What is Google Ads Remarketing?

In simple terms, Google Ads remarketing gives visitors who have already interacted with your site — and who are more likely to become future customers — another opportunity to engage with your brand. Also known as retargeting, this online marketing tactic keeps your business in the forefront of people’s minds so that when they do make the decision to buy, you are the first and only place to go.

Done properly, Google Ads remarketing can be a powerful online marketing tool for your brand, allowing you to engage with your target audience long after they leave your site and avoid losing customers to your competition.

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Our dedicated team of PPC specialists and social media experts will help you to develop the smartest strategy for your business, from deciding on the right target audience to crafting several ads that appeal to different segments of your customers.

While remarketing campaigns can be simple to set up with the right tools, creating advertisements that effectively echo across your visitors’ web experience and entice them to return is a bit more tricky. The line between subtle, clever ads that keep your customers engaged to the more over or overly aggressive — even ‘creepy’ or ‘stalker-esque’ — is difficult to navigate for the inexperienced. That’s where we come in!

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How does Google Ads Remarketing work?

Frequency is the key that turns curious searchers into paying clients; ideally, seeing your ad around seven times in different contexts and across a longer timeframe can drastically increase the chance of purchase. Basically, the more ad impressions you can deliver, the better.

Finding the right balance is crucial: too little, and potential customers may forget about you and buy from your competitors instead. Too much, and they will be instantly turned off at the very sight of your brand. Luckily, remarketing doesn’t suffer as greatly from the pitfalls of traditional advertising, with users, especially younger audiences, being more receptive to the subtle and personalised nature of targeted ads. With the benefit of pursuing people who are already interested in what you have to offer, this strategy is one of the more effective ways you can boost your sales online.

Placing a bit of code, known as a tag or pixel, on your site pages allows you to effortlessly track your customers’ search journey and beyond through browser cookies that add them to your remarketing list. This list can be then broken down into smaller categories: by location, products or services they are interested in, or whether they added something to their cart but didn’t go through with the final transaction. With this and the extra tools and metrics that allow you to get into the minds of your visitors — where they come from, where they go when online and what they like to see — you can effectively customise your ads to make them more impactful and relevant to your target audience.

Overall, retargeting through Google Ads is a cost-effective method that leads to much higher click-through and conversion rates than the average online display ad.

How can Google Ads Remarketing help grow my business?

Not only does retargeting lead to better sales and engagement, but it also allows you to build better brand equity long term. Focused, non-invasive ads can be an excellent way to deliver personalised messages and considered calls to action, ensuring you meet the needs of more of your potential customers and are present in their minds every step of their buying journey.

Remarketing can also be used to generate a pattern of purchases and, from there, customer loyalty. We can take your campaign to the next level by examining your target audience’s buying cycles and habits — and committing to a longer time frame — to make it easier to sell to them when they need to repurchase, or get something new.