Google Remarketing Ultimate Guide 2021

upqode | Mar 3rd, 2021

Marketing is a world full of different spectrum of strategies that work according to your specific circumstances. If your business lacks targeted marketing, you may want to try out remarketing or Google remarketing ads per se. Remarketing in Google Ads comprises responsive advertisements that can be video, pictures, or just plain text promoted on the Google Display and Google Search Network. 

What makes remarketing not the same as normal and standard Display and Search marketing is its targeted approach. Remarketing comprises utilizing a marketing strength that uses follow-up practices on your audiences and clients to keep your business relevant and in touch with them. If you already have an impeccable PPC campaign running for your business, running google remarketing campaigns will be the cherry on top to ensure its success and improve its performance. 

The primary concern with remarketing is that you need to discover those individuals who have shown sufficient interest in your business to visit your website. These individuals are bound to come back to your site if you show them some care and encouragement. This google remarketing campaign will also work for individuals who have not yet been to your page.

Remarketing is an astute method to contact your customers and clients and guide them to your sites so they can employ your business’s services or product. It permits you to target focused advertisements to a characterized customer crowd that has recently visited your site.

Have a look at the guide for remarketing.

How does remarketing in Google Works?

Now known to everyone as Google Ads were initially known as AdWords, and remarketing has always been one of the most followed trends by marketers because they understand what it can do. 

People who visit the page for the first time prefer going through it and leave without buying. So, it isn’t easy to make sure that your first-time visitors also become your first-time visitors. But it does not mean that it is impossible. 

While you are remarketing through the PPC (pay-per-click) campaigns, every visit on your page can be a promise of a new client. 

To help you better understand what Google Ads remarketing and how it can help your business, we have put together a comprehensive guide for you. Read to understand how you can benefit from it and get the most out of your remarketing campaigns in terms of conversion and traffic on your page.

google adwords

Source: neilpatel

What Is Remarketing in Google Ads?

It is pretty self-explanatory by its name. However, there is more to it than just that. Also known as retargeting or remarketing or a remarketing strategy is an ad campaign that empowers your Google Ads to seek out your potential audience and clients as they search across the internet for service and product that your business may be offering.

Source: BlueCorona

However, as mentioned above, there is more to it than just the following audience. Let’s say, for instance, when a customer visits your business’s site, they leave a little piece of remarketing code on your site by default that adds them to a remarketing list you can use later. At that point, when they visit another site that utilizes the Google Ad program, they are displayed your business’s ads. 

Google permits you to tweak who sees your remarketed ads. For instance, you can focus on new or past visitors. Remarketed pop-ups are advertisements or follow-up messages your customers get from you after visiting your site but don’t seek your product or service.

To begin advertising on Google remarketing ads, you need to have a Google Ads account. Google will relegate you a tag to put on the entirety of your site’s pages. When it’s there, it’ll begin gathering information about your potential users that visit your site. 

You can guide your Google remarketing tag to gather information on specific customer activity to target certain customer crowds, known as remarketing crowds or remarketing portfolios. You would then be able to utilize this data to make records for specific remarketing strategies and campaigns to reap benefits for your page.

It’s critical to set your remarketing objectives or personas to line up with your advertising procedure. For instance, if you want to promote your telemedicine services, you can craft your remarketing ad campaigns to target users on the lookout for these services. Running remarketing campaigns is a more targeted and focused approach to promoting your business’s service and product. 

What Are Some Options for Google Ads Remarketing?

If you think that your options are limited when it comes to remarketing with Google, think again. Like any other established advertising program, remarketing with Google Ads gives a few choices that you can pick from for your page.

google ads

Google tends to provide its users with multiple options to make sure that they are facilitated at every point and provides the best resources for that.

Similarly, google remarketing provides you with a list of options that you can explore and choose the best one to increase your brand awareness. You can either use one of them or combinations to increase your users,, making sure they go to the last checkout process, eventually increasing the conversion rates.

1. Standard Remarketing

In Standard, your ads are shown only to the people that active on Google Display Network.

2. Dynamic Remarketing

In this, the ads are shown to the internet users that have already viewed your brand by visiting your sites. You can create a list of visitors who have frequently gone to your page and target them.

3. Mobile app Remarketing

If you have a mobile app and there are users active on it, you can target your ads when they are active on it but try not to ruin their experience by showing too many ads.

