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Powerful Ways to Remarket your Ads on Google and Bing

Digital Advertising

Did you know that the average person sees between 6,000-10,000 ads every single day? Everywhere people go and look, whether it’s on TV, email, radio, or social media, they are constantly bombarded with brand messages.  

As a result, it takes more than a single “touch” for any of these ads to get through. This means that if you want your message to be heard and remembered by your ideal customers so that when they’re ready to make a purchase, your brand is the first one they can think of, then you want to make a lot of “touches”.  

Touchpoints are extremely important because they speed up the sales process. Studies show that consumers do their research first and are usually more than halfway through the buying process before reaching out to a business. Because of this, you need to use remarketing to make as many touches as possible during the early stages of the customer buying process.  

The old rule was that an ad had to be seen or heard between five to seven times for it to penetrate the minds of consumers. But, every company has a different number of touches that it can anticipate based on its previous experience with new and existing clients.  

As the best SEO Company in Miami, we are going to share with you how we remarket our clients’ ads on Google and Bing to generate more leads and boost their sales. So, you get an idea on how to remarket your ads on these platforms too!

Before we delve into that, let’s first define what remarketing is and explain how it works.  

What Is Remarketing?

Remarketing is the process of reaching out to users who have previously visited your site through banner ads. Once they click your ad online and get redirected to your site, they automatically get tagged, which permits you to advertise to them online.  

How Does Remarketing Work?

Not all visits your website ends with a purchase. 96% of the time, people just look around and then leave - kind of like the online version of window shopping.  

Since you know that the visitors who go to your site could be potential customers, you can tag them as “site visitors”. When you do this, your website will automatically deliver an ad to them.  

What's even more amazing is that you can further segment the visitors who visited your site based on the pages they recently viewed, and use this to present them with highly relevant ads that will drive them back to your site.  

According to The Business Professor, 49% of visitors browse a site two to four times before they finally decide to buy. So, your goal is to engage with your visitors and drive them to your site again and again.  

What Are the Benefits of Remarketing?

  • Puts your brand at the top of your target audience’s minds: By constantly engaging with your target audience through highly relevant ads, you can lead them back to your site.  
  • Boosts your brand awareness: Remarketing allows you to introduce your brand as the authority on your product during the early stages of the purchase process. 82% of people are more likely to buy from a brand they’re already familiar with. So, the more a visitor goes back to your site, the greater your chances of making a sale.  
  • Attracts more customers: 56% of businesses use remarketing to get more customers. Remarketing is the key to attracting visitors back to your website and complete a purchase.  
  • Draws your competitors’ customers: Retargeting lets you target your competitors’ customers, which can help widen your reach and expand your customer base.  

What Are the Different Ways to Remarket your Ads on Google and Bing?

Remarketing Ads on Bing

A screenshot of Bing website search bar

Bing offers a very flexible style of remarketing. The platform allows you to extend your remarketing ads to its Bing Shopping Campaigns. This enables you to show new ads to specific audiences, as well as retarget previous visitors with familiar content.  

1. Remarket Your Ads to Specific Audiences

The way remarketing or retargeting works with Bing is by incorporating a UET (Universal Event Tracking) tag to your site. This tag monitors user behavior and all the conversions that are happening on your site.  

The Bing PPC platform offers several remarketing options. You can create a list or lists and set up campaigns for specific audiences that have previously visited your site and target them based on their actions or behavior.  

Here are some examples of the different types of behaviors or actions you can keep tabs on through UET to create highly precise lists:

  • Page visit duration
  • New or returning customers
  • Specific products viewed
  • Geographical location
  • App installations
  • Subscriptions

Depending on who you want to reach, Bing provides you with an assortment of data you can use to build whatever kind of custom list you need.  

Bing remarketing in paid search also allows you to target audiences in two ways:

  • Serve remarketing ads to a specific audience  
  • Prohibit your ads from appearing in front of certain audiences

2. Further Segment Your Past Visitors

With Bing Ads, you can create remarketing lists based on five factors:

  • General Visitors: Users who have visited any page on your website
  • Product Visitors: Users who have browsed certain pages or products and services on your site
  • Shopping Cart Abandoners: Users who added a product or service to their shopping cart but bounced
  • Recent Converters: Users who recently filled out a lead form or made a purchase from your site
  • Loyalty Members: Your current customers and your repeat clients

Once you have segmented your previous visitors into groups based on these factors, you can now choose which groups of audiences will see which remarketing ads.  

