Google Remarketing allows you to reach targeted users that have already shown some level of interest in your product or service by visiting your site, and reconnect with them by showing them an ad as they navigate across the Google Display Network (or GDN). In its simplest form, setup involves determining the type of visitors to your site you’d like to remarket to, and tagging all of the pages on your site that the user may visit with a “target” Google Remarketing pixel. It is also a best practice to tag all of the pages that a user could hit that you wouldn’t want to remarket to with a “do not target” tag, most importantly the “Thank You” page a user is shown once they complete a conversion. If they’ve already completed your goal conversion, you don’t want to continue to berate them with ads.
Google offers five free ad extensions to advertisers; Location, Call, SiteLinks, Product or Social. The extension that is right for you is really dependent on your business and goals so I’d encourage you to research them all before choosing the one that’s right for you. That being said, absolutely make sure you are taking advantage of this free offering from Google and implementing one of these extensions. Besides the obvious benefit of showing your address (Location), phone number (Call), links to more targeted LPs on your site (SiteLinks), your products (Product) or a tally of all your +1s from your Google+ page (Social) in your ad, you’re also making your ad larger and more prominent. Enlarging the size of your ad results allows you to take up valuable real estate on the Search Engine Results Page that would otherwise be occupied by your competition, pushing them further down the page or to the right rail of results. Launching a Google Extension usually equates to a CTR increase of 5 – 10%, so if you’re looking for more clicks this is a must.
About the Author
Ross Bucholc is the Director of Paid Media at Digital Media Solutions (DMS), an industry leader in providing end-to-end customer acquisition solutions that help clients grow their businesses and realize their marketing goals. In this role, Ross oversees search, display, social, programmatic, mobile and affiliate programs servicing DMS clients across industries. The DMS Paid Media team focuses on customer-centric, real-time marketing using robust data from multiple sources to understand each customer’s journey and optimize campaign performance. Since its inception, DMS has evolved into a full-service performance marketing company that services firms within highly complex and competitive industries including mortgage, education, insurance, consumer brands, automotive, jobs and careers. DMS has achieved incredible year-over-year growth, which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016 and 2017.More Content by Ross Bucholc