fbpx

Maximize Local Impact: Effective Remarketing Strategies for Local Businesses in Google Ads

by | Dec 28, 2023 | Google Ads

Dive into the world of remarketing strategies for local businesses in Google Ads and unlock the potential of re-engaging with your potential customers. Harness the power of Google Ads to elevate your local business, driving conversions, and increasing brand awareness. The digital marketing landscape is constantly evolving, and remarketing has emerged as a powerful strategy to navigate this dynamic field. Ready to capture this opportunity?

Key Takeaways

  • Remarketing is a strategic approach that enables local businesses to enhance their visibility and guide potential customers towards conversion.

  • Local businesses can leverage search, display, and video remarketing campaigns to target previous site visitors and increase conversions.

  • Crafting compelling ad creatives, monitoring data for optimization opportunities, leveraging localized keywords & extensions on mobile devices are key elements of successful remarketing strategies.

Understanding Remarketing for Local Businesses

Remarketing Strategies For Local Businesses In Google Ads

In digital marketing, dynamic remarketing is not merely a buzzword. It’s a strategic approach that targets users with previous interactions with a brand, aiming to increase brand awareness or prompt them to make a purchase by strategically placing remarketing ads in front of these audiences as they browse Google or its partner websites. The advantage? Remarketing amplifies the likelihood of conversion by enhancing brand visibility and guiding potential customers towards conversion.

How, then, do we target potential customers in a remarketing campaign? When users visit a website, a unique ID is assigned to them. This allows for the display of personalized ads to these target users, leveraging their past interactions such as website visits, cart additions, or app downloads. Remarketing can be particularly beneficial for local businesses seeking to showcase additional products to existing customers based on their interests.

Setting Up Your Google Ads Account for Remarketing Success

Having a well-established Google Ads account lays the foundation for a successful remarketing strategy. The integration of Google My Business with the Google Ads account is crucial for enabling ad placement in maps and for optimizing the impact of Google Ads remarketing campaigns for local businesses.

There are several steps involved in setting up your Google Ads account for a remarketing campaign. Here is a step-by-step guide:

  1. Determine your approach to target previous visitors.

  2. Establish the desired actions upon reaching them.

  3. Configure conversion tracking using the standard AdWords conversion tracking code.

  4. Connect Google Ads to your Google Analytics account to provide supplementary insights.

  5. Define your remarketing audience using the insights from Google Analytics.

  6. Ensure that the campaign targets the right users.

By following these steps, you can effectively set up your Google Ads account for a remarketing campaign.

Remarketing Campaign Types for Local Businesses

Dynamic Remarketing For Local Businesses

There are various types of remarketing campaigns that local businesses can incorporate into their marketing strategies. These include:

  • Search campaigns: focus on targeting past website visitors with search ads

  • Display campaigns: enable businesses to reach audiences across the Google Display Network

  • Video campaigns: engage visitors through the use of video ads

Search Remarketing Campaigns

Individuals who have previously visited your site can be targeted by search ad remarketing, a pay-per-click strategy. For local businesses, the key advantage lies in the ability to display their ads prominently in relation to remarketing, thereby enhancing visibility and increasing the likelihood of generating more conversions.

Display Remarketing Campaigns

Leveraging the Google Display Network, which encompasses over 200 million sites, apps, and videos, display remarketing campaigns can deliver tailored advertisements. Such campaigns facilitate the delivery of tailored advertisements to individuals who have previously visited your website or engaged with your brand, thereby assisting in re-engagement efforts and enhancing the likelihood of conversions. By optimizing your ad spend, you can ensure the most effective use of your budget in these remarketing campaigns on both the Google Display Network and the Google Search Network.

Video Remarketing Campaigns

Video remarketing is a strategic advertising approach that targets individuals on YouTube who have previously engaged with a business. This approach is particularly essential for businesses operating or seeking to enhance their presence solely on mobile apps.

Creating Targeted Remarketing Audiences

Thoughtful audience segmentation is the backbone of a successful remarketing campaign. Remarketing audiences can be defined as distinct groups of site visitors that are targeted separately or not at all. These can include:

  • Viewers of specific products

  • Users who almost completed the process (such as adding payment or shipping info)

  • Visitors of particular URLs (e.g., a ‘thank-you’ page after submitting an email address)

  • Seasonally-high average order value (AOV) customers (by filtering for transactions above the overall AOV during specific periods)

To make your remarketing even more effective, consider using custom combinations. Utilizing custom combinations in remarketing campaigns allows you to strategically target specific audiences according to their behavior in order to generate more personalized and pertinent advertisements.

Crafting Compelling Ad Creatives

Crafting Compelling Ad Creatives For Remarketing

Any successful remarketing campaign requires the crafting of compelling ad copy. Here are some strategies to consider:

  • Use copy that addresses sales objections

  • Feature products the audience is interested in

  • Test various offers to determine the most compelling

  • Employ dynamic creative for personalization

  • Monitor advertising frequency

  • Incorporate a clear call to action

  • Use visually appealing graphics tailored to the audience’s interests

By implementing these strategies, you can significantly enhance the effectiveness of your remarketing campaigns.

