Remarket your PPC audiences to get the most out of your ads

When people get to your website, they won’t always convert right away.

Some people might be earlier in the conversion process and are researching companies that provide the service they are after. With consumers needing more time to commit to purchases or investments, it’s more important than ever to make use of remarketing to keep people coming back to your website after their initial visit.

By setting up audiences in Google Analytics, you can recapture users who haven’t completed a conversion on your site and target them with ads specific to them.

Setting Up Audiences

When you first start trying to make your audiences, it can take a while to wrap your head around what you have to do. Unlike in universal analytics where you could pick changes from a dropdown, Google Analytics 4 is focused on events that happen on your website that you’ve set up. If you want to remarket to people who have clicked on a phone number or email to contact you, then you need to make sure you have an event set up and pulling through into analytics before you can make an audience. You can set up events in Google Tag Manager if you’re using it for easy event implementation.?

Remarketing Setup

There are a couple of steps that you’ll need to take before you can start remarketing. The first, and most important, is ensuring your website is GDPR compliant. When people accept cookies, they should know that marketing is included in what they’re accepting.

Next you’ll need to go to the settings in your analytics account. From here scroll until you find the data display section and then choose audiences. From here you can start to build out audience segments based on how people interact with your website.

One thing to keep in mind is that you need a minimum of 1000 active users in an audience for Google Ads to start acknowledging the audience in campaigns.

Example Audiences

There are plenty of options when building retargeting audiences so here are a couple of examples of what you might want to look at:

• Visitors of certain pages - If you have key areas of your website that you want to get more conversions for those services. you can build a remarketing audience for anyone who has been to this page and not converted and then present them with ads that help them remember your brand
• Secondary Converters - If you have secondary conversions that run alongside your main conversions like purchases and lead forms, you can set up audiences to remarket to people who have completed these conversions but have not filled in a form or completed a purchase. If they have completed a secondary conversion then they have increased engagement and you’ve got a higher level of trust already built. By remarketing to these people, you’re already halfway to a conversion. This could be things like click to call, people who have added products to their cart, people who have filled in their form and so on.
• Previous purchases - Remarketing doesn’t only have to be for users who haven’t done something. If you’re a business that sells products where you’re going to have to buy refills or repeat products, you can create a remarketing audience for anyone who has purchased from you previously. By building that relationship beyond the last touch point, you increase the chance of users becoming returning customers, bringing more profit to your business.

Using Audiences In Google Ads

When your audiences are big enough and you start to build your remarketing campaigns, do an ad group per audience and create graphics, or text ads, specific to the interactions that they’ve taken.

Showing generic ads removes the personal side of remarketing and the potential to build trust between you and your customers.

In your ad group audience settings, make sure to set your audience targeting to “targeted”. Google as default sets things to “observation” which means it will look at how members of these audiences interact with your site and other content and look for people who have similar interests.

Remarketing audiences are completely up to you. If you don’t want to set up audiences for certain pages then you don’t have to. You know your users better than anyone, and you know what actions they take before they finalise a conversion. Build audiences so you keep yourself at the front of a users mind throughout every step of the buying cycle, this will help you build a relationship and build trust between your brand and your target audience.

If you're looking for help with remarketing your audiences for your PPC campaigns or just looking to make more money from your website, that's where we can help.

We've got a dedicated PPC playlist on our YouTube channel packed full of videos designed to help you learn how to make more money from your website and your Google ads, just like this one...

If you want someone to help run your Google Ads, we do that too! Book a free call with our PPC experts and we can discuss your current strategy, your goals and ultimately how we can make you more money from your ads.