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Posted on:
October 24, 2023

Google Ads Remarketing Strategies That Actually Work To Get Back Those Lost Customers

In the digital marketing universe, we’re always seeking strategies that act like a magnet, drawing customers back to our websites. One such strategy is Google Ads (PPC) remarketing (or retargeting). This isn’t just a tool; it’s a wand that we’re going to wave across our campaigns, sprinkling some “come-back” magic. It is what it says on the tin, we are going to remarket or retarget those who have seen our website and didnt take action. Sounds perfect right?

As someone who’s navigated these waters with businesses big and small, I can attest to the wonder behind Google Ads remarketing strategies. So, let’s dive deep into the world where we don’t just reach customers but pull them back in, creating a cycle of engagement and conversion.
If you have yet to read our last blog on how startups are using Google Ads for massive lead generation, be sure to go and check that one out too.

Decoding the Enigma of Google Ads Remarketing

Remarketing in Google Ads is like hosting an encore. Your audience liked the show, they were interested, but they left the concert hall. Now, we’re putting up posters everywhere they go, reminding them of the fantastic performance they might miss if they don’t come back.

From a technical viewpoint, Google Ads remarketing is a way to connect with visitors to your website who may not have made an immediate purchase or enquiry. It allows you to strategically position your ads in front of these audiences as they browse Google or its partner websites, thus helping you increase your brand awareness or remind those audiences to make a purchase.

From my playbook, I remember working with a startup that had tremendous traffic but minimal conversions. We waved the remarketing wand, and the scenario transformed. Visitors were coming back, and the conversions started to improve significantly. It was like seeing a garden bloom in fast-forward.

Your First Google Remarketing Campaign

Diving into the remarketing pool can seem overwhelming, but not when you have the right steps to follow. I always like to say that creating your first campaign is like preparing for a road trip. You need to know where you’re going, what you’ll need on the journey, and whom you’re taking along (this being your target audience).

This can be broken down into 3 simple steps:

  1. Initial Setup: Just like you can’t start a trip without a vehicle, you can’t do remarketing without setting up Google Ads and Analytics. The integration is key, as it lets you understand customer behavior, an aspect as crucial as a compass on a voyage.
  2. Define Your Audience: I recall a campaign where we targeted everyone who visited the site. The results? Not quite effective. It was like inviting the whole city to a dinner party – chaotic and costly. We refined our approach, targeting users based on specific actions they took, and voila, we started serving ads to visitors who were more likely to convert. So for example, if a user visits a service page, or your contact page, they are likely to be more interested than those who just landed on the homepage, meaning it is more likely they will come back and take action when prompted with a remarketing ad.
  3. Crafting the Campaign: This step is about getting into the nitty-gritty of Google Ads. Selecting the “Display Network” campaign, configuring the settings, and ensuring that your remarketing lists are in order. It’s like packing the right stuff for your journey; you don’t want to find yourself without essentials mid-way. The library of partner websites or YouTube accounts you can place your adverts on is incredible. Sometimes you can even show ads on your competitor’s website.

Building Your Remarketing Lists

Your remarketing lists are not just about who is on them, but understanding why they are there. These lists allow you to categorise your site visitors into different buckets based on their site behavior, creating more tailored Google Ads remarketing strategies.

For instance, in one of my experiences, we created separate lists: one for users who looked at a service page and then viewed a pricing page. This strategy was like setting up different tour guides for museum visitors based on their interests – and it led to more engaged and responsive audiences.

Conjuring the Perfect Remarketing Ads

Once your campaign is up, let your ads do the talking. They’re like your very own ambassador, carrying the message you want lost customers to hear, feel, and then finally act upon.

  1. Design That Draws Attention: There was a time when we experimented with different ad designs. Some were too flashy, while others too bland. The ones that hit the mark seemed to speak directly to the viewer. They had just the right amount of text, clear imagery that drew out emotion and related to the client’s target audience (think about how the audience should feel after they buy the service), and also a clear call-to-action that felt like a friendly nudge rather than a push.
  2. Relevant Messaging: Make sure the messaging is right for the audience pool you are remarketing to. If your ad discusses summer wear, but your visitor was checking out your winter collections, the discrepancy is a lost opportunity. I’ve learned that cohesive messaging feels like continuing a conversation rather than starting a new one at every interaction.

Balancing Ad Frequency and Timing

Here’s a tidbit: you don’t want to overdo it. Bombarding visitors with your ads leads to annoyance, and they might end up associating negative feelings with your brand. It’s like being at a party and having someone repeatedly tell the same story; after a point, you just want to walk away. Setting a frequency cap and determining the optimal time to show your ads can significantly enhance your campaign’s performance.

Measuring Campaign Success

No magic is complete without a look into the crystal ball, the mystical mirror that shows you the consequences of your spells. In the digital marketing realm, this mirror is the analytical data from your campaigns.

I’ve spent countless hours poring over metrics, trying to decipher what it is trying to tell us from each of the campaigns running. Sometimes, for example, a slight dip in impressions has revealed that there is ad fatigue (that specific ad has run its course and should be renewed). Other times, a drop in click-through rates indicated the need for either a fresher message or different design, or sometimes both. When you’re deeply involved, these numbers aren’t just statistics; they’re a narrative waiting to be understood and acted upon. Eventually, you’ll start to love the data!

Tweaking Campaigns Based on Data

The magic lies in tweaking – so never optimise once and just leave them running in the background. Once, a campaign was running with decent success, but ‘decent’ wasn’t our goal, with all our campaigns, we wanted great results, as I am sure you to too. So we optimised. We played around with the ad copy, the images, and even the call-to-action buttons, and relaunched these changes to later see what impact they had. It was like adjusting ingredients in a potion until it was just potent enough. The result? Our conversion rates saw a significant boost.


So, you now have a stronger understanding of the power of Google Ads remarketing strategies, uncovering secrets, and forging keys to locked potentials. Remember that the magic lies in continuous exploration, learning, and ethical practice. The PPC retargeting campaigns await, and who knows, perhaps your next campaign will be exactly what your business needs!

If you want some advice on how Google ads or Remarketing can benefit your business, speak to an expert who can give you actionable tips.