4. Remarketing list for search ads

This is also known as RLSA. This allows the remarketing to your past visitors, so you can stay connected to them. Also, whenever people visit your page, who are new and have never been there before, there is a small snippet of code known as the remarketing code present on the website, which adds them to the list.

5. Video remarketing

This is another great way to get to your target audience. Videos are an active format being used to reach all the people. You can target them on Youtube and even on the google display network.

6. Email list remarketing

This is another great way for remarketing audiences that have visited your website. Also known as customer match, this allows remarketing audiences. Through this customer match, your ads are shown to the users when they login to any Google service or are present on the display network.

7. Social Media Remarketing

Use the different social media platforms to the fullest. You can also show the banner ads of your brand to the people who are active on various social media platforms. Check out different sites, and create a list of all the strategies that you can apply or combinations of those which can help you increase the visitors on the page.

These ads are audience-based, so you don’t have a problem targeting the right people for your brand. These are some of the great ways to increase the number of people who have visited your website,, and you could encourage them to come again. You can also use Google remarketing and show the right display ads to get your message to your target audience and increase website visitors.

Ensure that your website design is up to the mark and provides a smooth experience to the people who visit your website.

What formats and sizes are being used?

Different formats are being used for these remarketing ads. They are either in text form or image form, which are managed from the Google AdWords dashboard. In today’s time, however, animated ads are high in use. It is through the GIFs or HTML5. 

As far as the size is concerned, it completely depends on how you will allocate your ads. There are standard sizes present, but you should check before sending the ads, although the most common and recommended ones are used. A common example of display ads can be banner ads.

How Do I Run Google Retargeting Ads?

Like any other search campaign or marketing campaign, a remarketing ad campaign should be executed for the page with careful detail and concentration to earn back every single point of ROI. It would help if you were extremely careful when planning out your remarketing search campaigns to reconnect your intended interest group and get another opportunity for them to consider picking your business’s products and services. 

To execute powerful Google marketing campaigns, here are the 5 necessary steps: 

Ensure Proper Tagging 

For a remarketing ad to pay off, your remarketing campaigns must have proper tagging. Tagging in a remarketing ad is similar to setting the first stone in your building. With tagging, you point out the crowds of audience you want to target in your remarketing campaigns.

 Most businesses will utilize either Google Analytics or Google Ads.

  • Google Ads Tag: If you are opting for your Google Ads account to run your tagging,  a Global Site Tag should be on at all times. To locate this particular tag to your record, click to Tools and Settings → Audience Manager → Audience Sources. 
  • Google Analytics Tag: However, if you choose Google Analytics for your tagging, you need to create a tagging list before creating a remarketing list. To discover the tagging option, click to Admin  →Property View → Tracking Info → Tracking Code. 

Make Remarketing Lists 

The next step after setting up your tagging is making a relevant remarketing list. This is where you need to get creative and innovative. Rack your brains and come up with as many groups as possible. If you create one large list, your remarketing won’t be as effective as you need it to be. Also, remarketing audiences are defined on the basis of the behavior and the buying patterns. Add the new visitors to the list as well.

You can use Google Analytics and Google Ads to help you with this step as well. Both these programs give a large measure of alternatives to come up with remarketing groups for your ads. The key is to discover a balance between your targeted crowd size and what they look for. 

Remarketing Lists 

Google Analytics is a more professional option to come up with remarketing lists. The key is to make numerous remarketing lists dependent on the order of your site. A couple of good remarketing lists for your crowd can be according to the portfolios below: 

  • Regular Site Visitors. 
  • Buyers and Leads. 
  • All Site Traffic 
  • Blog Viewers 

Their latest visit and location sort these portfolios so your remarketing lists can be more defined and structured. To view the remarketing list portfolio, click on Advanced → Conditions. 

However, to use Google Ads Lists for structuring a remarketing list, click on Tools and Settings →Audience Manager→ Lists. You have 5 options to make a remarketing list in Google Ads Lists. 

  • Site Visitors 
  • App Users
  • General Traffic 
  • Youtube Traffic 
  • Custom Crowd

You have 540 days to promote your remarketing ads to your visitors once they have been sorted in your remarketing lists. 

Elect Some Proper Assets 

This step is a much more integral aspect of running your Google remarketing ads. Next, you need to sort out your Google Display Network. Select your proper asset there. You can be aided in this by asking yourself some important questions. 

