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google ads: 6 small business remarketing-strategies

Key points

  • Segment your audience: Divide your audience based on demographics, behavior, or interests to deliver targeted ads and increase conversions.
  • Set clear goals: Establish measurable objectives to guide your remarketing efforts and track progress for data-driven optimizations.
  • Test and optimize: Continuously test different ad variations, landing pages, and strategies to improve performance and engagement.
  • Utilize long-tail keywords: Target specific and less competitive keywords to capture relevant search traffic and attract qualified leads.
  • Exclude irrelevant terms: Use negative keywords to refine your ad targeting, ensuring that your ads are shown to the most relevant audience and reducing wasted ad spend.

can google ads remarketing work for small businesses?

Yes, remarketing ads in Google Ads are highly effective for small businesses. Remarketing allows businesses to reconnect with website visitors and past customers who have shown interest in their products or services. By specifically targeting these warm leads, remarketing campaigns can significantly increase conversions and enhance brand awareness.

Remarketing works by displaying personalized ads to individuals who have engaged with your business before, such as visiting your website or adding items to their cart. These tailored ads serve as gentle reminders, keeping your brand top-of-mind and motivating potential customers to return and complete a purchase.

For small businesses with limited marketing budgets, remarketing offers notable advantages. It enables precise targeting, ensuring that ads reach the most relevant audience, thus maximizing conversion potential. Remarketing campaigns also provide cost-saving opportunities by optimizing ad spend on high-potential leads.

what is google ads remarketing?

Google Ads Remarketing is a powerful advertising technique that allows businesses to reconnect with website visitors and previous customers by delivering targeted advertisements. It works by utilizing a tracking code or pixel placed on a website to collect data about user behaviour. This data is then used to create specific audience lists for remarketing campaigns.

When a user visits a website, Google Ads Remarketing places a cookie or tracking ID in their browser, enabling advertisers to show customized ads to that user as they browse other websites or platforms within the Google Display Network.

Remarketing enables businesses to re-engage with potential customers who have already demonstrated an interest in their products or services. By presenting tailored ads to these warm leads, businesses can reinforce their brand message, highlight new offers, or provide incentives to encourage conversions.

The mechanics behind Google Ads Remarketing involve segmenting audiences based on specific criteria such as page visits, specific actions taken, or products viewed. Advertisers can then create personalized ads that resonate with each segment, maximizing the chances of conversions.

Remarketing campaigns can be implemented across various formats, including display ads, text ads, and even video ads. This versatility allows businesses to leverage different ad formats based on their marketing objectives and target audience preferences.

Google Ads Remarketing is a powerful tool that enables businesses to reconnect with interested users, deliver customized ads, and increase the likelihood of conversions. By utilizing audience segmentation and tailored messaging, businesses can effectively leverage remarketing to boost brand engagement and drive results.

benefits of google ads remarketing

Google Ads Remarketing offers several compelling benefits that can significantly impact the effectiveness and success of your advertising campaigns. Let’s explore these benefits in detail:

  • Increase Conversions: Remarketing campaigns have proven to be highly effective in driving higher conversion rates. By re-engaging potential customers who have previously shown interest in your business, remarketing keeps your brand fresh in their minds and encourages them to act. Remarketing ads act as gentle reminders, prompting users to return and complete a purchase or conversion that they might have abandoned earlier.
  • Boost Brand Awareness: Remarketing is a powerful tool for reinforcing brand recognition and increasing brand recall. By consistently displaying your ads to users who have interacted with your website or engaged with your brand, you stay at the forefront of their minds. This increased exposure helps to solidify your brand identity and builds trust, making it more likely for users to choose your business when making purchasing decisions.
  • Reduce Your Google Ads Cost: Remarketing allows for cost-saving strategies by optimizing your ad spend. By focusing your remarketing efforts on highly engaged audiences, you can allocate your budget more efficiently. Since remarketing targets users who have already shown interest in your business, the likelihood of converting these users into customers is higher compared to targeting a broader audience. This optimization can result in higher ROI and reduced costs for your Google Ads campaigns.
  • Use More Targeted Ad Copy: One of the key advantages of remarketing is the ability to deliver personalized ad copy. Tailoring your messaging specifically to remarketing audiences increases relevance and resonance. By using language and offers that align with their previous interactions, you can create a stronger connection with potential customers and enhance the chances of conversions.
  • Increase Overall Performance: Remarketing can significantly improve the overall performance of your advertising campaigns. By re-engaging users who are already familiar with your brand, remarketing ads tend to have higher click-through rates (CTRs) and engagement compared to regular display ads. This increased user engagement, along with the higher likelihood of conversions, contributes to improved campaign performance metrics such as conversion rates and return on ad spend (ROAS).

