One of the most critical campaign types for your eCommerce marketing strategy is Google Ads remarketing.
Google remarketing takes the search power of Google and enables you to reach your target shoppers – those who are already familiar with your brand and products – well after they have left your store.
Google Ads remarketing campaigns statistically result in lower CPCs, but that’s not their top benefit. Because there is already brand awareness, there is a big chance that remarketing CTRs will be higher, which in turn means more conversion potential. Who wouldn’t want more clicks and conversions for less spend?
In this post, we look at everything eCommerce sellers need to know about Google Ads remarketing: from beginners’ set up to expert retargeting strategies and top optimization tips, so that you can capitalize on this powerful marketing tool to drive sales.
How Do Google Ads Remarketing Campaigns Work?
By using browser cookies generated by a Google remarketing tag placed on your website, categories and pages, Google allows advertisers to retarget previous site visitors based on their behavior while browsing your store. This enables you to show ads to potential shoppers who already know your brand while they are browsing Google or partner sites, by using remarketing lists.
Newbie Tip: How to Set Up Remarketing Codes
Step 1: Make sure you have had at least 1,000 active visitors or users within the last 30 days for Search remarketing, or 100 active visitors or users within the last 30 days.
Step 2: Add your global site tag and the optional event snippet.
Alternatively, this can be done with a Google Analytics tracking code – but more on that later!
Google Ads Remarketing Options for eCommerce
Google Ads remarketing options include standard remarketing, remarketing lists for Google Shopping, dynamic remarketing, remarketing lists for Search ads, video remarketing and customer list remarketing. Let’s take a look at each.
1. Display Remarketing
Google Display Network (GDN) remarketing ads allow you to show ads to previous store visitors while they browse other sites and apps. Some advantages of Display Network remarketing include:
- Ability to create highly-targeted, segmented campaigns that improve campaign messaging that ups your chance of results
- Keeping your brand front and center in the minds of your potential shoppers, AKA consistent brand exposure
- Lower CPCs and better budget control
- A broad reach, with access to more than 2 million websites and 90% of internet users