Google Ads Remarketing Tips – The Ultimate Remarketing Guide

Anyone seeking to market their business, product, or service online will be familiar with the potential offered by Google Ads, formerly Adwords. For the most part, businesses using Google Adwords will focus primarily on attracting new customers to their company, which is undeniably beneficial. However, there is another way that Google Adwords can be used to attract customers to a business: remarketing.

How is Google Adwords remarketing beneficial to a business?

Remarketing is principally used to help ensure your business stays at the forefront of your customers’ minds. There are two particular ways this can be beneficial. 

First and foremost, It is fair to assume that most internet users will browse numerous sites when seeking to buy a product or hire a service. After all, one of the most common pieces of consumer advice is to “shop around”; in fact, studies have shown that an average across all industries only 3% of customers will buy from a website the first time they visit. While you can just hope that a potential customer returns to your site to complete a lead sign up or purchase, this is less likely to be successful. 

However, with remarketing ads, you can greatly increase the likelihood of a customer eventually returning to your site to make their purchase. Remarketing ads work to subtly remind the user of your company and help you convert their interest into a sale. 

Secondly, Google Adwords remarketing is also useful in helping you to retain customers who have already purchased a product or service from your company. For example, if you sell cat toys, a customer may purchase a toy and then largely forget that your company exists until they next need to buy a cat toy. However, remarketing allows you to remind them that your company exists, which can help to encourage them to make an additional purchase.

Types of Google Adwords remarketing are available?

  • Website Users are your site visitors that have previously visited your website. The audience time duration can be 540 days since the last website visit on the Google Display Network, and 280 days on the Google Search Network. 
  • Customer Lists (Email remarketing) allows you to target users who are part of your email marketing or CRM list, with the user seeing your ads across the GDN.
  • YouTube Users works in a similar manner to the display ads as discussed above, only with video content. For example, if a user has previously visited your website, then you can ensure that your videos ads are played to that user when they watch a video on YouTube. You can also create audiences of people that have viewed your YouTube channel and videos – even if they have never been to your website. 
  • App Users are people that have used your web app. As with website users, you can retarget this audience
Types of Remarketing Audiences

Search Remarketing vs Display Remarketing

  • Remarketing lists for search ads (also known as RLSAs) lets you target past website users as they search in Google. RLSA creates customised search campaigns for previous visitors to your website. This allows you to, for example, increase your bid by 20% if the user has visited your website in the past 30 days, or show them a different advert to someone that has never been to your website. The logic of this is that if a user has already visited your site, they are more likely to do so again. To learn more about RLSA, check out this article Search Remarketing for Google Ads (RLSA)
  • Remarketing for Display allows you to retarget past website users as they browse the internet. You can show them image ads or text ads, or direct them to a specific landing page when they click your advert. 

Standard Vs Dynamic Remarketing Ad Format​

  • Standard remarketing is designed to show display ads to visitors who have previously landed on your website and then exited. The ads are prominently shown on websites that use the Google Display Network (GDN).
  • Dynamic remarketing offers the ability to show display ads to a user specifically. For example, if a user had browsed a specific product page or category, they would see ads for the same item or service in order to encourage them to return to your site and make a purchase.

What are the benefits of using Google Adwords remarketing campaigns?

  • Incredible visibility. If you choose to display remarketing ads that are featured on the Google Display Network, the potential reach is significant; over 90% of internet users are exposed to ads featured there.
  • Greater brand awareness. Users will be continually reminded of your business even after they leave your website, which elevates your business’ profile in the minds of your target audience.
  • Improved conversions. Remarketing ads have demonstrated an incredible potential for improving conversions. For example, tire retailer Tirendo saw a 161% improvement to their conversion rate when using an Adwords remarketing campaign, which resulted in a 22% improvement in sales.
  • User preference. Interestingly, remarketing is relatively popular with users, which could explain the increase in conversions. When surveyed, 30% of users said that they have “very positive” reactions when being marketed to, against 11% who had negative reactions.
  • Easily managed. While initially remarketing may sound complex, campaigns can be controlled from within Google Adwords itself.
  •  
  • Opportunity to capture abandoned carts. Abandoned carts are a serious issue for ecommerce businesses and often, when those users are gone, they won’t return. Remarketing, however, has perhaps the best chance of ensuring those users eventually return and complete their purchase – and all without the user needing to join an email list or directly input any personal information into your site.
  • Cost effective solution. Remarketing ads for Display are usually less expensive that adverts designed to appear in Google search results, which makes them a cost-effective choice – especially given the increased likelihood of conversions.

