Google Remarketing

Google Remarketing is a way to target audiences who have already interacted with your brand by showing ads across their various devices and web browsers. A retargeting strategy will ensure your business is top of mind, builds brand loyalty and reminds potential customers of products and services they may have missed prior. 

The term remarketing usually refers to the audience of this strategy, while retargeting is the type of ad. 

The average conversion rate for e-commerce websites tends to be quite low — for most sites, it’s between 2% and 5%. Despite this, simply having a potential customer visit your site opens up countless opportunities to make a sale through retargeting.

Using sophisticated tracking, retargeting provides you with a cost-effective way to reach the right people at the right time, allowing you to engage more efficiently with potential buyers at each stage in the sales funnel. 

The process is fairly straightforward — you’ve probably experienced it yourself when shopping online:

1. A potential customer visits your website, browses for a short while and then leaves.
2. While exploring other websites (possibly your competitors), they are presented with ads for your site. Small pieces of text stored on their browser known as cookies make this possible.
3. The ads remind the customer of your excellent products, services and deals.
4. They return to your site, convert and turn from a potential into an actual customer!

Don’t be fooled by this four-step process: retargeting is an art form, one best taken on by an experienced Google Remarketing agency like Reform Digital.

We don’t need to tell you that consumers rarely make a conversion the first time they visit a website — you probably behave the same way when browsing online. 

However, all is not lost. Retargeting strategies help you reach people who have recently visited your site with custom-tailored ads highlighting relevant products or services, ensuring you remain front and centre in their minds.

Google retargeting strategies rely on small pieces of code placed on your website that track user ‘cookies’. Once a visitor has left your site and is browsing elsewhere, these cookies alert Google Ads if there is an opportunity for targeted ads.

The competitive nature of the e-commerce industry means that businesses can’t afford to not invest in remarketing strategies. You need to do whatever you can to stick in the mind of consumers and convert casual browsers into return customers.

Retargeting is a powerful digital marketing tool to engage with past website visitors. By tracking the actions, behaviours, and interests of web users, businesses can follow up with customers who browse their websites. This approach has been proven to effectively increase conversions and return on investment by re-engaging customers who have already shown interest in a product or service. 

However, the key to remarketing is to go gently — customers usually don’t like to feel as if their every move is being followed online. Google Remarketing is a warm campaign approach best structured and implemented by a professional team. 

Google Remarketing campaigns can be implemented across a variety of platforms, including YouTube, Gmail, apps, and the Google Display Network, which includes millions of websites. 

Each of these platforms requires a slightly different approach to setting up a remarketing campaign, which is why it makes sense to leave the heavy lifting to the experienced team at Reform Digital. We typically incorporate retargeting as part of our Performance Max strategies and leverage existing data in Google Analytics to segment and target audiences.

Whatever your retargeting goals are, Reform Digital can assist. Our experience enables us to tailor strategies that take into account Google’s changing regulations around privacy and tracking to build consumer trust and, ultimately, increase conversions.

Google Remarketing Ads is a cost-effective digital strategy, considering you’re targeting customers who have already shown an interest in your products and services.

However, as is the case with all paid strategies, incorporating Google Remarketing Ads takes skill, patience, knowledge of Google’s other marketing platforms, and a deft touch, particularly if you want to maximise your return on investment. 

As an experienced Adwords Remarketing agency, Reform Digital is perfectly positioned to harness Google’s many high-powered tools and services to create a comprehensive SEM (search engine marketing) strategy incorporating Google Remarketing.