Remarketing with Google Ads is one of the most budget-friendly optimization strategies that advertisers use to boost conversion rates and generate more sales.

1. How to Setup
Google
Remarketing?
Remarketing with Google Ads is one of
the most budget-friendly optimization
strategies that advertisers use to boost
conversion rates and generate more sales.
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Google Ads Remarketing Best Practices
Remarketing with Google Ads is one of the most budget-friendly optimization strategies that advertisers
use to boost conversion rates and generate more sales.
The idea behind remarketing is to entice people who have already shown interest in your products or
services to revisit your website. Your previous visitors are the most likely to convert, whether that’s
through making a purchase or subscribing to your newsletter.
Read on to discover Google Ads remarketing best practices that you can implement to improve your
conversion rates.

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Why You Should Include Remarketing in Your PPC Strategy
With remarketing, you can target users who have previously visited your site with personalized ads. Your
objective is to get them to return and perform a conversion activity this time around.
Most visitors won’t lead to conversions on their first visit to your site. The more complex and expensive
the products or services you offer, the longer they take to do what you intend for them to do.
It may even take dozens of visits to your site for customers before they finally convert. This is where
remarketing steps in to give your site visitors that extra nudge towards conversion.
It’s easy to set up a PPC advertisement with remarketing as a campaign goal. Plus, it’s a lot cheaper to
run compared to brand-new campaigns in Google Ads.
However, it’s worth noting that with remarketing, one person’s results, especially in the beginning, will
not always be the same as another.

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5 Ways to Remarket on Google Ads
There are several different techniques you can implement when running Google Ads remarketing
campaigns.
Standard remarketing – Your image ads on the Google Display Network are shown to people who have
previously visited your website.
Dynamic remarketing – Specific product or service ads are shown to previous site visitors, boosting
conversion results in the process.
Remarketing lists for search ads – Ads target past visitors who perform follow-up Google searches after
leaving your website.

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5 Ways to Remarket on Google Ads
Video remarketing – Your ads are served to people who have previously interacted with your videos or
YouTube channel. They will see these remarketing ads while they browse YouTube and Display Network
websites, apps, and videos.
Customer list remarketing – This remarketing tactic allows you to use customer information you have
gathered from previous advertising campaigns. This strategy lets you target audiences that are similar to
your customers.

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Google Ads Remarketing Best Practices for the Different Google
Ads Networks
Let’s take a closer look at each of the Google Ads networks, and consider the Google Ads remarketing
best practices for each one.
Search Network
• Identify the keywords that yielded the best results and focus your remarketing bids around them.
• Remember to personalize the CTA of your ad copies.
• In terms of keyword options, instead of implementing exact or phrase match types, use broad match.
That’s because you’ve already qualified and narrowed down your audience. Therefore, using broad
match keywords is an advantage.
• Make use of engagement tracking to draw your visitors back to where they left on your website. This
will significantly assist with customer retention.

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Google Ads Remarketing Best Practices for the Different Google
Ads Networks
Shopping Network
• Use both customer and site visitor data to generate your lists.
• Identify visitor segments you want to treat differently.
• Create audience lists that target specific audiences to a product or service.
• Make bid adjustments to drive more volume and engagement from your audience lists.
• To maximize your ads’ reach, make sure to apply audiences at the campaign level.
• Implement broad keyword selections and match types as the audience has already been narrowed
down by your specific remarketing parameters.

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Google Ads Remarketing Best Practices for the Different Google
Ads Networks
Shopping Network
• Take advantage of automated ad creation so that your ads appear in relevant ad spaces and your bids
are set to maximize conversion value.
• To keep your ROAS (return on ad spend) at a specific target, set an optional ROAS. If you fail to set
your target ROAS, Google will attempt to maximize your ads’ conversion value within your set budget.
• For maximum performance and to keep things simple, target all products or services in one campaign.
This also simplifies the ad performance comparison.
• Use multiple product images in your ads.

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Google Ads Remarketing Best Practices for the Different Google
Ads Networks
Video Network
• The main thing to consider with video remarketing is audience selection. When choosing your
remarketing audience on YouTube, keep in mind that you have limited time to demonstrate the value
of your product or service. As such, you must keep your audience engaged.
• Your best audience for video remarketing are the people who have already engaged with you or those
who are aware of your brand, product, or service. This is vital as it can be the final push your audience
needs to choose you over the competition. However, don’t keep your target audience to just your
previous customers — also, target similar audiences using new custom audience campaigns in Google
Video Ads.

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Google Ads Remarketing Best Practices for the Different Google
Ads Networks
Video Network
• Grab potential customers’ attention and show them why your product or service is the answer to
their pressing need.
• Go beyond conventional text ads’ 70-character limit and don’t restrict your campaigns’ potential by
using dull, static image ads.
• When demonstrating the value of your offering, use the connecting power of 30-second video clips
instead of just a sentence or two.

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Additional Tips for Google Ads Remarketing Best Practices
When you’re serious about remarketing, you should be using data analytics and optimization techniques.
Think about the following when you’re ramping up your remarketing efforts.
Google Analytics Best Practices
Using analytics for remarketing takes a little practice to perfect. Here are some tips to help you leverage
Google Analytics to get the most out of your remarketing:
• Track Your Campaigns
Use UTM (urchin tracking module) parameters for better ad campaign tracking in Google Analytics. UTM
parameters, also known as UTM codes, are text snippets added to your URL for better Google Analytics
tracking.

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Additional Tips for Google Ads Remarketing Best Practices
• Integrate Analytics Data With Google Ads
If Google Analytics is set up on your site, you have abundant customer interaction data at your fingertips.
Make use of this data to better track how the customers you acquire through remarketing behave by
linking your Analytics account with Google Ads.
• Target High-Value Customers
With remarketing, you can retarget high-value audiences based on different customer demographics,
such as gender, age, and interests, to boost your ROAS.
• Optimization Configuration Settings
If you’ve been in PPC advertising for a while, you’ll know how important optimization is to your
campaign. Here are some pointers to ensure you are optimizing for remarketing success.

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Additional Tips for Google Ads Remarketing Best Practices
• Define Your Bidding Strategy
You’re free to retarget anyone who has visited your website. However, setting your bid high for visitors to
key pages, and decreasing your bids for other visitors is a significantly more cost-effective strategy.
This is because people visiting key site pages such as products, pricing, and other related landing pages
are more likely to convert into paying customers than others.
Use smart bidding tactics such as enhanced CPC (cost-per-click) to automatically adjust manual bids for
clicks that are likely to result in a sale or conversion.

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Additional Tips for Google Ads Remarketing Best Practices
• Identify Your Frequency Capping Limit
Frequency capping limits the number of times your ads are shown to the same person. With the right
remarketing frequency cap, you avoid wasting your ad dollars on people who’d rather not be your
customer. It also ensures you don’t annoy potential customers by serving them your remarketing ads too
often.
• Optimize Your Images for Dynamic Remarketing Ads
With Google Ads remarketing, your ads are shown to previous site visitors. With dynamic remarketing,
you can take targeting to a whole new level. It allows you to serve people specific advertisements about
the exact products or services they already viewed on your website.

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Better Sales and Conversions With Google Ads Remarketing
When done right, Google Ads remarketing is an effective PPC strategy that can dramatically boost
conversions for your website. Just remember to use the correct parameters for optimizing your
campaigns.
Make sure your audience lists are the right ones and that your content is engaging enough to keep your
audience hooked.
It’s also worth mentioning that campaign results depend on the industry you’re in or the data types you
use for targeting. But all in all, the majority of businesses that take advantage of remarketing campaigns
improve their conversion rates by 5-8 times.

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