Your Secret Weapon for Cheaper Conversions on Adwords [VIDEO]

By Erin |  Mar 20, 2020 (5 min read)

Marketing | PPC | Video

Display remarketing ads are a budget-conscious marketing tool that every business should be running. Many don’t have any idea that the tool exists, let alone using it to attract new business.

There are two components to making them work:

Display Ads: these are banner ads that you see on the side of websites typically when you scroll around you’ll see the ads moving with you.

Remarketing: this is the method in which you’ll be retargeting people who have interacted with your website in some way.

What makes Display remarketing ads so appealing is that the cost per click is typically cheaper than for search ads. This is especially true if you set up your audiences correctly because these people have already interacted with your site and are more likely to convert.

How to Setup a Display Ad Remarketing Campaign

There are two ways to set up your remarketing campaigns.

  • Via Google Ads
  • Via Google Analytics

In this article, we will focus on Google Analytics setup for retargeting ads. First, you will need Google Analytics installed, which you can do yourself or ask a developer to help you. You also need to link up your Google Ads account to your Google Analytics account.

(Note: Watch our video guide here for a visual explanation of these steps).

Once you are set up, go to Google Analytics, then follow this setup process:

Admin panel > Audience Definition > Create a New Audience

From here analytics will let you set up how you want to add people to your audience.

Next, you must focus on Engagement Metrics.  This could include:

  • Number of sessions
  • Page duration
  • How many pages they have visited

Remember to remove people who have already converted to a client. This can be done with an event or goal in your analytics.

Typically these are where somebody fills out a contact form or reaches a checkout page on an ecommerce platform.
These audiences also work best if there are more than 100 people, that way Google Analytics knows exactly who to target.

Campaign Creation for Remarketing Ads

The next step is to go into Google Ads and create a display campaign. After you have created your campaign, you can then into your Audiences tab and select the audience that you created in Google Analytics.

If you’ve set this up correctly you should see the same audience tab in Google Ads.

From here you want to make sure your ads are targeting specifically your remarketing audience. A really common mistake is to not turn off the Targeting Expansion setting in Google Ads.

This can lead to Google spending your ad budget on audiences you don’t want to target.

Create Your Display Ads

This is the final step and you have to consider why your initial offering didn’t work out when the person visited your website before.

Ideally, you want to offer something better the second time they see an ad from you. You can highlight a unique selling point, or give them a bonus incentive of some kind.

Remember that these Display Ad Remarketing campaigns are only as effective as the audience you are collecting.

Remarketing is a great way to reengage with audiences that have already engaged with your brand. They can help you make the most out of your marketing dollars.


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