Best Practices for Google Remarketing

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Best Practices for Google Remarketing

Are you looking to boost your digital marketing efforts and get the most out of your Google remarketing campaigns? With the increasing emphasis on consumer targeting, data-driven methodologies, and real-time optimisation, it can be hard to know where to start. But don’t worry –Google remarketing is one of the simplest yet powerful tools in a marketer’s toolbox. If used correctly, it can drive tremendous ROI from customers who have visited or interacted with your site before. 

In this blog post, we’ll cover best practices for using Google Remarketing that will help you successfully reach new prospects and convert existing customers into repeat buyers.

What is Google Remarketing and How Does it Work?

Google Remarketing is a powerful digital marketing tool that allows you to re-engage with individuals who have previously visited your website. It operates on the principle of behavioural targeting, showing personalised ads based on the visitor’s activity on your site. With remarkable flexibility, Google Remarketing can be used on both the Google Display Network and the Google Search Network.

When a user visits your website, a cookie is placed on their browser, adding them to your remarketing audience. This allows Google to serve them tailored ads when they browse other sites within the Google Display Network or conduct searches on Google. The aim is to remind these users of their interest, encouraging them to return to your website and complete their purchase or action. This strategic form of advertising optimises your ad spend and increases the probability of conversion, building a strong foundation for customer retention and revenue growth.

Businesses That Can Benefit from Google Remarketing

Virtually any business with an online presence can leverage the power of Google Remarketing, but it proves particularly beneficial for certain types.

E-commerce businesses: These businesses can remarket to visitors who have viewed specific products or abandoned their shopping carts, encouraging them to complete their purchases. 

Service-based businesses: Whether it’s a digital marketing agency or a home cleaning service, remarketing can be used to re-engage visitors who have browsed their offerings but have not made a booking. 

SaaS companies: Software as a Service (SaaS) companies can utilise remarketing to target users who have signed up for a free trial but haven’t converted into paying customers. 

B2B companies: B2B companies often face a longer sales cycle. Remarketing can keep their brand top-of-mind for potential customers during this process. 

Educational institutions: Schools, colleges, and e-learning platforms can reach out to individuals who have shown interest in their courses but have not yet enrolled.

Publishing websites: These sites can remarket to readers who have visited their website and may be interested in subscribing or making a purchase.

Remember, the key is to tailor your remarketing strategies to your specific business model and target audience for optimal results.

Six Best Practices for Google Remarketing

To maximise the benefits of Google Remarketing, it’s crucial to adhere to certain practices.

  1. Segmentation of audience: Segment your audience based on their behaviour on your website. For instance, visitors who abandoned their shopping carts should be targeted differently from those who merely browsed your products.
  2. Frequency capping: To prevent ad fatigue and ensure a positive brand experience, limit the number of times your ads are shown to the same user within a specified time.
  3. Dynamic remarketing: Use dynamic remarketing to show personalized ads based on the specific products or services that visitors viewed on your website.
  4. Conversion tracking: Implement conversion tracking to measure the effectiveness of your remarketing campaigns. This will help you understand which strategies work best and adjust your tactics accordingly.
  5. Tailored ad content: Customise your ads based on the segment they are targeting. For instance, offer a discount to users who abandoned their shopping cart.
  6. Targeted landing pages: Ensure that the landing page is relevant to the ad. A well-designed, targeted landing page can greatly increase conversion rates.

Return on Investment (ROI) from Google Remarketing Campaigns

When conducted effectively, Google Remarketing campaigns can offer significant return on investment (ROI). One of the primary reasons for this is the ability to serve highly targeted ads. As per the statistics, remarketing ads have higher click-through rates and conversion rates than display ads. The past website visitors can click your ads 2x to 3x times more than the new website visitors.

While compelling metrics illustrate the potential of Google Remarketing campaigns to boost the bottom line, there is no 100% guarantee. The key to maximising ROI is to continually assess and refine your approach based on ongoing campaign performance and evolving business goals.


If you’re looking for ways to leverage Google Remarketing services for your business but don’t have the time or resources, consider working with a digital marketing agency like Digital Squad. Here, we offer:

  • Expertise and experience in running successful remarketing campaigns
  • A strategic approach to campaign development, including audience targeting and ad creatives
  • Transparency in reporting and communication
  • A track record of achieving tangible results for clients
  • Customised strategies that align with your business objectives and goals

Contact us to get access to all of these, and more.

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