92%. That’s the percentage of internet users the Google marketing network reaches. Why should that percentage make you incredibly excited? Because Google has fine-tuned how to leverage their extensive reach for marketing, not only for themselves, but for marketers and business owners. While Google SEO is one part of the equation that drives inbound engagement from the top, remarketing through Google AdWords is the second half of the equation, reinforcing brand awareness and visibility to potential customers and past site visitors.
Remarketing may not be a term you’ve heard before, but I can almost guarantee that you’ve seen it in action. It’s what happens after you visit a site, view a product, or place an item in a cart, only to see that same brand, product, or service magically reappear in online ad spaces. And, just like traditional advertising, it’s this repeated exposure that increases the likelihood of someone becoming a first-time customer. As previous site visitors see your brand more and more, it builds brand recognition and affinity, building trust that can lead to sales.
You’d think that a marketing network that extensive would drain your marketing budget rather quickly, but Google understands the needs of their audience incredibly well, which is why their pricing is scalable. You can set your total remarketing budget and are then only charged for actions (like clicks) people take on the ads they’re served through Google AdWords’ remarketing programs. And even with a skinny budget, your return on investment with Google remarketing, is, ahem, remarkable. But all puns aside, not only is remarketing through Google cost effective, it’s incredibly easy to set up, especially if you already use Google Analytics. Follow these steps if you’re ready to take the plunge into remarketing.
How You Can Start to Remarket through Google AdWords Today
- The Basics. Assuming that you have a Google AdWords and Analytics account for your website and have installed the analytics code throughout your website, make sure that you have remarketing turned on in your admin settings under the ‘Data Collection’ tab under ‘Tracking Information’ section. This allows Analytics to use the data it pulls for the purposes of remarketing. The next thing is to ensure that both accounts are linked together via your Google Analytics admin dashboard under the label ‘AdWords Linking.’ If both accounts are under the same email, then when you go to add a new link group Google will automatically link the two accounts. Once that is all set up then you’re ready to start defining your remarketing audience.
- Defining your remarketing audience. Neil Patel says there are essentially three general audiences for to target for remarketing campaigns: A) People who didn’t do something on your website. B) People who completed a certain task on a page or website. C) People who haven’t seen a certain page of your site. Of course, all three categories can be further defined and crafted to form fit your broader content marketing strategies, but, these three general categories are the driving engine behind successful remarketing. When content, products, or services are remarketed with one of the three in mind, your return on investment substantially increases as you’re addressing more specifically the needs of that audience. So, when it comes to remarketing to your website audience, think through the funnel used on your website and create remarketing campaigns centered around different steps in your consumer process that hit each of these general categories. Take it step further by creating unique landing pages for remarketing campaigns that redirect visitors to content created specifically for them. To start defining your audience, select the ‘Audience Definition’ label and follow the prompts to create remarketing audiences that work with your overall remarketing strategy. Last tip, when publishing your audience to AdWords, make sure your audience destination is set to your AdWords account number.
- Create your remarketing campaign. Once your audience is published to AdWords, Google will prompt you to create a campaign and will redirect you to your AdWords dashboard. Once you’ve created the campaign, you can set the basic framework for the campaign including type, goals, locations, languages, per-day budget, and the particular audience your reaching (i.e. the ones you created under your Google Analytics settings). Once your settings are defined for your campaign, set which kind of ad you want Google to display (either responsive or display), the URL to the landing page you want the ad to link to, and then you’re ready to publish the campaign!
Even though the process might seem lengthy, if you’ve got the prerequisite components set up, then creating a defined and effective remarketing campaign is something you could do before your latte goes cold. Maybe you’re ready to start your remarketing campaign, but your website isn’t. Give your Wingman a call today to see how we can help!