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Not everyone who visits your website will make a purchase or otherwise take a conversion-driving action during their first visit. According to a study conducted by the software company Episerver, 92 percent of people who visit a business’s website for the first time do so for other reasons, such as researching products or comparing prices. Even if a new visitor leaves your website without making a purchase, you can bring him or her back to your site using Google remarketing.
How Google Remarketing Works
Remarketing is a feature in Google Ads, which is the search engine company’s paid advertising service. Remarketing allows advertisers to selectively target users who’ve visited their website or used their app. Remarketing ads can appear on the Search Network as well as the Display Network. They look like standard ads, with the only difference being the way in which they target users. Standard ads target users by keyword searches, whereas remarketing ads target users who’ve visited your website or downloaded your app.
Google Ads uses remarketing lists to determine which users should see remarketing ads. To target users who’ve visited your website, you must include a snippet of code in your site’s HTML. Known as a remarketing tag, it will capture users’ cookies when they visit your website. At the same time, it will create a remarketing list with the cookies of these users, which you can add to new or existing Google Ads campaigns or ad groups.
After adding the remarketing tag to your website, Google Ads will automatically create several default remarketing lists, including an all visitors list of everyone who visits your website. Google Ads won’t be able to tell who has visited your website prior to adding the remarketing tag, but it will keep track of all future visits on a remarketing list.
You can create your own custom remarketing lists to target with Google Ads as well. If you run an e-commerce store, for example, you can create remarketing lists for the different product category pages.
When someone browses the women’s clothing section, you can capture them on a “women’s clothing” remarketing list. When someone browses the sleepwear section, you can capture them on a “sleepwear” remarketing list. By using custom remarketing lists such as these, you can create highly targeted ad groups and campaigns that advertise products or services sold on your website in which users have expressed interest.
If you have a mobile app associated with your business or website, you can even create remarketing lists of users who’ve engaged with your app. These ads are displayed on other mobile apps as well as Google’s display network.
Requirements for Creating Remarketing Lists
There are a few requirements for creating remarketing lists in Google Ads. If you’re creating a remarketing list for the Search Network, it must feature at least 1,000 visitors over the last 30 days. For custom remarketing lists targeting a single low-traffic page, you may fail to reach this threshold, in which case you want to be able to add the remarketing list to your ad groups or campaigns for Google’s Search Network.
You can create remarketing ads for Google’s Display Network with smaller lists. Google Ads currently requires a minimum of 100 visitors over the last 30 days for remarketing lists used on the Display Network.
Benefits of Google Remarketing
Why should you create remarketing ads in Google Ads instead of standard ads? Since they are displayed only to users who’ve visited your website or engaged with your app, remarketing ads typically attract more clicks. Some studies have shown that remarketing ads yield a 10 times higher click-through rate (CTR) than standard ads. If one of your standard ad campaigns has a 0.5 percent CTR, creating a remarketing campaign may yield a 5 percent CTR.
In addition to a higher CTR, remarketing ads generate more conversion rate than standard ads. On the Google Ads Help portal, Google cites a case study of a tire company that experienced a 161 percent higher conversion rate using remarketing ads. This shouldn’t come as a surprise considering that remarketing ads only reach users who’ve engaged with the business.
You may also discover that clicks on remarketing ads cost less than clicks on standard ads. According to WordStream, increasing the CTR of Display Network ads lowers their average cost per click (CPC) by roughly 20 percent. In the past, the CPC for Google Ads was determined by the total number of advertisers competing for the same placement and their maximum CPC bid.
But Google Ads now factors Quality Score into CPC, meaning ads with a high-Quality Score cost less to run than ads with a low-Quality Score. Because remarketing ads have such as high CTR, they also have a Quality Score, resulting in a lower CPC.
Finally, remarketing ads are easy to create in Google Ads. Just add the remarketing tag to every page of your website — you can include it in part of your site’s theme or template — and you can begin targeting users who’ve visited your website. Creating custom remarketing lists is a bit more tedious, but it’s completely optional and not required when setting up remarketing ads.
Google Ads isn’t the only online advertising platform on which you can target users who’ve visited your website. Facebook Ads offers a similar targeting feature. Known as retargeting, it can complement your Google Ads remarketing efforts. To get started with retargeting on Facebook Ads, you must first add a tracking pixel to your website. Once added, you can choose “Website Traffic” as a custom audience under the “Assets” section of the Facebook Ads Manager. You can then create a new ad set targeting this newly created audience of your website’s visitors.
Remarketing is a powerful feature in Google Ads that can help bring visitors back to your website and convert them into customers. You can still create standard ads for the Search Network or Display Network, but don’t overlook remarketing ads. They generally higher CTR and conversion rate as well as a lower average CPC, all of which can help you succeed with Google Ads.