Also known as retargeting, Google Remarketing is a digital marketing strategy that allows your ads to follow potential customers across the internet using Google’s vast network. A remarketing code on your website adds users to a remarketing list when they visit your site.
Pros of Google Remarketing
- Broad Reach: With access to over 2 million websites in the Google Display Network, it can reach up to 90% of internet users.
- Customization: You can tailor your ads based on demographics, device usage, geographical areas and more for targeted advertising.
- Cost-Efficient: Compared with traditional paid advertisements, remarketed ads cost much less per view making it an affordable option for businesses.
- Brand Recognition: Repeated exposure through remarketed ads increases brand recall among viewers even if they don’t click on each ad.
Cons of Google Remarketing
- Potential Overexposure: If not managed carefully, too frequent or irrelevant ad placements may annoy potential customers leading to negative perception about the brand.
- Privacy Concerns: Some consumers might find being followed by ads around the web intrusive which could potentially harm brand reputation.
Comparison with Facebook Remarketing
Both platforms allow you to target previous visitors with tailored content.
- Reach & Customization. The reach of Facebook is limited compared to that of Google’s Display Network and offers lesser customization options.
- Social Capital Advantage. Facebook has its own advantages such as capitalizing on social interactions and personal connections which are unique selling points for certain businesses.
Starting out with Google Remarketing
To start a Google remarketing campaign one needs some tools, Adwords as an older version has been long replaced by Google Ads.
Steps include:
- Setting up a Google Ads account
- Adding a tag (code) to your website’s pages
- Directing the tag to collect data on user actions (like product searches or sign-ups)
- Using this information to create targeted remarketing campaigns
