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Top 10 Must-Know Things About Remarketing

Top 10 Must-Know Things About Remarketing

Remarketing: Basic Concept

Remarketing is the newest and clever tool in Google Adwords which help advertiser to reach the customer who past visited to the website, may made purchase or may not be, some added products to the cart and some only went through different pages of websites.

Remarketing ads consists of either image, video or text that place on Display network. The basic and major difference between standard Display advertising and remarketing is the targeting. In remarketing we use a special tracking code which placed cookies in the computer of our website visitors, and then serve ads to those only who have that cookies, on display network.

But, like any other powerful tool, one should make it use properly to expect best results. Obviously, no one want to market their PPC ads to the wrong people.

Here are top 10 must knowing things for a good remarketing practice:

  1. Specify behaviours of online visitors whom you are going to re-market to: When install the remarketing tag on your web pages, you should specify user behaviours in them. This will allow you to remarket to the visitors depending on their specific behaviour. This will allow you to make a separate remarketing approach for both, the ones who were already converted and to the ones who just abandoned the site for some reason.
  1. Select the audience: This is the major step for any remarketing ad. You will need to decide which your site visitors, you would like to target ads to and which you don’t.  The group of visitors you want to target separately and the other group, you don’t want to target at all, are called audiences. There are different criteria to target these audiences:
  • Based on the visited product page
  • Based on visiting a certain page of checkout process of your site
  • based on not visiting a certain page too and so on


You can target any audience based on the URLs. If you have a thank you page for the people submit their email address for subscribing to get more information or for the people register to see a special deal, or after they made a purchase, use this URL of that thank you page for a remarketing list.

Here are some possible steps that can be use as you are getting started:

  • Make a list of all URLs you want to target on your site. Name the audience accordingly.
  • Include all the possible ideas you come up with for custom combinations while creating the sheet of audience.
  • Link your Google Analytics goal funnels set up, use the data they have gathered to analyse and find points to remarket to.
  1. Do set the timing for ads: Timing play a very important role when you are working on remarketing ads. Do not forget to set particular time frames for remarketing ads to make sure that they will show only within a certain span of time. This will avoid over showing it by displaying the same things again and again for a long period of time.
  1. Do Adjustment accordingly to specific audiences: Once your remarketing ad will be in reach to the visitor and get clicked. There are a lots of things you have to monitor. Perhaps, they need more time to consider about your offering or maybe they find your product is too expensive. By knowing this, you can actually make adjustments based on the online behaviour of these potential users through the use of the right strategy. Now, as the user behaviour is clear to you so it is easier to do some adjustments in order to engage them in more you’re offering.
  1. Go for higher bid: Once targeting audience is done, now time to put more efforts to get the results in your favour and increase your brand awareness in your target audience. It can be done by bidding higher to ensure that they see your ads and expect the better lead generation.
  1. Remember the Privacy policy: Before adding the remarketing tags in your webpages, don’t forget to declare the cookies which use to reach the visitor again even after their visit. In this way, you can avoid yourself for being an annoying marketer who keeps on tracking its viewers just because they visited your webpage.
  1. Don’t do too much of remarketing: This is the most common mistake done by people who do remarketing, is forget to set frequency cap. i.e., they do not put limits on how often their ads shown to the past visitors. The good remarketing tactic is to remarket to do without disturbing their privacy and chasing them everywhere they go online. For this, you have to set the frequency cap when you do the configurations and confirm that your ads will show to them in a regular gap intervals like fix time on the daily or weekly basis.
  1. Refine your targeting: Online behaviour of visitors is a good basis when you are remarketing, refining of the targeting is also recommended to maximize the potential of display ads. Don’t only simply identifying your target audience through their online behaviours, refining them through their gender and age brackets is also helpful, to ensure that your ads appear to those only who perfectly suit them.
  1. Do creative with your audience: As it is not a good tactics to overshow your ads to the same group of people. For example, it is not fair to show the same ad to your converted customer. However, it doesn’t mean to stop showing your ads to him, but now do the adjustment on targeting settings and show something new to existing customers.
  1. Don’t be annoying to your customers: As we all knows, remarketing is a powerful tool to increase the engagement of the customer, but over and over showing and chasing the customer on their each online search, can decrease brand value. As every visitor has right to block your ad, before visitor block your ad permanently, be precise on the timing of your ad showing, and set the frequency cap within your campaign.

So, the remarketing in Google Adwords is a very clever and powerful tool, if using it wisely, it can show a tremendous result in your accounts.

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