SEO and content marketing will work well when it comes to bringing people onto your site. But how do you keep your brand in front of them once they have left your site? A great way to do this is by learning how you can re-target website visitors with Google Ads.
So, what is re-targeting? Suppose you recently checked out a pair of shoes online. Later you close that website and are browsing the news when you see an ad for the exact product and from the same website as well. That is re-targeting and you probably already knew about it but might have not known the term used for it. Even small businesses are using re-targeting to their advantage today and here's how you can too.
1. Set Up Tracking On Your Website
Head over to Google Ads and then Tools / Shared Library / Audience Manager.
Select the Plus Sign and then Website Visitors to create a new re-marketing list. Then select Collect standard data available from this data source unless you're ready for advanced re-marketing with data feeds and personalized ads. Install the tag that is generated on your website and track it using Google Tag Manager.
2. Updating Your Privacy Policy
Once you start re-targeting you will also need to include that in your privacy policy. Some additions you'll need to make to your privacy policy include:
- A description of how you're using re-marketing to advertise online.
- How third-party vendors, including Google, show your ads on sites.
- How third-party vendors use cookies to serve ads based on someone's past visits to your website.
- Information about how visitors can opt-out of cookies.
3. Creating Segmented Lists Of Visitors
Creating segmented lists based on how visitors interact with your website will let you create an ad campaign for specific categories of products you sell or specific pages on your blog.
4. Building Your Google Ads Campaign
This step is much the same as how you would start a traditional Google Ads campaign except that instead audience demographics you will select the How they have interacted with your business option to target your ads.
5. Reviewing Metrics And Optimizing
Google is great at optimizing your re-marketing campaigns, but you'll still need to review your metrics and evaluate the performance of your ads to discover and improve on what's working and what isn't.
