For most marketing strategies, the goal is to acquire new customers. Remarketing, on the other hand, looks to gain new business from past visitors. It may be someone who purchased before or visited your pages but didn’t complete your desired conversion activity.
No matter what profile your remarketing targets fit, it’s an extremely advantageous marketing approach. After all, these are audiences that already know your business and its products. They may even be fans! This simplifies your marketing by a great deal, but it isn’t without risk.
In the Digital Age, remarketing is done by tracking your site visitors, which doesn’t always sit well with these individuals. It’s easy for remarketing to feel invasive if you push the envelope too far.
Also, read about why do you need to consider rebranding.
This page will explore four ways that you can implement remarketing campaigns into your Google Ads strategy.
Getting Started: Creating A Remarketing List
Before you can choose to remarket as an audience for your Google Ads efforts, you need to create your remarketing list. To do so, you need to go to your Google Ads dashboard and find the Audience Manager option in the drop-down menu under Shared Library.
Google will provide you with a remarketing tag that needs to be copy-pasted into your website code. This can be a complex process, so you may want to have your web developer on standby! Alternatively, you can use the Google Tag Manager tool.
Once this remarketing tag is set up, you can create an audience list for your website visitors. You can choose a time frame or a specific URL on your website to further refine this audience. For example, you could choose to only retarget visitors that came to a certain landing page on your website.
1.) Google Display Network Remarketing
The most common remarketing campaigns are carried out on the Google Display Network. Not only are display campaigns cheaper than running search ads, but they appear on millions of websites across the Internet. You can effectively use remarketing display campaigns to follow your visitors around the Internet and remind them of your company and products.
Remember, many of the potential customers that visit your site are not ready to convert yet. They are still evaluating their options and comparing your offerings to that of your competitors.
A remarketing display campaign can be the perfect strategy for keeping your brand fresh in their minds. Once they are closer to making their decision, your brand will be the first one they think of!
In this regard, display campaigns are great at achieving brand awareness. However, when creating your Google Display Network campaign, you can choose to set a more action-oriented goal, like purchasing from your website or calling your business.
During the campaign creation process, Google will ask for your target audience. Here, you want to choose to remarket and Google will use the list you created in the previous step as the targets for these display ads.
2.) Specific Customer Profile
For most companies, it’s safe to target anyone that’s on your remarketing list, especially for a simple display campaign focused on brand awareness. However, some sites need to be more selective with who they remarket to. A luxury car brand, Lamborghini for example, receives a lot of website traffic from people outside their target audience. In short, people can’t afford their products.
In this example, and many others just like it, marketers need to filter their remarketing lists based on who actually matches their customer profile. That means incorporating demographic and psychographic details about the intended customer, such as income level, gender, beliefs, etc. This will help you find relevant remarketing targets.
When you can narrow down your remarketing list to a specific selection of targets, you raise your chances for successful marketing and you can craft better messages that target the specific emotions of these individuals.
3.) Emotion-Based Ad Messages
Emotion is a powerful motivator when it comes to any form of marketing or advertising message. This includes the messages attached to your remarketing campaigns. Every great and memorable ad campaign starts by triggering our emotions. It makes us laugh, cry, think, or otherwise feel something.
As you’re creating remarketing ads and campaigns, don’t forget about the emotions of the individuals on your retargeting list. You’re at an advantage because they’ve already interacted with your brand beforehand, which gives you an inside scoop as to what they think and feel.
You may want to segment your remarketing list based on what emotional triggers appealed to them in previous brand interactions. For example, if they interacted with a funny ad before, then you know that they find the humorous ad approach enticing.
If they purchased or converted before, look at the specific actions they took or the items they purchased. Are there clues that help you understand their problems and what other offers may attract their business again?
4.) Funnel Stage
Aside from segmenting your retargeting list based on emotions, you can also do so by what stage each person is in your funnel. Are they a return customer that has already converted? Or, are they a one-time visitor that failed to convert the first time? This affects where in your sales funnel they are and what sort of messages they need to be targeted with.
You should break your remarketing list into segments for each phase of the funnel. Then, you can create ad messages specific to the behaviors of each stage. For example, if customers are in the evaluation stage, then they want to know why your product or brand is better than the competition. Alternatively, a customer in the consideration or intent phase may respond better to free trials, discounts, and other offers.
Your paid advertising campaigns are typically designed around facilitating a faster, more streamlined sales funnel. Thus, when you can accurately divide your retargeting list based on what stage in the funnel each group is in, you can do the same for your remarketing campaigns and here you can understand with google voice search for better understanding.
Remarketing is a powerful and effective strategy that can increase the lifetime value of your customers and further encourage recent visitors to complete their conversion. When you can connect to audience emotions, behaviors, and needs, your ability to convert and enhance your sales funnel is significantly impacted.