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How to unlock the power of remarketing

Do you have a small business? If so, I’m sure you are constantly trying to find new ways to get the word out about your company. One of the best ways to do this is by using remarketing. Remarketing will allow you to advertise on Facebook and other sites without having to pay for every click. You can also use remarketing with Google Adwords which allows you to set up an ad that will show up in searches on Google or when someone looks at your website pages. This post will go over how this works and give some examples of effective campaigns.

What is remarketing and why should you care

Remarketing is a great way for companies to promote their products without having to pay for every click, which can get very expensive. Remarketing works by following the customer around the web showing them an ad over and over again even if they don’t buy on the first try. Remarketing is used everywhere nowadays including social media sites such as Facebook, YouTube and Google. Remarketing allows a company to target potential customers who have already shown interest in their product. Remarketing can be a great way to get more sales from people who have been interested in your products but haven’t bought yet. Remarketing is most effective when it is paired with other forms of advertising which will be discussed later in the post. Remarketing has many different strategies ranging from targeting by interests to running ads when people watch specific videos. Remarketing can also be used with Google Adwords to advertise on Google or when someone looks at your website pages. Remarketing is great because it allows you to target very specific audiences and keep ads in front of them so they are constantly reminded of your product.

Remarketing tactics allows you to reconnect to the user who has already visited your website. With Remarketing advertising you can send more personalized advertisements based on the data you collect from their behavior on your website.

This data is tracked by adding a small snippet of code to your website. So when a user visits your site their cookie id is added to your remarketing list.

For example, you can create a remarketing list for users who visit your program or product page. The remarketing tag tells AdWords to save visitors to a picture remarketing list.

How to set up a Google Adwords campaign for remarketing

Setting up a Google Adwords account is easy. These are the four steps you need to follow.

– Step one is to set up an account which you can do by going to https://adwords.google.com

— Step two is clicking on the gear icon and then “ad settings” from there you will want to click on “location targeting” and select the location of your business/market

– After you have selected your location you can choose “keywords” to get specific with what people are searching for.

– The last step is to create an ad group. This is where you will put in keywords that describe your product. Remarketing works best when the ad groups are very targeted and include only a few words/phrases.

Setting up Audiences

Within Google Analytics

You may have to go to Google analytics Admin

Also, check property> Google ads linking

Troubleshooting this step: Under property > Tracking Code > Data Collection. 

Enable data collection for Google signals

Within Google Ads, you will want to set up your audiences.

Click on Tools & Settings

First, go to Setup> linked accounts

Make sure your Google Analytics account is linked. If not click on the details and follow the process to link the account 

2. Click on Tools & Settings

 Click Audience Manager under the shared library

Now we need to select the Audience Sources from the left-hand menu.

We recommend using the Google analytics source. 

3.Set up a Remarketing campaign

Under Audience manager.


For more advanced remarketing audiences click to learn about dynamic remarketing.

*Notice you will need to have at least 1,000 users within a list to remarket.

You should also take advantage of the settings in Google Adwords to customize your ad and get more clicks on your ads. You can do this by selecting the “Ad extensions” tab under settings. There are many different types of extensions you can select from, but I would recommend using sitelinks, callout extensions and call extensions.

– Sitelinks are links that Google will automatically create for your website to direct people to the best place to buy your product. For example, if you are selling shoes you can link sitelinks to specific types of shoes or certain pages on your site.

– Callout extensions allow you to highlight certain features about your product.

– Call extensions allow you to create a phone number that people can click on and call from their computer or mobile device. This is great for local businesses because they can show the exact location of their business on a map to potential customers.

How Remarketing Works with Google Adwords Remarketing will allow your ad to show up in Google searches or on your website page even if the person who sees your ad doesn’t buy immediately. Remarketing is very effective when used with other forms of advertising such as social media ads and email campaigns. Remarketing creates a very sticky audience that will see your product multiple times until they finally decide to click on the ad and buy your product. Remarketing is great for an e-commerce company that has products that are very similar to each other.

Why your past customers are the best prospects for future sales

Twenty years ago, when I was in the advertising business, I worked with one of my clients to produce a video that would showcase his staff and work. It looked great, but just before it went to air, he asked me this question: “Could you get me some customer conversions?”

I said, “Sure. Why do you want customer conversions instead of employee conversions?”

