How to Use Google Retargeting Ads to Grow Your Business

••• Getty Images

Retargeting, or what Google still stubbornly calls remarketing, is a powerful way to reach your customers with exactly the right message at exactly the right point in their customer journey.

Since Google has such a large network of sites that use their ad units – what used to be called Adsense – you can use also use retargeting to make it seem like you are everywhere on the web. If you do this correctly, your site visitors will see your retargeting ads on many sites that they visit.

Here’s how to start retargeting today.

In this article, we’re going to show you the basics about how retargeting works and how to set up your first campaign. If you have even a trickle of traffic to your website you should be using retargeting to amplify your results.

Basics of Google Retargeting

Most websites only turn between 1% to 5% of visitors into customers on the first visit. Retargeting allows you to place a pixel on your visitors computer and show them ads relevant to the content that they were just viewing.

This allows you to focus some of your advertising budget on people who are already familiar with your brand.

Placing Your Pixel

A pixel is a small piece of code – called a tag in Google – that you place on the pages you want to track your visitors for remarketing. Here is Google’s overview of remarketing setup.

You can differentiate pages of your website by using optional events called snippets. This allows you to retarget people based on their behavior. For instance, if a person adds to cart but doesn’t buy, you can retarget them with an offer designed to get them to purchase.

A Strategy that will Save you Money on Every Retargeting Campaign

Google remarketing works best when you’re retargeting people who are truly interested in your product or service. Because of this, you may not want to remarket to the people who visit your website but don’t do what you want them to do on the first visit.

To make sure you’re excluding people who are casually browsing and quickly bouncing off, you can set your tag to “fire” after a certain period. Using 30 seconds is a good rule of thumb, because you can assume that anyone who is on your site for that long is at least somewhat interested in what youI have to say.

This is easier to set up than it sounds like it is. Here’s a good tutorial on how to delay your tag for 30 seconds.

The First Retargeting Campaign to Set Up if You Sell Products

There is always a best place to start in any new advertising campaign. A cart abandonment ad is the place to start if you sell products and have an online cart.

These are normally your hottest prospects, and are the easiest people to get to return to your site and buy.

In order to set up a campaign like this you will want to target everybody that has added to cart, but not bought, and then send them a follow up ad for 4 to 7 days across the Google retargeting network.

You can do many other types of campaigns, but this should be your first if you sell products.

The First Retargeting Campaign to Set Up if You Collect Leads

If you collect leads before you sell anything, then you will want to use Google retargeting to get people onto your list.

To do this you need to target everybody that’s been to your site for more than 30 seconds and exclude those who haven’t completed a form with an offer to get them to sign up. This can be a very effective and often inexpensive way to get new, qualified leads to your site.

Google Retargeting – The Wrap Up

Retargeting – no matter what platform you’re using can be an effective way to create new sales or leads for your brand.

It’s also often far less expensive than cold prospecting and can bring your ad costs down overall and drive your ROI up.

If you are a business owner and you aren’t already using retargeting technology, you should probably start sooner rather than later.