Consider incorporating unique offers or discounts in your ad creatives. Some strategies to enhance the effectiveness of your remarketing campaigns include:

  • Providing targeted discount codes and coupons

  • Offering special promotions tailored to the specific ad

  • Excluding users who have already converted

  • Carefully managing ad frequency to prevent overwhelming viewers while emphasizing the value provided

By implementing these strategies, you can significantly enhance the effectiveness of your remarketing campaigns.

Optimizing Remarketing Campaign Performance

Continual monitoring and analyzing of campaign data, adjusting bids and targeting, and testing different ad variations are necessary for achieving the best results from your remarketing campaigns. The aim here is to ensure that your advertising budget is being spent effectively, and you’re reaching the most valuable potential customers.

Monitoring and Analyzing Data

Optimizing the performance of your remarketing campaigns requires crucial monitoring and analyzing of data. By using Google Analytics and Ads data, you can track key metrics such as impressions and conversions, and identify areas for improvement.

This will enable you to make informed decisions that can enhance the effectiveness of your campaigns.

Adjusting Bids and Targeting

Refining your bidding strategy and targeting options is crucial for maximizing your ROI and reaching the most valuable potential customers. Modifying bids based on factors such as location, device, and time of day can result in higher click-through rates and conversions.

A/B Testing for Ad Variations

For optimizing your remarketing campaigns, A/B testing is a powerful tool. By testing different ad creatives, messaging, and landing pages, you can identify the most effective combinations and implement them in your campaigns to maximize performance.

Leveraging Localized Keywords and Extensions

The relevance of your ads and your click-through rates can be significantly enhanced by localized keywords and ad extensions. The use of localized search terms enables you to reach potential customers who are actively searching for your specific keywords within their geographical location, using tools like Google search.

In addition to localized keywords, consider utilizing location and call extensions in your Google Ads. These extensions provide additional information that can make your ad more relevant and enticing to potential customers, enhancing your local visibility and increasing engagement.

Remarketing on Mobile Devices

When planning your remarketing strategy in today’s digital age, considering the user experience on mobile devices is crucial. With the majority of internet users now accessing the web via their smartphones, targeting mobile users with mobile-specific remarketing campaigns can help you reach potential customers on the go.

Consider leveraging the power of mobile app remarketing. This approach involves:

  • Engaging mobile users through apps

  • Focusing on retaining and engaging existing users

  • Personalizing the campaigns

  • Investing in quality creatives

  • Measuring incremental value

  • Optimizing campaigns based on location and time-of-day performance.

Overcoming Common Remarketing Challenges

Challenges can arise even in the most meticulously planned remarketing campaigns. One common issue is ad fatigue, which occurs when users are exposed to the same ads repeatedly. This can lead to user annoyance and damage to your brand. To overcome this, consider implementing frequency capping, which restricts how often an individual user sees an ad within a specific timeframe.

Another common challenge is audience targeting. The comprehension and targeting of the appropriate audience, as well as the creation of content that connects with the target audience, can be daunting tasks. However, with careful planning and effective utilization of Google Ads’ features, you can refine your audience targeting and overcome this challenge.

Summary

Remarketing is a powerful tool that can help local businesses re-engage with potential customers, enhance brand visibility, and drive conversions. By understanding the basics of remarketing, setting up a Google Ads account, selecting the right remarketing campaign type, creating targeted remarketing audiences, crafting compelling ad creatives, optimizing campaign performance, leveraging localized keywords and extensions, and overcoming common remarketing challenges, you can unlock the full potential of remarketing for your local business.

Frequently Asked Questions

What two types of remarketing can be used on Google Ads?

Standard and dynamic remarketing are two types of remarketing used on Google Ads. Standard remarketing involves showing ads to previous visitors while dynamic remarketing takes personalization a step further.

Can you do remarketing on Google Ads?

Yes, you can do remarketing on Google Ads by setting up a Google Ads account and adding website and app visitors to remarketing lists. You can then target these lists with ads to re-engage with potential customers.

Do Google Ads work for local business?

Google Ads are an effective way for local businesses to advertise their services and increase their visibility, as they can be tailored to specific locations and appear in prominent positions on the search results page. Furthermore, trusted badges help local businesses stand out.

What is remarketing?

Remarketing is a marketing approach that targets users who have interacted with a brand, displaying ads to increase awareness and encourage purchase.

How can I optimize the performance of my remarketing campaigns?

Optimizing your remarketing campaigns requires continual monitoring and analysis of data, as well as adjusting bids and targeting to get the best return on investment. Testing different ad variations is also key to ensuring you reach the most valuable potential customers.

About Preston Toor
Preston, the founder and co-owner of Results Digital, brings nearly a decade of rich experience in the digital marketing realm. His journey began in the world of WordPress web design, swiftly transitioning into the intricacies of SEO and Google Ads. His tenure at two prominent digital marketing agencies equipped him with invaluable insights and expertise in website design, SEO, and Google Ads management. Driven by an entrepreneurial spirit and a deep-seated passion for elevating businesses, Preston ventured to establish Results Digital. His commitment is rooted in guiding businesses to achieve unprecedented growth and success. On a lighter note, Preston’s admiration for Obi-Wan Kenobi, his favorite Jedi, mirrors his approach to digital marketing – wise, strategic, and always focused on the greater good. This is subtly reflected in his bio picture, a nod to his personal interests and character.