5 Best Practices to Succeed in Google Remarketing

Looking for best practices in Google Remarketing? Your e-commerce is not the only one interested in optimizing your performance in these campaigns.
Re-targeting campaigns have proven to be effective in improving conversion rates, brand awareness or qualified visitor traffic. For this reason, companies’ investment in this marketing modality grows year after year.
There are many strategies and good practices to optimize results in Google Remarketing.
Use landing pages for your retargeting campaigns, hire users who left shopping carts or eliminate customers who already made conversions.

What are the best practices in Google Remarketing? Discover them!

Design landing pages for specific products/categories

Some of your consumers visited a product or category… and you plan to send them back to this same place? Sure you can do better, can’t you?
That’s why one of the best practices at Google Remarketing is to design landing pages for these campaigns.
Setting them up in a way that improves their impact on customers will help you get more conversions.
For example, if some of your visitors analyzed the offers of child sneakers, don’t show them ads of adult sneakers. Possibly these products were also in the category they visited, but they are not interested in this type of footwear.

Focus on the most valuable customer segments

Segmentation is present in all marketing strategies. However, the results obtained from an adequate segmentation are not the desired ones.
Sometimes it is not enough to target a group of potential consumers: you have to look for the most valuable. One of the best practices in Google Remarketing is to target these campaigns not to all potential customers, but to the most valuable.
The value, in this case, must be understood by (1) greater ability to spend and (2) greater likelihood of purchase.
For example, users who have spent less time on our e-commerce should be discarded. Instead, we will prioritize those who have spent the most time analyzing our products.
And it is that the best e-commerce stores bet on sure! Don’t make an effort to sell everything to everyone, but to sell what interests you most to the most interested customers. That’s logical, isn’t it?

Give a second chance to those who abandoned shopping carts

It follows from the above advice that we must segment intelligently, rather than targeting too large groups of potential customers.
Among the most effective tricks for Google Remarketing we can highlight the following: bring together users who left shopping carts during the last month and ‘counterattack’ them with retargeting ads.
A customer who left a shopping cart is a potential buyer. After being at the end of the sales cycle, he decided to back off. Find out why it will help you improve conversions during this retargeting campaign.
It is possible that the desired payment option was not available or that shipping times were excessive. Can you improve your checkouts? Do it.
In this way, giving these consumers the opportunity to complete their sales will make a lot of sense – and their results will prove it to you.

Remove converting users from the lists

Do you have a limited budget and want to optimize it easily?
Then, you should know that one of the most widespread errors in Google Remarketing is to send retargeting ads to users who have already done some conversion.
This mistake is very common: some e-commerce stores design remarketing lists with a low level of segmentation. For example, users who visited a certain category or product.
What happens in these cases is that the ads are shown to users who did make purchases in the online store. And many of those who didn’t make a conversion in the first place did when they were shown retargeting ads and still receive those ads.
This error is wasting a significant percentage of the remarketing budget.
The best way to avoid this is to design a parallel list in Google Remarketing, with all users who have done a conversion. When this list is included in the negative audience of the retargeting campaign, we achieve that the ads are not shown to these consumers.

Select a good frequency limit

This is one of the most interesting Google Remarketing tricks.
As you probably know, the frequency limit is an option available on Google Remarketing and other platforms, to put a limit on the number of times ads are shown to the same person on the Display Network.
Choosing an inappropriate frequency limitation would result in two negative scenarios for our e-commerce:

  • Low number of conversions, if you have chosen a frequency limit below the optimal point.
  • Rejection of users and negative effect on their brand awareness, if the frequency limit is above the optimal point, being very intrusive or annoying for consumers.

Finally, it is worth mentioning that Google Ads is not the only platform recommended for remarketing.
AdRoll, Criteo, and Retargeter are excellent alternatives. The best marketplaces tend to diversify the available retargeting budget by investing in different platforms.
Imitating them in this sense is advisable, as you will avoid making the mistake of putting all the eggs in the same basket, which in this case is Google Ads.

Image credit: Anna Gasparyan


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ECN Team
E-Commerce Nation is The 1st B2B Web Media about E-Commerce in Europe. The team of E-Commerce Explorers help businesses to reach new potential market through delivering useful content. Let us know in comment if you enjoyed this content.