How to Remarket the Right Way on Google Ads

Leads are important for customer acquisition at present. One cannot compromise on one's level of lead magnets. However, a promising lead might sometimes be where you want them to be – your website or social media, only to disappear.

Such leads are called lost leads. Seeing your leads getting disinterested before converting can become quite frustrating as a business owner. However, you cannot force a lead to stay and employ your company’s services without proper remarketing.

Remarketing is how most leads stay hooked to a website. The conversion of any lead can be attributed to effective remarketing strategies. Using Google Ads is a fantastic method to remarket your products and services.

This strategy used to remarket using Google Ads is called Google Ads remarketing. With remarketing, you can track visitors to your website. You can also continue to target them with relevant offers.

Advertising to warm leads who are familiar with your company earns you better ROI. Remarketing also records a lower cost per acquisition.

Remarketing through Google Ads also helps you to re-engage your dormant leads. These leads can become devoted clients with proper techniques and address their pain points.

This blog will help you learn how to get your leads back with Google Ads remarketing.

Importance of Lead Magnets and Sign-Up Forms

It is critical to know why leads are important in the first place. Leads are crucial because they have been given a reason to opt in for your services. They have done so by disclosing their contact information to you.

Hence, before launching remarketing efforts, you must contact them properly. Address their pain points. It is important because they have trusted you with their private information. However, sometimes, leads do not convert for many reasons.

This is why having lead magnets and sign-up forms to gather contacts early on is essential. It is the backbone of any remarketing campaign. As a result, you can stay in touch with your leads even after they leave your website.

Here are a few ideas for lead capture systems:

• Whitepapers, manuals, and eBooks (lead magnets in return for email)

• Reduced trial periods or free samples.

• Training, webinars, and video series (accessible upon registration).

• Sign-ups for email newsletters

• Giveaways and contest entries

In return for an email address, you should give something of value (content or an offer that speaks to the requirements of your target audience). Establish credibility and show your expertise.

Ensure your backend enables lead nurturing once you've persuaded visitors to opt in. Prepare automation and follow-ups ahead of time so that you can stay in touch. Invest in developing connections over time.

Reasons Why You Should Remarket Lost Leads

Driving relevant traffic to your site is the first step in getting customers. Capturing lead information and remarketing is crucial to getting these customers to stay.

With tailored adverts, remarketing enables you to reconnect with lost prospects. Here's why it's so beneficial to remarket to prior visitors:

Increased Economical Conversions

It is cheaper to get an existing visitor to convert. Using warm lead pools, remarketing helps reduce conversion cost per acquisition. For example, you can run ads for a cold audience.

When visitor awareness is higher, the associated cost will be lower.

Here are a few reasons why remarketing performs better in terms of lead conversions:

• Knowledge of the brand or product

• Demonstrated purchase indicators, such as reading a blog

• Shows deeper comprehension of what you provide

Remarketing offers a far greater return on investment. It does so by enabling you to repurpose your lost prospects. It also makes website traffic more focused and economically increases leads.

Economical conversions also provide you with a better marketing ROI. This is because you need more customer acquisition with remarketing. It keeps the sales cycle unaffected while you spark fresh interest. The combination of lower CPA with additional past traffic helps skyrocket ROI.

Capitalising on Initial Interest

Visitors might have landed on your website for many reasons. Their intention might have been related to goods, services or content. Business owners can capitalise on that spark of curiosity.

For example, a visitor might read a blog about corporate financing. They might be reading it to enhance their accounting procedures. That indicates a focus and an area of interest.

This would be a missed opportunity if you do not employ remarketing. Remarketing will help you remember the benefits of accounting software to your visitor in the previous example. This helps keep the curiosity alive.

Automated Process

Remarketing campaigns may be set up to reactivate automatically. Leads with customised follow-up touches result in a comparatively hands-off process. Automation features are integrated into many tools, including Google Ads. It is also present in nearly all major marketing platforms to facilitate remarketing.

