Google ads are pivotal to brands who want to position themselves in the digital world, for those who want to stay relevant in a pond full of innovative, younger fish & of course, to those who want to secure a steady Return of Investment (ROI.)
However, the first thing brands have to take into account, when aiming to become a generation leader through Google ads, is that the marketing world has changed in every way possible on both traditional media (radio, TV, imprint) & digital media, & it continues to do so every day, so there is no way of staying on top of the game without acknowledging constant adjustments.
“It’s been like that always. As times change people change, & when people evolve marketing evolves with them, it’s just more evident in the digital age, because we keep public track of everything; in the past commercial changes just seemed to slip under the radar & happen. These days, people want to learn before they buy, be educated instead of pitched.” – Brian Clark, Digital Marketing Agency CEO.
Google Ads That Change & Adapt
The thing now with Google ads is that, besides the fact that they have to be fresh, upbeat & creative to stand out in a niche with many options just one click away, they also have to shift constantly to get people to purchase, sometimes for the very first time.
As Search Engine Marketing Manager at Ebags, Larry Sweeney states: up to 98% of the people who visit landing pages leave empty-handed on their first visit, that’s why retargeting Google ads is pivotal.
“The overwhelming increase in options has made it harder for brands to make their potential customers convert. It’s not that Google ads don’t work or that your campaign is not good enough, it’s just people have more options to review before making a choice, this is why retargeting Google ads has become so crucial.”
Furthermore, a recent Nielsen study revealed that due to the aforementioned, people visit a landing page up to 6 times before converting, so it is important to keep campaigns updated. It is also essential to present them recurrently to those previous visitors; that’s what retargeting Google ads are all about. It is about not giving up on first, second or third time visitors & continuing to show them an ad till they convert. Said exposure must be of course presented from different angles to avoid appearing spammy or incessant, but it must be there when aiming for success, ROI & a solid customer base.
“Retargeting Google ads persuades non-converters to return to your landing page & do so (convert.) We use paid search to draw in as many customers as we can, & it’s a big part of our marketing budget; however, re-marketing helps us make the most of that search spend & recapture more benefit from it,” adds Larry Sweeney.
Google Ads that Persuade at a Second Glance
So, what are the best ways to retarget a Google ads campaign to entice those who have already seen it? What are the best ways to represent your company without being a drag, without sounding desperate & pushy to instead sound like a cool reminder of what your potential converter is missing out on?
As known & described by experts in the Google ads field, the first step to retargeting your campaign successful is to get the programmatic elements taken care of before you go into the creative shifts. This includes tagging your Google ads, Youtube ads, & mobile apps properly so that your analytic system is connected in a way that shows you meaningful data. Please note that data is going to vary from one source to the other, but that’s all on the regular; metrics will differ depending on the focus, goals & general setups of each branch of your campaign.
To properly tag each of the components mentioned above, you must head on to your Google ads manager & follow the steps below:
- Go to the tool section & select the audience manager option located below the shared library button.
- Select the audience sources option.
- Select the tags that best fit your campaign’s goal.
- Go to the Google ads tags section & select the setup tag option.
- Customize the provided data to filter out the information that does not regard your ad’s branch or goal.
- Set it to general if you want to extract the entirety of the content.
- Choose the tag installment method that best suits you; remember you have the option of emailing the tags to your Google ads agency specialist so that they can add it on your website or via the Google ads tag tool manager.
- Ask your digital marketing agency specialist to review proper functionality via the Google ads tag assistant.
Another important element to take into consideration is that, once your ads are tagged & ready to be retouched, your agency specialist should look into Google’s Policy for Personalized Advertising, to make sure that your company’s content tagging abides by that which is allowed.
The Key to Google Ads Retargeting
The key guideline to successful retargeting is remembering that these ads have already been seen by potential clickers or even clicked on by potential customers, so the next step is to make them appealing & reassuring, to have the next copy offer a discount. Send a comeback note to those subscribed to your mailing list; tell them you’re waiting for them to convert & reel them in by being extra attentive to detail.
You have to set yourself apart from those other options your potential converter already sought out. Your results are sure to be different, but that is no excuse to take your second-time rotation for a spin through generics-Ville. People who’ve already checked out your website will want additional information on what they already saw & felt interested in, not just some creative random announcement.
“You can’t convince anyone of anything. You can only give them the right information so that they convince themselves,” says Eben Pagan, Product Guru & Online Traffic Specialist.