Retargeting ads

What are Retargeting Ads?

Retargeting ads allow your business to show targeted ads to the users who visited your website and didn’t complete a conversion – purchase an item, fill in a contact form, download a file, etc.

Why use Retargeting Ads?

With retargeting ads, you’ll be able to:

Control costs

Retargeting ads offer a very high return on investment when set up correctly. Because you’ll be showing your ads to customers that you already know are interested, you’re more likely to see people convert.

Produce ads easily

With Google’s Ad gallery, you’re able to create multiple image and video ads for free in just a few simple steps. No need to worry about bringing in a specialised graphic designer, it’s as easy as choosing the image that you want to display and adding your text.

Create customised and tailored lists

Using Google Ads, you can make your retargeting lists as specific as you want. For example, you can create a list specifically to reach customers who left your website with items still in their shopping basket. Or, you can find people who spent a significant amount of time viewing a particular product.

How do Retargeting Ads work?

Retargeting ads use small pieces of code placed on your website to track a new user’s ‘cookies’. Cookies are small files automatically saved on a person’s browser that store preferences and other information. This code then adds the anonymous information of the users who visited your site to a specific list that you create. Later, after a visitor has left your website, their cookies will alert Google Ads to display your most relevant ads as they browse other sites online.

You set the rules for when visitors or users should be added to your retargeting list. You also specify how long a user’s information should remain on your list. This way, you aren’t reaching out to users who aren’t ready to make a purchase or who are no longer interested in your product.

The code placed on your website is not visible to visitors and will only communicate with a person’s browser if the user’s settings allow it. Every internet user’s browser has the option to allow or disallow cookies, although disallowing cookies often means a less personalised online experience. If your website has a Google Analytics tag already, you can use this instead and skip adding the Google Ads retargeting code.

What’s the difference between remarketing and retargeting?

Remarketing vs retargeting

In short, the difference between remarketing and retargeting is:

● Retargeting primarily uses paid ads to re-engage audiences who have visited your website or social profiles.

● Remarketing primarily uses email to re-engage past customers who have already done business with your brand.

In terms of marketing goals, retargeting is all about bringing visitors back to your website so they can convert. Remember, the average PPC conversion rate is lower than 4% while the best-performing campaigns tend to max out at around 9% conversion rates.

Whichever way you measure it, 90+% of the traffic you pay good money for isn’t going to convert on the first visit. Retargeting gives you the chance to bring them back, close the deal and maximise your PPC ROI.

Now, remarketing is more about re-engaging your existing customers to keep them involved with your brand, encourage them to buy more and maximise customer lifetime value.