Under the automation process, you can set up triggers like:

• Send a Facebook ad

• Email with a reduced offer to someone who sees a price page

• Send a lead a retargeting video ad 14 days after they opt-in.

• Send an SMS about registering

• Send reminders for webinar enrolment

Setting Up Remarketing to Google Ads

Before setting up Google Ads remarketing, here is an overview of the steps:

• Create a New Campaign on your Google Ads account. You can do this by clicking the “+” button in the top left-hand corner

• Create a new campaign

• Choose your Display for your campaign type

• Give your campaign a name

• Try using Google’s responsive display ads

• Look into existing campaigns

There are a few Google Ads requirements that you must take care of:

• Animations can only be 30 seconds long or less

• Images cannot be too blurry

• There cannot be any resemblance between site warnings or error messages

Best Practices to Follow for Google Remarketing

A Google Ads remarketing campaign is not a difficult task. However, even easy tasks can run amok due to missteps. This is why you should implement these practices for your remarketing efforts:

Put a Tracking Code on Your Website

The Google Ads remarketing "tracking tag" must first be installed on each page of your website. This enables Google to follow visitors and record the sites they view by dropping a cookie.

Incorrect tagging is a common reason for the failure of many remarketing campaigns. You must track the number of your website visitors. Without it, you would not be able to create a remarketing list.

You must download the Tag Assistant for Conversions Chrome extension to create a tracking code.

Define Your Goals Crystal Clear

Remarketing campaigns work the best with a crystal-clear goal. You must understand that remarketing is mainly done to interact with users visiting your website. It can also be used to generate broad awareness about your brand.

Nevertheless, it is better to focus on conversions rather than generating leads while remarketing. You can convert visitors into customers by encouraging them to download specific content.

Build an Audience

Next, you may establish various remarketing lists based on desired visitor behaviours. For instance, make an audience called "Email List Sign Up" to target everybody who fills out an opt-in form. Alternatively, cultivate a group of "Product Page Visitors" who desire to buy.

Update Privacy Policy

Any website that wants to carry out remarketing campaigns must be transparent about its marketing efforts. It is one of Google’s recommendations. You must have a section mentioning what information you will collect from your leads. It might be their name, email address or credit card information.

Connect Google Analytics

Connect your Google Analytics account to import more remarketing segments from analytics data. This improves target options according to links clicked and other factors.

Test Monitoring Features

To ensure that the remarketing tag is functioning correctly, preview your website. Within 24 to 48 hours, you should see your name in the related remarketing audience lists you generated depending on your visited pages.

So, is it worth it?

If you’ve been through the blog, you would say “100% yes” to the question. Getting internet visitors to click on your site is sometimes the first obstacle. There will be many prospective clients who might not come back after remarketing.

Google Ads remarketing previous visitors enables you to:

• Re-engage warm leads rather than cold prospects to save money.

• Increase ROI on first advertising expenditure enormously.

• Profit from the first product and content interests of your visitors.

• Tailor your message to their needs and intentions.

Hence, you, too, can use Google Ads to revitalise dormant leads. It can help you increase conversions and cultivate a devoted following of customers.

As an expert in social media marketing, Growth Jockey understands the benefits of Google Ads remarketing. Reach out to the team to get your remarketing strategies right.

Frequently Asked Questions

1. How does remarketing work in Google Ads?

Remarketing allows you to show ads to customers who have previously visited your website. It also helps remarket to customers who have once used your mobile app.

Google Ads also provides dynamic remarketing. This enables you to display advertisements to past visitors that feature goods and services they have browsed via your website.

2. What are the types of remarketing campaigns in Google Ads?

There are two types of remarketing campaigns offered by Google Ads. They are – Standard Remarketing and Dynamic Remarketing Ad campaigns.

3. What is the difference between remarketing and retargeting?

Retargeting primarily uses paid ads to reconnect with audiences. These audiences might have visited your website or social profiles. In remarketing, email is the primary tool to reconnect with previous clients.