Remarketing with Google Ads

Remarketing is a term that you may have heard marketers throw around a lot lately. It is a very powerful asset to have in your advertising playbook, as it helps you reach people who have visited your website, interacted with your in-store business or talked to you at a trade show. These are just a few examples of ways that users can interact with your business. These are the users that you should try to target because they are familiar with your business and have already expressed interest in you. Remarketing allows your targeted users to see your ads while surfing the internet (Google Display Network) or searching on Google (Google Search Network).

Remarketing can be confusing because there are many types of remarketing options. This guide will help walk you through some of the remarketing options you can use with Google Ads:

  • Standard display remarketing
  • Dynamic display remarketing
  • Customer Match
  • Remarketing Lists for Search Ads (RLSAs)
  • Video/YouTube Remarketing

Standard Display Remarketing

Standard display remarketing is used to show generalized ads to your recent audience. This can be an effective announcement tool, especially when it comes to all users. These standard remarketing audience lists are easy to set up and can be set up either in Google Analytics or in Google Ads.

Dynamic Display Remarketing

Dynamic display remarketing is used to show more personalized ads, typically products that a user has recently viewed on your website. Dynamic remarketing ads convert potential shoppers into buyers by directing them back to the website to view products that they’d previously showed interest in. These ads typically have a better conversion rate and CTR than standard remarketing ads. The audience lists can also be set up in either Google Analytics or Google Ads.

Dynamic Display Ads are not just for e-commerce websites. Dynamic Ads can apply to the following verticals:

  • Education – show ads with program details, such as areas of study and locations, to people who have visited your website before.
  • Flights – show ads with flight details, such as destinations and prices, to people who have visited your website before.
  • Hotels and Rentals – show ads with hotel and rental details, such as locations and star ratings, to people who have visited your website before.
  • Jobs – show ads with job details, such as job titles and salaries, to people who have visited your website before.
  • Local deals – show ads with deal details, such as descriptions and prices, to people who have visited your website before.
  • Real estate – show ads with real estate details, such as listing names and prices, to people who have visited your website before.
  • Travel – show ads with travel details, such as destinations and prices, to people who have visited your website before.
  • Custom – show ads with product or service details, such as descriptions and prices, to people who have visited your website before.

Dynamic ads are effective because they’re a lot more personalized for the end user. Although they are more personalized, there are steps that need to be taken to set up dynamic remarketing, such as adding more code to your website and setting up product feeds. You can also follow up with users who have already converted. Users who are already favorably disposed toward your products might be easily influenced to purchase that additional product they were considering.

Customer Match

Customer Match lets you use your online and offline data to reach and re-engage with your customers across Search, Shopping, Gmail, and YouTube. Using information that your customers have shared with you, Customer Match targets ads to those customers as well as other customers like them. A company can upload custom information into Google, such as name, phone and email. This prompts Google to match what is uploaded to any existing account for the purpose of being able to show ads to that user.

What Are Remarketing Lists for Search Ads (RLSAs)?

Remarketing lists for search ads (RLSA) is a Google AdWords feature that allows advertisers to tailor their search campaigns based on whether a user has previously visited their website (or app), and the pages that user viewed.

RLSAs can be used in two ways:

  1. Making bid adjustments on your ad groups for users (remarketing lists) who are searching on Google using the keywords you are bidding on.
  2. Set up search ad groups to only be triggered and show ads if a user is on your Remarketing list and is searching with the keywords you are bidding on.

RLSAs are totally different from traditional display remarketing. The name ‘Remarketing Lists for Search Ads’ can be a bit misleading and sounds like it’s the same concept as display remarketing, but on the search network. This isn’t the case, though!

The only thing RLSAs have in common with display remarketing is that they both use cookies to track users and add them to lists for the advertiser’s use. The way those lists are used for RLSAs is totally different than that of traditional display remarketing.

While standard remarketing delivers ads to users when they are browsing on the Google Display Network, RLSAs don’t just automatically show text ads to users because they are on your remarketing list. The users still need to be actively searching on Google using the keywords you are bidding on within your search campaigns.

Video/YouTube Remarketing

Video ads run on YouTube and across the web through Google Ads. With more than 1 billion users, YouTube is available in 70+ countries and 60+ languages and offers rich content from all over the world. The Google Display Network reaches over 90% of Internet users worldwide through 2 million sites and apps (source: comScore).

By targeting your video ads on YouTube and the Google Display Network, you can advertise to consumers at moments that matter. With a wide variety of targeting methods available to you, such as demographic groups, interests, placements, and remarketing lists, you can reach specific or niche audiences based on who they are, what they're interested in, and what content they're viewing.

Reach viewers based on their past interactions with your videos, TrueView ads or YouTube channel. If you've linked your Google account to your Google Ads account already, Google Ads will create custom lists for you automatically.

There are lots of ways you can use Google to reach users. Talk to us today about how remarketing can help you re-engage your customers.