Why You Should Use Google Ads Retargeting Options

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Written By Robert Dunford
I am a Marketing Consulting in the Great Toronto Area with over 25 years experience in building and implementing marketing plans for small business.

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There’s a distinct learning curve to Google Ads, which can be disconcerting to small business owners. How are you going to set up your new campaign? How much should you pay per impression? There’s no end to the questions.

Who has the time to learn an entirely new skill from scratch while trying to run a business?

Hiring help to manage online advertising is always an option because the problem is many business owners aren’t aware of the capabilities of PPC ads. One of the most useful features of Google Ads, especially within the Google Display Network, is undoubtedly retargeting. Let’s have a look at retargeting in more detail, as well as why you should use it.

What Is Retargeting?

You’ve probably experienced viewing ads for a website online after you’ve visited that site earlier. Retargeting is what makes that kind of online advertising possible. Essentially, with retargeting you can display your ads to your website visitors even when they’re browsing other parts of the web.

Retargeting ads can be shown on any website that accepts Google Display Network advertising, and they’re a smart way to reach again your website visitors who weren’t ready to purchase from you yet. Marketers often say that it takes multiple encounters with your brand for a customer to decide to buy anything. In the light of that principle, retargeting ads can come in handy.

Google Ads Remarketing Options

There are various types of remarketing available for users of Google Ads. Remarketing is a term that was usually connected with email marketing, but nowadays it’s used interchangeably with retargeting by marketers.

Not all options will fit the needs of every business, but combined with other features; you could find yourself replacing your standard paid search marketing tactic with something that can provide better ROI. Let’s look at some of the types.

  • Standard remarketing – as the name suggests, this option is the basic one, allowing you to show ads to your visitors on the Display Network;
  • Dynamic remarketing – similar to standard, dynamic lets you target the visitors that have previously viewed services or products on your website;
  • Remarketing lists for search ads – with this option you can show your ads to past visitors on the Search Network;
  • Remarketing for mobile apps – even those users who visited your website via mobile or an app can see your ads when they browse other mobile sites;
  • Email list remarketing – the customer match option goes a bit more in-depth by letting you upload your customers’ emails into Google Ads and then serve ads to them once they start using Google services;
  • Video remarketing – this option is mostly useful for showing ads on Youtube to the users who have interacted with you in the past.

Benefits of Retargeting

Retargeting has various advantages and can have a much stronger impact than the regularly paid search campaign. Retargeting ads have higher conversion rates on average, which means you’ll have better ROI and pay less per impression. It still allows you to have a laser focus on your target audience and helps you maintain your budget.  It’s a cost-effective tool that brings in excellent results.

The Reality of Retargeting

As we have discussed, retargeting is most effective in reaching people who have been on your website already so by this definition, if you have very low website traffic, retargeting will not be very effective.  You may need to spend time and efforts on SEO to build up your traffic and then introduce retargeting once your traffic has increased.

Paid search ads can make an impact relatively quickly, but it can take anywhere from 4 to 6 months to indeed see the results of your digital marketing efforts. If you’d like to speed up the process, contact me and let’s discuss the best ways to do it. Retargeting can be extremely useful in boosting your online advertising campaign, so make sure you use it.

Rob Dunford is a Marketing Consultant in the Great Toronto Area with over 20 years of experience in implementing marketing plans for small businesses.

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