Reach Past Visitors with Display Remarketing: Google Best Practices

Listed here are 10 tips to help you set up effective tags, remarketing lists, bids and ad formats:

1. Set display remarketing up for success

Tag your entire desktop and mobile site to capture the customer insights needed for strong remarketing lists.

2. Segment your audiences with remarketing lists

Focus your remarketing lists based on how someone's interacted with your website or app. This way you can tailor your bids and ads to the ways your most valuable visitors interact.

3. Set display remarketing bids and ad formats for success

·         Start your Target CPA at a level that matches your historical results.

·         Use all display ad sizes and formats, including text, mobile, image and HTML5. This helps reach your audience at exactly the right moment.

·         Consumers who see ads with the actual offer they viewed, or similar offers, are more likely to return to your site to complete a purchase. So, Use dynamic remarketing to show the most personalized ad possible.

·         Take the next step: move from Target CPA to target return on ad spend

4. Remove restrictions for best display remarketing performance

·         Remove exclusions for languages, locations and placements. Since people have visited your site already, they are more likely to purchase regardless of the context.

·         Automate your frequency caps.  Google’s algorithms will optimize frequency caps for you, based on how likely each viewer is to click on and convert from your ad.

5. Expand remarketing lists to reach new customers

·         Use Similar Audiences or auto-targeting to expand your remarketing lists and reach new customers.

·         Use In-Market Audiences to acquire new mid-funnel customers.