Remarketing in Google Ads helps businesses re-engage people who have already interacted with their brand. By staying visible through display ads or tailored search campaigns, remarketing boosts conversions and strengthens brand recall.
What You’ll Learn in This Blog
- Remarketing in Google Ads targets people who have already interacted with your brand, keeping you top of mind.
- There are several types of remarketing: including standard, dynamic, Remarketing Lists for Search Ads (RLSA), video, and customer list remarketing.
- Benefits include higher conversion rates, tailored messaging, cost efficiency, and cross-channel reach.
- Best practices like audience segmentation, engaging ad copy, and frequency capping ensure campaigns are effective.
- Avoid common mistakes such as over-targeting, stale ad creative, and ignoring exclusion lists.
What is Remarketing in Google Ads?
Remarketing in Google Ads involves targeting users who have previously visited your website or interacted with your online content. This approach allows businesses to re-engage these audiences with ads tailored to their specific interests or actions.
Google Ads leverages cookies and audience lists to identify and segment these users. Once identified, you can deliver targeted ads through the Google Display Network(external link), search campaigns, or YouTube, ensuring your message reaches users wherever they are online.
For businesses, remarketing offers a powerful way to nurture leads and guide potential customers through the sales funnel, especially in competitive markets like New Zealand.
What are the Types of Remarketing in Google Ads?
Standard Remarketing
Standard remarketing displays ads to users who have previously visited your website. These ads appear on other websites within the Google Display Network.
This type of remarketing is ideal for boosting general brand awareness and ensuring your brand remains visible to users as they browse online.
Dynamic Remarketing
Dynamic remarketing goes a step further by displaying personalised ads that showcase specific products or services users viewed on your website.
This approach is particularly effective for e-commerce businesses, as it helps re-engage users with tailored messages, encouraging them to return and complete their purchase.
Remarketing Lists for Search Ads (RLSA)
Remarketing Lists for Search Ads (RLSA)(external link) target users who have visited your site while they search for related terms on Google.
This strategy is highly effective for capturing high-intent audiences actively searching for products or services similar to yours.
Video Remarketing
Video remarketing targets users who have interacted with your YouTube channel or watched your video ads.
For businesses with a strong video presence, this type of remarketing provides an excellent opportunity to re-engage users with visually compelling and memorable content.
Customer List Remarketing
Customer list remarketing uses uploaded customer data, such as email addresses, to create audience lists.
This strategy allows businesses to deliver ads to existing customers or subscribers, promoting special offers or encouraging repeat business.
What are the Benefits of Remarketing in Google Ads?
- Improved Conversion Rates: Engage users already familiar with your brand to increase the likelihood of conversions.
- Customised Messaging: Tailor ads based on specific user behaviours or interests.
- Cost Efficiency: Focus on high-value audiences, maximising ROI.
- Cross-Channel Reach: Deliver ads across websites, YouTube, and the Google Display Network for maximum visibility.
Best Practices for Remarketing Campaigns
- Segment Your Audiences: Create audience lists based on user behaviour, such as product views or abandoned carts.
- Create Engaging Ad Copy: Use personalised messages to resonate with each audience segment.
- Frequency Capping: Limit the number of times users see your ads to avoid ad fatigue.
- Optimise Landing Pages: Ensure your landing pages align with your ad content for a seamless user experience.
Common Remarketing Mistakes to Avoid
- Over-targeting: Avoid bombarding users with excessive ads, which can lead to frustration.
- Not Refreshing Ads: Regularly update your ad creative to maintain user interest.
- Ignoring Exclusion Lists: Exclude irrelevant audiences(external link), such as recent purchasers, to focus on high-potential leads.
| Type of Remarketing | How It Works | Best For | Key Benefit |
| Standard Remarketing | Shows ads to users who previously visited your website across the Google Display Network. | General brand awareness and staying visible to past visitors. | Keeps your business top-of-mind as people browse online. |
| Dynamic Remarketing | Displays personalised ads featuring specific products or services users viewed on your site. | E-commerce and product-driven businesses. | Encourages users to return and complete a purchase with tailored messages. |
| Remarketing Lists for Search Ads (RLSA) | Targets users who visited your site when they search for related terms on Google. | High-intent audiences actively searching for similar products or services. | Captures users at the decision-making stage to drive conversions. |
| Video Remarketing | Targets people who interacted with your YouTube channel or watched your video ads. | Businesses with video content and strong YouTube presence. | Re-engages users with memorable, visually compelling content. |
| Customer List Remarketing | Uses uploaded customer data, like email addresses, to build audience lists. | Existing customers, subscribers, or loyalty programme members. | Drives repeat business and promotes special offers. |
How Somar Digital Can Help You With Google Ads Remarketing
Somar Digital specialises in crafting effective Google Ads campaigns including remarketing campaigns for New Zealand-based businesses. From setting up dynamic remarketing for e-commerce clients to leveraging RLSA for high-intent audiences, Somar ensures each campaign achieves measurable results.
By combining in-depth analytics, strategic audience segmentation, and creative ad design, Somar Digital can help you maximise your Google Ads ROI.
