Google Ads Remarketing and Facebook Retargeting

Remarketing and Retargeting allow you to target ads in the search results in Google and on Facebook to those who have visited your website recently. Thereby, you can extend visibility to potential customers and remind them of what they were interested in on your website.

This increases the chances that they will return and perhaps make the purchase from you that they were considering when they visited your website last time.

Very few people buy something the very first time they land on a website. They usually just explore the options and then leave the page again to explore any alternatives. It may also be that they postpone the decision to another day and therefore may never get anything done about it.

This is where remarketing - as it is called at Google - or retargeting - as Facebook calls it - comes into the picture. These are targeted ads that appear as banners or text ads to those who have recently visited your website.

The advertising can be targeted down to the page or product level, so that you e.g. displays ads for the product that visitors viewed when they last visited the website.


The Benefit Of Remarketing Lies In This

With the help of the ad, you remind the visitor in question that they looked at a product or read some content from you recently that interested them. Thereby they are reminded of the purpose of visiting your website and may decide to do something about it - if they have not yet had it done by someone else. Since you have now reminded them and since they have already visited you before, there is a good chance that they will click on the ad and thus return to your website to complete what they were doing with when they last visited your page.

This greatly increases the chances that it will be you who run with the sale rather than any of the competitors. So by reminding the visitors that they have been to your website recently, you will be top of mind and perhaps land a sale that would not have happened if you had not just reminded the customer about it. This is what makes remarketing a very effective form of advertising. Both our own and other agencies' experience is that the click-through-rate (CTR) and the conversion rate are very high with this type of advertising - precisely because the customers already know you beforehand.

How Remarketing Works

Remarketing works a little differently, depending on whether we are talking about remarketing with Google Ads or retargeting with Facebook. With Google Ads, it works by storing a cookie on the user’s computer. It then triggers a remarketing ad in the search results when the user enters Google and performs a search or visits pages that are part of the Google Ads advertising network.

On Facebook, it works by installing a so-called Facebook pixel on your website. It is used to register all Facebook users who visit your website. It can be used partly to give you some information about the demographic data of the Facebook users who visit your website and partly used to show retargeting ads to the users in question when they are on Facebook.

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Tailor Your Remarketing Advertising

Regardless of whether you use remarketing on Google or retargeting on Facebook, it gives you a number of different options for displaying ads. Thus, you can choose to show ads to everyone who has: visited your website. visited a specific page, e.g. a category page on your website. visited pages with a specific structure in the URL. added an item to the basket on the website, but did not complete the purchase. stayed on the website longer than a certain period of time. viewed a certain number of pages on the website. By mixing the different options on Google and Facebook respectively, you get the opportunity to tailor a network of ads that can extend the visibility of your website or your brand to the people who have visited you recently. You can also combine the campaigns so that different remarketing ads are displayed with different frequency, depending on how long ago the user in question visited you. The possibilities are many, the results are quite amazing and the costs are small. So it hardly pays to not use remarketing in your online marketing.

Remarketing In The Search Results

The most common way to use remarketing with Google Ads is to set up remarketing ads that are shown to users who have recently visited your website when they search for the same or related topics on Google. Have a visitor e.g. seen on mountain bikes on your bicycle website, you can show ads for your website when the visitor in question again searches for mountain bikes on Google. Here it pays to make an extra good bid for the ad placement. Because if the user clicks on your ad in the search results, there will be an extra high probability that they will buy something from you, because they already know you beforehand. You can also choose to define some related keywords. So if the previous visitor is instead looking for bicycle helmets, other bicycle types or other types of bicycle accessories, you can show an advertisement for your website. Since the person already knows your shop, there will be a good chance that they will choose your ad over your competitors' - even if you are not the first ad in the search results.

Retargeting On Facebook

In the same way, with retargeting you can display ads for products, pages or your brand to the Facebook users who have visited you recently. The ads can either be displayed in the sidebar or as sponsored posts in the news feed when a Facebook user who has previously visited your website opens Facebook. Again, it is possible to adapt the ads in different ways, so that you either show an ad or a sponsored post for e.g. the specific product the person has seen on your website or the product category or related products. Here, you usually get the best results if the ad is very targeted to the product or topic of the page the person has visited immediately after the visit and then becomes more and more general over time.

Remarketing With Banner Ads In The Search Network

You can also use remarketing with banner ads in the Google Search Network to remind previous visitors that you have something on your site that they have previously shown interest in. Thereby, your ads will appear on all the websites that show Google AdSense ads. In this way, you can "pursue" the visitor after a visit to your website with advertisements that remind him or her of the visit. If we take the example from before with the mountain bike, you can now choose to display a banner ad for the specific bike the visitor was looking at or for the product category mountain bikes. The latter, however, requires that the category name is included in the product's web address (URL) on the website. Here you will benefit from the fact that Google AdSense is used on both small and large websites. Thus, you will also find Google AdSense ads on e.g. The websites of e-commerce and other major e-commerce. Admittedly not in the most prominent places, but still in places where it is noticed by the visitors. It gives your brand, products or website an extra boost in the visitors' awareness when your ads appear on the major e-commerce website. Thereby you become affiliated with these and some of the trust that is from the big pages rubs off on you without proof. Conversely, the effect of the ad is slightly dampened, compared to if the person in question had specifically searched for a topic related to you and your products. Because when your former visitors now encounter your ad, it will most often be in a more unexpected context. Here, the ad has no direct connection to what they have in mind now, when they might be reading an article on a completely different topic. But regardless of the relevance of the context, it maintains your brand in the minds of customers.

Remarketing With Dynamic Content

If you want to show banner ads for the products that the visitors have looked at, you must have created Ads campaigns and ads for the products and product groups in question. It's a huge job to set up. Here you can advantageously use the dynamic remarketing function on Google Ads to display ads for the right products completely automatically on the basis of the user behavior that Google Ads can retrieve from Google Analytics for your site. From this, Google itself can select the products and product information that provide the most relevance to show to the individual former visitor. Here, however, it is important that your product categories and products are set up correctly on your website and thus also in the feed you use to feed Google with product images and product information. Otherwise, you may find that Google selects some products that are not at all relevant to the person in question. Remarketing with dynamic content can also be set up for individual pages on the website. Thereby you can create banner ads for the individual pages on the website and then show them to previous visitors, rather than just showing a general ad for the website itself or your brand.

Get Started With Remarketing And Retargeting Easily

If you are to utilize the full potential of remarketing and retargeting, it requires in-depth knowledge of the options and practical experience in setting them up. Done right, it can give you a cheap and very profitable marketing of your website, which ensures you a lot of orders that you would not otherwise have received. But if you do it wrong, it can also end up damaging your brand and your reputation online. That is why it is a good idea to choose an experienced partner for your Ads and Facebook advertising, who knows how to exploit the potential in remarketing and retargeting. We can do that at DigitalHaiYaar. If you are going to start with Ads or Facebook advertising or if you want better results and a better ROI on your online advertising, we can help you make your advertising meet – and often also exceed – your expectations. Contact us today and feel the difference!