The remarketing is to create customized ad campaigns for users who have previously visited your site, your ecommerce or other content. Based on this previous behavior, we can assume that there is an interest in the brand or in some of its products and send more personalized content to finalize the purchase processes or conversions that have been half done.
And if we talk about remarketing, we have to talk about Google Ads, since this platform is one of the “inventors” of the concept. Since it accounts for no less than 50% of the global investment in digital advertising, it is one of the star sites to launch your campaigns.
What possibilities does remarketing offer us in Google Ads ? If you want to know what types of ads you can launch and how to do it step by step, don’t miss this article!
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Introduction to remarketing in Google Ads
Google Ads (formerly known as AdWords) is one of the pioneering platforms in remarketing. In fact, they were the ones who coined the term “remarketing”, since previously this practice was known as “retargeting”.
Ads on Google offer us ample possibilities to reconnect with users, either through diplay advertising campaigns or search ads, the two places where your ads can appear in Google.
Likewise, it offers many possibilities to customize the inclusion criteria that make a user become part of a remarketing list.
Broadly speaking, the remarketing process in Google Ads can be summarized in 3 steps:
- The user visits our website or interacts with content from our brand (for example, a video posted on YouTube).
- This user is marked with a cookie and added to a remarketing list whose parameters we have previously defined (for example, all users who have visited the X product page in the last 30 days).
- An ad campaign targeting this list is carried out, that is, only users who are part of it will be able to see it.
Types of remarketing in Google Ads
Before going fully into the ins and outs of the ad creation process, let’s take a look at what remarketing options Google Ads offers us.
- Standard Ads . This is the classic display ad format. It does not offer great interaction possibilities, it simply saves the information of the user who has visited our page and offers a single advertisement with content. This is the first Google Ads remarketing format, launched many years ago. For a season this was the only option we had, but today the offer has evolved thanks to dynamic ads and other more advanced formats.
- Dynamic ads . Dynamic ads store information about where a user has browsed and show them the same or similar products. For example, if you do a search for a hotel on booking.com type pages and then leave it, this information will be saved and you will start to see display ads for hotels similar to the one you have visited (but not reserved).
- Text ads . These are the typical text-only ads that appear in the search network and are activated from the terms entered by the user in the search engine. The peculiarity in this case is that to activate them it is not only necessary for the user to search for specific words, but also that he has visited us previously. In general, it is considered that text remarketing ads may have more generic keywords and higher bids than normal.
- Video retargeting ads . In this type of advertisement, the criterion for inclusion in the remarketing list is not a visit to a specific page, but the fact of having seen one of our videos, either on our own website or on the associated YouTube channel. By knowing the specific content that the user has consumed, we can better personalize the offer.
- Ads by distribution list . Finally, Google Ads offers us the possibility of remarketing using our own databases, for example, the list of users who have subscribed to our newsletter. We will only have to upload this data in .csv format and indicate the fields to Google. With this information, Google will track users across the web to show them personalized ads. This tracking will work better or worse depending on the characteristics of our database; Not surprisingly, Google will have it easier to locate users who have a Gmail email account.
How to launch remarketing campaigns in Google Ads step by step
1) Access your Google Ads account and get your remarketing tag
The remarketing tag or pixel simply consists of a code that you must copy and paste on your website. If you have the Google Tag Manager tool, you can do it in just two minutes.
Once you have this code installed, the information of the users who visit your page will begin to be saved. In addition, the data will have quite a level of detail, for example, the specific products they have visited. Thus, users will see your remarketing ads from that moment when they leave your website.
2) Create one or more remarketing lists
The remarketing lists in Google Ads Allow us to select the parameters to display ads to users . For example, we could create separate lists for users who have seen the home page, who have visited a specific product, or who have made some kind of conversion.
To create a remarketing list, go to the Google Ads tools section and create a list with a new audience .
Audiences are created in the audience manager choosing between several options: users who visit our website or any of its pages, users who have downloaded and used our mobile application, users who have interacted with our data videos on Youtube or list of clients (from a database in .csv, as we mentioned previously).
For example, you can upload a list of customers from their emails.
As you can see, you have multiple options to create an audience to your liking. My recommendation is that you think about which ones make the most sense based on your business objectives, but above all, that you try several different options and compare the results: you may be in for a surprise!
An important practical nuance: when naming your audience, create a uniform nomenclature, not only for Google Ads but for all your remarketing campaigns on any platform. This will make it much easier for you to create, manage and know what each one means at any time.
3) Create your campaign by selecting the remarketing list that you are going to associate
Once you’ve done all the previous audience building work, it’s time to get going!
We will create our campaign and in “Audience” we will choose the personalized list that we have created, for example one of “Customer lists”.
In general, you will have to wait a few weeks between setting the audiences and launching your first campaigns. The reason is that the remarketing lists you have created have to be “populated” as users interact with your website, your app, or your YouTube channel.
Once you have a sufficient critical mass, you can start launching your campaigns. Normally, we will design a different campaign for each remarketing list that we have created , depending on the business objectives that we want to achieve.
Another important decision you’ll have to make is whether to create a search or display Google Ads remarketing campaign . Both forms have their advantages and disadvantages and can be complementary, so my recommendation is always to try both and see what they can offer us.
4) Create one or more variants of your ads
Now you just need to create your “Ad Group” within your “Campaign”. Here you can also select the audience you want to impact.
A small but crucial detail: when configuring your remarketing campaigns in Google Ads, don’t forget to simultaneously launch several variants of your ads. For example, you can change the copy, the title or the visible URL (or the image in the case of display campaigns).
Creating ad variants allows us to run A / B and multivariate tests and compare the performance of different elements. Thus, you can see which versions work best and optimize your budget.
5) Start the campaign!
You have everything ready to start! Once you launch your remarketing campaign in Google Ads, users who are part of your lists will begin to see your ads in the Google search engine and other sites on the web.
6) Constantly analyze the results
Google Ads has a powerful analytics system that allows us to know what is happening with our campaigns in practically real time. Thus, you can have controlled metrics such as impressions, frequency or click-through rate.
Use all of this information to continuously track campaigns and see which types of remarketing and ads work best. Over time, you will be able to know what works and what does not and make the most of your budget to get the most out of remarketing in Google Ads.