Google Ads Remarketing: The Ultimate Guide to Retargeting

By: Jyll Saskin Gales, Google Ads Coach

Want to reconnect with potential customers who have already shown interest in your business? That's where remarketing comes in. Also known as retargeting, this powerful audience targeting strategy lets you show ads to people who have previously interacted with your website, YouTube channel, app, or even your customer list.

Remarketing is a game-changer because it helps you re-engage warm leads. By reminding potential customers about your offerings, you can stay top-of-mind and guide them towards a purchase.

In this guide, we'll explore:

• The four main types of remarketing in Google Ads
• How to effectively use each type to achieve your advertising goals
• Why customer list remarketing is often the most valuable approach
• Advanced remarketing tactics to take your campaigns to the next level

The Remarketing Quartet: Four Types of Your Data Segments in Google Ads

Google Ads offers a variety of remarketing options to cater to different needs and campaign objectives. Let's break down the four main types:

1. Website Remarketing: This is the most common type, allowing you to target users who have visited your website. You can create audiences based on various criteria, such as pages visited, time spent on site, or actions taken (e.g., adding items to cart).

2. YouTube Remarketing: Engage viewers who have interacted with your YouTube content. This includes subscribers, viewers of specific videos, or even those who have interacted with your video ads. Remember, a "view" on YouTube means someone watched at least 30 seconds of your video, so you're targeting an engaged audience.

3. Customer List Remarketing: This highly effective approach leverages your own customer data. Upload your customer list (emails, phone numbers, addresses) and create tailored ads specifically for this valuable segment.

4. App Remarketing: Reconnect with users who have your mobile app installed. Target them based on specific actions within the app, such as completing a level in a game or making a purchase.

Why Customer Match Reigns Supreme

While all remarketing types offer unique benefits, customer list remarketing - which Google calls Customer Match - often delivers the most significant impact. Why? Because it leverages your first-party data, targeting individuals who have already demonstrated a strong interest in your business by making a purchase or sharing their contact information with you.

Beyond the Basics: Advanced Remarketing Tactics

Ready to take your remarketing to the next level? Consider these advanced strategies:

• Remarketing Lists for Search Ads (RLSA): Show tailored search ads to people who have previously visited your website when they search for relevant keywords on Google. This allows you to refine your bidding and messaging for a warmer audience.
• Shopping Remarketing: Combine the power of Shopping campaigns with remarketing. Target users who have viewed specific products or added items to their cart but haven't completed a purchase.
• Dynamic Remarketing: Take personalization further by displaying ads featuring the exact products or services users viewed on your website. 

Choosing the Right Remarketing Strategy for Your Business

The best remarketing approach depends on your specific goals and audience.

If you're new to remarketing, website remarketing is a great starting point.

For ecommerce businesses, Shopping remarketing and dynamic remarketing can be highly effective.

And if you have a database of at least 1500 or so customer emails, customer list remarketing is a must-have.

No matter which type you choose, remember to segment your audiences effectively, tailor your ad messaging, and continuously monitor and optimize your campaigns for optimal performance.