How Does Google Remarketing Work?

Google Remarketing is an online advertising strategy that enables online businesses to target customers who previously visited their websites with ads. This select group of potential customers will come across these ads as they browse the web, watch videos on YouTube, or visit news sites. The primary objective is to keep the brand name in their mind and entice them to revisit the site and make a purchase.

How Does Google Remarketing Work? 1

Remarketing, if done correctly, can help boost ROI and conversion rate because the prospects are already familiar with the products and the brand in general.

How does it Work?

If you are already using Google to advertise your brand, all you need to do is add a Google remarketing code, also referred to as a pixel or tag to your website. By doing so, all site visitors will be added in the retargeting audience pool through the browser cookies. It is possible to come up with a code for each page on your website.

For example, if you sell fitness equipment, you can create a treadmill retargeting campaign that focuses on people who have visited treadmill product pages. You can display treadmill ads to this group of potential customers as you are sure they are interested in it. You can further entice them to place an order by offering free shipping or a reasonable discount.

what is the google display network reach in usa

The Google ads will be displayed to the target audience whenever they visit the site listed in Google Display Network. Google advises companies that are considering creating a remarketing campaign for the first time to target every website visitor who viewed the homepage. The only downside of doing this is that you will pay more since the ads will be displayed to people who may not be interested or ready to make a purchase yet.

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You can reduce the cost per click and increase ad relevance by targeting smaller groups of potential customers. Once you get the hang of it, you will be able to come up with laser targeted remarketing campaigns. For instance, you can show specific ads to existing customers and non-buyers depending on the objective.

How Can My Business Benefit

One of the benefits of Google ad retargeting is that it allows Singapore digital marketers to connect with the potential customers. The fact that the ads will be displayed on other online platforms that may or may not be related to your niche means that you will get free exposure and more opportunities to make a sale.

Research experiments have also shown that remarketing ads result in higher conversion and click-through rates than conventional display ads.

As shown in this graph, people who have in the past interacted with your site are 2-3 times more likely to click on your ads than the brand new visitors. With Google remarketing ads, the more impressions that you garner, the more successful the ads will be. It is also important to note that ad fatigue is lower when compared with other types of display ads.

how to improve my remarketing strategy in singapore

What is the Cost of Google Remarketing?

The total cost will be based on how well the campaign fits into your existing online marketing strategy. However, Google remarketing ads are the most cost-effective campaigns available to Singapore digital marketers in the current digital business realm.

relative reach of google search and display network

The cost per click in the competitive industries is higher than the cost in the less competitive niches. One of the guaranteed ways of keeping the cost to the minimum is by using Google remarketing alongside conversion filtering and contextual targeting.

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How to Create a Banner

When conducting a remarketing campaign on Google Display Network, you can create ads with videos, rich media, images, and text. Leverage Google Display Ad Builder to come up with the banners quickly. There are existing templates that you can customize to suit your business. Make it as dynamic and unique as possible to grasp the attention of the target audience.


About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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