3. Serve Remarketing Ads Based on User Demographic

Bing demographic remarketing allows you to serve remarketing ads to specific genders, locations, ages, marital status, income, and other demographic information.  

This will allow you to create custom remarketing ads for different demographic groupings.  

Here's why you should remarket your ads on Bing:

  • Less competition: Not many people are advertising on Bing since fewer people are using it. However, that “less” refers to about 126 million Americans. As your go-to Miami SEO, we think 125 million is still a pretty huge number of users to convert and turn into customers.
  • Lower cost per click: Lower CPC means more clicks for less spending and a high Bing quality score.  
  • Lower cost per acquisition: 54% of Bing users are over the age of 45, which means that you get to spend less advertising to an older demographic.
  • Allows functional editing at the campaign level: Unlike Google Ads, Bing Ads allows you to tweak your audience, device, and location at the ad group level. You can continue to customize your ads groups within certain campaigns, which makes life simple.  

Remarketing Ads on Google

The Miami SEO Company's screenshot of Google Advertising program for remarketing ads

Remarketing ads on Google allows you to keep track of every visitor who goes to your site and follow them wherever they go on other pages to display your remarketing ads. You can show retargeting ads in different forms, such as videos, static images, animated images, text ads, responsive ads, and more.  

4. Target Previous Visitors Based on a Broad List

Google Analytics remarketing code is the simplest way to set up a remarketing campaign.  

It allows you to target previous visitors to your site and serve them ads. You can target based on behavior, certain geographic location, or what time they visited your site, for example.

In fact, you can build a list of criteria that will allow you to further segment your visitors and serve each group with a highly relevant and compelling ad.  

5. Target Previous Visitors Based on Specific Pages of Your Site

Google Ads remarketing code is quite similar to Google Analytics remarketing code except that it's more targeted. When we say targeted, we mean that you can only build a list of criteria based on specific pages of your site.  

For example, you can use Google Ads remarketing code to target visitors who added a product to their cart but left without completing a purchase.  

Because you can specifically target different kinds of customers, you can create remarketing ads that are more compelling.  

However, choosing a more targeted path will also limit your ads’ potential audience.  

6. Remarket through Google Search Network

Google remarketing lists for search ads allow you to target previous visitors through the Google Search Network. While your past visitors are searching for other things on Google and Google’s search partners, your remarketing ads will appear based on your customer targets.

7. Serve Remarketing Ads to Previous Visitors Through Video

Video is one of the most engaging forms of content that people love to consume, and Google video remarketing is a feature that will allow you to take advantage of video to get more customers to buy from you.  

Google video remarketing allows you to serve remarketing video ads to users who have visited a YouTube channel or seen any specific videos. You can target them through the Google Display Network videos or YouTube.  

8. Remarket to Your Email List

You can remarket to your email list by simply uploading that list to Google Ads as a custom audience. Google will automatically serve them ads when they’re signed into their Gmail, Google Search, or YouTube accounts.  

As an SEO Company in Miami, we advise that you avoid sending ads to those who have already converted. Too much remarketing can be annoying and make you look desperate.  

9. Use Machine Learning to Serve Highly Relevant Remarketing Ads

The Miami SEO Company using machine learning to serve highly targeted remarketing ads to users

Google dynamic remarketing uses machine learning to determine what your potential customers are searching for on your site, and then incorporates that with demographic information to match the customer with a product or service on your site.  

For example, you visit a shoe website to find a pair of soccer shoes but ended up not purchasing any of the shoes you were checking out.  

Google dynamic remarketing will then show you a collection of soccer shoes repeatedly as you’re browsing other websites. It’s somehow similar to Product Listing Ads.  

10. Use AI to Target Potential New Visitors

Google dynamic prospecting allows you to target potential new visitors and drive them to your site based on what they’re searching for.  

The AI technology analyzes your products and evaluates them based on relevance and description to figure out which ads will resonate most with each potential customer.  

Looking for the Best Miami SEO Company?

There are so many ways you can remarket your products and services on both Google and Bing. All you have to do is explore the different advanced features of remarketing ads and figure out what works best for you, and you’ll surely target the customers you want to win over.

Remarketing is what you need to reach your target audience, boost your conversion rates, and increase your bottom line.  

Need help with remarketing ads? Digital Resource can help!  

Our team of digital marketing specialists will help you craft a remarketing ads plan that will not only get you more leads but also put you ahead of the competition. Succeed online with Digital Resource!

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