Behavioural rewiring

Google Ads gives us the ability to target audiences based on behaviour with remarketing. Also known as retargeting, this tool allows us to identify users who visit certain pages (or sections) of the site and target them with a specific message.

For example, if we own an online bike shop and we want to remind users who have visited our site, but not bought, that they should come back and choose a bike, we can do this by using the Google Ads remarketing mechanism. We will show them ads that will follow them on all the pages they visit, regardless of whether these pages are related to our field of activity or not.

How could we use remarketing?

• We target all visitors to the site and display advertisements for them to return to the site and perform an action we want them to perform (fill out an offer request, buy a product, subscribe to a newsletter, etc.).
• We target users based on a specific page they visited on the site and display ads with appropriate messaging to keep them coming back.
• We target users according to the product they have purchased from our website, offering them information about accessories for those products or products in the same category.
• We target users who have not completed their purchase at some point with a special offer
• Target users who have purchased a particular product to ask for feedback on that product

How does it work?

1. A person visits a website. Let’s say the site is semsphere.ro, and that person is you. We decide to run a remarketing campaign for people who have visited our site, but have not filled out an offer request.
2. When you load a page from this site, you will be included in a remarketing list containing all visitors to the site. If you complete the offer request form you will be included in a second remarketing list containing all visitors to the site who have completed the offer request form. We will exclude from the first remarketing list the second one and only the site visitors who have not filled in the offer request form, i.e. our target group.
3. If you have not filled out that form, you will be part of our target group of users and, when you enter another site containing advertisements, you will be shown the semsphere.ro advertisement.

The example above is just a variation of what you can achieve with remarketing. Lists similar to the ones mentioned above can also be created for visitors who have not completed their order on the site, for users who have viewed certain product pages but have not purchased them, for visitors who have purchased a product and could order complementary or similar products, etc.

Why is it important to use remarketing for an online business?

• Increases brand awareness in a relatively short time at a low cost, with ads displayed to a well-defined user segment
• Pay per click and cost per purchase are much lower than a standard Google Ads campaign
• Users can be targeted who have accessed certain pages of the site by offering them advertisements with offers, discounts, vouchers, etc. (upselling).
• Display advertisements to visitors who have bought a particular product, showing them similar or complementary products (cross selling)
• Possibility to promote new products to customers who have already purchased from the site.