How to Bring Back Lost Customers Through Google Retargeting Ads?

Introduction

As the business grows, the prime focus is getting customers, retaining old ones and again acquiring new customers. This is what any business wants for their growth and to scale upwards. Losing potential customers can be frustrating for any business, but the good news is that they don’t have to be gone forever. With Google retargeting ads, small and medium business owners can re-engage and convert their lost visitors.This is where Google ads remarketing plays a key role in reconnecting with potential buyers. Get more details about how retargeting aligns with the new trends in digital marketing. Read our blog to explore more. Using Google retargeting Ads you can remind them about their interest in your product and service and also attract them with a time-bound offer. There is a study which shows that 97% of the first time visitors come to your website but do not purchase anything. Such missed opportunities can be recovered through well-planned retargeting ad campaigns. These are a handsome chunk of potential customers that you lose regularly, unless you bring them back using a crisp retargeting strategy like retargeting ads on Google.

Getting new customers regularly is a little bit difficult but the most difficult thing in the loop is retaining old ones and getting them back to repurchase from you. As a business owner you have to make sure that you are able to replenish your inventory with new ones after a certain interval usually within a year. So in my opinion, it is wise to sell your dead stock for a discount rather than letting them tie up your capital and space in your warehouse. You can try to target visitors who left without purchasing by offering them a discount. Google Retargeting ads is an important strategy that can help a business to bring back their lost customers. Many businesses rely on Google ads remarketing to improve customer retention. Here in this blog we will discuss retargeting ads on Google and how to effectively utilize it to bring back window shoppers?

What does retargeting advertising mean?

Retargeting advertising is a type of online advertising which only targets those customers who have previously visited your website pages but did not make any purchase. Google retargeting ads work by placing a cookie on the user's browser which helps you to track their online behaviour, and enables you to encourage them to come back to you to complete their purchase. These ads follow users across the web, displaying relevant content to rekindle their interest.This method is widely used in retargeting ad campaigns for better conversion rates. The key benefits of using Google retargeting ads include:

• Increased brand awareness and recall value
• Higher conversion rates compared to standard display ads
• Cost-effective way to re-engage potential customers

In the case of a Mobile user, either Android or an iPhone, every device has its unique advertising ID attached to the browsing history of that device, and can be used to show the users an ad based on their activity on your website or app. This helps you to create ads that can appear in front of them when they scroll their browser, or spend time on a social media app. The retargeting ads usually contain a compelling message so as to lure them to return to your website to complete their purchase.

Every platform has its retargeting program; whether it be Google, Facebook, Instagram or Linkedin. If you have cookies enabled on your website or trackers enabled on your app, these platforms will let you design a retargeting campaign based on the user activity. Modern Google ads remarketing tools make this process more efficient and data-driven. Using this retargeting you can try to show purchase specific ads to win back your lost customers, increase sales, improve your brand image, and enhance customer loyalty. Let’s discuss the types of Retargeting ads, their benefits and how to use them effectively?

Types of Retargeting ads:

Retargeting ads can be classified in the below eight types:

1.Cross-channel Retargeting 

Cross-channel retargeting advertising involves showing ads across multiple channels and devices to deliver specific ad content as per the channel. Using Google retargeting ads you can chase the visitor on GoogleSearch, YouTube, Display Network (websites or apps) and Gmail after they left your website. Such retargeting ad campaigns ensure maximum visibility across platforms. 

The benefits of using cross channel ads is that it can engage customers regardless of the device they use. It will increase your brand recall value and help drive users downwards through your sales funnel and may convert into a sale.

2.Email Retargeting

Email retargeting ads on Google are used when any user opens your email but has not acted on them. To target such customers you can upload your email list to Google’s customer match feature, and it will let you display your ad to such users across Google properties like Gmail, YouTube and display ads on Google search window. To retarget such customers you simply have to remind them of their purchase with a lucrative time-bound offer.This approach works effectively with Google ads remarketing strategies. 

3.Dynamic Retargeting

Dynamic retargeting advertising is based on the actions of the users. It goes a step beyond retargeting ads by showing specific items that a customer looked at on your website. You can add Facebook pixel codes or Google retargeting ads on your website pages, this will help you to analyse your user’s behaviour on your website. Google dynamically generates ads based on users' past behavior using the product feed linked to your Google Ads account (e.g., from Google Merchant Center for e-commerce businesses).

4.Social Retargeting

Through social retargeting you can target people who interact with your social media post but did not visit your website for a purchase. You can import a list of your audience from social media into Google retargeting ads via customer match or third party integrations and show them your ads on Google. Social retargeting is used to strengthen cross-platform brand presence.

5.Video Retargeting

Video retargeting involves showing your ads to people who have interacted with your YouTube videos or your YouTube channel, but did not take any action. Through this you can target the viewers who watched your video, subscribed or engaged with your channel through likes or comments. You can create a YouTube audience in Google retargeting ads and show them your ads either on YouTube or other platforms on the Google network.

