Have you ever visited a website and then later seen an advertisement for that same website on other websites days later while surfing the internet? That’s no accident—that’s Google Ads remarketing at play. This high-powered form of advertising helps reconnect users who have already expressed interest in your website, encouraging them to make a conversion.

In this article, we’ll explain exactly what Google Ads remarketing is, how it works, and why it’s an essential tool in any successful digital marketing strategy.

What Is Remarketing?

Remarketing, or retargeting, is an online advertising strategy that reaches out to users who’ve already been to your site but failed to take a specified action, such as buying or filling out an enquiry form. Rather than attempting to draw in completely new users, remarketing aims at reapproaching those who are already predisposed towards your brand.

Using tracking tools such as cookies, Google Ads enables you to display these past visitors targeted ads on the Google Display Network—a massive network of websites, mobile apps, and YouTube.

How Remarketing in Google Ads Works

The following is a simplified overview of the process:

• User visits your website: They may view products, read your blog, or even come as far as the checkout page, but fail to convert.
• They are placed on a remarketing list: Google Ads follows this user and saves their activity.
• They notice your ad elsewhere: Browsing other websites or applications in Google’s network, your ad shows up, reminding them of your brand.
• They come back and convert: Clicking on the ad leads them back to your website, sometimes raising the opportunity to complete a conversion.

Google Ads enables you to set up various audience lists on the basis of particular behaviours (i.e., visited product page but didn’t purchase), thus your remarketing campaigns can be extremely personalised.

Advantages of a Google Ads Remarketing Campaign

1. Increased Conversions

Remarketing focuses on users who are already knowledgeable about your products or services, so you have a better chance of them converting. They’ve done their homework—just need a soft nudge.

2. Highly Targeted Advertising

Unlike regular PPC ads that are based on keyword intent, remarketing is based on audience behaviour. This leads to more relevant and cohesive ads that are in line with the user’s path.

3. Increased Brand Recall

Even if users do not convert at the time, repeated exposure to your ads keeps your brand front-of-mind. When they need to make a decision, your company will be a known and trusted choice.

4. Affordable Campaigns

Remarketing tends to return a higher ROI than regular search campaigns. Here at DevonicWeb, we’ve had remarketing campaigns run at half the cost, up to 30%, while generating strong leads and conversions.

5. Visually Engaging Ads

Remarketing campaigns accommodate both text and image ads, so you can create visually engaging creatives that drive engagement and brand recall.

Things to Consider Before Starting a Remarketing Campaign

Though the advantages are apparent, there are a few points to remember:

• Ongoing Optimisation Is Imperative: Remarketing is not a set-it-and-forget-it process. Ongoing monitoring and A/B testing are vital to performance.
• Ad Placement Filters Are Imperative: Not every website on the Google Display Network is suitable for your brand. You need to exclude irrelevant or poor-quality placements regularly.
• Creative Quality Counts: Lousy design or uncreative repetition in ads generates ad fatigue. Make sure that your visuals and messaging are professionally prepared and updated from time to time. 

Begin Your Google Ads Remarketing With DevonicWeb

Deploying and handling a remarketing campaign successfully takes time, tools, and skills. At DevonicWeb, we assist organisations in the UK to build intelligent, data-focused Google Ads remarketing strategies to maximise ROI and heighten conversions.

No matter if you need to re-engage lost customers, drive seasonal promotions, or develop trust in your brand, our team of PPC specialists can assist.

Contact us today to discover how we can kick off your next successful remarketing campaign.