What Is Retargeting With Google Ads? Here Are Details
Retargeting, also called remarketing or advertising retargeting, refers to a digital marketing action of sending a message to a known target. As always in marketing, the ultimate goal is to achieve transformational action. Retargeting, in digital marketing, consists of targeting a known Internet user to expose him to an advertisement intended for him insofar as he has already come to your website but has yet to complete his user journey.
Therefore, the target that is the subject of a retargeting action represents a crucial audience segment for any advertiser, based on the principle that a good Internet user… is ultimately an Internet user who will have finalized a conversion, therefore, bought or formulated a quote request. From this point of view, it is ultimately a considerable part of website traffic that can – must – be the subject of remarketing actions. What are the challenges of retargeting? What are the audiences to distinguish? How does it work, and what strategies can we adopt? What media types do we have to spread our message, and in what environments?
Table of Contents
What Are The Issues?
Retargeting with Google Ads makes it possible to make profitable the traffic previously generated on the site, whatever the horizon of origin of the visitors. Concretely, Adwords remarketing allows exploiting the remaining 97% by offering a handy, precise, and efficient mechanism. We realize that retargeting makes it possible to act positively at each stage of the prospecting funnel, just like the conversion funnel.
Marketing Pressure & Notoriety Deployment
Controlling the display volume per day or week and type of Internet user helps to support the notoriety of a brand and maintain the link with customers or prospects. The frequency with which the targets are solicited, and the number of contacts made in a given time, make it possible to measure the liveliness of a one-to-one relationship.
Nurturing & Targeted Communications
Informing, dispensing a message, or even phased and scripted messages, allows you to accompany your target’s thinking and convince them to go as far as buying by presenting them with a special offer or decisive information at the right time. Maintaining a link with Internet users means understanding the groups and the need to communicate appropriately. Visitors to a blog are a prime audience for remarketing techniques.
Qualified Visitors & ROI Maximization
There are many retargeting possibilities: the rules of engagement can take into account the total duration of the visit, the number or type of pages visited, and the kind of audience and its seniority. The strategy will consider buying cycle times, with the fundamental objective remaining to increase the overall conversion rate. It is a question of converting a maximum of visitors by isolating potential qualified prospects.
Abandoners And Basket
The treasure of a site’s traffic is the Internet users who have abandoned their shopping carts. This target represents the most qualified segment of the audience to cross paths with to increase the number of sales rapidly. Messages constructed using “stress marketing” techniques, also called urgency marketing, are frequently used.
Buyers And Repurchase Cycle
A buyer can remain a prime target. Depending on the Customer’s Lifetime Value or Lifetime Value, a message distributed to this audience segment can effectively complement direct marketing strategies. Whatever the objectives of your Google Ads campaigns, calling on a specialized and certified Google Partner Premier SEA agency guarantees to benefit from enlightening advice and efficient service. We can precisely analyze your audience and activate the levers necessary to trigger a purchase or a contact request.
What Are The Different Audiences To Retarget?
Visitors to a website, or a specific web page in the case of a landing page, are to be segmented into three prominent families in the case of e-commerce sites. A distinction is generally made between the following three audiences:
- Visitors who arrived and navigated on an e-commerce site through direct access, a referring site, SEO, or sea ;
- Shopping carts, those who have browsed a merchant site and made a shopping cart;
- Shoppers who have completed their coaching and opened the success page.
How Does Google Ads Remarketing Work?
These three audiences, technically called lists or pools of cookies, are composed using a method of collecting browsing behavior. To activate these lists of Google Ads cookies, it is imperative to generate, from the Adwords account or Analytics, a code, also called script or pixel, to be implemented on all the site pages. Commonly known as a retargeting tag, this pixel makes it possible to retrieve the visitor’s browsing information, which will only be effective if the user accepts cookies. These famous cookies are saved on a user’s browser.
Cookies, therefore, record specific information anonymously. But back to our sheep, in this case to our audience data: the three audience lists will be the subject of personalized and specific actions through rules, also called combinations, associated with ad groups. . to broadcast a message clearly to the segment of visitors, it must be possible to address it exclusively without exposing Internet users who have made a basket or a purchase. Regarding the Abandoners and Buyers audience segments, we would prefer to send them a specific message. That’s a total of three audience combinations:
- Combination Visitors = Pool Visitors – (Pool Baskets + Pool Buyers).
- Combination Abandoners = Pool Baskets – Pool Buyers.
- Buyers Combination = Buyers Pool.
The recentness of the visits will be decisive at the crucial stage of the definition of the auctions: a recent visit will often deserve more substantial marketing pressure than an old visit.
Some Google Ads Remarketing Devices
A Google Ads retargeting campaign can take many forms, hence the need to clearly define your upstream objectives to achieve them. The Google Ads network thus offers companies different retargeting campaigns, mainly in a Display format and text ads.
Traditional Google Ads Retargeting
The ads are served to form visitors to your site according to parameters you define and on an audience target logic. The ad is delivered to your prospects on the Google Display Network. We generally work on one campaign per type of combination.
Google Ads Retargeting By The Customer List
Google also offers the creation of retargeting campaigns by customer list. In this context, your ads will be exclusively distributed to Google profiles from the customer base that you have previously imported.
Google Ads Dynamic Retargeting
Another option available is dynamic retargeting. Particularly powerful, this is a specific type of ad that includes photos of products already viewed by users and from your Google Merchant Center account. Its activation is done by coupling Google Ads to the product feed, which is already used to distribute your Shopping ads.