Set Up a Google Ads Retargeting Campaign - PT 4

 Tuesday, January 12, 2021

When you learn that only 2-4% of website viewers convert into consumers, it can be highly disappointing for you. After all, didn’t you create the website after getting influenced by several blogs that promise lead generation and increased revenue? You sure thought that creating a website will be your brand’s ticket to success. 

Well, we aren’t here to shatter your daydreaming. Because what you thought wasn’t a lie. It’s just a half-truth. A website can truly lead your business to the ladder of growth and profitability, given you keep following the further marketing strategies. Because a website is only a start to your digital marketing efforts. 

With our ads retargeting series, you must’ve learned by now that in order to convert a lead into a prospect, you need several marketing strategies; one of them being ad retargeting. In today’s class of ad retargeting, let’s learn how to set up a Google ads retargeting campaign - 

Start with the Right Tagging

The first vital aspect is to ensure the correct remarketing impression tracking process. You can use Google Ads for that purpose. If you’re starting your account from scratch, set Google Site Tags first. In order to know if you’ve implemented the tags properly, add the ‘Tag Assistant’ extension to your Chrome browser. 

Create Intentional Remarketing Lists

The next step is to create remarketing lists to target just the right segment of the audience. If you’re creating the remarketing list through Google Ads, you have these as options - website visitors, app users, Youtube users, customer list, custom combinations.

Move on to Determining Assets

When you create remarketing assets, you need to consider the following key components - 

  1. Static and responsive image formats

  2. Headlines and descriptions (only in case of responsive formats)

  3. Landing page experience

While you create these, don’t just go by following random examples. Instead, introspect what users ask and need, what message they are being delivered, what it should look like, does the theme blend with the landing page, etc.

Create a Remarketing Campaign

You can create the remarketing campaign through the Google Ads interface or Google Ads Editor. Set the campaign name and budget. Keep in mind to set the following settings - 

  1. ‘Observation vs. Target’ - Keep it at Target to narrow the audience group.

  2. Bid Strategy - Set the bid based on your goals and be competitive with it.

  3. Targeting Expansion - It is recommended to set this at zero.

  4. Location - You can change it according to your preference.

  5. Frequency Cap - Set it at a moderate level per user.

And voila! You are ready to launch your Google Ads retargeting campaign.

Analyze, Refine, Optimize, Repeat!

If you think you are done after you have launched your Google Ads retargeting campaign, you’re wrong. Since you’ve set it up for the first time, you need to watch the campaign in its early days and analyze it. You can trace its progress and keep refining and optimizing it according to its success rate. 

Once you launch your ad retargeting campaign, you’d see the conversions rolling in. Whether you like setting it or not, it’s important to go through the process. You can seek help from Walibu - we are a full-service digital agency providing practical and hassle-free online marketing strategies. Pay us a virtual visit today to plan your marketing campaigns! 

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