If you’ve noticed a decent amount of traffic hitting your site, but most of it leaves without making a purchase or filling out a contact form, it can be frustrating to figure out what to do next. That’s exactly where remarketing comes in, helping you re-engage those visitors and boost your conversion rate. Here’s how to use remarketing as part of your Google Ads strategy.
What is remarketing?
Remarketing, or retargeting, means re-engaging people who’ve visited your website but haven’t made a purchase or completed another action you wanted, like filling out a contact form. Because these strategies target people who’ve already shown genuine interest in your brand, they’re a real opportunity to increase your conversions.
How can I use remarketing to improve my ROI?
Ad retargeting is a powerful way to re-engage users who visited your site but left without buying anything. It keeps your brand front of mind for potential customers, building awareness and improving the odds of conversion.
Retargeting campaigns are highly targeted, focusing on specific users through behavioural targeting. That precision is what lets you deliver personalised, relevant ads that are far more likely to bring users back to your site to actually make a purchase.
Repeated, tailored exposure reminds users of their original interest in your brand. That familiarity is exactly what drives better conversion rates, since people convert more readily when they already recognise the brand.
Consistent ads are useful, but frequency needs limits too. Show the same ad too often and you risk irritating users, which works against you rather than for you.
Retargeting also stretches your ad spend further by focusing effort on users who’ve already shown real interest, getting more value out of every dollar. All told, ad retargeting boosts ROI by recapturing user interest, reinforcing brand awareness, and driving stronger conversion outcomes.
How can I reduce cart abandonment?
Your creatives and copy play a big role in recovering abandoned carts. Show people the exact same abandoned cart email repeatedly, and they’ll quickly stop engaging with it. Building a progression of messages, with different copy and creative each time, helps your offer stand out instead of blending into the noise.
Start with a friendly reminder that they’ve left something in their cart. If that doesn’t land, an offer or discount can help grab their attention the second time around.
Just be careful not to train customers to abandon their cart on purpose, hoping for a discount every time. Beyond the offer itself, your copy and creative do a lot of the heavy lifting too. Short, precise copy paired with high-quality, engaging images will get you the best results.
Maximising customer retention with remarketing
Remarketing works especially well for retention, keeping businesses top-of-mind and encouraging customers to come back for repeat purchases. Done right, it increases retention while reducing churn by giving customers reasons to return more often.
There are plenty of ways to use paid ads to strengthen retention, including:
Providing seasonal offers
If you notice a spike in traffic during holiday periods, that’s a great window to run remarketing. Build a remarketing list of users who visited during that period and use it to create ads tailored to their preferences.
You can also use that same list to send targeted reminders straight to that custom audience.
Cross-sell related products
Think back to the last time you bought something from a major retailer, chances are you saw ad after ad for related products afterward. That’s because sites in the Google Display Network use display advertising to promote products related to what you’ve already browsed or bought.
That’s cross-selling in a nutshell, and it’s something you can also set up through Google Ads.
Offer customised discounts
If you want to encourage repeat purchases, customised offers are a great way to recapture attention. Discounts in particular can win back customers who hesitated the first time around for budget reasons.
Tailored discounts also set your business apart from competitors, showing real dedication to customer satisfaction. And satisfied customers tend to stay loyal, coming back to buy from you again.
Using dynamic remarketing with personalised ads
Dynamic ads are personalised based on a visitor’s actual activity on your site. They deliver a 2x higher click-through rate than traditional static ads, making them a great way to promote best-sellers, recommended products, or items someone’s already viewed.
Dynamic ads also come in at a 34% lower cost-per-action compared to static ads, so you get more out of every dollar you spend.
Ready to discover how to harness the power of remarketing in your Google Advertising strategy? Get in contact with us at HELLO@OMDIGIGROUP.COM to find out how we can help.
