Internet via mobile devices. Remarketing lists for search ads will display ads to your site visitors when they perform subsequent Google searches. Video remarketing ads are similar to standard retargeting ads, but the ads occur after people have viewed your videos.

Remarketing is also available in other advertising platforms such as Bing Ads, Facebook, Adroll, Retargeter, and others.

Final Thoughts

If you hope to increase conversion rates from your Website, remarketing can be a highly effective technique. While remarketing is a fairly simple process, it can get somewhat confusing and with its myriad of set up options and features, there’s a learning curve involved.

It’s recommended to work with a Google AdWords certified professional to properly set up your PPC campaigns and get the best results through ongoing optimization and ad campaign management.

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One Response to Understanding Google AdWords Remarketing

  1. Pingback: How does Pay-Per-Click Advertising Work?

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