Google Ads Retargeting Best Practices
A carefully designed retargeting campaign will ensure your visitor sees you “everywhere” and becomes more likely to trust your brand, as they have seen it so often.
(Note that Google refers to retargeting as remarketing, these terms are interchangeable.)
There are exceptions where it doesn’t make sense to use retargeting – this will be for businesses where a prospect will typically call and convert immediately, so is unlikely to delay making a decision – plumbers, electricians, emergency roofers etc.
If your business isn’t one of the above, then you’ll want to set up a series of retargeting ads.
Retargeting can be set up using either standard Google Ads tracking code, or using Analytics if it’s already installed. It’s a simple copy and paste job to install the code on most websites, especially if using something like WordPress, which will allow you to install a simple Tracking Code Plugin.
Let’s look at the types of ads that might be useful for you.
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Ad Type 4 – Past leads and clients
Depending on your email list and its compliance with the relevant email laws such as GDPR, it’s possible to set up retargeting to past leads/buyers – even if you didn’t have the necessary codes down at the time!
Note that this function is only available to those who have spent more than $50,000 so is for those who have been using Google Ads extensively.
You’ll simply upload your email list and wait for Google to match it to its database. Around 50% to 60% of the uploaded emails should match known Google accounts, and they will start seeing your ads when you advertise to this audience.
This type of ad can be shown to people when viewing their Gmail account, which typically gets a high response rate – especially if it’s a brand the prospect has already heard of.
This type of ad is ideal to encourage repeat purchases from current clients and reignite past prospects.
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