What is Google re-marketing?
Google re-marketing is a digital advertising strategy that allows businesses to show targeted ads to people who have previously interacted with or purchased from their brand. It involves using data and cookies to track visitors and display ads to them as they browse other websites or social media platforms. Google re-marketing helps businesses re-engage with potential customers, increase brand awareness and ultimately drive conversions. If you’re looking to understand more about how to advertise on Google, this is an important term and tool to understand.
Google re-marketing was first introduced in 2010 as a way for businesses to serve Google ads to users who had previously visited their website. Since then, it’s evolved, as a type of advertising, to include several new features and options, making it easier for businesses to reach their target audience through multiple channels.
How to get started with Google re-marketing
If you want to use Google re-marketing within a wider advertising and marketing strategy for your business, be sure to focus on the following:
Audience creation: To create a re-marketing campaign on Google, you’ll need to define which audience you want to re-target. This can be done based on factors such as user behavior, demographics, interests and more.
Ad creation: Once an audience is created, you can create ads that are relevant and engaging to that target audience. These ads can be displayed on multiple platforms, including Google Search, YouTube, Gmail and more.
Bid management: To ensure that your ads are displayed to the right audience at the right time, you’ll want to manage your bids effectively. This involves setting appropriate bids based on factors such as ad placement, device type, location and more.
Measurement & optimization: To measure the effectiveness of re-marketing campaigns, track metrics such as click-through rate (CTR), conversion rate (CVR), cost-per-click (CPC) and more. Based on these metrics, you can optimize future campaigns for better results.
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Benefits of using Google re-marketing
Using Google re-marketing as a type of marketing in your own business’s arsenal offers the following benefits:
· Increased conversions: By showing ads to users who have previously shown interest in their products or services, your business will increase the likelihood of conversions.
· Better ROI: Since re-marketing targets users who are already familiar with your brand, it can offer better returns on investment (ROI) compared to other marketing strategies.
· Improved brand awareness: By displaying ads to users multiple times, businesses can improve brand recall and awareness among their target audience.
· Higher engagement: Re-marketing ads are more likely to be clicked on and engaged with, compared to regular display ads. This ends up resulting in higher engagement rates.
· Customization: Google Re-marketing allows your business to craft customized ads for different segments of your target audience, resulting in more personalized messaging and the chance for higher engagement.
Challenges associated with Google re-marketing
One potential challenge with Google re-marketing is that if it’s not managed properly, it can result in ad fatigue among your target audience. This phenomenon can cause users to become annoyed, ultimately resulting in a negative perception of your brand. To avoid this, take the time to ensure your ads are displayed at an appropriate frequency and that they’re relevant and engaging for your target audience.
Google re-marketing FAQ
How does Google re-marketing work?
Google re-marketing works by tracking user behavior online and displaying ads to users based on their past interactions with a brand.
How much does Google re-marketing cost?
The exact cost of a re-marketing campaign will depend on factors like industry competitiveness, frequency capping and membership duration. On average, ads can cost anywhere from $0.66 to $1.23 per click, which is much lower than the average cost-per-click (CPC) for search and display ads on Google.
What's the difference between re-marketing and retargeting?
Although the terms are often used interchangeably, there’s a subtle difference between these two advertising strategies. Re-marketing focuses on re-engaging past customers with a wide range of marketing strategies, including Google re-marketing. But retargeting focuses specifically on displaying ads and re-engaging individuals who have visited a brand’s website in the past.