A Simple Guide for How Google Remarketing Works

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The internet plays a vital role in nearly all businesses today; it has become a medium that companies use to promote their business, sell their products, and connect with consumers. But as search engine algorithms are continuously evolving, it has become quite challenging to survive the competitive realm of digital advertising.

Luckily, the rapid and constant change in technology has paved the way for new yet effective digital marketing strategies to emerge—and one of them is Google remarketing.

What Google Remarketing is All About

Google remarketing is an advertising tactic that allows brands to revisit customers or potential customers with previous interaction with them. Through cookies, websites can remember visitors and use this data to push targeted Google ads at them.

Simply put, the goal of this advertising strategy is to remind your past visitors about your product or service through advertising impressions on the Google Display Network.

Five Different Ways to Remarket with Google

1.     Standard Remarketing

The first method of remarketing involves the use of banner ads on the Google Display Network. With the data and cookies you’ve gathered, you can set up targeted ads relevant to your brand and product to appear all over Google. This type of ad is what you usually see popping up on the sidebar of a page. In a way, it’s a little similar to Facebook ads—except standard remarketing ads are repeatedly shown to online users across different websites.

2.     Dynamic Remarketing

In essence, dynamic remarketing offers a more direct approach compared to standard remarketing. Instead of simply presenting relevant ads, this strategy better analyses the user’s online behaviour.

For example, an online user looking at a specific product on a different webpage can prompt the system to show ads of the same product that your company offers. Generally, this form of remarketing works best when launching targeted ads that include coupons or discounts.

3.     Remarketing Lists for Search Ads (RLSA)

The third remarketing campaign focuses on the topics that a previous visitor of your website searches on Google. It sounds a little complicated, but this remarketing strategy aims to optimise ads, keywords, and bids to target a shopper.

Amongst the other forms of remarketing, remarketing lists for search ads (RLSA) takes more time as it utilises the search engine at its fullest to influence the online user to revisit your website via search results and ads.

4.     Video Remarketing

In general, video remarketing works by linking your Google ads account to your YouTube channel. Afterwards, you need to come up with remarketing lists that target specific YouTube videos and searches.

How it works: If a potential customer searches or watches a video related to your brand or product—assuming that it’s in your remarketing list—then your ad will automatically flash or play.

5.     Customer List Remarketing

The last remarketing campaign is customer list remarketing. Unlike the other strategies that aim to find new customers, this remarketing method allows you to target a specific customer list. Suppose you have customer email addresses associated with a Google account in your database; you can directly target them with Google ads if you’ve spent at least $50,000 on ads.

The Bottom Line

Admittedly, Google remarketing isn’t as popular as other digital advertising tools; however, that doesn’t mean it doesn’t work. Huge e-commerce companies are way ahead of everyone when it comes to remarketing. Believe it or not, this strategy is actively raking in leads, customers, and sales for them!

Are you looking for an effective digital marketing strategy for your business? Lethal is a first-rate digital marketing agency in Perth specialising in lead generation, Google ads, Facebook ads, and other digital advertising campaigns. Learn more about our services and get a free quote today!