Chasing ads: how Google remarketing works

Have you ever felt that an ad is chasing you around the internet? Calm down, there‘s nothing to worry about. You are not going crazy… yes you are, hey what’s that behind you! ha ha nah just joking, but seriously, it’s just another really powerful form of Digital Marketing.

Any website owner can implement remarketing to reconnect with potential customers who have already visited their site by displaying highly-targeted ads across other websites they browse.

The benefits of remarketing can’t be understated, with cart abandonment rates across 500 leading brands sitting at 76.8% that's a lot of money walking away from uncompleted purchasers. By remarketing to those that abandoned their carts the recapture rate through ads was 11.6%, it was even higher 31.8% when the remarketing list triggered an email. The click through rate of a remarketing ad is also 10x more than a regular ad placement.

Do you have a website and would like to implement remarketing for specific products? We can help!  Keep reading to find out how it actually works.

setting up a remarketing campaign... or how to stalk potential customers ;-) 

1. tag the site for remarketing

   If you already run Google AdWords, the only thing you need to start running a remarketing campaign is a piece of code, also called a tag, to your website. From that moment on, all website visitors will be recorded and added to your remarketing audience list thanks to browser cookies.
   
   

2. create remarketing lists

   After collecting these users’ data, you can customize and set criteria to show specifics ads depending on their interests. Each user is now part of an audience segment or list based upon the interests they showed while browsing the site. These lists can gather “all website visitors”, “users interested in a particular product or category”, and even the ‘great undecided’, those that have nearly completed a purchase but have “abandoned cart!”.
   
   

3. set up remarketing campaign using your lists

   What’s next? Create campaigns targeting these new segments and “chase” customers until they convert/purchase or during a period of time. The ads you determine right for each audience will display through a vast number of Google partner sites in the Google Display Network.
   
   

4. measure success

   Without consistent data monitoring, analysis and optimisation, remarketing campaigns may be a real waste of your time and money. It is essential to keep an eye on the indicators and make as many changes are necessary to improve the return on investment (ROI).