Google's Remarketing is a much overlooked discipline within Google Ads. 9 out of 10 of the accounts we see do not work with remarketing and those that do do it wrong.
The purpose of Remarketing is to capture the visitors who have previously been inside one's website and later search broadly on Google. These previous visitors, we can advertise against again and even allow ourselves to increase the bid significantly.
I will briefly highlight here some of the methods we use when working with Remarketing for our customers. First, remarketing can be done both on the Google Display Network (Google AdSense) and on the Search Network (Google.com/.com). Most people are not aware that you can work with Remarketing on the Search Network, also called RLSA. RLSA is a form of advertising that many accounts often do not use. RLSA provides better performance in the form of increased conversion rate, click-through rate, revenue, and ROAS.
Therefore, common generic expressions are typically offered low. After which, via the remarketing lists, you activate RLSA at the campaign and ad group level and optimize based on the set goals for the campaign.
When you activate a Display Network campaign, it is also important to optimize on it. Many advertisers simply activate a Display campaign and may not fully understand why it does not convert as well as other campaign types.
The display network has a lower conversion rate in advance than the search network. Which means you have to see it more as a fire lift that assists with multiple conversions. However, it is possible to increase the number of conversions and sales, by working purposefully with Google Display. When you optimize your Google Display campaign to show ads only on the websites / placements that generate sales, you can increase your conversion rate.
Examples of remarketing lists could be:
- "Have visited the front page"
- "Visited the site" sign up for your venue "
- "Visited the site" ask an event consultant "
- "Been on page for + 5min"
- "Visited the site within 30 days" etc.
This means that based on data in Google Analytics, we can build exactly the lists we want. If there is a special subpage / product on which you have a high profit, you can target specifically visitors who have visited this page. This data can be used both in RLSA, where we can bid higher for previous visitors or in the Display remarketing ads. In order to be successful with remarketing, you need to know what you are doing. It's one of the most challenging forms of advertising that Google offers.