Remarketing allows you to target ads to users who have already engaged with your website and since they are aware of your products or services, they are more likely to convert than other users who see your ads. Ads can be targeted based on specific behaviour and attributes, allowing you to create targeted for your specific target market.
For example, if someone visits your shoe website and views your shoe products that are on sale but does not purchase, you as an advertiser, can create an ad to remind them about the dress they saw as they browse other websites within the Google Display Network.
Since remarketing allows you to be highly targeted, it is critical to develop a solid strategy for any of your campaigns before ads are to be developed. Remember that users are becoming more and more sensitive to remarketing because certain ads can follow people across multiple websites. With a solid strategy, and adding a frequency cap (a suitable limit to the number of times a user sees your ad) can help reduce the “annoyance” of your ads.
How does it Work?
When users click on webpages (or have other attributes) you would have defined within your remarketing campaign lists, information on the user are collected using a special browser cookie. Google will determine if your ad would be displayed to user or not depending on the browser cookie information.
Google Analytics and Adwords can be used to create remarketing lists, but Google Analytics will give you a better flexibility. Google Analytics also helps you to create lists based on how long users are on your website, where they are located, if they have converted at some point, as well as on how they have navigated trough your website.
Before starting with a remarketing campaign, it is highly advised to update your privacy policies on your website. You should also review and understand Google’s policies for remarketing campaigns as these policies are designed to protect all users’ privacy and help ensure people have a great and positive surfing experience. There is also a minimum list for your remarketing ads. If Google Analytics is used, the minimum list size is 100 and for Google Adwords, 1000.
Once all your lists have been created, you can use them with AdWords and create custom combinations based on any number of combinations of those lists. By combining lists, this technique will allow you to be even more targeted with your ads.
To finalize your remarketing campaign, assign your lists to ad groups within your campaign and create your ads. Once ads are running, it is important to monitor their individual performance to be able to get valuable insights on what is working within your campaigns. By monitoring performance, this would allow you to tweak underperforming ads to increase visibility, conversions and engagement.