Google Ads Remarketing offers multiple benefits for businesses. It helps increase conversions by re-engaging potential customers, boosts brand awareness through consistent exposure, optimizes ad spend by focusing on engaged audiences, enables personalized messaging for higher relevance, and enhances overall campaign performance metrics. By incorporating remarketing into your Google Ads strategy, you can maximize the effectiveness of your advertising efforts and achieve greater success.

dynamic remarketing in google ads

Dynamic Remarketing in Google Ads is a powerful tool that enables personalized advertising by dynamically displaying products or services that users have previously shown interest in. Unlike traditional remarketing, which uses static ads, dynamic remarketing takes personalization to the next level.

With dynamic remarketing, advertisers can create dynamic ad templates that automatically populate with products or services that users have viewed or added to their carts. This level of customization allows businesses to highlight relevant and tailored offerings to potential customers, increasing the chances of conversions.

Dynamic remarketing utilizes a product feed, which contains information about your inventory, such as product names, images, and prices. Google Ads combines this data with user behaviour information to create dynamic ads on the fly. This means that if a user, for example, viewed a specific pair of shoes on your website, dynamic remarketing will show them an ad featuring those exact shoes, increasing the likelihood of capturing their interest and driving them back to complete the purchase.

By leveraging dynamic remarketing, businesses can provide a personalized and seamless shopping experience for users. These highly relevant ads create a sense of individualization, making users more likely to engage and convert. Additionally, dynamic remarketing allows for more efficient campaign management, as the ads are automatically generated based on user behaviour and inventory data.

Dynamic remarketing in Google Ads empowers businesses to deliver personalized and tailored advertising experiences to potential customers. By dynamically displaying products or services that users have shown interest in, businesses can enhance engagement, increase conversions, and provide a more customized shopping journey.

Types of remarketing

  • Standard Remarketing: Display targeted ads to users who have previously visited your website or app, keeping your brand top-of-mind as they browse other sites within the Google Display Network.
  • Video Remarketing: Show tailored ads to users who have interacted with your videos or YouTube channel. This helps you reconnect with engaged viewers and encourage them to take further action.
  • Customer Match: Target ads to specific customers by uploading a list of their email addresses or other contact information. This allows you to personalize your ads based on your existing customer data and reach out to valuable segments.
  • Dynamic Remarketing: Display ads dynamically generated based on users’ past interactions with your website or app. These ads feature specific products or services that users have shown interest in, providing a highly personalized experience.
  • Remarketing Lists for Search Ads (RLSA): Show customized ads to users who have previously visited your website when they search for relevant terms on Google. RLSA allows you to tailor your search ads and bids based on users’ previous interactions.
  • App Remarketing: Reach users who have previously engaged with your mobile app by displaying targeted ads as they browse other mobile apps or websites on the Google Display Network.
  • Combination Remarketing: Combine multiple remarketing strategies to create more advanced and targeted campaigns. For example, you can combine standard remarketing with RLSA to show personalized ads to past website visitors who are actively searching for related keywords.

These options provide businesses with a range of choices to implement remarketing strategies that align with their goals and target specific audiences. By leveraging these options within Google Ads, businesses can maximize their reach, engagement, and conversions by re-engaging with potential customers in a personalized and targeted manner.

Building Successful Remarketing Campaigns

Creating a successful remarketing campaign involves several key steps that ensure effective targeting, engaging ad content, and optimal campaign performance. Here is a step-by-step guide to help you set up a remarkable remarketing campaign:

  1. Define Your Goals: Start by clarifying your campaign objectives. Determine what you want to achieve with your remarketing efforts, such as increasing conversions, boosting brand awareness, or driving repeat purchases.
  2. Segment Your Audience: Divide your website visitors or customers into distinct groups based on their behaviour, demographics, or interests. This segmentation allows you to deliver more relevant ads to specific audience segments.
  3. Set Up Remarketing Tags: Install remarketing tags or pixels on your website to track user interactions. These tags will help you build remarketing lists based on specific actions, such as page visits or cart abandonment.
  4. Create Compelling Ad Content: Craft engaging and persuasive ad content that resonates with your remarketing audiences. Tailor your messaging to address their needs and motivations, highlighting the unique value of your products or services.
  5. Optimize Landing Pages: Ensure that the landing pages you direct your remarketing traffic to are optimized for conversions. Streamline the user experience, provide clear calls-to-action, and align the content with your ad messaging.
  6. Set Bid Strategies: Adjust your bid strategies to prioritize remarketing audiences. Increase bids for users who have shown higher intent or engagement, as they are more likely to convert.
  7. Monitor and Optimize: Continuously monitor the performance of your remarketing campaign. Analyse key metrics such as click-through rates, conversions, and return on ad spend. Make data-driven optimizations, such as adjusting audience segments, ad creatives, or bidding strategies, to maximize campaign effectiveness.

