Remarketing Google Display Ads – All you need to know

Ever felt the heartbreak when one of your customers clicks on your ad, visits your inventory, and adds a product to their cart but leaves without purchasing? All marketers and business people would have felt that way at one time or another. There used to be no remedy to these problems back in the day, but with the introduction of Remarketing ads for Google display, the game changed. And now, it is in the marketer’s favor.

So, what are these remarketing display ads and how are they of any relevance to you? You can get all your questions answered in this one guide, so dive in!

What are Google Ads Remarketing and How does it work?

Google Display ads are shown to any demographic of your audience that you prefer to show it to. But, remarketing ads for Google Display work a little bit differently. They are only shown to people who have previously interacted with your website.

So, if you want to go ahead and tell them to complete the purchase, then remarketing ads is the way to get it done.

How does Remarketing Work?

So you target people who came a bit too close to making a purchase but changed their mind. But how do you find them again? How does this whole process work?

Here is how it does:

1. A person sees an ad of yours or finds a product that interests them and have clicked on your website to learn more.
2. Now when the person clicks and enters your website, a small piece of code called “Cookies” enters their browser.
3. Now this Cookie stays on their browser and keeps track of all the pages and products they are viewing.
4. This cookie then follows your viewer to other websites and in the event of them leaving a conversion process incomplete, it reminds and prompts them to re-engage. 
5. So the next time, your viewer opens another website your display ad is right in front of them. Gently nudge them to make the conversion complete.

Voila and that is how you get your customers to come back!

Statistically speaking, 26% of them usually come back. So, it is definitely worth the effort.

Why does Remarketing work?

But why does it work? It works because people already have shown you that they are interested in the product and willing to purchase it.

Furthermore, they took the time to vet your products carefully and have only added them to the cart since your offering met their expectations. So, with clever marketing strategies and a little bit of nudge, you will be able to get these viewers to convert.

And getting back 26% of your relapsed customers is not a bad idea, right?

Four Advantages of Remarketing Ads

With retargeting, you get to reduce your cart abandonment rate immensely, but are those all the benefits these ads offer? Let’s find out!

1. Personalized experience

Marketers go above and beyond these days to create personalized experiences for their consumers. With retargeting ads, you get the inputs you need to make this happen.

For example, a user visits your website, sees the pricing page, and then bounces from there. This either means that the price range is out of their budget or they are searching for cheaper alternatives. 

Now that you can guess what their concerns are, you can run ads that address this. You can bring these customers back by promoting a limited-edition discount. Thus, with this strategy, you can boost engagement and conversions.

2. Better Conversions

Suppose, you have 2 users. User 1 has just found your website through your ads and has recently signed up for your newsletter.

And then there is User 2 who has been interacting with your business for some time now. Based on their interactions you have an understanding of their preference.

When you are promoting your products, who do you think will have a better chance of converting? If you said User 2, then you are absolutely right!

Why? Statistics show that a customer must have at least 6 interactions with your brand before converting. This way the customer is already well introduced to your business and has a higher chance of buying from you. Thus making remarketing a good strategy for achieving good conversion rates.

3. It is much cheaper

When you create an ad, you target a huge group of people who fit your target description, which means you need to have a bigger budget. Only then you will be able to reach a large number of potential buyers.

But, in the case of remarketing ads, you are only focussing on the people who have previously interacted with your brand. You can reach this smaller set of people with a limited budget, making these types of ads affordable.

The better conversion rates associated with retargeting ads, make your customer acquisition cost much lower.

4. Standing out from the crowd

Marketing has become a crowded space with brands competing with one another to be seen over the noise. 

Remarketing ads for Google Display Network are one way to improve your visibility by reminding your users about your brand again and again. This subtle nudge can help improve brand recall among your audience.

Five Best Practices in Remarketing Ads

Since remarketing ads play a major role in bringing back customers, they need to be executed to perfection to get the maximum benefits. That being said, here are 5 best practices to keep in mind when creating remarketing ads for your business.

1. Properly segregate your audience

Creating an audience segment and sending out personalized ads for these groups is a major determining factor in achieving conversions. 

If you do not properly segment your audience, you will end up targeting irrelevant people for your business again. This way, your ad budget goes up and your Customer Acquisition Cost also goes up.

To properly segment your audience, ask yourself the following questions:

1. What is the final conversion step that you want people to take? Is it a purchase or booking a call with your salesperson?
2. What is the last action a particular user took on your website? Is it people who enquired about your services? Or people who abandoned their carts? Or people who bounced after seeing the pricing page? 

Based on this last action, segregate them into separate baskets and send out remarketing ads that are specific to each of these people.

Google Remarketing Audience Sizes:

When segregating an audience, you also have to keep in mind that Google ads have a minimum audience size requirement that you need to meet. However, this segment size varies between different types of ads, which are as follows:

• Display Network Campaigns – Minimum 100 active users in the past 30 days.
• Search Network Campaigns (RLSA) – Minimum 1000 active users in the past 30 days
• Shopping campaigns – Minimum 100 active users in the past 30 days
• YouTube video campaigns – Minimum 1000 active users in the past 30 days
• Discovery ad campaigns – Minimum 1000 active users in the past 30 days

2. Leverage RLSA

RLSA stands for Remarketing List for Search ads.

We know, that when a customer interacts with your business they are added to the remarketing list via the cookies they acquire. 

When this particular user goes and searches for a keyword you target, they will get a remarketed ad in their browser since they have already been added to your remarketing list.

This is what RLSA means. Targeting back a user provided that they are in your remarketing list and they are searching for keywords related to your business.

3. Determine a Frequency

The only thing that is worse than a brand that does not market its products, is a brand that is too aggressive about it.

If by any chance you put out your ad a little bit too often, customers can and will consider you as being spammy. This will be a bad light for your brand image so you should avoid this at all costs.

Fortunately, you can control the frequency with which you want to remarket to your users in a campaign or an ad group level. 

4. Have a Good CTA

A good CTA is a vital part of an ad and having an effective one usually works in your favor. So, take your time when creating a CTA. Make sure the actions are clear, to the point, and concise, and work in a way that will persuade users to interact.

For example, you can say “Offer ends soon”, “Get 20% off”, or “Buy now” and instill a sense of urgency in your prospect’s mind.

5. Monitor Results

Striving to make a better ad every single iteration is a great way to create successful campaigns. Knowing what to improve can only be identified if you are actively measuring your results.

Critically analyze your CTR, conversion rates, and Return on Ad Spend (ROAS) to ensure that you are meeting your goals. Test multiple variations of your ad to see which ones perform better. 

Switch CTAs, experiment with headers and images, and identify a version of your ad that resonates best with your audience.

Conclusion

Making the most of your remarketing ads for Google Display Network is a combination of various factors such as the quality of your content, audience segmentation strategy, and understanding your audience. 

With Predis AI’s ad generator tool, you can stop worrying about the quality of your content and focus on other aspects. With AI capabilities and best-performing ad templates, we have something for everyone – whether you want to create your own ad or get AI to generate one for you. So check us out today!

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