Paying for Google ads is always advertised as a simple process, and it can be if you know what you’re doing. Few business owners know how to recognize their true audience and even less knowledge of the existence of Google remarketing ads. Then there is the confusion between retargeting vs. remarketing and not knowing how all of this can hurt your bottom line.
What is Remarketing
You cannot define remarketing without a definition of retargeting. Remarketing involves targeting similar customers in a variety of ways. At the same time, retargeting focuses on targeting similar audiences with the same offer.
In remarketing, the goal or objectives can change based on the customer’s actions. The purpose or intent remains the same in retargeting, but the customer can be changed. Therefore, remarketing attempts to keep your customer within your funnel, sales pipeline, or community.
Remarketing ads work by retargeting the same customer using their behavioral data. Through analytics, marketers can pinpoint what may appeal to the customer at a particular stage in the funnel. And present more viable options instead of trying to force them into a sale they probably don’t want or aren’t ready for.
Many prominent social media platforms, digital marketing agencies, and search engines offer remarketing services. Some even specialize in Google Ads Remarketing or social media platforms like Facebook. Remarketing ad agencies use Google Analytics or their software to help you find your true target audience, customer match, and create remarketing campaigns.
10 Benefits of Remarketing
There is little downside to using Google remarketing in your digital marketing strategy. Remarketing is one of those marketing strategies that, once you perfect it, you can reap more benefits than mentioned here. Ten benefits of remarketing are:
- High return on investment ($8 per $1 invested)
- Manageable costs
- Great for cross-channel selling and omnichannel marketing efforts
- Higher clicks = higher conversions (Avg. 4.4%)
- It can be used to establish expertise
- Best for building loyalists and bread recognition
- By using customer match, you can attract your competitors’ audience
- Reduce cart abandonment
- Works in all industries
- Works with all websites and content management systems
Remarketing gives you more than a second chance. With a focus on keeping your business relevant to the customer through any means, Google remarketing can help you achieve many brand goals and campaign objectives. And because many remarketing tools are low-cost or free, it saves money, giving you more reach for your budget.
How to Use Google Remarketing
Since Google offers its remarketing ad services, individual business owners and digital marketing agencies often incorporate Google remarketing ads in their remarketing campaign strategy. There are two types of Google remarketing. The standard ads and the dynamic remarketing Google ads are based on specific attributes assigned to your website that help chooses what your target audience may want to see. However, you should be careful when using Google remarketing ads as Google also does retargeting ads.
Remarketing in Google isn’t clearly distinguished from retargeting because, as far as Google is concerned, both use the same tools. The difference is just a matter of strategy and targeting, which YOU or your marketing agency is responsible for. Therefore, knowing how to use Google remarketing and effectively navigate Google AdWords is essential.
And because of this, there are only two ways to use Google remarketing ads;
- Pay for the ads only and attempt strategy yourself. (You’ll need a Google Ads account, remarketing list, and a budget set by you)
- Get a digital marketing agency to do it for you.
With option number 2, regardless of whether you choose non-dynamic or dynamic remarketing Google Ads, the cost of your remarketing campaign has automatically increased. In using the DIY approach, you must follow the standard instructions for non-dynamic or dynamic remarketing Google ads and choose a bidding strategy. The downside of DIY is that even though you are in control of your budget, you risk not meeting any targets if your targeting, website setup strategy, investment, and offer aren’t strong enough.
How to Use Google Adwords for Remarketing
To fully achieve the benefits of remarketing, your marketing agency will need to utilize many of Google’s remarketing tools. Google AdWords, commonly called Google Ads, allows advertisers to create ads and publish as on Google and other search engines and platforms. When your company’s website is approved for Google AdSense, it becomes part of Google’s Display Network of sites companies can advertise on.
The purpose of your Google AdWords account is to serve as the software as a service platform where you can create, target, and submit your search remarketing ads. For Google remarketing best practice, your website domain must also be connected to Google Analytics and Google Search Console. Or you can install Google Site Kite, which will include connections to all the necessary Google tools, including Page Speed Insights. This is done to ensure your website and data are connected and accessed by Google Search Network.
If you look carefully at your screen while you browse the internet, you’ll find perfect examples of Google remarketing. Common Google remarketing ads examples are Grammarly and Amazon. Almost anytime you make an error in writing, Grammarly is there. The same goes for Amazon whenever you show an interest in any product.