By following these steps, you can create a robust remarketing campaign that effectively targets your audience, delivers compelling ads, and drives desired actions. Regular monitoring and optimization will help you achieve better results and continuously improve your campaign’s performance.

Cost of remarketing on google ads

The cost of Google remarketing can vary, but on average, it ranges from $0.66 to $1.23 per click. It is important to note that these costs are specific to remarketing ads and represent the averages.

In comparison, the average cost per click (CPC) for display ads on Google is typically lower than $1, while for search ads, it can range between $1 and $2. These figures are provided as general estimates and may vary depending on various factors such as competition, bid strategies, ad quality, and audience size.

It is crucial to regularly monitor and optimize your remarketing campaigns to ensure cost efficiency and maximize the return on your investment. By analysing performance metrics and making data-driven adjustments, you can strive for better results and potentially lower your remarketing costs.

6 killer remarketing-strategies

Remarketing campaigns in Google Ads can be enhanced with various strategies to maximize their effectiveness. Implementing the following six strategies will help you achieve better results and improve the performance of your remarketing ads.

Strategy 1: Create Audience Segments for Your Campaign:

Segmenting your audience is a crucial strategy that allows you to deliver targeted ads to specific groups based on criteria such as demographics, behaviour, or interests. By dividing your audience into distinct segments, you gain a deeper understanding of their preferences and characteristics, enabling you to tailor your messaging and offers to resonate with each group.

This personalized approach significantly increases the chances of conversions. By delivering relevant and compelling ads to specific segments, you can capture their attention, address their needs, and create a stronger connection with your audience.

Segmentation also allows for a more efficient allocation of resources. Instead of deploying a one-size-fits-all approach, you can focus your remarketing efforts on the segments that are most likely to engage and convert. This optimization helps maximize the impact of your ad spend and improves the return on investment for your campaigns.

To effectively segment your audience, analyse data and insights from sources like demographics, website interactions, or previous purchases. This information will help you identify common characteristics and behaviours among diverse groups of users.

Strategy 2: Set (Reasonable) Remarketing Campaign Goals:

Establishing clear and measurable goals is essential for effectively guiding your remarketing efforts. Whether your objective is to drive a specific number of conversions, increase website engagement, or boost brand awareness, setting goals provides a roadmap for success. By clearly defining your desired outcomes, you can track progress, measure performance, and make data-driven optimizations to achieve your objectives.

Goals provide a benchmark against which you can assess the effectiveness of your remarketing campaigns and make informed decisions to improve results. Additionally, having measurable goals allows you to allocate resources appropriately, focus your efforts, and prioritize actions that align with your overall marketing strategy.

Remember to regularly review and analyse the relevant metrics to gauge your progress and identify areas for improvement. By aligning your remarketing efforts with clear goals, you can optimize your campaign performance, drive meaningful results, and achieve success in reaching your desired outcomes.

Strategy 3: Always Be Testing Your Ads:

Continuous testing and optimization are vital for enhancing the performance of your remarketing ads. Test various ad variations, such as headlines, imagery, calls-to-action, and offers, to identify the most effective combinations.

By experimenting with different elements, you can uncover insights that improve engagement and conversions. Regularly monitor key performance metrics like click-through rates (CTRs) and conversion rates to gauge the effectiveness of your ads.

Analyse the data and make data-driven adjustments to maximize the impact of your campaign. This iterative process allows you to refine your remarketing strategy, optimize ad performance, and ensure that your ads are resonating with your audience. Remember, ongoing testing and optimization are essential to stay ahead of the competition, adapt to changing market dynamics, and achieve the best possible results from your remarketing efforts.

Strategy 4: Test and Improve Your Landing Pages:

Optimizing your landing pages is crucial for maximizing conversions in your remarketing campaigns. It is important to ensure that your landing pages align seamlessly with your remarketing ads, providing a cohesive user experience. Streamline the design to make it visually appealing and user-friendly. Optimize the load times to prevent users from getting frustrated and leaving the page. Include clear and compelling calls to action that guide users towards the desired action.

Regularly assess and refine your landing pages to improve their effectiveness and maximize their conversion potential. Analyse user behaviour, conduct A/B testing and make data-driven adjustments to optimize the layout, messaging, and overall performance of your landing pages.

Remember, a well-optimized landing page that delivers a smooth user experience increases the likelihood of conversions and improves the overall success of your remarketing campaigns.

Strategy 5: Target Long-Tail Keywords:

Harness the power of long-tail keywords in your remarketing campaigns to capture highly relevant search traffic. These specific and less competitive keywords can help you attract qualified leads and increase the likelihood of driving conversions. Incorporate long-tail keywords into your ad copy, headlines, and landing pages to align with users’ search queries and increase the chances of reaching your target audience.

