Before you launch an SEO campaign or run Google AdWords ads, your store’s website has probably attracted a large number of visits from potential customers. However, you may not be able to convert the majority of these visitors into sales. What is remarketing in Google ads? How to create remarketing audience in Google ads. Let’s join Optimal FB to learn and answer the questions in today’s article.
What is remarketing in Google ads?
Google Remarketing or remarketing is a form of advertising that Google provides to assist advertisers in reconnecting with users who have visited their website within a certain period. In particular, this audience is often people who have taken actions such as viewing a product, adding to a cart, or even completing a purchase. Using Google Remarketing helps advertisers continue to reach and interact with this audience, to motivate them to complete the purchase process or drive further action. This increases the conversion and effectiveness of your advertising campaign. If you are starting to learn about Google Remarketing, you should first have an overview of Google’s advertising services. This will help you better understand how Google Remarketing works and how it can be integrated into your marketing strategy.
Google Remarketing ads target specific audiences as follows:
- Customers access the website but do not convert.
- Customers who have accessed the website a certain number of times.
- Customers first access the website through advertising channels such as SEO, Google Adwords, etc.
- Customers who accessed, and completed a goal like calling, placing an order, etc.
- Customers viewed a specific item on your website within several days.
How remarketing works in Google ads
When a customer accesses your website, the system automatically saves information about their behavior by attaching a reading code, known as a cookie. This helps the system recognize and track users on your website. For example, if a user belongs to a remarketing customer list, the system will automatically store their cookies. Google will then use this information to deliver ads to people who have visited your website.
Before a Remarketing list can become active, users need to add a remarketing code to their website. This code is provided by Google Adwords or websites that they want to market to their customers. When this code is added, the remarketing list will be enabled, allowing the system to track and interact with users who have visited your website. This creates a valuable opportunity to continue to expose and engage with potential customers, increasing the chance of conversion and creating better marketing effectiveness.
Benefits of Google Marketing
Google Remarketing Ads offers users a wide range of options and flexibility, helping them deliver marketing campaigns effectively. Below are some of the benefits that Google Remarketing ads bring to businesses including:
- Audience adjustment: Google Remarketing ads allow flexible audience adjustment and customization. You can specify which audience groups should receive your ads based on previous behavior on your site.
- Depth and breadth of visibility: Individuals and businesses can determine how long their ads are visible, from one hour to one year. This helps optimize remarketing campaigns according to their specific needs and the goals of their marketing strategy.
- Thematic targeting and context: Google Remarketing Ads allows you to target and display ads based on site performance or user location. You can customize your ads to appear only on your best-performing or highest-performing websites on Google Adwords.
- Highly effective and cost-optimized: By only showing ads to users who have previously visited your website, Google Remarketing ads help optimize marketing costs. This helps save on your marketing budget and increase your campaign performance by reaching only the audiences most likely to convert.
How to create remarketing audiences in Google ads
After inserting the code into the website and collecting all the necessary data, you can proceed to create an audience file from this data source to use for Remarketing advertising campaigns on Google AdWords. The detailed object file creation process is as follows:
Step 1: Access your advertising account on Google AdWords.
Step 2: Under Tools and Settings, then select Audience Manager.
Step 3: Click the plus icon +, then select Website Visitors.
Step 4: Proceed to create an object group:
- Name your audience.
- In the member list: Here, you can select all Page Visitors.
- Identify pages visited: You can select the option that matches any rule group or that matches the rule group.
- If you want to choose a URL or referrer URL, you can do that here as well.
- In the Contains section, you can add conditions like contains, equals, starts with…
- In the settings, you can select the URL Equal to the landing page URL on your website.
Step 5: Once completed, scroll down and select Create object to complete the operation.
The above article is the information that Optimal FB has shared in detail and accurately. We hope that the content can help you understand the concept of how Google Remarketing works and how it successfully creates remarketing audiences in Google ads.
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Frequently asked questions
Although Google Remarketing Ads have many advantages such as increasing conversion opportunities and optimizing advertising costs, they also have their disadvantages. One of the common disadvantages of Remarketing is the annoyance it can cause for some customers. When a user has a frustrating experience or doesn’t want to make a transaction, constantly receiving notifications or ads from the same business can annoy them and have a counterproductive effect. This can lead to users blocking or turning off that business’s ads, reducing the performance of the Remarketing campaign.
When creating remarketing audiences in Google ads, there are some important things you should consider. First, clearly define the goal of your remarketing campaign and the specific target audience you want to reach. Then, choose the specific websites or URLs you want to track and reach your audience. Make sure you consider setting the right conditions and rules to select users with the specific behavior you want to target. Finally, periodically test and optimize to ensure that your campaigns are achieving maximum effectiveness.
