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Google Ads

Remarketing

Reach cheaply and effectively
Surround your customer and encourage them to come back
Remind about abandoned carts

Remarketing in Google Ads and Facebook Ads allows you to reach users who visited your website but didn't convert to customers. The reasons can vary, but remarketing can simply and effectively encourage them to complete a purchase or contact your company!

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Barbara Jakubowska Customer Success Specialist

We run advertising campaigns for:

We have the highest partnership status with Google. Each of our experts continually expands their remarketing knowledge and is certified in both Google and Meta/Facebook systems.

However, we trust most of all our own experience and our 10-year history of handling Google Ads, Facebook Ads and other ads.

We support campaigns with small, medium, and large budgets. Every client can count on dedicated expert support, 24/7 access to a campaign performance dashboard, and regular account optimization supported by analytical data.

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Google Ads Remarketing – how does it work?

Remarketing allows you to display ads to people who have already visited your website or shown interest in your products, services, or other forms of your marketing (e.g., watched a specific video on YouTube, clicked on a specific advertising banner on Facebook or LinkedIn).

By investing in remarketing, you're focusing your efforts on potential customers who are further along in the sales funnel. These are people who have previously expressed interest in the products or services you offer, researched them, and found your company, but haven't purchased anything. Remarketing can then come in handy, firstly, reminding them of the offer they were browsing and secondly, preventing you from losing these potential customers to your competitors.

Remarketing Ads (AdWords) – Step by step

The customer visits the website

Remarketing - photo no. 35

A "cookie" is saved in the client's browser.

Remarketing - photo no. 36

The cookie is assigned to the group we select e.g. a user who visited a tab such as the price list/offer or signed up for a newsletter, visited individual categories, abandoned the shopping cart or, for example, spent more than 1 minute on your company's website or blog.

Remarketing - photo no. 37

You direct any advertising message to this customerA cookie can be assigned to a specific user on a specific subpage of your website. A common solution is to track the shopping carts of customers who have abandoned them and refrained from making a purchase. Using remarketing, we can display products they were "almost" ordered and remind them of their intention to complete the order.

Remarketing - photo no. 38

Google Ads Remarketing Ad Example

Let's say you sell branded footwear in your online store. You could, for example, create a remarketing campaign targeting people with the keyword "adidas women's shoes." This ad will target those who visited your subpage offering various adidas shoes for women. As a result, ads for your products will also appear on other websites, which will then be visited by people who previously browsed your products in the above-mentioned category. This group of people is potentially interested in your products. Therefore, you can target them with specific messages to encourage them to make a purchase, mentioning things like free shipping, extended returns, or other features that could ultimately influence their decision not to abandon the website or shopping cart and complete the purchase. Furthermore, you can add this person to the "shoes category" list and then, for example, increase your bid the next time this user searches for similar products on Google.

Types of remarketing in Google Ads

Remarketing in Google Ads is an advanced tool that, thanks to special functions, will allow you to create even better and more precise groups of people, and therefore personalize the format and display options of your ads.

In Google Ads you can choose between:

Standard remarketing

In this way, your ads will be displayed to people who have already visited your website as they browse websites and use apps on the Display Network.

Google Ads Dynamic Remarketing

This is currently the most advanced feature. It allows you to include in your ads specific products or services that users have viewed on your website or app.

Remarketing lists for search ads

This will ensure that your ads reach people who have visited your website and, after leaving it, search for further information in the Google search engine.

Video remarketing

In which your ads will be targeted to people who have interacted with your videos or channel on YouTube, while using this service and viewing videos, websites or using applications in the display network.

Remarketing to a customer list

This means targeting ads to a previously uploaded list of customer contact information. Your ads will be displayed across various Google services to people logged in to Google.

Remarketing Ads – what do you need to get started?

To implement remarketing on your website, you need to add a specific tracking code , also called a tag or pixel (depending on where you want to display remarketing: in Google campaigns it is a tag, on Facebook and Linkedin it is a pixel).

Once it is installed in the appropriate place on the website by a specialist or IT specialist, the code will automatically start collecting a list of people visiting your website via cookies.

This code can be customized differently depending on specific subpages or categories/subcategories. A specific remarketing list is created for selected subpages or categories. This allows you to create multiple different lists of potential customers, depending on their age or interest in different product or service categories, for example.

Google Ads Remarketing – who and where will the ads be displayed to?

Ads targeted to groups of people created from remarketing lists will be displayed on websites that accept ads from the Google Display Network or the Facebook or Linkedin advertising networks.

Advertising channels used in remarketing

Google Display Network

This is the most popular way to utilize remarketing. Ads will be displayed in places provided by the owners of other websites. The advantage is that the ad will appear on a given website when a user from the remarketing list visits it. These are popular and frequently visited websites, such as onet.pl or gazeta.pl.

