logo

WordPress Development Agency

020 3355 8747

Message Us
  • Home
  • About Impact®
    Learn More About Impact Media®
    • Meet The Team
       
    • Our Process
       
    • Why WordPress
       
    • Careers
       
    • Giving Back
       
    • 10K Tree Challenge
       
    James Coates
    Schedule a discovery call with UX Specialist James
    Book A Call
  • Our Services
    Learn More About Our Services
    • WordPress Web Design
       
    • UX Design
       
    • WordPress Web Development
       
    • WordPress Support & Maintenance
       
    • WordPress Multisite
       
    • WooCommerce Development
       
    • Replatforming To WordPress
       
    • Integrations & Plugins
       
    • Conversion Rate Optimisation
       
    • WordPress Training
       
    • UX Website Review
       
    • WordPress Health Check
       
    James Coates
    Schedule a discovery call with UX Specialist James
    Book A Call
  • Case Studies
  • Insights
  • Contact Us
WordPress Development Agency
020 3355 8747
logo logo
Book A Call
Back
Menu
  • Home
     
  •  
    About Impact Media
    Learn More About The Impacters
    • Meet The Team
       
    • Our Process
       
    • Why WordPress
       
    • Careers
       
    • Giving Back
       
    • 10K Tree Challenge
       
  •  
    Our Services
    Discover How We Can Help
    • WordPress Web Design
       
    • UX Design
       
    • WordPress Web Development
       
    • WordPress Support & Maintenance
       
    • WordPress Multisite
       
    • WooCommerce Development
       
    • Replatforming To WordPress
       
    • Integrations & Plugins
       
    • Conversion Rate Optimisation
       
    • WordPress Training
       
    • UX Website Review
       
    • WordPress Health Check
       
  • Case Studies
     
  • Insights
     
  • Contact Us
     
020 3355 8747
Mon - Fri • 9am - 5pm
Message Us
Close
Download Our Agency Price Guide
Download and discover our hourly, day and retainer rates including our bulk hour discounts.

Close
What To Expect From Booking Your Discovery Call with James
photo
1
Book your time using the scheduler below.
Let’s find a good time for us both to speak so we can dedicate the time to understand your frustrations and challenges.
2
Receive a Short Email Questionnaire
If I have any questions before our call I will email you, this could be for me to carry out some initial research so I’m all up to speed.
3
Video Conference Call
To discuss your challenges, being able to see my screen I can demonstrate ideas and tactics to help reach your objectives.
photo
What To Expect From Booking Your Discovery Call with James
1
2
3
Book your time using the scheduler below.
Let’s find a good time for us both to speak so we can dedicate the time to understand your frustrations and challenges.
Receive a Short Email Questionnaire
If I have any questions before our call I will email you, this could be for me to carry out some initial research so I’m all up to speed.
Video Conference Call
To discuss your challenges, being able to see my screen I can demonstrate ideas and tactics to help reach your objectives.
Home / Insights / The What, Why, And How Of Google Remarketing
Home / Insights / The What, Why, And How Of Google Remarketing
Back

The What, Why, And How Of Google Remarketing

Published 29.12.20
29th December 2020
Last Updated 24.05.22
24th May 2022
Newer
5 Min Read
Vikki Baker
Vikki Baker
Digital Marketing
Older
5 Min Read
 
Vikki Baker
Vikki Baker
 
Digital Marketing

Done right, Google remarketing is a core piece of your advertising and conversion efforts. In this post, we’ll cover both the basic concept, its benefits, and the steps you can take to set up your own remarketing campaign.

Remarketing guide image

In the complex world of digital advertising, remarketing takes a special spot. Instead of building brand awareness, it helps you stay top of mind for an audience you already know to be interested in what you have to say. As Search Engine Journal puts it, remarketing is “one of the strongest conversion tactics in digital marketing today.”

In other words, it’s an opportunity you don’t want to miss. In this post, we’ll touch on the basic definition of remarketing, its advantages, and how to set up a campaign to better promote your business and drive conversions.

Heads up: this guide will focus on the ins and outs of Google remarketing. We’ll cover similar advertising opportunities on platforms such as LinkedIn and Facebook in a future post.

What Is Remarketing?

Let’s begin with a basic definition. Put simply, remarketing means showing ads to members of your target audience who have recently interacted with your online presence. According to Google,

“Remarketing is a way to connect with people who previously interacted with your website or mobile app. It allows you to strategically position your ads in front of these audiences as they browse Google or its partner websites, thus helping you increase your brand awareness or remind those audiences to make a purchase.”

When you add remarketing to your ad portfolio, the user journey might look something like this:

  • Your digital marketing efforts, from SEO to SEM and other outreach ads, drive your target audience to your website.
  • Once on your website, they’ll read about your business and products, but probably won’t become customers immediately.
  • Through remarketing, you continue to make your case to an audience that now knows about you already.
  • When they’re ready to buy, your audience is more likely to remember your business.

4 Core Benefits Of Google Remarketing

The definition and potential user journey itself suggests the advantages of using remarketing as part of your strategy. Let’s break those benefits down a bit more specifically.

  1. Focused targeting. Remarketing ads show only to an audience you already know to be interested, maximising budget effectiveness.
  2. Customer Journey Alignment. We know that about 96% of your website visitors are not yet ready to buy. With remarketing, you’ll stay top of mind as they slowly move in that direction.
  3. Considerable ROI. According to one study, click-through rates are up to 10 times that of outreach ads, and users clicking through remarketing ads become 70% more likely to convert.
  4. Reduced Ad Fatigue. In other words, you can show your ads for longer without users getting annoyed. According to one study, remarketing ads fatigue at half the rate of outreach ads.

