An Ultimate Guide to Remarketing Google Ads

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If you’re using Google Analytics and want to boost your conversion rates, then remarketing should be at the top of your digital marketing strategies.

Remarketing allows you to show ads to people who have previously visited your website. Google Ads Remarketing is a smart way to retarget visitors with reminders of your brand, products, or services they’ve looked at or engaged with previously.

With Google Ads Remarketing, you can get granular with your targeting and show tailored ads to specific groups of users based on their behavior and interests.

In this ultimate guide to Google Ads Remarketing, you’ll learn how to set up a remarketing campaign, the various remarketing options, and how to create remarketing ad groups that align with your target audience’s analytics profile and Google Ads account.

We’ll also explore how you can show ads to people who are signed in to the Google Search Network, YouTube, and other Google properties.

What Is Google Ads Remarketing or Google Ads Retargeting?

Google Ads remarketing is an effective and powerful form of online advertising that allows you to reach out to those who have visited your site before.

People will be exposed to these ads whether they are navigating the web, viewing YouTube videos, or reading news sites – keeping your brand fresh in their minds and encouraging them to revisit.

Also known as retargeting, taking advantage of this technique can drastically improve your conversion rates and ROI.

This is because these visitors already recognize your brand, meaning they are more likely to become customers or take other actions on your site that yield value for your company.


How Does Google Remarketing Work?

When a customer visits your website, it reflects their captivation with your product or service. Remarketing serves to remind users of what they already desire or require.

Accurately grasping the process of remarketing is vital to growing brand visibility through the correct marketing strategies connected to your digital campaigns. This is how remarketing on Google works:

1. It Drives Result

Survey results suggest that most consumers have noticed retargeted ads, and these ads have proven to be especially effective.

According to a personalized retargeting company, the average click-through rate of a Google search ad is just 0.07%, compared to an impressive 0.7% click-through rate for retargeted ads.

Additionally, users who click through are 70% more likely to make a purchase. Clearly, retargeted ads can be immensely powerful when it comes to convincing potential customers.

2. Remarketing is Cost-efficient

The Google Display Network is a highly effective platform for remarketing campaigns.

According to a 2018 analysis, placing an ad on the network costs approximately $2.28 per 1,000 viewers; this is far cheaper than buying pay-per-click ads on the search result pages, which cost $35.09 for the same number of views.

Remarketers can enjoy considerable savings with every 1,000 views, amounting to over $32 in comparison.

3. It Lets You Personalize Incentives

When promoting your business and offerings, re-engagement with prospects is possible regardless of their progress.

For instance, if an individual exits without viewing anything, you can pique their interest again by showing them a service.

If someone adds an item to the cart but doesn’t check out, you may send them a discount code or free shipping incentive to make it more attractive.

How Do You Get Started with Google Remarketing?

The first step to remarketing requires having a Google Ads account. Alternatively, you can use the older version of remarketing, Google AdWords, but the steps are slightly different.

To set up tracking, Google will provide a tag that needs to be placed on all website pages. This Google Ads tag then collects data about visitors and their actions, such as if they sign up for an email list or search for an item.

This data is used to establish remarketing audiences, so you can create campaigns targeting specific segments of your customers. It’s important to make sure your remarketing goals coincide with your marketing plan.

For instance, you can craft an audience segment specifically for shoppers who add items to their cart but haven’t checked out yet and then run an ad featuring a free shipping offer.

Ultimately, this ad will be delivered to the appropriate audience via Google.


Advantages of Remarketing Through Google

With Google Ads retargeting campaigns, you can stay connected with your target audience even after they leave your site.

Leverage their familiarity with your brand by presenting them with display remarketing banner ads as they go about the web.

These ads have much higher click-through and conversion rates compared to typical display ads—up to 2-3x the rate of new visitors! You’ll also experience less ad fatigue as more impressions are generated.

Maximize your remarketing campaigns by combining them with other targeted methods, such as targeting by demographic or dynamic targeting of past website visitors.

Additionally, users can opt out of seeing your retargeting ads if desired; just adjust settings according to the AdChoices program.

How to Set up Google Ads Remarketing?

Google Remarketing is an invaluable tool for businesses to engage with. It helps to track potential customers who have already visited their websites. By creating a remarketing ad, you can draw these visitors back to your brand or product.