He replied, “They’re harder to get and more impressive.”

He was right: customer conversions were much harder to come by than the enthusiastic endorsements of his own people. Unfortunately for him, he didn’t listen when I asked if we could use the customer conversions instead of his own staff.

Here’s why customer conversions are higher quality than employee conversions: customer engagements speak louder than just words.

Why higher quality? Higher-quality prospects (customers) make for more efficient sales and marketing efforts, since it is easier to sell to someone who had a pleasant buying experience with you than someone who didn’t.

For example, customer engagements are more credible than employee engagements: a customer knows the product and how it works, while an employee often only hears the pitch from a colleague.

Customer conversions also add social proof to your marketing messages, which can go a long way in getting customer engagement. They know past customer conversions are not fabricated, because customer engagements don’t lie.

Customer conversions are the highest quality form of prospect for future sales because they’re more likely to buy than any other type of prospect.

The importance of using ads that match your brand’s voice, style, and design aesthetic 


It’s hard to sell something that doesn’t fit with your customer engagement’s style, voice, or design aesthetic.

For example, putting an edgy photo on a customer engagement for a children’s book isn’t going to work.

Similarly, putting customer engagements in serious settings when they should be more casual is a bad idea. It doesn’t match their voice, style, or design aesthetic.

For example, I have one customer engagement whose book is about getting unstuck from tough times. He uses hipster-style photos of himself wearing fedora hats and nursing a cold-pressed juice. You can’t put him in a more upscale customer engagement and expect to get his attention and trust—it just wouldn’t work.

What’s your logo’s voice, style, and design aesthetic? Does it match the voice, style, and design aesthetic of your customer engagement?

Ads that match customer engagement’s style, voice, and design aesthetic are much more likely to get customer conversions because they’re not only talking the customer’s language, but also showing that you understand their perspective.

What’s your logo’s voice, style, and design aesthetic? Does it match the voice, style, and design aesthetic of your advertisement?

If not, now is a good time to make this connection.

How to measure success with analytics tools like Google Analytics or Facebook Insights 


When you’re trying to measure success, it’s best to put your analytics tools (such as Google Analytics or Facebook Insights) in the hands of someone who knows your customer engagement.

This person will know the ins and outs of tracking conversions—finding out exactly what worked and what didn’t work so that your next remarketing campaign can be even better than the last one.

How many conversions do you get per remarketing campaign? Are your remarketing campaigns being successful in converting prospects into customers at the cost of CPA?

Do they have an ROI that makes remarketing worth using?

A few tips and tricks on optimizing your ads for maximum effectiveness

Google remarketing ads are being shown on Google properties, so your remarketing ad is showing up on the content network—the same network where your customer engagements might be watching YouTube videos or reading news stories.

When you remarket to Google search ads for specific keywords, you’re remarketing to people who have searched for those exact keywords.

For example, if someone searches for the term “how to complain,” remarketing ads will show up on their search results page and other Google properties.

Remarketing keywords are usually one specific word or phrase that prospects interested in your product or service would search for—the more targeted the remarketing keyword list, the better remarketing will work for your remarketing campaigns.

How many prospects are you remarketing to? Are these remarketing keywords highly targeted and specific enough that they’re very likely to engage? Are they too broad, which makes remarketing less effective?

Talking about remarketing keywords in the right tone of voice isn’t easy because it’s important to sound conversational without looking spammy.

Remarketing keywords that are too broad don’t work because remarketing targets people who’ve expressed interest in your product or service, not just anyone who happens to stumble on your remarketing ads.

For example, remarketing keywords like “wedding dress” and “wedding dress shopping” are too broad, but remarketing keywords like “bridal shop boston” and “bridal shop boston ma” work well because they’re more specific.

How is the remarketing tone of voice? Is it sounding spammy or talking to customers in an appropriate way for this remarketing campaign? For example, remarketing keywords like “wedding dress” and remarketing keywords like “bridal shop boston ma” are contrasting remarketing keyword styles—therefore, the remarketing tone of voice needs to differentiate between these two remarketing campaigns.

If the remarketing tone of voice was the same for both remarketing campaigns, customers would think that remarketing ads are spammy. However, remarketing keywords of the same style (such as ” bridal shop boston”) would probably be more effective remarketing keywords because remarketing tone of voice needs to be consistent for better remarketing message recall .

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