Viewed Products: You show your ads based on the specific products a person viewed on your site. Many people first check out their options before making a purchase. By keeping your product visible, you ensure the internet user doesn't forget it.
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Remarketing is a marketing technique that helps you win back previous visitors and interested people who left your website without making a purchase. It's an online marketing strategy, unlike a physical store, where you might see customers browse and leave without buying anything. In a physical store, these customers are often gone forever, and you can only hope they return.
With online remarketing, you don't have to hope. You can actively go after them. You reach out to the visitor again at a later time to remind them that you're still there and that your offer is still available.
This article, which you can read in just ✅ 12 minutes ✅, explains what remarketing is, how to do it using Google Ads, and how the process works.
The terms remarketing and retargeting describe the same techniques. You reach out to past visitors of your website by showing them targeted ads.
For most websites, fewer than 2% of first-time visitors make a purchase right away. This means that 98% of visitors show interest but then move on. There are many reasons for this, but the fact remains that the first visit didn't result in a conversion.
Remarketing is a technique that lets you reach these people again. You've probably been a target of remarketing yourself. For example, if you've ever searched for a hotel for your vacation during your break, you'll immediately notice that the ads you see afterward are almost all for hotels and vacations, often in the very place or country you were looking for. This shows how incredibly targeted remarketing can be.
If you're interested in remarketing, you'll need to place a remarketing tag in the code of all your website pages. This tag uses a cookie to add website visitors who need to be re-engaged to a remarketing list. This list tells the ad provider exactly which internet users should see your ads.
The most common way to do remarketing is through Google Ads (formerly Google Adwords). Your ad is then shown on the Google Display Network (GDN), not at the top of search results. The GDN includes over 2 million Google-related websites and hundreds of thousands of apps. By using Google Ads for your remarketing campaign, you can take advantage of Google's massive network.
In short, here's how remarketing works: A visitor comes to your website, looks at your products or services, and leaves without making a purchase. Because you've added a tag to your page, this visitor becomes a target and automatically sees your ads on other websites. They're reminded of your company, click on the ad, and then go on to make a purchase—at least, in an ideal situation.
When remarketing is done well, it offers many benefits. Ranking Masters can help you set up a great remarketing campaign. We use tools to analyze your competitors, understand your current market position, and find the best ways to make your ad campaign successful. We'll adjust your website's code, work with Google Ads, and get you started on the right foot. From that moment on, you'll notice these advantages:
With remarketing, you reach an audience you already know has shown interest in what you're selling. You're not just putting your ad out there for a random person in your target audience; you're placing it intentionally and precisely. You can even use remarketing to offer accessories for an iPhone 7 that one of your customers recently bought from you. Remarketing is incredibly focused and accurate.
When people you're targeting with remarketing see your ad, they already know who you are. They've already browsed your website and looked at your products or services. This recognition makes them more likely to click on your ad than if your company were new to them.
Because of the advantages above, the chance of a conversion with remarketing is much higher. Recognition, past interest, and offering specific products make it a very personal way to advertise. Offering iPhone accessories to someone who just bought an iPhone, rather than a car, clearly sets remarketing apart from traditional marketing.
A final benefit of remarketing is that you learn more about your target audience. You gain insights into the browsing habits of your website visitors, which you can use for future marketing campaigns. The better you know your audience, the better all your marketing strategies will be, allowing you to focus on the group of people most likely to convert.
Of course, there are also some downsides to remarketing. At Ranking Masters, we know exactly how to avoid these issues. Even though remarketing is effective and has a high success rate, it can backfire.
If remarketing isn't done subtly, many internet users will find it very annoying. They feel like their personal browsing behavior isn't anonymous and is being used to win them over as customers. While both of these are true, people don't like to be reminded of it. Remarketing must be executed in a subtle and less obvious way to avoid raising suspicion from your targets.
With Google Ads and remarketing campaigns, you pay a Cost Per Click (CPC). This means you pay Google every time someone clicks on your ad and is led to your website. You set the amount yourself, and it mainly depends on how much competition there is for an ad spot. Since the chance of a conversion is higher, the CPCs are also higher. If you do your remarketing well, it will bring in more profit, but if you do it wrong, it can lead to big losses.
Internet users have the option to delete their cookies, and most do so regularly. If you had a target, you might lose it just as easily. Your group of targets is dynamic and won't always have the same number of people.
Google defines a prospect as a potential customer. These are the visitors you want to reach with your remarketing campaign. You can't start a remarketing campaign via Google Ads if you have fewer than 500 prospects. This means you need at least 500 visitors to your website already. If you're just starting, remarketing isn't an option for you yet.
