Google Ads Remarketing & Retargeting

A PPC service called remarketing displays text and shows adverts to those who have visited your website. To encourage visitors to come back, remarketing ads can be personalized to web pages or highlight related services or goods.

Using a javascript tag to set a cookie on visitors' browsers allows Remarketing ads to trigger as they travel around the internet.

It is a particularly effective method of marketing since it targets those who have shown interest in your products but did not convert. It is sometimes easier and cheaper to bring back existing visitors than to recruit new ones.

This is the power of PPC and Remarketing in improving conversion rates and ROAS (Return on AdSpend).

Remarketing expenses vary based on marketing and competition. Remarketing typically costs between 10% and 40% of the cost of attracting a visitor via PPC Search Ads. You'll pay 30-50 pence per click if your search ad is £3. The user may see your remarketing adverts again, which will boost brand recognition and credibility.

Remarketing complements existing PPC services, not replaces them. In brief, Search Ads bring in new people, only 2% of which convert on their initial visit, whereas Remarketing follows up with the remaining 98%.

• Target the 1-5 percent of first-time visitors to encourage them to return.
• Target the 98 percent of non-converting visitors who connected with the site in numerous ways, from time on site to page engagement.
• Capitalize on the brand recognition established by repeated exposure.

There are 5 forms of Remarketing and we expect there will be more as PPC technology constantly advances.

• Simple Remarketing

  Simple Remarketing shows Display Ads to previous visitors across Google Display Network websites and social media sites like Facebook.

• Dynamic Remarketing

  Ads are shown to users depending on their browsing habits. This form of retargeting increases the chance of a previous interested visitor returning to your website and converting.

• Search Ad Remarketing Lists

  Remarketing lists for Search Ads is a Google Ads tool that allows you to target previous website visitors. The Search Network enables for customized bids and ads.

• Video Remarketing

  Video Remarketing, like other forms of Remarketing, presents past website visitors videos that may be customized.

• E-mail Remarketing

  Email Remarketing is identical to other forms of Remarketing, but you use existing client data to send a targeted email. This helps ecommerce firms promote repeat visits.

Pixels are pieces of the code that collect user data. For example, what people browse or click on. It also invokes a cookie on your users browser

How pixels and cookies work:

1. A visitor views your website, engages with it, then departs. This is useful data. For instance, a user views a pair of black boots, adds them to their basket, and departs.
2. The pixel records your users' actions (which footwear they looked at) and sets a cookie in their browser. The cookie connects with ad platforms to display the user relevant ads.
3. The user is now surfing Facebook, checking football scores, or reading the latest news when they see relevant ads, like a pair of black boots.