Suppose you see less traffic on your website and not performing up to your expectations, then you need to take some action. What is obvious now is that you need to drive in more traffic and want to see an increase in conversions. One good way is running a remarketing campaign on the Google Ad network.
What exactly is a remarketing campaign?
This is a technique simply used by businesses to stay in touch with the target audience and build brand awareness. Remarketing campaigns are made to show ads to customers who already visited your site or used your application. Returning customers are more likely to browse or engage with more of your ads. This is an extremely effective tool if you’re seriously concerned with your ROAS – Return On Ad Spend.
Remember, through a remarketing campaign, you mainly target users who have already visited and clicked your ad showing interest in the product or service you offer. However, for some reason, they didn’t take the desired action. So, they need to be brought back for traffic conversion. This is exactly what remarketing campaigns are used for.
Setting up a remarketing campaign can be a challenge especially if this is your first attempt. I will provide you with the necessary steps to get started with your first campaign.
Understand your remarketing audience
Here are 3 types of users you should be targeting in your campaign.
- Visitors who didn’t take a relevant action after visiting a page
- Customers who went through the checkout page but didn’t complete the purchase
- Users who didn’t visit a page of your interest
Get started with the setup
There are three major steps involved to activate a Google remarketing campaign successfully.
They are as follows.
- You have to create a target audience called the ‘remarketing list’. This audience is simply a group of people who meet the criteria for being offered your remarketing advertisements depending on the criteria you specify.
- Use your Google Ads account to create the campaign.
- Run your campaign by uploading display ads.
Now let’s dig into those three components in detail.
- Create the remarketing list
You will have to add a remarketing tag to your website. This short piece of code tags visitors with a cookie, allowing your remarketing ads to be presented to them after they leave your site. You’ll be able to construct remarketing lists when this tag is activated.
Log in to your Google Ads account and go to Audience Manager which is under the Tools & Settings option.
Now, under the Audience manager, select Website visitors from the drop-down menu.
Now you get to the following page. Give the Audience name a preferred name of your choice – the picture shows an example name. After naming the audience, select Visitors of a page from the drop-down menu under List members.
Select Match any rule group from the drop-down menu under the Visited page. The first option beneath that should be selected as Page URL and the second as contains. Now enter the URL of your retargeting website and it could be your entire website or just a single landing page. Under pre-fill options, you can either select a Pre-fill list with people from the past 30 days or you can start from scratch. Next, under Membership duration, select People stay in this audience for 30 days option.
If you want to add a description of the audience, you can easily do so in the final option. Finally, you can create your audience by clicking the Create Audience button.
An audience list size will start to display after your list is generated and the remarketing tag is set on your website.
- Create the remarketing campaign
Now that the remarketing list has been generated, you have to focus on building the remarketing campaign.
Under the Campaigns tab of your account, select New campaign using the + button.
Select Create a campaign without a goal’s guidance. Thereafter, select Display under Select a campaign type. The type Standard display campaign should be selected and Continue.
You will likewise continue through the campaign settings. It’s time to name your ad group under Create your ad group.
Now select Browse under Audiences, and then select How they have interacted with your business. You need to find and select your created audience under Website visitors.
- Create remarketing ads
You have got three options to create an ad.
- Responsive display ads
- Upload display ads
- Copy existing ads
Remember to have your ads in the format and size required by Google Ads before uploading. They go through a review process and can take up to one day before getting published.
Any person can make use of the Responsive display ads option as it entails no skills in graphic designing. Google will do the needful for you. The other alternative is to upload existing ads.
Once you’re done with it, select Add to Ad group and finally select Create campaign.
Yes. Now you’re done with all three necessary steps and have your campaign up and running ready to focus on your target audience.
As you followed this post to set up your remarketing campaign, you have just stepped up in making a good sale or made a new sign up!
On the Google Network, remarketing is a strong targeting strategy. Remarketing can be very effective to interact with your existing audience. Visualize a goal for your campaign to get fruitful results.
Remarketing with Google Ads may help every company. It’s a cost-effective method of increasing conversion rates and achieving a fantastic return on ROAS. Customers will appreciate you displaying ads that are appropriate to them, and brand awareness will increase when customers are exposed to your commercials regularly.
All that you acquired from this piece of writing was how to make a remarketing campaign for website visitors. Remember that you can create campaigns to target users who have used your mobile applications too.