E-mail

You can target ads to people on your pre-created email subscription list, meaning those who have expressed interest in your brand (the products or services you offer) and signed up for your newsletter or downloaded free materials offered after signing up for your mailing list. These ads will appear in the form of emails at the top of users' inboxes.

Internet searches

Your ad will be targeted to people who enter a specific term related to your offer into a search engine. For example, when they enter the name of the products you sell. Another advantage is that your ad will immediately target people interested in your competitor's offer.

Video

Remarketing can also be used on the popular YouTube platform. Your video ads will be displayed while users are watching other content on the site.

Remarketing Ads on Facebook

The remarketing possibilities are virtually limitless, as you can also reach people with your ads on the Facebook advertising network (i.e. your ads will be displayed on both Facebook and Instagram).

Remarketing on LinkedIn

The professional social networking site LinkedIn is another channel you can use for your remarketing efforts. LinkedIn allows you to track people who have visited your website (or a specific subpage), performed a specific action on your site (e.g., clicked the "sign up" button), or uploaded a list of people you've prepared.

Google Ads remarketing in a cross-channel approach

By combining multiple advertising channels using a specific list of people collected for remarketing, you can display your ad more frequently and remind customers. For example, by targeting this ad across the Google Display Network, Facebook, and YouTube, you're practically everywhere your potential customer is! Furthermore, you know exactly who's receiving your ads: these are people who have previously interacted with your brand and expressed initial interest.

What are the other benefits of Remarketing?

Quick time to reach potential customers
Your ad will be displayed to someone on your remarketing list as soon as they leave your website and search for information elsewhere. This allows you to respond immediately, even when a potential customer is still aware of your product or service and is interested in it.
Increasing your brand recognition
The ads that appear will not only remind you of your company's products/services, but also of your entire brand, which will appear frequently in the eyes of users, which can strengthen its image as an expert in a given field.
Accuracy and precision of advertising
Remarketing lists can be created for specific situations, e.g., for people who abandoned their shopping cart, signed up for a webinar, etc. Advertising banners can be previously tailored to a given group of recipients so that they receive the most relevant marketing messages to the activity they performed on our website (e.g., if a user leaves a pair of shoes in their shopping cart, they will receive banners with a photo of the shoes or other footwear that may potentially interest them).
Variety of ads
The ad gallery allows you to create various types of ads for free, including text, image, and video. Using different ad types allows you to reach as many users as possible from a given list, while meeting the ad format requirements of the relevant advertising services.
Large scale of coverage
You can reach people from your remarketing lists who use different devices and search different websites (they search for information in Google, its partner network of advertisers, and social media)
Profitability
Remarketing campaigns are created using automated bidding. Bids are set in real time by a system that calculates the optimal bid for the individual to whom your ad is displayed. This ensures you win the auction at the best possible price. Participating in a Google auction doesn't incur any additional costs.
Accurate campaign performance statistics
At a pre-determined date, you will receive reports on the results of your campaigns, where your ads appear and the prices you pay for them.

Remarketing offers a number of advantages, making it worth incorporating into your advertising efforts. What definitely sets remarketing ads apart is their often higher CTR (click-through rate), as they are precisely tailored to the people they are displayed to, and their relatively high conversion rate (compared to other types of ads, for example) because the people they are displayed to have previously expressed an interest in purchasing your product or service.

At Verseo, we precisely tailor the type of remarketing to your needs and have unlimited advertising targeting options for users visiting your website. Furthermore, we use cutting-edge ad targeting methods.

Search Remarketing
Use different text ads in search depending on your customers' purchasing/decision-making stage.

Re-marketing in the display network
Use display ads to reach your customers even more effectively. Depending on your needs, encourage purchases or inform about new products. Find out which pages generate the best return visits and which views have the greatest impact on sales.

Dynamic remarketing
If you have a Google Merchant Center (GMC) account, you can dynamically display products to customers. We'll prepare animated ad templates that automatically pull product information, including prices and descriptions, from your GMC account. We have ready-made strategies for using this form of advertising.

YouTube Remarketing
Take it a step further! Use your video ads to reconnect with your customers after text and image ads. You only pay when customers watch at least 30 seconds of your video.

You are now reading:

Google Ads Remarketing

Google Ads Remarketing – how does it work?
Remarketing Ads (AdWords) – Step by step
Google Ads Remarketing Ad Example
Types of remarketing in Google Ads
Remarketing Ads – what do you need to get started?
Google Ads Remarketing – who and where will the ads be displayed to?
Google Ads remarketing in a cross-channel approach
What are the other benefits of Remarketing?
summarizing

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