Remarketing in Google Shopping to Improve Website Visitors

Recently, the Google Ads system added the possibility to use remarketing audiences in Google Shopping campaigns as well . Remarketing audiences on Google Shopping help advertisers target the display of shopping ads on the Google search engine to the most appropriate audiences. Want to use remarketing audiences in the shopping campaign? 

Remarketing on website visitors is a very useful feature for targeting advertising on Google. It allows advertisers to create remarketing audiences, lists of surfers who have visited the site created by a Google Ads tracking code, in order to target Google advertising only to specific surfers who have previously visited the site.

The top PPC company can define which criteria create a certain remarketing audience, for example a remarketing audience of all website visitors or a remarketing audience of only surfers who visited a specific page on the website, and for how long these visitors will remain active within the remarketing list (a week, a month, two months, etc.).

Remarketing began as a type of display advertising campaign where advertisers could serve text and media ads across the web to surfers who visited a site after they left it. Remarketing on Google has proven to be an effective advertising feature to encourage surfers to return to the business website to complete a conversion operation.

After that, Google expanded the use of remarketing audiences to advertising on the search network as well. Advertisers can increase the competition for surfers who have already visited the site and return to the Google search engine by increasing the bid per click of the remarketing audiences in the search network campaign, based on the assumption that surfers who have already shown interest in the business's products are more likely to lead to a conversion.

Recently, Google Ads extended the use of remarketing audiences to Google Shopping campaigns as well. So that from today advertisers who promote products for sale online in an online store can also display Google Shopping ads targeted according to remarketing lists of surfers who visited the site.

Want to use remarketing audiences in a Google Shopping campaign? Below are a number of actions that should be taken in order to maximize the contribution of remarketing to advertising on Google with shopping ads:

Use a wide variety of remarketing lists

All visitors to an online store are not exactly the same. Looking at all website visitors as one part of the same customer type is a big mistake. In practice, website visitors differ in the way they browse the online store, in the various actions they perform in the store, in their buying preferences and in the buying decisions they ultimately make.

It is recommended to divide the audience of visitors to the site into different and varied remarketing lists which will give better control over the targeting of advertising with Google Shopping ads, for example surfers who abandoned the website after less than a minute of browsing the home page are not equivalent to surfers who surfed a certain product page for more than 5 minutes. Remarketing lists can be easily defined according to the behavior of users on the website through Google Analytics.

The remarketing lists should be varied and separated in an intelligent way that gives better control in the targeting of advertising with Google Shopping ads to the surfers who visited the site.

The most common remarketing lists for advertising on Google Shopping

• Remarketing list for each product category and/or product page on the website.
• Remarketing list of visitors who browsed the site for more than 5 minutes.
• Remarketing list of website visitors who did not complete a purchase after adding a product to the shopping cart.
• Remarketing list of visitors who viewed a product's testimonials section.
• Remarketing list of visitors who downloaded a product information file.
• Remarketing list of visitors who completed a purchase.

Create a remarketing audience for each product

In addition to the fact that it is worthwhile to create a variety of remarketing lists in order to increase the targeting capabilities of an advertising campaign on Google Shopping, it is also highly recommended to make sure that a remarketing list is created for each product that is promoted in the Google Shopping campaign. The audience is created by targeting the surfers who visited the product pages, so that each product in the campaign receives a remarketing audience relevant only to it.

As soon as there is a remarketing audience for each product, it is easy to focus the advertising of that product among the surfers who have already expressed interest in it in the past, which is expected to improve the click rates of the shopping ads and increase the amount of purchases of the product following the sponsored advertising on Google.

Each Google Shopping ad for a product should receive a separate ad group with a remarketing audience relevant to that product in order to gain maximum control over the targeting of advertising on Google.

Increase your Google bid among remarketing audiences

The higher the bid per click in the Google Shopping campaign, the greater the chances that the shopping ad will be displayed in the most attractive place on the Google search results page compared to the competitors' shopping ads.

The purpose of using remarketing audiences for advertising on Google's search engine is to allow advertisers to increase their bids per click (and thus to strengthen competitiveness on the relevant search terms among surfers who have previously visited the site), with the idea that surfers who have previously expressed interest in buying the product they are searching for again on Google have a chance higher complete conversion.

So after creating remarketing audiences for a Google Shopping campaign, it is recommended to increase the bid per click among the remarketing audiences in the "Adjustments to bids" column to ensure a more attractive shopping ad placement among the surfers who visited the site.

The bid per click among the remarketing audience should be high enough so that the shopping ads are displayed in the most attractive position on the search results page in order to maximize remarketing to potential customers.

Lower the focus on keywords

If you create a dedicated ad group for use in remarketing audiences for advertising on Google with shopping ads, then the advertising on Google of the ad group is already targeted according to the audiences. So there's really no point in including double targeting (such as phrase match, exact match, etc.) on the keywords in the ad group as well.

It is recommended to let the audience focus be the only focus in the ad group and leave the match of the keywords in the ad group for the broadest match. So even if surfers search on Google for search terms with a very broad relevant connection to the keywords, it would still be worthwhile for the advertiser to place shopping ads in front of them, with the goal of obtaining maximum exposure of the advertising ads among surfers in the remarketing lists.