Google Remarketing: What It Is and Why You Should Use It

The majority of visitors to your website are window shoppers – at first. Whether you’re selling clothes, holidays or electronic goods, most consumers will visit more than one site before going through with a purchase.

With this in mind, it’s hardly surprising that most e-commerce sites have an initial conversion rate of just 2%. The key to success when selling online is to stay engaged with the other 98%. Google remarketing is a trusted tool for e-commerce marketers, allowing you to retarget visitors to your website and entice them to the checkout.

Let’s take a look at how Google remarketing works, and why it’s such an essential investment for any online retailer.


What is Google Remarketing?

Driving traffic to your website is important, but this isn’t the end goal itself; ultimately, you want to convert as many of those visitors as possible into paying customers. So when a potential customer visits your website but doesn’t make it to the checkout, don’t let them simply slip through the net. Keep them engaged as they browse the web through Google remarketing.

Every visitor to your website should be considered a lead. Whether they found your website through Google, social media, or by referral, their visit suggests that they are interested in what you have to offer. Remarketing allows you to connect with these potential customers after visiting your site, with retargeted ads promoting relevant products and offers across their devices.


How Does It Work?

Relevancy is vital to Google remarketing. To ensure that retargeted ads reflect the needs and interests of your target audience, it’s essential to break down your pages and products into categories. This will enable you to create tailored adverts that will engage potential customers.

For example, an online clothing retailer may sell men’s, women’s and children’s clothing. These categories could be further broken down into tops, trousers, shoes and accessories. By tagging specific pages and creating dedicated adverts for each, you can show relevant ads to different segments of your target audience as they browse the web.

So when a visitor leaves your website without reaching the checkout, a cookie is stored in their browser. This will enable you to nurture the lead until they are ready to make a purchase. The more relevant the ads, the higher the conversion rate.


Why You Should Use It

You’ve created a handsome, user-friendly website, invested in SEO and marketed your brand. Now what? Don’t just wait for the sales to roll in – convert traffic into customers by nurturing new leads effectively.

E-commerce websites have an average cart abandonment rate of 68%. And that’s not accounting for visitors to your site that don’t get that far. You may have 10,000 visitors to your website each month, but at a conversion rate of 2%, your business won’t reap the rewards.

Google remarketing is designed to maximise the ROI of your website, by putting you in front of potential customers as they prepare to make a purchase. By targeting ads at users who have already engaged with your brand, the conversion rate is significantly higher than traditional forms of marketing. A tailored ad shown at the right time could be the final straw in generating a sale.

Retargeting high-intent leads is a cost-effective strategy for online retailers of all sizes, enabling you to maximise the impact of your website and connect with your target audience at a pivotal stage in the buying process. The precise nature of Google remarketing makes it a tried-and-tested way to minimise cart abandonments and drive sales.




Types of Remarketing

Google remarketing has become increasingly sophisticated over the years. Now, there are multiple ways to remarket your brand, which can integrate with your existing strategy and user experience. Let’s take a look at the types of retargeting at your disposal:


–          Website Remarketing

This traditional method of remarketing follows the process outlined above, showing previous visitors to your site relevant ads that will encourage them to return and convert. For example, an offer could be displayed as a banner advert on another website, to keep prospects engaged.


–          Social Retargeting

However, in recent years, the number of channels at marketers’ disposal have grown. Today, social media is a lucrative platform for brands whose target audience use Facebook and/or Twitter.

Social retargeting involves displaying these ads as sponsored posts on social media, to recapture the interest of leads as they scroll through their Twitter or Facebook feed.  By targeting potential customers when they have time on their hands, social media remarketing can be particularly effective.


–          CRM Retargeting

If you’ve get a database of email addresses, CRM retargeting is a simple and effective way to reach your target audience. By matching these addresses to the data of CRM systems, you can harness your database to set up automatic retargeting to prospects and existing customers. So you can secure repeat sales, as well as new ones!


–          Remarketing Search Ads

Another way to harness the data of visitors to your site is by submitting your remarketing lists to Google AdWords. This will ensure that when leads next conduct a search, you appear in the results with a search text ad. Not all consumers are responsive to banner ads, so this alternative approach can help to maximise the impact of your remarketing strategy.


–          Search Retargeting

But why should visitors to your site get all the attention? If you want to grow brand awareness and generate new leads, search retargeting is a popular choice.

Instead of targeting previous visitors, this form of remarketing engages users who have previously searched for keywords relevant to your site. Retargeting can be done through social media or banner ads, to connect with high-intent individuals from your target audience who are looking to buy.

Retargeting is a cost-effective and high-impact way to maximise the conversion rate of your e-commerce site. Google remarketing may sound complex, but enlist the support of a marketing agency and the return on investment can be lucrative.

Want to get to grips with remarketing? Impression DP specialises in e-commerce, and can help you retarget visitors to your website. Get in touch to find out how we can drive results for your brand.