6.Search Retargeting

To target users with high purchase intent Google lets you create a RLSA (Remarketing List for Search Ads). This is meant only for users who visited your website after clicking a link from Google search and later they perform another similar search on Google. Google will let you show your ads in search results for a slightly higher bid price. For e.g: If a user searches for "affordable web development services" and visits your site. Later, when they search for "best web development agency," your ad appears with a tailored offer.

7.Mobile App Retargeting

Mobile app retargeting is meant for users who install an app and browse through it but did not take desired actions. Google can track these actions through Google analytics and Firebase. Google will let you show ads to such users on other apps installed, and on the Google network to persuade them to re-engage with your app. You can use it to nudge dormant app users or prompt them to sign up or purchase. These efforts can be scaled further using advanced retargeting ad campaigns 

 8.Customer Match Retargeting

This is a classic type of Google retargeting ads where you can use your existing customer data (email or phone numbers) and upload it to Google ads. Google can then match this data with signed in users and serve them personalized ads. You may also be able to target a lookalike audience when you upload a list of your existing users. Google then finds new potential customers who exhibit similar traits and creates a "Similar Audience" segment. Google ads remarketing enhances this targeting capability significantly. 

Are Google retargeting ads important?

Google Retargeting ads are one of the most important strategies for growing any business. It can turn lost opportunities into sales, enhance customer engagement and provide a cost-effective way to stay in front of your customers. Businesses that invest in retargeting advertising often see higher conversion rate, better return on investment and stronger customer relationships. If you want your ROAS( Return on Ad Spend) to be effective, you should definitely spend a little more to retarget your lost customers. Here are some of the benefits of retargeting ads on Google.

• Increased Brand Visibility : Consumers tend to favor familiar and trusted brands; it underscores the importance of brand visibility. Staying on top of your customer’s mind can increase the chance of them returning to complete a purchase. Google retargeting ads reinforces the trust in your brand by continuously displaying ads to potential customers as they browse other websites, watch videos on YouTube, or use mobile apps.
• Cross-Device Targeting: Google Retargeting ads can be shown to people browsing from mobile phones, Tablets or Desktops. Nowadays when everyone has multiple devices, you never know; users may research for a product on mobile phones and purchase it on another.
• Cost-effectiveness:- Did you know that acquiring new customers is more costly than retaining existing ones. Google Retargeting ads focus on users who already have shown interest in your product or service, so it is cost-effective than a cold-outreach. Retargeting ads on Google can be used to increase your brand’s retention rate which in turn can increase your brand value.This is why many marketers prefer Google ads remarketing over traditional advertising. 
• Behavior-Based Customization: You can create custom audiences under Google retargeting ads and show them customized ads based on where they are in their buying journey by tracking their behaviors on your landing page.
• Encourages Micro-Conversions: If you can keep your audience engaged with your brand, it is highly likely that they will ultimately convert into a sale. You can use retargeting advertising to encourage smaller actions like offering them to sign up for your newsletter, downloading an ebook, or engaging with your content.

• Enhanced Customer Lifetime Value (CLV): Selling a product once does not end the relationship with the customer, in fact it's a new beginning of a customer relationship. Retargeting fits perfectly for cross-selling which inspires repeat purchase and builds a healthy relationship with the customer.
• Maximizes Conversion Opportunities:- Retargeting advertising continuously reminds about the brand to customers, which can maximize conversions. It makes retargeting ad strategy more satisfying as compared to other digital marketing strategies.

Retargeting Ads is one of the prominent ways to bring back your lost customers. It's a way cheaper and smart strategy as compared to other New Ads. Re-engaging with those who previously visited your site is a convenient way to bring back the lost customers and also it boosts authority of your brand and trust. You can also partner with the Google Ads Agency who ensures your retargeting ads campaign is optimized and targeting the right audience. 

Justo Consulting is one of the best Google Ads Agency, which can help you with your retargeting ads campaign. Here marketers make strategy as per your niche and recover the opportunities which are lost and maximizes the ROI. Strong retargeting ad campaigns can significantly improve your overall marketing performance. Bring back lost leads through retargeting via Google Ads today! 

Wrap - Up

Google retargeting ads are a crucial tool for digital marketing. Strategically reconnecting with your potential customers can boost your visibility and drive more conversions. All types of Retargeting Advertising serve best and are unique in serving your marketing goals. 

Retargeting ads on Google can be a game changer for all small or established brands. It can turn your casual visitor into a loyal customer. Leverage this essential strategy with the expert guidance of Justo Consulting. Here we craft campaigns accordingly and deliver best results. Contact us today!

Explore How retargeting ads play an important role in leveraging positive online reviews. In our blog "Importance of Online Reviews for Small Business Growth".