In our opinion, all these disadvantages can be overcome. And the biggest advantage of remarketing is that it allows you to advertise in a highly targeted way. You're reaching a group of people you know are interested in your service or product. This means the chance of a conversion is higher, and so is the chance of increasing your revenue. There are three ways you can advertise in a targeted way, based on your audience's behavior:
Viewed Products: You show your ads based on the specific products a person viewed on your site. Many people first check out their options before making a purchase. By keeping your product visible, you ensure the internet user doesn't forget it.
Abandoned Carts: It's common for visitors to add products to their shopping cart and then not complete the purchase. Sometimes, a simple interruption like a phone call or someone at the door is the reason. By targeting this group of people, you remind them to complete their checkout.
Past Purchasers: A third and final big group is your customers who have already bought something. This is the visitor who bought the iPhone 7 from you, and you then reach out to them with useful accessories specifically for that phone model.
Google Ads offers several channels for remarketing, and choosing the right one is crucial for your campaign's success. Pick the channel that appeals most to your prospects and will give you the best results. Here are a few examples of your options through Google Ads:
By far, most remarketing is done through the Google Display Network. Your ads can be placed below YouTube videos, in apps, and on over 2 million other Google-related websites. The only Google-related place they won't appear is in the search results (the Google Search Network). You have several options for advertising on the GDN, including text ads and image ads. While text ads can be effective, Ranking Masters generally recommends image ads. They allow you to tell your story visually with pictures and even sound, which is much more convincing than simple text.
Of course, Google also makes its Search Network available for remarketing with a feature called Remarketing Lists for Search Ads (RLSA). This targets former visitors of your website, but with a text ad placed in the search results. The ad is only shown if your target performs a specific search query on Google, not just when they are browsing. With this option, you have a lot of control over your remarketing campaign. Ranking Masters is happy to help you with this. We can work with you to decide how much to bid for ads and manually add RLSA lists of visitors you want to reach. We can even set a higher bid for a specific list if you know there's a high chance of conversions within it.
A final way to use Google Ads for remarketing is through dynamic remarketing. Instead of a generic ad, you show your targets a more specific ad based on exactly what they did and viewed on your website. The dynamic remarketing ad shows the exact products or services your target was interested in. A good example is showing a target an ad for a clothing brand they showed interest in on your website. This form of remarketing is much more specific and focuses on a product or service level. Another great example of dynamic remarketing is targeting abandoned shopping carts.
For remarketing, you typically pay with a Cost Per Click (CPC). You decide how much you want to pay Google for each visitor they bring to your website. The idea is that your prospects already know your brand, so if they're not interested, they won't click your ad.
You can tell Google how much you want to spend per click or set a maximum monthly budget. Google then charges you that amount each time a target clicks on your remarketing ad. The CPC system works like an auction. The ad space goes to the advertiser who scores the highest according to Google's rules. They look at your set CPC, but also at your quality score, the amount of competition, and the relevance of your ad. It's important to set your CPC correctly. If it's too low, your ad won't be shown, and if it's too high, you'll lose money.
As mentioned, several factors determine how high you need to set your CPC:
Competition: Before someone buys a product, they often check prices and availability at different stores and websites. You're likely not the only one trying to target a person. The more competition you have, the more important your CPC becomes.
Quality Score: Google gives you a quality score that improves the longer you advertise with Google Ads. The more successful your campaigns are, the more Google sees you as a reliable partner and the more likely they are to consider you for an ad position.
Click-Through Rate (CTR): If Google sees that many people are clicking on your ads, they view it positively. It means your ads are attracting a lot of attention, which indicates they are high-quality and relevant. The better your CTR, the more likely Google is to consider you for an ad placement.
Position: A final factor to consider when setting your CPC is the ad position you want to achieve. This is mainly relevant if you're advertising on the Google Search Network, where there are a certain number of ad spots. To get the top spot, you'll need a higher CPC.
Based on the factors above, your CPC is largely dependent on your reputation with Google Ads. As a beginner, you'll need to bid more money because you'll be mostly relying on the CPC. Build trust with Google and show them that your ads are relevant and successful, and they'll give you more authority when distributing ad spots. At the beginning of your marketing campaign, your CPC will be relatively high because you still have to build a reputation with Google Ads. As you advertise more successfully, you'll find that you can reach your goals with a lower CPC.
One last point to explain about the CPC payment method is that Google distinguishes between a maximum CPC and an actual CPC. You set the maximum CPC, which is the most you're willing to spend for an ad placement. The actual CPC is the amount you end up paying, which is often lower than the amount you set. By setting up your remarketing campaign correctly, you can generate the highest possible return for the least amount of money. Ranking Masters would be happy to help you with this.
You don't have to use Google's networks for remarketing; you can also use other channels:
Facebook : Facebook also offers remarketing, and you've probably noticed it. You place a remarketing tag in your code, but this time for Facebook. The good news is that Instagram is part of Facebook, so you get that channel too. Facebook is a social media platform that almost everyone checks multiple times a day.
