Google Remarketing Ads: Your Guide to Reducing Ad Spends and Boosting Impact in 2020 - MarTech Advisor

Google Remarketing Ads: Your Guide to Reducing Ad Spends and Boosting Impact in 2020 - MarTech Advisor

Google Remarketing Ads: Your Guide to Reducing Ad Spends and Boosting Impact in 2020 - MarTech Advisor

Posted: 20 Nov 2019 04:34 AM PST

Did you know that the conversion rate of Google remarketing ads is far higher than traditional display ads? In this five-minute primer, we discuss:

  • What is Google remarketing?
  • How to optimize Google remarketing costs in 2020
  • Google remarketing FAQs answered

Your audience is more likely to click on an ad for a product they have already viewed, explored, or considered. That's why Google remarketing has emerged as such a popular strategy, allowing both B2B and B2C brands to increase brand and product recall. According to some estimates, three out of four customers now notice retargeted ads, and nearly 8% will click on the ad if you embed a special offer in your content.

Clearly, Google remarketing is an excellent investment for marketers looking to boost the click-through rates for their display ads. And, the definition of Google remarketing goes beyond just display – you can also target your search ads based on remarketing data.

Learn More: It's Time to Focus on Retargeting and Re-Engagement

What Is Google Remarketing?

Google remarketing is the adtech process that lets you engage prospects who have already shown some level of interest in your brand. Based on website data and mobile app interactions, you can create a remarketing list to strategically position Google ads in front of your audience. Google remarketing ads can help you to:

  • Boost your brand's recall
  • Reach a targeted audience
  • Retrigger abandoned customer journeys
  • Maximize ad spends

There's also a high degree of flexibility when it comes to the Google remarketing setup. Going beyond using only display ads, you can curate a list of frequent visitors on your website and target your Google search ads. Remember, search is a high intent activity that brings in a conversion-ready audience. Combining remarketing with Google AdWords is a great way to increase traffic for your product landing pages.

Let's now look at the cost component for Google remarketing and how you can maximize ROI in 2020.

Learn More: Why Retargeting is an Easy Way to Achieve Performance with Native

A Quick Guide to Google Remarketing Ad Spend Optimization

Now that you know what Google remarketing is, the question of costs versus value is an important factor. The average cost for Google remarketing is anywhere between $0.66 to $1.23 per click. This goes up to $2.00 for search-based Google remarketing ads. Several factors go into this pricing, such as your ad schedule, the bid per action, click-through rates achieved, and the frequency at which your Google remarketing setup targets the audience.

By tweaking these parameters intelligently and following a set of best practices, you can significantly reduce your Google remarketing costs in 2020. Here's how:

1. Use negative keywords to remove unwanted clicks

As any expert at remarketing with Google AdWords will tell you, the bulk of wasted spends comprises non-conversion clicks. That's why it's a good idea to define a negative adword – for example, if you're selling painting supplies, you can tell Google not to retarget prospects who are looking to buy fine art and paintings online. The key here is to contextualize the keyword so your Google remarketing ads reach the right audience.

2.Optimize for mobile

Someone who visited your website on their work laptop might peruse Google partner websites on a smartphone during their downtime. This gives you the opportunity to use Google remarketing to build a stronger relationship with the prospect. Therefore, it is advisable to make your Google remarketing campaign mobile-friendly, ensuring that no ad dollars are wasted.

3. Don't chase low cost-per-clicks

At the end of the day, it doesn't matter if a massive audience clicks on your Google remarketing ads – if only a tiny fraction of this convert into leads, you aren't using your remarketing investments optimally. Maintaining a smart balance between cost-per-click and the quality of clicks is a smarter idea. We recommend you look for high-conversion channels where your remarketed audience is most likely to frequent, even if they cost a little extra.

4. Give your Google remarketing campaign enough time to show results

Click-through rates are expected to dip as your customers see the same ad repeatedly – don't take this as a negative indicator. Even as click rates come down, your conversion rate will go up if you invest in a Google remarketing campaign long enough. That's because although few people are now clicking your Google remarketing ad, the ones that do are ready for conversion.

By now, you probably know exactly what Google remarketing is and how to use this technique for maximum ROI in 2020. But do you have all the data you need to get started with Google remarketing? We answer a few common questions in this space.

Learn More: Top 4 Takeaways for Marketers from Google Marketing Live 2019

In Closing: Top Google Remarketing FAQs Answered

Apart from the knowledge of Google remarketing, marketers need a clear understanding of the remarketing process, before they can get started. Here are a few ideas that can help:

  • How do I set up Google remarketing?

Sign into your Google AdWords account, and click on the Campaigns option. Navigate to Display campaigns, where you can add your remarketing audience. Note that your remarketing audience can be set up from the Audience Manager.

  • Where do I add the Google remarketing tag?

The Google remarketing tag is essentially a Google remarketing code snippet that's copy-pasted into your website's code. You can find the Google remarketing tag (also called a Google remarketing pixel) in the Audience Manager – and this needs to be copy-pasted into the code of every page.

  • Can I use Remarketing with Google Analytics?

Absolutely. The remarketing audience that you have created is available in your Google Analytics 360 account. Google remarketing analytics works for display as well as video ads.

  • What are the different Google remarketing ad sizes?

The size of a Google remarketing ad is the same as any other display ad – choose from 300*250, 336*280, 728*90, and 300*600 dimensions.

We've covered the essentials of Google remarketing, best practices for Google remarketing cost management, and the setup process. You're now ready to reimagine your ad strategy for 2020. Remember, Google remarketing works like any other display ad – a combination of smart audience selection and great content to push your brand to new heights!

How do you leverage Google remarketing ads? Tell us all about it LinkedIn, Facebook, or Twitter. We'd love to learn from your strategic approach!


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