Understanding Retargeting in Google Ads and Its Mechanism
Have you ever had that slightly eerie experience of a product tracking you online? Imagine browsing for new hiking boots, adding your favorite pair to the cart, getting distracted, and closing the browser.
The next time you check your Gmail or read an article on your local paper's site, there they are – those same boots, staring back at you. If that gentle reminder persuaded you to complete the purchase, then the retargeting campaign did its job.
As a small business owner, Google Ads can be your friend in keeping your offerings on the minds of undecided customers. Let's explore retargeting and how to set up an engaging campaign, all in a friendly tone.
What is retargeting?
Google Ads retargeting, or Google Ads remarketing, is like extending a friendly wave to potential customers who visited your website but didn't seal the deal. It's a way for online advertisers to reconnect with those who expressed interest in their products or company.
3 advantages of Google Ads retargeting
Running retargeting campaigns with Google Ads comes with fantastic benefits, making it a smart move for your business:
Re-engage people who’ve shown interest
Previous visitors to your site are like warm leads. They've already shown interest, and a well-timed remarketing ad might be the nudge they need to make a purchase.
Reach audiences across the internet
Google Ads has an extensive reach. Unlike a Facebook retargeting campaign visible only on social media, Google Ads pops up on Google search, Gmail, YouTube, and the vast Google Display Network, covering over 90% of internet users globally.
Spend less on Google Ads
Remarketing is a cost-effective strategy. By narrowing your target audience to those who've already expressed interest, remarketing ads typically cost less per click than other Google Ads. For instance, Google search retargeting averages $1.23 per click compared to the typical $2.69 for a standard search ad.
How to set up a Google remarketing campaign
Setting up your first remarketing campaign with Google Ads involves a few extra steps at the start. Here's a quick guide to reaching your remarketing audience swiftly:
Create a Google Ads account
Before you dive into creating remarketing lists, you'll need a Google Ads account. Sign up on the Google Ads site, click "Start now," and enter your business details.
Add the Google Ads tag to your website
To start gathering audience data, include Google's remarketing tag on your site. This code allows you to track website visitors. After creating your Google Ads tag, access the Google tag manager, copy the code, and paste it between the header tags on your web pages.
Create a remarketing list
Head to your Audience Manager, open the remarketing lists tab, and create a list based on website users. Choose parameters for inclusion, such as specific pages visited or actions taken. Set a membership duration to determine how long a potential customer stays on your retargeting list.
Set up a retargeting campaign
Once your Google Ads tags are in place and a remarketing list is created, setting up retargeting campaigns and ads is straightforward. Navigate to campaigns in your Google Ads account, click "New campaign," choose your ad type, define your target audience (selecting your remarketing list), and complete the setup as you would for any other Google ad.