  • What is the customer being advertised to do (deciding on a call-to-action)? 
  • What should the message say to the customer? 
  • Does it approach the customer passively or actively?
remarketing ads
Source: BlueCorona

There are key parts to consider while making remarketing ads. The following are some of them: 

  • Pictures (Infographics are handy in this) 
  • Interactive graphics 
  • Engaging content

It is essential to note that your pictures should be proportion-based and optimized if you opt to use an Interactive Ad design. 

Execute The Remarketing Campaign 

This is a final step. All your efforts boil down to this. You can start your remarketing ads in both Google Ads or Google Ads Editor. Start with your campaign’s name, budget, and duration. In case you’re making several remarketing campaigns at once, you can keep track by putting the crowd name in the dashboard. 

google adwords editor

While adding crowds to a remarketing campaign, pick the “targeted on” setting so that your crowd list is more focused and targeted.  While choosing a bid plan, make certain to choose the one that is related to your promotional objectives. For instance, If a bid is highly related to your promotional objectives, make sure you are very competitive for it. Acquiring relevant bids is a task on its own. 

You can also extend the duration of your remarketing campaign if you wish to carry it on further. Running one long campaign can show your customers you are interested in them and increase your acquiring leads more.

When all is set and done, give your whole campaign another final searching look before turning it on. You have a 30% chance of fishing for some last-minute mistakes and errors that can undermine your remarketing campaign’s success.  

Observe and Modify 

Once you have dispatched your remarketing ad campaign, you may lean back to take a breather but don’t think your work is done. Your campaign may only be successful if you monitor its performance through its duration. 


A portion of the aspects to look for while your campaign runs safe and sound are:

  • Maintaining your crowd size as your campaign progresses. 
  • Deciding where your ads pop up. 
  • Analyzing and modifying the campaign settings in terms of crowd lists.

What is Search Remarketing?

Search remarketing can also target your remarketing ads by thoroughly searching for your customers and intended targeted crowd. Also known as an RLSA, this aspect of remarketing helps define your target list so your remarketing can be focused on your audiences. 

search remarketing
Source: kirinhussain

These RLSAs or remarketing lists for search ads can be used in two ways. You can use these RLSAa to make bid changes on your remarketing ad campaigns. You can also use them to set up search ads while deciding on your targeted crowd and keywords in your campaign.

What Is The Advantage Of Running Google Remarketing Ads?

The biggest advertising platform online up until now is Google. If you advertise on Google, you advertise on basically almost every online platform. Running your remarketing ad campaigns on Google directly connects your ads to Facebook. This means a new gate of potential customers is now open for you to advertise your business to. 


The tag on your site sends your customers’ data to Facebook, and potential customers see your remarketed ads on their accounts. Still, this is one, and there are many advantages of running your remarketing ads on Google:

More Extensive Reach 

Connected to the above-mentioned advantage, remarketing on Google connects you with Facebook. Facebook can function admirably for businesses that rely upon social capital yet use it as a remarketing platform when needed. The Google Display Network incorporates more than 2.5 million sites globally and reaches 95% of your customers online. With Google as your remarketing ad platform, your web is more wide and strong. You can look at the reports to match the result of the various ads that you have run to have a better idea of how to use your resources to get better results every time.

More Adaptable and Customized 

Running a remarketing campaign can be tough if you have limited control options. This is why with the Google Display Network, you’re more at ease and in control of your remarketing campaign. You have control when it comes to altering your crowd lists and portfolios, narrowing it down to even their genders, so your ads are targeted to their utmost.  

More Easy-To Run Its Campaign 

Unlike many other advertising platforms, Google’s Display Ad Builder is very easy to use. It isn’t intimidating, and Google itself has guides available to help you guide in running your campaign.  With Google as your remarketing ads campaign manager, you are permitted to:

  • Pick the design, shading plan, and content of your promotions. 
  • Utilize your photos or pick free stock pictures 
  • Update and change your ads as you seem fit

Whether you don’t have an expert graphic designer on your hands or don’t have a campaign manager, Google is still there for you to use. Since its AI technology is advancing day by day, you can, in any case, make custom ads, manage your campaign for yourself for the entirety of your remarketing campaign. 

More Affordable And Sustainable 

Google will, in general, be more practical than other remarketing platforms. For every lead that your remarketing campaign generates, you’re spending less in general and earning back twice as much ROI. Since it is auto-generated, you don’t even need a manual workforce and all of its expenses to run your remarketing ads campaign. With this, you earn more than what you invest. 