Tips for using Adwords remarketing ads effectively

  • Separate your customer base. When targeting your ads, split your customers into “buyers” and “non-buyers”. “Buyers” are people who have previously bought from your site; “non-buyers” are those who seemingly contemplated a purchase but then abandoned their purchase.
  • Offer discounts to “non-buyers”. If a buyer has chosen not to buy, then it is reasonable to assume that the cost of the item may have influenced their decision to abandon their purchase. As a result, remarketing tends to work particularly well when non-buyers see ads that offer a discount or free shipping options.
  • Offer incentives to “buyers”. Users who have previously made a purchase on your website have already shown willingness to buy, so opt for smaller discounts and incentives; 5% off a second purchase, for example, rather than a full 20% for non-buyers.
  • Experiment. As with any CPC campaign, experimentation is incredibly important – what works for your standard CPC ads won’t necessarily work for remarketing. You will, therefore, need to continually test and analyse your ads to ensure they are producing the desired results.

Remarketing Funnels

Google Analytics makes it possible to get more sophisticated with remarketing and build audience remarketing conversion funnels. Google Analytics Audience Builder is used to define and segment your website traffic into meaningful audiences of based on their levels of engagement. Building simple or sophisticated lists from your site visitors into separate audiences for Adwords remarketing using behavioural dimensions and metrics such as key pages viewed, bounce rate, average session duration and more.

Setup Remarketing Audiences in a few seconds.

Download the One PPC FREE Template for Google Analytics Audience Segmentation.   https://analytics.google.com/analytics/web/template?uid=-dPJcseRS8ibCko4MVP_Bw     

Short Explanatory Video on setup of this Audience segmentation template.

Google Ads Remarketing Funnels

Standard Google Analytics Audiences

The Audience builder has Standard out of the box audiences including in the image below. They default to 30 days, but can be changed for a longer or shorter duration. It is possible to target past website users, new website users, key page views, or even customers.

Audience Duration

Audiences duration can be recency since last visit- or the actual time spent on the visit.

Segmenting your website users into meaningful audiences is useful for advanced remarketing optimisation such as ad testing and bid management to achieve a better ROI or grow brand.

The example below shows conditions based on the average session of your website users. The higher the average time on site, the more engage and profitable the target audience.

Google Analytics Audience Funnels PNG

A.) Short Term Audiences: 30 Days or less

Suited for short term sales cycles. The shorter the sales cycle, the less time remarketing should be run for. Each audience needs to have more than 100 unique site visitors to be active.  Therefore if you have less traffic you can increase the session duration to ensure you have less audiences. 

Session Duration < 30 seconds (least engaged- 2nd lowest bid)
Session Duration >= 30 < 60 seconds
Session Duration >= 60 < 120 seconds
Session Duration >= 120 < 200 seconds
Session Duration >= 200 < 300 seconds
Session Duration >300 seconds (3 minutes) (Most engaged- highest bid)

Add to cart can be included if your website is e-commerce.

The image below shows a remarketing campaign. Each audience has its own ad group, with its own bids and ad copy. The lower the engagement in seconds, the lower the bids – and more generic brand the adverts.

AdWords Remarketing Audiences PNG

B.) Long Term Audiences

Suited for upselling, cross-selling or long sales cycle deals. Retarget users for up to 540 days since their last visit. Exclude the last 30-day user audience to prevent the 30D or less remarketing campaigns.
  1. All users 280D
  2. 2. All users 540D
  3. Goal completions >1 (540 Days)- list of leads over the last 540 days
If e-commerce, these extra audiences can be created.
  1. Transactions > 0 (540 Days)- Customer list over last 540 days
  2. Add to cart 540D.

Types of Remarketing Conversion Funnels

Remarketing based on engagement- instead of just product pages viewed. Make your remarketing more profitable, or increase brand.

Session Duration Audiences

Audiences for session duration are created using conditions statements. Conditional sessions durations ensure no overlap of audience sessions. This segments website users into buckets based on how long their session was on your site

Audience Duration

Audiences duration can be recency since last visit- or the actual time spent on the visit.

Segmenting your website users into meaningful audiences is useful for advanced remarketing optimisation such as ad testing and bid management to achieve a better ROI or grow brand.

The example below shows conditions based on the average session of your website users. The higher the average time on site, the more engage and profitable the target audience.

Session Duration Audiences

Audiences for session duration are created using conditions statements. Conditional sessions durations ensure no overlap of audience sessions. This segments website users into buckets based on how long their session was on your site.

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These are some more examples below available within Google Analytics template gallery. With so many options, it is just choosing the best ones!

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Next Steps

Google Analytics audiences get automatically imported into Adwords and available to attach campaigns. Create Ad Groups, Ads and update bids with high to low based on levels of engagement. Your Ads are then ready to run! See our video above for a brief explainer run through.

One PPC FREE Template for Google Analytics Audience Segmentation.   https://analytics.google.com/analytics/web/template?uid=-dPJcseRS8ibCko4MVP_Bw

To learn about remarketing on Facebook, checkout our article Facebook Ads Remarketing Guide

In conclusion

Hopefully, the guide above has helped to illustrate the benefits of Google Adwords remarketing, so you can implement this powerful technique into your overall marketing strategy in the future.

1 thought on “Google Ads Remarketing Tips – The Ultimate Remarketing Guide”

  1. Just wondering where you have got your statistics from as there’s no nod to where these were published or links to any sources? Thanks,

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