To begin, log in to your Google Ads account and click ‘Create a new campaign’. Within the campaign settings, select ‘Display Network Only, followed by ‘Remarketing’.

You will then be prompted to create your target audience, either using a list of past customers’ emails or site visitors’ URL addresses (this can be done through the ‘Audience Manager’ located at the top right corner of the page).

Once complete, you will be able to tailor your ad copy and graphics to this specific audience. Finally, set your budget and bid strategy. You’re now ready to launch your remarketing campaign!

How Much Does Remarketing Google Ads Cost?

Google remarketing ads are an incredibly cost-effective way to advertise online. In fact, search ad clicks in highly competitive industries can cost several dollars per click on average.

Some may cost even more than $50. Display and social remarketing ad clicks, however, typically range from 2–100 times less.

To get the most bang for your buck, combine Google remarketing with targeted strategies such as contextual targeting, etc. This will let you create highly relevant ads that appear mostly to those most likely to click and convert.

How to Set up A Google Remarketing Code?

If you already possess an active Google Analytics account, there’s no need for coding updates! At most, all you must do is modify a setting in the admin area of GA.

Navigate to Admin > Tracking Info > Data Collection and flip the Remarketing switch. If you don’t have an account yet, we urge you to create one. However, generating a tracking code directly from Google Ads remains an option.

Accessing remarketing lists through analytics is where the real value lies. Instead of simply tracking page visits, you can customize audiences based on goals.

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How to Use Google Ads Remarketing Campaign Effectively?

With remarketing, you can take advantage of a powerful marketing tool that has proven itself to be very effective. By learning more about the basics of Google Ads and following our top tips, you can maximize the potential of your display campaigns.

1. Set a Clear Goal

Remarketing can provide tremendous value to your business, even if it doesn’t produce the most immediate results.

Rather than focusing on one-click conversions or large quantities of website visitors, this type of campaign works to drive brand recognition by exposing people to your ads multiple times.

This helps to build an ongoing relationship with customers, which can lead to more sales in the long run.

2. Plan Your Strategy with Care

Before beginning a new campaign, it can be helpful to create a plan that outlines your desired goals and the steps needed to reach them. To simplify the process, Google has created a guide that contains 21 strategies for successful remarketing.

Not only does this guide offer practical advice, but it also serves as an invaluable source of inspiration. Take some time to review its contents and see which approaches could benefit your campaign the most.

3. Add UTM Codes at Campaign Level 

Tracking customer interactions on your website is possible and easier than ever with the help of UTM codes. These codes form part of a URL and enable Google to trace activity related to specific links.

Adding UTM codes to campaigns in Google Ads can save time and effort when setting up ads, as well as help you identify which marketing activities bring about conversions.

3. Set a Privacy Policy

When you use the feature of Google Ads remarketing, it is important to be transparent with your customers.

By including information about data collection in your privacy policy, you’ll let visitors know that their information may be used for remarketing activities. Make sure to review Google’s recommendations for what to include.

4. Use Exclude Lists to Manage Your Budget

To ensure you are investing your budget wisely, create a remarketing campaign that targets users who haven’t yet completed the desired action.

Once they do complete the action, exclude them from any subsequent campaigns to avoid overspending. This will enable you to reach new leads and maximize the effectiveness of every dollar spent.


5. Give a Try to Dynamic Remarketing 

Google Ads can help businesses craft personalized and dynamic ad campaigns that drive leads. This Google Ads feature takes visitor data and uses it to compile information about a product or service, such as price, description, etc.

Ecommerce businesses are likely to see the most significant returns with this system. But all business types can benefit greatly from this technology.

6. Use Remarketing Lists in Analytics Metrics of Google

Google Analytics (GA) offers a powerful tool to create remarketing lists directly based on almost any metric you can imagine.

With remarketing enabled, you have access to a vast array of possibilities for list creation and remarketing campaigns. Maximize the impact of your ads by navigating to GA to toggle remarketing.


In conclusion, Google remarketing is a powerful targeting method for businesses that are looking to reach out to their customers online.

To set up your remarketing campaign, you need to create a new remarketing audience and set up your Google Ads-based remarketing. It is important to create ads that match your website so that customers can easily recognize and relate to them.

With Google Ads-based remarketing, you can target customers who have already interacted with your business, making it easier to convert them into loyal customers.

So, if you want to increase your online sales and reach out to a wider audience, you should consider using Google remarketing ads as part of your digital marketing strategy.

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