Why Are Ads Following Me? Because It Works.
Google retargeting ads, also known as Google remarketing ads, are a powerful tool for businesses looking to increase their online presence and boost conversions. These ads allow businesses to target consumers who have already shown interest in their products or services, thereby increasing the likelihood of a sale. You have likely seen retargeting ads before. They are the digital advertisements that follow you around from website to website, reminding you of a particular brand or item you saw on another site minutes, hours, days, or even weeks ago. But are they effective? The simple answer is, yes.
Retargeting works by placing a cookie on a user’s browser when they visit a website. This cookie allows businesses to track the user’s behavior online and serve them targeted ads based on their browsing history. For example, if a user visits a retailer’s website but does not make a purchase, the retailer can use retargeting ads to serve that user advertisements for the specific product they were viewing on the retailer’s website.
Per the Motley Fool article How to Effectively Use Retargeting Ads to Grow Your Business:
“Even though retargeting… is commonly used by many marketing teams, plenty of business owners forgo this technique — because they don’t know how it works, or they doubt its effectiveness. But to have an edge against your competitors, it’s important to invest time, energy, and resources into retargeting campaigns… The process is flawless, happening within a matter of seconds. And chances are, this person will see the [retargeted] ad, think about what they recently saw on your website, and the connection will be made — that your product is amazing and they need to buy it.”
One benefit of retargeting ads is that they enable businesses to pinpoint consumers who are already familiar with their brand. This can be particularly useful for businesses with long sales-cycles or high-priced products, as it can take time for consumers to make a purchase decision. By using retargeting ads, businesses can stay top-of-mind with consumers and increase the probability of a sale.
Retargeting ads also enable businesses to segment their audience and serve highly targeted ads based on specific user behaviors. For example, a business could create a retargeting ad campaign specifically for users who have abandoned their shopping cart, offering them a discount or free shipping to entice them to complete their purchase.
Another advantage of retargeting ads is that they tend to have higher click-through rates and conversion rates than other types of online advertising. For instance, per the Invesp study Ad Retargeting in Numbers – Statistics and Trends:
“The average click-through rate for display Ads is 0.07 percent, while the average click-through for retargeted Ads is about 0.7 percent… [Furthermore,] website visitors who are retargeted with display Ads are 70% more likely to convert on retailer’s website.”
This is because retargeting ads are served to users that already showed interest in a business’s services, making the user more likely to engage with the ad and make a purchase.
To get started with Google retargeting ads, businesses first need to set up a Google Ads account and install a retargeting tag on their website. This tag will allow Google to track user behavior on the site and serve targeted ads to those users. Next, businesses can create retargeting campaigns through the Google Ads platform. Simply select the target audience and create ads that will resonate with that audience. Businesses can also set a budget for their retargeting campaigns and track their results through the platform’s reporting and analytics tools.
Google offers a variety of retargeting options through its Google Ads platform, including:
Standard Retargeting Ads, which allow businesses to serve targeted ads to users who have visited their website or used their mobile app.
Dynamic Retargeting Ads, which serve users ads for specific products they have viewed on a website.
Remarketing Lists for Search Ads (RLSA), which allows businesses to serve targeted ads to users who have previously searched for specific keywords on Google. For example, a business could create an RLSA campaign targeting users who have searched for “best hiking boots” on Google, showing them targeted ads for hiking boots.
As noted, Google retargeting ads are an effective way for businesses to increase their online presence, boost conversions, and stay top-of-mind with consumers. By pinpointing users who have already expressed interest in a brand or product, businesses can create highly targeted ads that are more likely to lead to a sale. If your business is not yet taking advantage of Google’s retargeting options and powerful ad platform, now is the time to implement such practices. Businesses of all sizes can easily get started with retargeting and see real results. Contact ALTAMIT LLC, an industry leading marketing and technology firm, to learn how you can strategically implement a retargeting campaign for your business. Visit ALTAMIT.net to chat live with an online specialist. Or call (888) 377-ALTA, that’s (888) 377-2582 to speak with a specialist now.
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