While it is still costly to pay for pay-per-click ads on search engines, remarketing is way less cheap than it. A normal ad on a PPC costs around $2-5 to appear on a search page. This is comparatively high when you compare it to a remarketing ad that costs somewhere in the range of $0.30 and $0.90. Costs can fluctuate. However, their results do not if your campaign is strong enough.

Also, if you are looking for cost-saving strategies, frequency capping is the best option to go for. It can help you get the maximum number of visitors to your landing page and can help you urge those people with the right website to buy something.

More Lead Generation Opportunities

Having your business’s name aside Google is a reason alone for your customers to choose your business. This is why most businesses opt to choose Google for their remarketing platform. Customers tend to trust in you more if you approach them with a platform that is authority itself.

More Business Exposure 

Your business needs exposure, hence all your marketing efforts. When you remarket your business via Google as your advertising platform, it gets the spotlight it deserves. When potential and old customers see your business’s ads, again and again, it helps them to remember your business if they ever need to employ or buy them. With you remarketing as hard as you can,, and your users keep being prodded by it, your business will gain exposure even if it doesn’t generate leads that much. Also, consider the feedback that the visitors provide you with, either it is regarding the web design or any other platform of the brand.

Tips to improve your google remarketing.

There are some remarketing goals that you need to achieve to decide if your marketing campaigns were a success or not. To do that, look at the list of some tips to help you achieve your desired results.

1. Ensure to segment your remarketing list.

When you are setting up the remarketing tag, see that you are differentiating the various pages. Doing this before setting up the remarketing tag can provide a more personalized experience to the people visiting your website.

2. Create a marketing strategy.

This is an essential tip. Don’t just start doing this randomly. Make a proper marketing strategy, and add it as essential to the digital marketing list. See that you show the ads to people interested in your brand and visit the website.

Also, you do not want to oversell it to people interested in your brand, so spend appropriately. To avoid a bad result, with your marketing ads and with your remarketing audiences, choose frequency capping that is most beneficial and helps get the most out of the advertising.

3. Updated Online Platforms.

In marketing, the website is an essential tool to reach your users, and you can get a lot from it. Keep in mind that your website design should be up to date and in a way that would be comfortable for your users. There are different parts of a website like the main menu, landing page, which should all be designed according to your audience. See that the web design agency that you hire knows about this and designs it accordingly. The more ease you create for your visitors, the more increase in conversion rates will be observed.

You can also get the email address, and phone number of the site visitors to have an audience-based database and show your display ads specifically. The database can be increased by adding the data of new website visitors as well. You can later use this database to stay connected to your audience and get access to their feedback. Keep in mind to use the feedback to improve your brand and how you can persuade them to go to the checkout process.

4. Try different ad formats and sizes.

Well, you don’t know which format will be beneficial and which will not be. The only way to do it is by trying out all the different formats to know the format you should use to get the best results while remarketing the audience for a new product or even for the app.

5. Upselling to existing people.

The existing people that are your regulars as well are somewhat your assets and your major target audience as well so it is always important that you keep them first. Whenever you launch something new, try upselling to these people because they will help you spread your message to more audiences. Moreover, this is free marketing so it will not cost you as much.

6. Schedule your ads.

You must target your audiences with the right kind of ads and at the right time. While remarketing audience sees that you choose the right time and dates to ensure that the viewers will see your display ads. For example, if you target the audiences present in the united kingdom, set the time according to the people of that country instead of any other.

7. Invest on the platforms that show result.

Google remarketing is very useful if it is done targeting the right kind of people at the right time. If a platform (sites or page) is making you spend a lot of money but the conversion rates are very low. You need to stop. Only use those pages or sites that will actually be helpful for you and help you increase the traffic towards your website.

Key Takeaway

Running a Google ad remarketing is a ground-breaking approach to keep your business up and about. It is a targeted approach that focuses on individuals who didn’t pay anything when they first visited your page. 

STOP considering every alternative approach to generate more leads. This is why remarketing works well for some individuals who need to be approached by your ads a couple of times before choosing your business.  

Luckily, Google makes it simple to promote your intended interest group until you at long last win them over. Remarketing on Google is simple with zero repercussions; it can hugely affect your website’s conversion rates and impact raising your brand’s awareness online. Ensure that you choose the right sites to do that and go through the list of tips to help you succeed in this.

Filed under: Marketing

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