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Steve Isenberg

10 Google Remarketing Tips

Posted on: August 11, 2014

By: Steve Isenberg

Remarketing is an online advertising tool that can help you reach people who have previously visited your website. You can even show these previous visitors ads that are tailored to them based on which sections of your site they visited. Your ads could appear to them as they browse other sites or as they search for terms related to your services on Google.

remarketing_blogimageHere are 10 tips on how to get the most from Remarketing:


  1. Start Tracking Immediately: It’s important to install the Remarketing code for tracking within your website code now, as Google’s requires you to have at least 100 visitors tagged with the Remarketing cookie before ads will begin to deliver impressions. You should begin tracking people and adding people to your Remarketing list before even creating ad copy or images ads.
  2. Test Different Cookie Lengths: Adwords allows you to create various audience segments depending on how recently a user visited your website. You can use several buckets to begin with, but the options in days are 180, 90, 30 and 14. You can also adjust bids depending on how recently the user visited your site. It will be more cost-effective to use higher bids on recent users as they are more likely to convert.
  3. Try Different Variations of Ad Copy: For Remarketing, you’re creating ads for people who already know your brand or products so the ads need to be almost instantly recognizable and consistent with your brand. The messaging needs to be compelling to encourage the user to come back to your website. Offers or discounts are a good way to increase click through and conversion rates.
  4. Target Users with Relevant Ad Copy and Messaging: Adwords Remarketing allows you to segment your audience lists based on your website content and/or products and services.  You can install different tracking cookies in different areas of your site.  If you have many products or services, you should consider targeting visitors with specific ads relevant to a product or department rather than a general one-size fits all ad.
  5. Target Users Based on Stage of Buying Cycle: Adwords allows you to create custom audience lists to exclude specific url’s so your website visitors can be targeted depending on their stage in the purchasing funnel.  One of the most effective tactics is to target visitors who have abandoned shopping carts. Specific offers or discounts should be displayed to users who disappeared before converting in an attempt to drive them back to complete the sale.
  6. Remarketing Recurring Customers: If you sell specific products on a regular basis, (for example paper towels, pet food, cleaning supplies etc.) you can re-target people a set number of days after their last purchase as a reminder to re-order from you. This will also encourage them to come back to your website to re-order because it will save the time and hassle of looking elsewhere and establishing a new account.
  7. Create Relevant Ad Copy and Landing Pages: Any ads containing specific offers or discounts must be visible to the user within 1 click of the landing page. Visitors may bounce off the site immediately and search elsewhere if they don’t find the offer promised in the ad.
  8. Use Site Exclusions: It’s important to run regular placement (sites displaying your ads) reports so you can view sites which are delivering conversions. You can view the Remarketing placements under the Networks Tab in AdWords. There you can see all the sites that Google is displaying your ads on. Check the performance of all sites. Although your ads are always shown to qualified traffic, you will most likely see websites that convert significantly better than others. If there are any sites under performing, bids can either be reduced or you can exclude the site completely. Only do this if you have enough data to prove your case. For sites that drive a high number of leads/conversions, increase the bids where possible to deliver a higher number of impressions.
  9. Category Exclusions: Because Remarketing targets the visitor and not a specific website, there’s a possibility that your ad may be shown on sites which are not appropriate for your brand. To ensure this doesn’t happen, you can exclude whole categories or just one site depending on performance and Branding concerns. To add exclusions, you can do this via the Networks Tab >> Exclusions.
  10. Monitor View Through Conversions: View through conversions are when a Remarketing ad is displayed to a visitor, but they do not click on your ad and later go back and make a conversion. However, these are not always accurate and should only be used for interest purposes. It could be that they were shown your Remarketing ad, but were going to go back later and make the purchase anyway, regardless of the Remarketing ad. When looking at conversion rates and ROI from Remarketing, focus only on the traditional click through conversions.

At ASJ Partners, our goal is to get your company found on the internet. If you have any questions, please feel free to contact us or call 610-930-5300.

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