5 Ways To Improve Your Google Remarketing Conversion Rate

Remarketing- the most common phrase used by a digital marketeer. Often ads conversion rates fall and a digital marketeer tries everything to get it back on track. However, we often forget how powerful Google remarketing is! On the other hand, there are individuals practicing google remarketing but yet not getting desired results. 

Remarketing is an essential component of digital marketing. It helps in increasing conversion rates and also improves your website performance. To be more precise, Google Adwords has more in its trunk to offer you with the best tools.

Here are some creative ways to improve our Google remarketing conversion rates. Let us explore all of them!

Audience Segmentation

Not something to say to a digital marketeer. For a digital marketing person, the audience is the most important part. It is crucial to target the appropriate set of audience. Often people target general audiences, which makes conversion difficult. Understand what the brand is about and what product you are talking about. Decide what type of audience is suitable for your services.

Google Analytics lets you create audience segments so you target your prospects accordingly. This is a useful feature to use in a remarketing campaign.

Target Affinity Audience

Affinity audiences show ads only to users with a unique lifestyle, preference, buying habits, and long term interests. For instance, if anyone browses a certain product (related to your niche) through their mobile, you segment this audience with their device that they use. Such audiences have a qualified interest in a specific subject!

How to add an affinity audience?

• Choose “Interest and Remarketing” from the ad group tab.
• Click on Affinity Audience from the drop-down menu appeared.

Target in-Market Audience

It is easier to convert people who are nearer to making a purchase than to convince one from the start. In-market audiences are those who are on the market for the same product like yours! By adding this audience to your remarketing or retargeting campaign, you will get more customers to convert as they are more likely to buy your product.

How to add an In-Market audience?

• Choose “Interest and Remarketing” from the ad group tab.
• Click on In-Market Audience from the drop-down menu appeared.

Creative Sets for Each Campaign

It may sound simple but it is the most effective tool to retarget an audience. Creatives are banners in which your ads are displayed profoundly and used in remarketing campaigns. Each campaign sends a unique message to its visitor and visitors take actions based on what they infer from it. 

Let’s say you are about to launch a new product and want a remarketing campaign. It is suggested to use one creative for a few months with a simple and straightforward message about the product or service. This is how you will attract a visitor to your website or brand and compel them to respond to your campaign.

After reaching the right audience with that first campaign, it is time for the second one. Create a second creative with offers or something enticing to the visitors. Get a better chance to convert more customers.

Retargeting Your Email List

Brands have huge email lists with them but often stand clueless of what to do about it? Luckily, Google remarketing campaign allows you to target users based on email data you have.

How to?

Create your email list in the “.csv” or “.xls” format. Upload this document to a folder with all the details about the user. Set up Ad Groups and add them to the Display Campaign by using that email data. Therefore, when that email user signs into his or her account, he or she will see these ads when they use Google services like Youtube, Google Play, Gmail, Google Search, etc. 

GSP

Gmail Sponsored Promotions (GSP)- it is not new but one can do many things with this feature. They enable us to target users based on their account activity. Target according to the age, language, device, gender, and geography of the user. In GSP, you have the liberty to display an ad of any type- a video or a text or a CTC (Click to Call) button. Add a CTC button only when you want to receive calls from your user after seeing your ad.

The most vital part is to determine what works best for your brand. As each business has a different goal, their approach ought to be different. GSP offers you two types of ads- Expanded Ads and Collapsed Ads.

How to create a GSP Campaign?

• Target the placement of mail.google.com
• Create a creative specifically for GSP-specific ads.

GSP ads can be targeted via keywords, geography, topics, interest, demographics, and consumer matches. It offers you to customize your ads in several ways to help in serving your goals. 

Custom Rules

Creating custom rules varies from business to business. Use Google Analytics Accounts to create custom rules. Click on the Audience Tab to look for “advanced operators” options. This tab will help you to create a custom audience based on a set of rules. For instance, you may use the “And” and “Or” functions to gather your audience in one group and set custom rules. Similarly, you may create an audience based on demographics, bounce rates, etc.

Final Thoughts

At Integraweb, we understand how important digital marketing is for businesses nowadays. We put in great efforts to use all these remarketing tools to improve conversion rates for our clients. Our value endeavors us to see our clients prosper in times of competition.