By focusing on these more specific keywords, you can refine your targeting and attract users who are actively seeking the products or services you offer. Optimize your remarketing content to match these long-tail keywords, ensuring that your messaging resonates with users’ intent and addresses their needs.

Long-tail keywords can help improve the quality of your traffic and increase the relevance of your remarketing efforts, leading to better conversion rates and campaign success.

Strategy 6: Use Negative Keywords:

Negative keywords are essential for optimizing your ad targeting in remarketing campaigns. By excluding irrelevant search terms, you can ensure that your ads are displayed to the most relevant audience. Regularly review search term reports to identify keywords that are unrelated to your offerings or attract the wrong audience.

Add these irrelevant keywords as negative keywords to refine your targeting and prevent your ads from appearing in irrelevant searches. By utilizing negative keywords, you can reduce wasted ad spend by focusing your budget on reaching the most valuable and engaged audience. This optimization improves the overall efficiency and effectiveness of your remarketing campaigns, allowing you to allocate resources more strategically and drive better results.

Stay vigilant and continue to monitor search term reports to identify new negative keywords as your campaign evolves. By refining your targeting through negative keywords, you can enhance the relevance of your ads, increase engagement, and drive higher conversions.

With these remarketing strategies in your Google Ads campaigns, you can enhance audience targeting, improve ad performance, optimize landing pages, attract relevant traffic, and increase conversions. Regular monitoring, testing, and optimization will help you refine your strategies and achieve better results over time.

Putting it all together

Implementing remarketing strategies for small businesses using Google Ads can have a significant impact on driving conversions, boosting brand awareness, and optimizing ad performance. The key points discussed in this article highlight the importance of leveraging audience segmentation, setting clear goals, continuous testing, and optimization, optimizing landing pages, targeting long-tail keywords, and utilizing negative keywords.

By segmenting your audience, you can deliver targeted ads to specific groups based on demographics, behaviour, or interests, increasing the chances of conversions. Setting clear and measurable goals guides your remarketing efforts effectively and allows for data-driven optimizations. Continuous testing and optimization, along with landing page optimization, enhance ad performance and drive conversions. Targeting long-tail keywords helps capture highly relevant search traffic while using negative keywords excludes irrelevant terms to refine targeting and reduce wasted ad spend.

Implementing these remarketing strategies enables small businesses to enhance their visibility, engage with their target audience, and drive desired actions. By utilizing the power of Google Ads remarketing, small businesses can effectively re-engage potential customers and boost their overall marketing performance.

Incorporating these strategies into your remarketing campaigns can help your small business maximize its advertising efforts, increase conversions, and achieve sustainable growth in the competitive online landscape.


Q1. How does Google Ads remarketing work?

A1. Google Ads remarketing works by targeting ads to users who have previously visited your website or engaged with your app. It allows you to reconnect with these users as they browse other websites or use other apps within the Google Display Network. By placing a remarketing tag on your website or app, you can create remarketing lists based on user interactions and then deliver targeted ads tailored to these specific audiences.

Q2. Can remarketing campaigns only target previous website visitors?

A2. No, remarketing campaigns in Google Ads can target various audience segments beyond just previous website visitors. You can create remarketing lists based on specific actions such as app interactions, video engagements, or customer match lists. This flexibility allows you to target a wider range of users who have shown interest in your business across different platforms.

Q3. How can I measure the effectiveness of my remarketing campaigns?

A3. To measure the effectiveness of your remarketing campaigns, you can track key performance metrics such as click-through rates (CTRs), conversion rates, and return on ad spend (ROAS). Google Ads provides detailed reporting and analytics tools that allow you to assess the performance of your campaigns, understand audience behaviour, and make data-driven optimizations to improve results.

Q4. Are remarketing campaigns only beneficial for e-commerce businesses?

A4. No, remarketing campaigns can benefit businesses across various industries and verticals. While e-commerce businesses can use remarketing to recover abandoned carts and drive repeat purchases, other industries can leverage remarketing to increase brand awareness, generate leads, promote services, or encourage specific actions based on their unique objectives.

Q5. How long should I run a remarketing campaign?

A5. The duration of a remarketing campaign depends on your specific goals and target audience. It is recommended to run remarketing campaigns continuously to maintain brand presence and engagement with your audience. However, campaign duration can vary based on factors such as sales cycles, customer behaviour, and budget considerations. Regularly monitor campaign performance and adjust the duration based on your objectives and audience response.

Q6. Can I combine remarketing with other advertising strategies?

A6. Absolutely! Remarketing can be combined with other advertising strategies to create integrated and comprehensive campaigns. You can leverage remarketing in conjunction with search ads, display ads, video ads, or other marketing channels to reach your audience at different touchpoints, reinforce your messaging, and maximize the impact of your overall marketing efforts.

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