Remarketing (also known as re-targetting) is an essential piece of your paid search puzzle and it will help you capitalize on ad spend dollars. Remarketing works by placing a cookie on the browser of anyone that has visited your site. Then the advertiser uses that cookie to show custom-designed image ads (or text ads) to visitors as they visit other websites in order to close the gap and get them back to your site.
Why you should use remarketting
Remarketing helps you reach people who have visited your website or used your app. Previous visitors or users can see your ads as they browse websites that are part of the Google Display Network, or as they search for terms related to your products or services on Google. Remarketing is highly recommended for HVAC and plumbers.
How much does Google Remarketing cost?
Your Google remarketing costs will largely depend on your decisions as an online marketing advertiser — the broader your remarketing campaigns, the higher your costs will be. To keep costs low, use Google remarketing tags in combination with contextual targeting, conversion filtering, frequency capping, etc. This will enable you to create highly targeted remarketing campaigns and increase your ad relevancy. You can also choose between CPC or CPM pricing. (We recommend choosing the CPC as it will give you more control over cost per click.)
For how long should your ads follow visitors?
Your ads should follow visitors for 30, 60, or 90 days. Following for 60 days is the average recommended period. Keep in mind that it takes also 13 interactions before a visitor becomes a customer.
Google AdWords remarketing: Creative Banner Ads
When you remarket on the Google Display Network, you have the option of creating display ads that incorporate text, images, videos, or rich media. For help making customized Google remarketing banner ads, try using the free Google Display Ad Builder. You can choose from a number of pre-existing templates and then customize them for your business, selecting from a variety of Google remarketing banner sizes and formats.
Ad retargeting is a powerful form of Google advertising, allowing advertisers to target and remarket to specific audiences who have visited their site.Get Started on Custom Remarketing