Remarketing means showing advertisements to users who have previously visited a site. Such ads appear on Google Display Network websites, as well as in Google services and applications, but they are not visible in the search results. Ads can be displayed both as text (with or without illustration) and as banners.
The goal of remarketing is to bring potential clients back to the site. It is often used to invite a user to re-purchase a product to sell more items or to encourage a potential customer to place an order if earlier the user left the website without purchasing anything.
Depending on how users interacted with the site, you can form a specific user group and set up remarketing for it. Here are a few examples: 1.
A visitor wanted to obtain information from a website but left it — Show him/her an ad of your website with the goal of brand recognition.2.
A user checked out a particular section of the website and was interested in a certain product, for example, a men's watch, but didn't purchase anything — Show the user ads on relevant topics with information about specials offers, sales, and bonuses.3.
A potential customer added goods to the shopping cart but didn't place an order — Remind the user about the cart an ad and motivate the user to purchase by, for example, saying that the product is selling out, the cart is about to expire, or the product is on sale.4.
A visitor placed an order — Offer related supplies or products or remind the user about the opportunity to get a discount on the next purchase.
You can launch both traditional and dynamic remarketing in Google. Dynamic remarketing is when the ads are based on users' interests, including goods viewed on a website. However, if you have just started to learn this tool, then it is better to begin a simple advertising campaign, such as banners and adaptive ads displayed directly on the Google Display Network.
First, you need to set up remarketing conditions and then move forward to launching the advertising campaign. Let's talk about everything in order. Setting Up Remarketing Conditions
There are two common ways to set up remarketing conditions:
- Through Google Ads' global tag
- Through Google Analytics' service downloaded onto the website and connected to Google Ads
Let's learn more about each method. Global Tags in Google Ads
To set up remarketing, sign in to your Google Ads account, go to Tools > Audience Manager
, and click Set up Audience Sources
. Then go to the section where the Google Ads tags can be set up.