Advanced Retargeting Strategies

Pete Whitmarsh

Head of Paid Media


How to Make the Most out of Google Remarketing

Google Remarketing was introduced almost 2 years ago now, yet it still seems to be a tool that few people have fully got to grips with.

There are some brilliant strategies that can be employed by remarketing which I plan to explore in this blog post.

Visit but no Conversion

Suitable for: Almost everyone

This is the most basic strategy that people are familiar with. You are simply targeting people who have previously visited the site but not converted. This can be ideal for a whole myriad of different industries and websites. The only time when I would not recommend using this is if you are not tracking online conversions (due to lots of phone sales or just a whole different aim of the campaign).

A Weak Conversion but no Further Action

Suitable for: Anyone with more than 1 conversion type

Quite often there will be more than one conversion type set up for a website; one of which will be far more valuable than the others. Examples can include:

  • Adding something to a shopping basket but no completed sale
  • Signup to an e-commerce site but no purchase
  • Signup to a dating site but not becoming a paid customer
  • Downloading a brochure but not requesting a quote
  • Signup to gambling site but not depositing any money

A good strategy here is to delay for a few days to see if they will make the further interaction themselves. If they don’t do this then it’s time to pounce – start showing them banners until they are beaten into submission! Another strategy that can be employed is offering some kind of additional bonus for making their first transaction. E.g. one month free subscription, matched deposit bonuses or discounted prices.

Regular Purchases

Suitable for: Anyone who sells perishable products or renewable services

This is a clever strategy that involves marketing to people at regular intervals. E.g. if someone has bought a shampoo that usually lasts about 4 weeks, start remarketing to them after 3 weeks so they will come back again. This can also work really well with insurance, phone contracts and any other perishables.

The only thing to bear in mind with this is that the maximum time a remarketing list can last is 540 days (approx. 18 months). Therefore if they’re buying a product that expires after 2 years it’s probably not going to be much use.

Discounted Products or Promotions – Bring Everyone Back

Suitable for: E-Commerce websites (anything except for one-off purchases)

Is your shop having a sale? Wouldn’t it be great if you could bring back everyone who’s bought from you in the last 18 months to get them to buy again? Well if you keep a remarketing list open for the full 540 days you can do exactly that. Offer a sale and market to everyone with a banner – you’re pretty much guaranteed to find a few interested parties.

targeted marketing

YouTube Remarketing

Suitable for: Anyone with a YouTube page

If you have an enhanced (or brand) YouTube channel then you can easily put some remarketing code on there to start advertising to people who viewed your videos. Just go to ‘My Channel’ -> ‘Branding Options’ -> ‘Tracking & Redirects’. You can then put the tracking code into the ‘Tracking Image URL’ field. This is a great way to encourage people who’ve already seen the video to take the next step of visiting your website and hopefully converting.

Facebook Remarketing

Suitable for: Anyone with a Facebook page

This isn’t perfect since you can’t do it to all your Facebook followers. However, you can put Google remarketing code on any Facebook tabs. This allows you to market to people who are interested in the social side of the business.

These are just a few ideas – there are plenty more clever strategies out there which will allow you to make the most of your remarketing campaigns.