What is Google Remarketing?

Remarketing is a powerful tool for any business. Through remarketing, businesses can targeting potential customers that have shown prior interest and pick up lost sales at a much lower cost per acquisition than possible with first time visitors. So, how does Google remarketing work and how do you set it up?

What is Google remarketing?

Remarketing through Google allows you to target people that have engaged with your content online at least once before. You can remarket to people that have previously seen your ads or visited your site, but more importantly, you can even remarket to everyone that found your site organically or stumbled upon it while browsing. Typically Google ads show up when someone uses Google’s search engine and the advertiser has created an ad that is targeting that specific search phrase. Remarketing ads function differently in that they don’t appear on the Google search network, but rather across Google’s display network. This can include mobile apps, Gmail, Youtube, or any website on Google’s affiliate network.

Remarketing ads show randomly as these previously engaged potential customers browse the internet. When they click on the ads the cost per click is dramatically lower than first time engagers, sometimes costing cents where other leads can cost tens to hundreds of dollars. That’s due in part to the lack of competition targeting specific persons rather than when you’re targeting a search phrase also being bid on by hundreds or thousands of other advertisers.

How to set up a remarketing campaign on Google?

Setting up a remarketing campaign can be fairly simple if you know the right steps.

  1. Within Google Adwords under the tools tab at the top you can navigate to the “Shared Library” column.
  2. Once there you need to create a new audience by clicking on “Audience Manager”. a. The Audience Manager page within Google Adwords allows you to create audiences for all types of visitors. You can specify what page your audience has visited or you can group all visitors to your site into one big group to remarket to everyone. This flexibility allows you to be as granular as you’d like and really tailor your remarketing ads to the right customers.
  3. After creating an audience, Google provides custom snippets of code that you will have to add to every page of your site. This allows Google to keep track of visitors no matter where they land.
  4. Once you’ve added the code to your site you’re all set to start building an audience, woot! The audience will automatically populate within Google Adwords and you can view it as the size increases over time.

Now that you have an Audience created you’re ready to start building your remarketing campaign. Go into Google Adwords and create a new campaign. Set the campaign to target the display network only, and then during setup choose the audience that you want to remarket to. It’s really that simple. Once you’ve done that you can upload various digital assets, logos, and create headlines and descriptions for Google to automatically test at random as your remarketing ads.

Of course there are other more advanced strategies when setting up any campaign and remarketing is no different, but it’s important to remember that remarketing is a powerful tool for retargeting and capitalizing on lost customers. Setting up remarketing is something that shouldn’t scare you away but instead the possibilities should excite you. So dig in, set it up, and reach those customers that fall through the cracks!

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