But before creating dynamic retargeting Google ads, you’ll need to know your remarketing tags and audience and find customer matches to create a remarketing list. And, of course, you’ll need to know how to navigate the backend of your website, understand Google Analytics and create dynamic ads. As easy as using Google’s remarketing ad tools for your campaign, it isn’t easy to strategize and find the right audience and customer match from your website.
Google Ads Remarketing Challenges
It’s natural everyone’s level of understanding isn’t the same, and not all websites are made the same. What works for one person with managed WordPress hosting may not work for someone else with a domain on Wix. As minor as this may seem, this is just the beginning of website owners’ challenges with Google Ads Remarketing.
- Creating dynamic remarketing Google ads.
- Knowing where your audience goes online
- Keywords research
- Unaware of look-a-like audiences or how to customer match
- I can’t navigate the Google AdWords bidding process
- Resenting the existence of Google Analytics
- Creating display ads for AdWords or search
- Getting fooled by low cost per click (CPC)
- Investing too little into your Google campaign
- Forgetting the existence of local SEO
- Not optimizing ads for mobile
- Not using an omnichannel marketing strategy
To start, some new business owners don’t use remarketing. And when they attempt it on their own, they face all those Google Ads Remarketing challenges and more. Even with a clear understanding of analytics and the Google Ad Network, there is still the need to have an effective strategy to reduce costs, increase reach, use Google remarketing best practices for bidding, and make the best use of your remarketing campaign.
Three Ways to Use Google Remarketing Ads to Improve Your Company’s Bottomline
Google may only categorize its remarketing ads into two categories, but you can use many marketing tools and strategies in your Google remarketing campaign. As long as your audience is willing to be reached via a particular platform or prefers a specific medium, it can be used in your remarketing campaign. Here are three ways to use Google remarketing ads to improve your company’s bottom line.
If you are not using this multichannel marketing strategy, you can leave loopholes in your remarketing campaign, losing customers and money. Omnichannel marketing provides the best vehicle for your Google remarketing campaign. Omnichannel marketing allows you to reach your target audience on many platforms using various marketing tools such as video, email, and offline methods.
Hyper-Targeted Remarketing Campaign
In a hyper-targeted remarketing campaign, customized messages are delivered to your audience. Hyper-targeted remarketing relies heavily on massive amounts of consumer or business data, including demographics and behavioral and geographic data. Because you want to adjust your offer to improve customer retention, hyper-targeted remarketing allows you to make these adjustments.
Programmatic Display Ads
Programmatic display ads work with a bidding process allowing you to save money on your advertising budget while reaching only the people you intend to serve. Because programmatic display ads can be used to target by device and location, it provides a personalized experience for the customer. Programmatic display ads are designed to be eye-catching, and when strategically placed, they can automatically boost your click rates, conversions, and bottom line.
Anyone can use Google to create their remarketing campaign, but not everyone can make a Google remarketing campaign. That is why it’s best to partner with a data-driven marketing company that can help you with the most challenging aspects of Google remarketing; analytics, targeting, and strategy.
Partner Dynamic Remarketing Google Ads with FrescoData
There is a reason why data-driven marketing is the best option for many digital marketing strategies. Data is the foundation of all marketing. With your Google remarketing campaign, you need to partner with a company that uses data management and analysis to its best advantage. At FrescoData, we start with ensuring your data is clean, relevant, and safe.
Though Google does a great job protecting consumer data within its systems, your website’s responsibility rests on you. And when you use corrupt data, no amount of strategy can save you. With our data enhancement and validation services and access to trusted data sources, we can ensure your remarketing list has real customers, correct data, and is relevant to your campaign objectives.
In addition to our years of experience in omnichannel marketing, we can help you reach your customers anywhere they are online and offline. Pairing our programmatic display ads with our analytical services gives you the hyper-targeting you need for your Google display campaigns.
In the last quarter of 2021, Google made more than three-quarters of its revenue from ads, including Search, Google Display Network, and Youtube. That’s 90% of digital advertising being covered by Google. To ensure your Google remarketing ads are competitive and at the right place, at the right time, partner with a company trusted by Google, and let’s strategize on your next Google remarketing campaign.