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What are the Best Practices of a Google Ads Remarketing Strategy?

Remarketing on Google Ads is an essential campaign for many businesses re-engaging with their audiences with personalised ads. A well-executed remarketing campaign can significantly enhance your Return on Investment (ROI) by driving higher conversion rates and customer retention.

Continue reading as I delve into the best practices that businesses can adopt to optimise their Google Ads remarketing campaigns and reap the rewards just like my clients do.

Audience Segmentation

A cornerstone of an effective remarketing strategy is audience segmentation. By categorising users based on their interactions with your website, behaviour, interests, and demographics, you can deliver more relevant and personalised ads.

This not only enhances ad engagement but also increases the likelihood of conversion. Additionally, setting appropriate membership durations for remarketing lists allows you to target users in line with their buying cycle and intent, ensuring that your remarketing efforts are timely and effective.

You may choose to segment your audiences simply by the page the users landed on, or whether they also spent a certain period of time on those said pages. Other common factors to consider when writing the rules for your audiences are abondoned carts and actions taken on teh website, such as length of time viewing a video.

Leveraging Google Analytics

Google Analytics data can be invaluable for creating advanced remarketing lists based on user behaviour, goal completions, or ecommerce actions. Moreover, analysing your remarketing campaign performance and identifying areas for improvement using the insights within GA4 can help you make data-driven decisions to optimise your campaigns.

The screenshot above is of audiences built in GA4.

Compelling Ad Creatives

The success of a remarketing campaign hinges on the effectiveness of its ad creatives. Personalising ad creatives to match the user’s interests or previous interactions with your website ensures that the ads resonate with your audience.

Incorporating clear calls-to-action (CTAs) and enticing offers or promotions motivates users to return to your site and complete the desired action. Regularly testing and optimising different ad formats, images, and copy can further enhance your remarketing campaign’s performance.

Make sure you display the right ads to the right audience. For example, if I have visited your website previously after searching for a gold necklace, your display banner advertising wedding rings, and generic text isn’t going to convince me to click through and purchase that necklace I was looking for the other day.

Ongoing Optimisation

Optimising your campaigns involves setting appropriate bids and budgets based on your audience’s value, conversion rates and ROI. Regularly monitoring and adjusting your campaigns ensures that they remain aligned with your marketing objectives and continue to deliver optimal results.

Review and refine your audience lists to ensure you’re targeting the right users. Segment your audiences based on their behaviour on your website, such as cart abandons, time on page or specific actions taken.

You can use bid adjustments to increase bids for high-performing audiences or adplacements. Similarly, you can decrease bids for the underperforming ones.

Regularly update and test new ad creatives, particularly if you have seasonal offers on.

Review the performance of your ads on specific websites and apps and exclude low-performing placements.

Frequency Capping

Setting a frequency cap limits the number of times a user sees your ad within a specific time period. This prevents ad fatigue and ensures that you don’t annoy potential customers with excessive ad impressions. Striking the right balance between ad visibility and user experience is crucial to maintaining a positive brand image and fostering customer loyalty.

I usually set the frequency cap to 3 per week, unless high intensity is required.

Remarketing List Exclusions

Depending on your product and whether you only want new customers from your Google Ads campaign, excluding those who have already converted or completed a desired action prevents wasting ad spend. Negative remarketing lists help refine audience targeting and increase ad relevancy by preventing your ads from being shown to users who are unlikely to re-engage or convert.

Remarketing Lists for Search Ads (RLSA)

Implementing RLSAs enables you to target users who have visited your website and are now searching for relevant keywords on Google.

Adjusting your bids, modifying your keywords, and tailoring your ad text to cater to these high-intent users can improve your chances of re-engagement and ultimately boost your remarketing campaign’s performance.

To use RLSA make sure you have linked your Google Ads with out Google Analytics account and then create remarketing lists based on your desired audience segments.

Cross-device and Cross-platform Remarketing

Targeting users across different devices and platforms can provide a seamless user experience. By catering to users’ preferences and browsing habits, you can increase the chances of re-engagement and conversion.

This approach enables you to deliver personalised ads to users as they switch between different devices, such as mobile, desktop, tablet, or platforms, such as web, apps and social media.

Monitoring and Evaluating Performance

Regularly reviewing key metrics such as ROI and Conversion Rates is essential for tracking the success of your remarketing campaigns. By closely monitoring these performance indicators, you can identify areas where adjustments are needed and make data-driven decisions to optimise your campaigns, ultimately improving overall performance.

Need help with your Google Ads Remarketing campaigns? Get in touch today and I will be glad to help.