YouTube : You can do remarketing through YouTube even if you haven't had visitors to your website. Because YouTube is part of Google, they let you link your Google Ads to a YouTube account. You'll need to create one first. The targets are internet users who have watched your video, liked it, or subscribed to your account.
LinkedIn : If you're looking for a more professional way to do remarketing, LinkedIn is a great channel. You place a tag in your page's code. Visitors to your website will then see your ad when they go to LinkedIn. Since LinkedIn is a respected platform in the business world, this makes you appear very reliable and professional.
Remarketing is just one of many online marketing options available through Google Ads. If you're smart, you'll set up a few other marketing strategies through Google as well. The great thing about Google is that you can set a maximum monthly budget for your marketing expenses, and once that's reached, your campaigns will be paused. This gives you control over your finances and ensures you won't go over budget. Some people pay ₹1,000 a day in ad costs, while others pay ₹1,00,000. As long as you set up your campaigns properly, Google doesn't automatically give an advantage to bigger spenders.
At Ranking Masters, we have specialists who can help you with all your online marketing needs. We believe it's important to offer you a complete package, not just specific services. Focusing only on remarketing isn't very profitable for you if your website isn't in good shape.
At Ranking Masters, we can handle your entire online marketing situation so that the extra visitors you attract actually become customers. We use various SEO (Search Engine Optimization) techniques to achieve this.
In most cases, we first analyze the technical side of your website. We test its speed, make sure it has the right security certificates, and that the code is correct. A slow website is disastrous for keeping visitors, as no one has the patience to wait for a page to load. By addressing the technical aspects, we ensure your website works well in every way and that visitors don't have to deal with underlying technical problems. This improves user-friendliness, which is very important to Google and other search engines.
Next, we analyze the content of your website. We look for keywords with little competition to increase your chances of landing on the first page of search results. We make sure to use these keywords in the right places. We'll work on your text, check for duplicate content, create a clear and simple structure, and add link-worthy content. We'll ensure your content is engaging but concise, that visitors can quickly find what they're looking for, and that it's optimized for SEO.
A final SEO method we'll work on for you is link building. We add internal and external links to your pages. This shows both visitors and search engines that your website has a good structure and reliable content. This improves user experience and makes you credible, which means visitors will stay on your site longer.
Backlinks (links from other websites to yours) are even more important for SEO. For search engines, they act as references that tell them you have authority in your field. There are different ways to get backlinks, and you shouldn't just wait or hope for them. Ranking Masters can help you get valuable backlinks, which will give you a higher position in search engine results. This is less important for remarketing but essential for your overall ranking.
Of course, at Ranking Masters, we can also perform individual services for you. However, it's important to realize that SEO is a key part of online marketing, and your marketing campaigns will yield better results when your search engine optimization is in order. You can think of your website as a continuous online marketing campaign and the landing spot for the visitors you attract with your strategies. If this landing spot isn't in good shape, you'll scare off potential customers. Your website is your business card, and with Ranking Masters, you can make it perfect.
Remarketing is just one part of online marketing. Together with SEO, it's a powerful way to attract more visitors to your website, but there are many other methods you can use. It's important to choose methods that fit your target audience. Here are just a few examples of online marketing strategies you can use alongside remarketing:
Social Media Campaign : Many businesses don't benefit from a good social media campaign. It allows you to communicate with your target audience and reach a large number of potential customers at the same time.
Email Marketing : Another way to get your message across is through email marketing. You build a mailing list and regularly send emails to its members. Since they signed up voluntarily, you're reaching an audience that has already shown interest in you.
Affiliate Marketing : You can find websites to display your ads or products. You agree with another website owner in your field and ask them to advertise for you. The payment is usually per visitor you bring to your website, but this is for you and your partner to decide. Choose a website with authority for more success.
If remarketing is a part of your online marketing strategy, you haven't paid much attention to it, then Ranking Masters is the agency that can help you get the best start. We'll first have a detailed conversation with you to learn everything about your company, your target audience, your website, and your expectations. Then we'll create a proposal for you and won't proceed until it meets your needs.
After we've done our work, you'll see that your remarketing brings in valuable visitors. These visitors have already shown interest in you once, so the chance of a conversion is higher. Our goal is to optimize your conversion rate with remarketing, meaning that an increasing percentage of your visitors will perform the action your website is designed for. Since this leads to higher revenue, our services automatically pay for themselves. Remarketing is measurable, dynamic, and highly effective.
Our work doesn't stop after setting up a successful remarketing campaign. You can decide to take over the management yourself or outsource it to us. We'll regularly work on your remarketing to ensure it continues to be successful, not just at the beginning, but throughout the entire campaign.
Ranking Masters is here for you when you want to get more out of your website and make your business a success. Together, we'll work on a higher visitor count and an optimal conversion rate. That way, we'll always be one step ahead of the competition.
Let our experts turn your goals into real results.
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