Google ads remarketing audiences are a great way to target people who’ve already visited your website or viewed specific pages. This can be a huge benefit since you’re not just wasting money and resources advertising to people who may have no interest in what you have to offer—you’re targeting people who are engaged with your business in some manner. And this increases the likelihood of getting a conversion.
Remarketing is the cornerstone of many digital campaigns. I can’t imagine any successful business which does not utilize remarketing capabilities. So let’s dig in.
Visitors who viewed a specific product
Google Ads remarketing audiences are one of the best ways to target your customers on Google, especially if you want to get in front of them while they’re actively searching for products or services.
Here are some audience ideas that you can try out if you have products on your website:
1. Visitors who viewed a particular product
2. Visitors who viewed a particular product category
3. Visitors who viewed a particular brand or product in the last 30 days, 60 days, 90 days, 180 days, or 365 days
The length of days is also very important. Sometimes it is better to target a larger audience (viewed a product in the last 365 days), especially if you don’t have a lot of traffic.
Visitors who added a particular product to a shopping cart
Adding a product to a shopping cart is probably next to buying a product in terms of important actions. These people were very close to completing a purchase but left. They are also called cart abandoners. You can try getting them back with remarketing campaigns.
4. Visitors who added a particular product to a shopping cart and did not buy
5. Visitors who added multiple products to a shopping cart and did not buy
6. Visitors who added a particular brand to a shopping cart and did not buy
Customers who viewed specific pages on your website
Each page on your website can be a signal that reveals users behaviour. No matter if you sell anything on your site or not. A remarketing audience of people who viewed specific pages on your website might help you close that sale or increase engagement.
To set it up, use Google Analytics to find top pages that have been visited by unique visitors within the last 30 days (or whatever time period works best for you). Take a look at those pages and try to understand why people are visiting them. Sometime it will be quite clear, othertimes it might take a while to understand.
For example, your shipping policy page. If it’s visited often, then users want to know how much your shipping cost or where do you ship. In any case this is, what we call, a warm audience. Random person won’t be checking out your shipping policy.
Another example can be your contacts page. Again, users who visit that page want to know how to reach you, maybe visit you if you’re a local business.
7. People who visited your website in the last 30, 60, 90 days etc.
8. People who visited Contact page or Shipping policy or any other page that reveals that they are more than just a random visitor.
Visitors with a specific demographic, such as age and gender
Customers who fit a specific demographic, such as age and gender, are quite often overlook. But can be a great way to engage your visitors or increase sales.
If you have a lot of product categories for different age groups you might be better of creating campaigns based on age as well. You can’t target a specific age, but Google gives you ranges, like 25-35. This should be enough to get you started.
Gender also gives insight into consumer interests because men and women tend to browse different pages on your site. This makes it easier for advertisers like clothing retailers or online dating sites who want to show custom tailored ads to particular gender.
9. People who visited your site and fall into a specific age range, like 25-35.
10. People who visited your site and are identified as male or female.
Here’s a tip for you. Don’t create too many campaigns with different age groups and genders. This might complicated your campaign management and increase spend. Start small. Also, the age and gender data is not 100% correct. It is based on users behaviour rather than an actual age.
Visitors from a specific location
If you’re doing business in several countries or even across several states (or the whole USA), then you should try remarketing to people from specific locations.
This is very useful if you want to compete for certain visitors. For example, you see that people from LA are converting better. So you create a campaign with custom messaging just for them.
11. Visitors from a specific state or city
12. Visitors from a specific country
Customers with a specific purchase history
This is my one of the favorites when working with eCommerce websites. You can create audience based on their purchase value. And then use it in your remarketing campaigns. For example, I can create an audience that spend more than $1000 in the last 90 days, and try to upsell them additional products or services.
13. Customers who have made a purchase in the past 12 months
14. Customers who have made a purchase with a specific value
15. Customers who have made a purchase with a specific frequency
If your website does not have a lot of traffic some of these audience will be too small. But you can still create an audience of people who made at least one purchase, and offer them a discount on a second purchase. Works like a charm.
Retargeting app users
If you have a mobile app, retargeting users who have downloaded it is an effective way to deepen the engagement, increase sales or maybe even upsell.
If you have a conversion set up that tracks your downloads, just use that in your Google ads remarketing campaign.
16. Users who downloaded your mobile app.
You can split by OS (iOS vs. Android) or combine all audience together. That is up to you.
List of email addresses from current customers or leads in your CRM system
No matter what kind of business you have, you probably have your customers emails or leads. You can upload these into Google Ads and create an audience. It will work best if you have a lot of emails, 100 000+.
17. Users who purchased from you
18. Users who left you their email, but did not become your customer.
I know that you can just target your purchasers based on Google Analytics eCommerce data. But what makes this list better is that usually you have a bit more data with those emails and it is a lot more accurate.
Visitors, who used search on your website
Most websites have search and users who use search are almost always have better conversion rates. They are a lot more engaged and a lot more wiling to spend money on your website. Use that in your Google Ads remarketing campaigns.
19. Visitors who used search on your site but did not purchase
Visitors from a specific source
I like these audiences as they give me a chance to segment my campaigns by source. Largely the success of these campaigns depends on your website and how diverse is your acquisition channels. But this is something you should definitely try.
20. Visitors from specific source (organic search, affiliates, referrals etc.)
Visitors engaging with your YouTube videos
If you do YouTube ads or have a popular YouTube channel you might try out this Google Ads remarketing audience.
21. People who viewed any of your videos
22. People who engaged with any of your videos.
Conclusion
When you create a Google Ads remarketing audience, you’re targeting the people who some how engaged with your business. I’m using the word business, because as you saw you can upload your emails and create an audience.
No matter what you use, this audience is already “warmer” than any of your campaign audience.
The most important thing is not to create to many audiences at once, unless you have a very large budget ($100k+). And always start with your largest audience as you will get better results faster.