Put simply, remarketing offers a good value in ensuring a follow-up with your website and mobile app users. Adding it into your advertising strategy tends to increase the return on your marketing budget significantly.

Where Will Your Remarketing Ads Appear?

Within Google’s ad manager setup, your remarketing ads can actually show up in one of two locations: as banner ads on Google’s Display Network or as search results page ads. Let’s break each of them down in more detail.

Display remarketing ads are the most common type in this strategy. They’re static or dynamic (animated) banner ads that appear in up to 2 million websites that are part of Google’s Display Network. The Display Network, which reaches 90% of global internet users, includes anything from news sites to Google-owned properties such as YouTube. 

Remarketing Lists for Search Ads (RLSA) are a relatively new but increasingly relevant type of Google Ads. It’s a complex topic but in short, the RLSA feature allows you to show and customize search ads for any Google user who has recently visited your website. That increases messaging relevance and helps you customize your bidding for an audience group you know to be interested.

How To Set Up Remarketing On Your Website

The website-level setup for Google remarketing ads is surprisingly simple. You only have to add a so-called remarketing tag snippet, a small line of code, into the pages of the site whose visitors you want to reach with further ads.

You can accomplish that in one of two ways. The first is to simply grab the code from the Audience Setup tab in your Google Ads manager, and add either the event snippet to individual pages on your website, or add the global site tag for every page of your site. 

The other option is to use Google Tag Manager, which essentially acts as a container to manage more than just one tag. Place it once on your site, and you can insert code like the remarketing tag snippet, Google Analytics tag, and others on either all or specific pages on your site. It’s a more centralized and less intrusive way to accomplish the same result.

Next is to create remarketing lists. This can be achieved through Google Analytics. If you go to Admin > Audience Definitions > Audiences. Here you can create audiences based on specific page views of your site among other options, and set the audience destination to Google Ads, so you can access it from your Ads account.

For example, if you want to remarket to people who have visited certain product pages on your site, you can create an audience of just people who have viewed those specific pages. Then you can create your ads targeted to those products.

How To Set Up Your First Google Remarketing Campaign

With your tag placed, it’s time to start thinking about your ad setup. As mentioned above, that happens in the Google Ads manager, where you begin the setup as you would any other Google campaign:

  1. Click Campaigns on the page menu, and click the Plus sign to create a new campaign.
  2. Choose your campaign goal.
  3. Select your campaign type, most likely Display. 
  4. Select your campaign variables, including your bidding model and budget, as you would for other campaigns.
  5. Targeting is where remarketing nuances come into play. You can pick standard remarketing or dynamic remarketing, which customizes ads based on which products or services people have viewed on your website. Other options include video remarketing off your YouTube videos instead of your website, and customer list remarketing if you want to show ads only to a list of audiences from your CRM.
  6. Create or upload your ads, and click Create Campaign to start.

Google’s remarketing setup tutorial can walk you through those steps in more detail. Before you know it, you’re beginning to optimise your campaigns and driving more revenue through your remarketing channels.

You don’t have to go through it alone, either. Get in touch if you need help adding the remarketing code to your website, setting yourself up for short-term and long-term success in the process.

Share Socially
Vikki Baker
Vikki Baker
Digital Marketing Manager, Cat Lady & Former Female Indiana Jones
Vikki has a decade of experience in Digital Marketing for WordPress specialist agencies. She loves WordPress for its simplicity of use, and how great it is for SEO.
View Team Profile
See More Articles
Vikki Baker
Vikki Baker
Digital Marketing Manager, Cat Lady & Former Female Indiana Jones
Vikki has a decade of experience in Digital Marketing for WordPress specialist agencies. She loves WordPress for its simplicity of use, and how great it is for SEO.
See More Articles
View Team Profile

Want to experience a new
& exciting WordPress Backend?

Forget what you know about WordPress, we make it even easier. Want to know how?

Want to experience a new
& exciting WordPress Backend?
Forget what you know about WordPress, we make it even easier. Want to know how?
Book A Demo
studio@impactmedia.co.uk
020 3355 8747
linkedin logo
twitter logo
facebook logo
instagram logo
wordpress logo white

About Impact

  • Company Profile
  • Meet The Impact® Family
  • Why We’re A WordPress Agency
  • Our Process
  • Careers
  • Awards
  • Partners
  • Giving Back
  • 10K Tree Challenge

WordPress Agency Services

  • WordPress Design
  • UX Design
  • WordPress Development
  • WooCommerce Development
  • Migrating To WordPress
  • Custom WordPress Integrations & Plugins
  • WordPress Multisite
  • Conversion Rate Optimisation
  • WordPress Training

WordPress Support

  • WordPress Support & Maintenance
  • WordPress Support Brochure
  • Case Studies
  • Insights
  • Contact Us

WordPress Agency London

86-90 Paul Street,

London, EC2A 4NE

+44 (0) 20 3355 8747

& Essex

Woodland Place, Hurricane Way,

Wickford, Essex, SS11 8YB

+44 (0) 1268 858292
  • Sitemap
  • Privacy Policy
  • Cookie Policy
Impact Media logo
© Impact Media® 2003 - 2022
Impact Media is a trading name of IMDMS LTD. Company Reg. 05970261
Impact® & Impact Media®
are registered trademarks of IMDMS LTD