In the journey that users make from the moment a need arises or they feel a need, until they becomes a consumer and therefore a possible customer of the product or service that a certain company offers, he/she is impacted in different ways by marketing strategies.
Even once they’ve become a loyal customer or, on the contrary, if they’ve declined the company’s offer, they can continue to be influenced either to reconsider their idea of what that service or product can offer them or to carry out a loyalty strategy so that they keep us in mind again on successive occasions.
That’s the strategy that we’ll focus on on this post: the “Remarketing”, specifically Remarketing in Google Ads, which we’ll talk about below.
Table of contents
What is Remarketing in Google Ads?
As I said before, remarketing means to impact again to the same user by using marketing, with the intention of taking them to the end of the conversion funnel that we’ve designed for this purpose.
Applying this marketing strategy to the digital environment and specifically to Google Ads, we can customize ads or advertising messages to users that we’ve detected that have previously interacted with our company’s website or eCommerce.
When aa a user, you visit our online store, you’re automatically detected through cookies. If you visit the store but don’t make a purchase, we can remind you later while browsing the Internet the possibility of coming back to carry out this transaction.
This type of user has already gone through part of the buying process and has reached a particular online store, possibly is studying other possibilities or looking for other websites to compare prices. And this is where remarketing ads are important, because they help to not fall into oblivion the possibility of taking into account what we offered at the time.
In addition, through remarketing in Google Ads we have the opportunity to make a personalized ad for each user, instead of a generic one, which makes this type of campaigns to have a good response and offer positive data in terms of conversions.
How does remarketing work in Google Ads
The whole process of this type of campaign begins with the registration of the user when he/she enters a website. What happens then is that a cookie is left in the user’s browser, allowing the creation of what we call “lists” or “audiences”, where the data will be stored and through which the ads will be directed.
These audiences can be made either through the Google Ads platform or we can use the ones provided by Google Analytics.
In any case, they’re created by default to make a general remarketing for all those users who pass through any url of the website, although we can customize them so that they’re only applied when the user passes through certain url of certain categories of products or services that are more interesting to us.
For example, if we want to reinforce the sales of a category of products such as desktop computers, we will only use the urls of this type of products to form the audiences. In this way the ads will be served to users interested in desktop computers.
Types of Remarketing we can do
Depending on the way in which the remarketing ads are going to be shown, we can distinguish between the following types.
Standard Remarketing
This type of remarketing will show the ads to everyone who is on the remarketing list and will do so in display format. The ads in this format appear in what is called Google’s display network, which according to their information, is a set of more than two million websites, apps and videos in which the ads can appear.
Dynamic Remarketing
In dynamic remarketing ads, both graphic and text, are generated automatically depending on what products or URLs the user has visited. In this way, the user will be impacted again with an ad offering what she or he was interested. For example, if you visualized several types of laptops, you’ll be offered these specific models in an ad.
Video Remarketing
In this case the remarketing list or audience to deliver the ads to will be a compilation of users who have visited certain videos or have interacted with the YouTube channel. The ads can be viewed on YouTube itself, through web pages or in applications.
Search Network Remarketing
In this type of remarketing, as in previous ones, the ads will be delivered to users who interacted with our website. The difference will be that the ads will shown every time the user searches anything related to the Keyword(s) we choose.
As we’ll impact again on a user who already showed interest, we can take into account a strategy with broad match Keywords, since we’re limited by the selected remarketing audience.
Remarketing by distribution list
In this case the audience will be determined by uploading a list with the email addresses that we’ve previously collected from our customers or potential customers, for example through the subscription to a newsletter.
Remarketing in Mobile Applications
Here ads will only be shown in mobile applications and mobile websites.
Advantages of Remarketing
Form Custom Audiences for each target
One of the main advantages is the possibility of forming custom audiences based on the interests shown at any given time. As mentioned earlier in the post, we can serve ads only to certain product categories thanks to the personalization of audience lists.
Drive Conversion
It helps drive users to complete the buying process by reminding them of the interest they had in our website, influencing them to make a decision.
Personalization of ads
Thanks to the fact that we can create lists of users according to each objective that we have, we can serve personalized ads to users, which should make the acceptance rate high.
Conclusions
When we want to make a complete SEM strategy we can’t forget to carry out Remarketing campaigns. These actions, besides being effective, not always need to involve a large increase in investment.
On the other hand, remarketing actions carried out from Ads have a good response from users, as we can customize the message with which we want to address them. The goal is to impact again on the user, as a reminder that they may have been interested at some point in a certain service that we can offer.
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