The Google Display Network is a highly valuable platform that allows advertisers to reach prospects when they’re viewing a news video, playing a game on their phone or even as they check their email.
Although advertisers can leverage this channel to reach more than 2 million websites at any stage of the shopper’s journey, for this particular article we are going to focus on how to retarget audiences most likely to purchase.
What is Google Display Network Remarketing?
If you’ve already acquired customers – those customers are your lowest hanging fruit and best bet to convert again.
With a strategy called “remarketing,” (Bottom of the Funnel) you can (and should) reach back to these past visitors—ones you know have a genuine interest in your brand—with targeted message that draws them back in to build brand loyalty.
If you don’t know where to start doing Display, start with remarketing.
Potential customers land on your site and may be indecisive. Remarketing will help your brand stay top of mind. They could be already onto the next site reading up on the latest fashion trends and your banner can appear alongside that content, luring them back towards a purchase on your site.
Because they already were interested in that product, they’re much more likely to click-through the ad placement and convert. Without the power of a remarketing campaign, prospects may fade into the web.
Select Your Remarketing Audience Based on Actions
One of the first steps to remarketing is figuring out who you want to reach back out to.
Thanks to cookies, the Display Network can tell when users browse certain pages, fill out a form, purchase a product, abandon their shopping cart or complete some other action on your site.
You can use this data to put your advertising spend to good work.
You can remarket to visitors based on the following actions:
Remarketing Options for Advertisers
Once you’ve selected your audience (based on actions), it’s time to decide how you want to remarket to your past purchasers:
1. Standard remarketing
Remarketing allows you to show ads to people who have previously visited your website or used your mobile app. Using a static or banner image – predefined message.
2. Dynamic remarketing
Dynamic remarketing takes this a step further, letting you show previous visitors ads that contain products and services they viewed on your site.
With messages tailored to your audience, dynamic remarketing helps you build leads and sales by bringing previous visitors back to your site to complete what they started.
3. Remarketing for mobile apps
If someone used your mobile app or mobile website, AdWords will let you show ads to them when they use other mobile apps or are on other mobile websites.
4. Video Viewer Remarketing
There are specific remarketing list types that are tailored to help you show your ads to people who have seen your YouTube videos.
You can serve these ads on YouTube or through Display Network video and websites.
5. Email list remarketing:
Email list remarketing is called ‘customer match’ and involves targeting people based on emails that you have instead of cookie-based audiences. This can be used in AdWords and Facebook, and it also great for reaching back out to people who have signed up for your mailing list or past purchasers.
YouTube & Gmail Ads
Pro-Tip: Keep in mind, Youtube & Gmail Ads now operate within their own advertising platforms.
You can learn about each of those platforms & how to integrate them into your current GDN advertising strategy below:
Native Gmail ads: Part of the Display Network and were incorporated into Adwords several years ago, making them readily available for any
advertiser on the platform. However, despite being in the GDN, Gmail ads reside in a different space: Your inbox.
To learn more check out, “A Retailer’s Guide to Gmail Ads.”
YouTube ads: With over 4 billion views every single day, YouTube is quickly becoming the new revenue stream for retailers to advertise and promote their products. Thanks to the introduction of new advertising efforts on YouTube (available through the AdWords (interface), retailers are just beginning to scrape the surface on video advertising.
To learn more check out, “YouTube Advertising for Retailers”.