Iubenda logo
Start generating


Table of Contents

Guide to Google Ads Retargeting

In this guide, we will dive into the world of Google Ads retargeting and explore the ins and outs of this powerful tool.

In the world of digital marketing, navigating through the multitude of tools and strategies available can be overwhelming. One of the most effective ways to reach potential customers and increase conversion rates is through retargeting campaigns

 iubenda is a Google-certified CMP with TCF and Consent Mode support. Want to know how to manage cookies for ads and analytics with Google Consent mode? See here 👉

Guide to Google Ads Retargeting

What is Google Ads Retargeting?

Google Ads retargeting is a form of online advertising that targets users who have already interacted with your brand. It allows you to show your ads to people who have previously visited your website, used your mobile app, or engaged with your brand in some other way. The idea behind retargeting is to bring back potential customers who didn’t convert the first time they visited your website.

Google Ads retargeting offers a range of options to reach potential customers, including display ads, search ads, and shopping ads. It enables you to create highly targeted campaigns and show your ads to people who are most likely to convert.

When to Use Google Ads Retargeting?

Retargeting is a powerful technique that can be used to achieve a range of advertising goals. Here are some situations where you might want to use Google Ads retargeting:

👉 Abandoned Carts: If you are running an e-commerce store, you can use retargeting to reach people who have added items to their cart but didn’t complete the purchase. By showing them ads with the items they left behind, you can remind them to come back and complete the purchase.

👉 Brand Awareness: Retargeting is not just for driving conversions. You can also use it to increase brand awareness by showing your ads to people who have previously engaged with your brand. This can help you stay top of mind and improve brand recall.

👉 Upselling and Cross-Selling: If you have a product line, you can use retargeting to show ads for complementary products to people who have already made a purchase. This can help increase your revenue per customer and drive repeat business.

👉 Lead Generation: If you have a lead generation campaign, you can use retargeting to reach people who have already shown interest in your offer but haven’t converted yet. By showing them ads with a compelling offer, you can encourage them to complete the conversion.

How to Set Up Retargeting Ads on Google? 

Setting up a retargeting campaign on Google Ads is relatively easy, and there are several steps you need to follow.The first step is to create a remarketing tag that needs to be added to your website’s code. This tag is what allows Google to track your visitors and display ads to them.

👀 See what the difference is between retargeting Vs remarketing here →

Once you have created your tag, you can create your remarketing audience in Google Ads. This audience will include individuals who have interacted with your website or app, and you can segment them based on their behavior, such as how long they stayed on your site, which pages they visited, and whether they made a purchase.

Next, you need to create your retargeting ad campaign. This includes choosing your ad format, writing your ad copy, and selecting your target audience. Google Ads offers many ad formats, including display ads, text ads, and video ads, so decide the format that best suits your campaign goals.

>What is the First Step of Display Retargeting? 

The first step of display retargeting is to define your target audience. This can include individuals who have visited your website or app, abandoned their shopping carts, or shown interest in specific products or services.

Once you have defined your target audience, you can create your retargeting campaign, including selecting your ad format and creating your ad copy. It’s essential to ensure that your ads are visually appealing, relevant to your audience, and include a strong call-to-action.

👀 See how to maximize your marketing strategy with retargeting platforms 

Costs of Google Ads Retargeting

Understanding the costs involved in retargeting campaigns is essential for budget planning and achieving a positive return on investment.

Cost Models

  • CPC (Cost Per Click): You pay when someone clicks on your ad.
  • CPM (Cost Per Thousand Impressions): You pay for every 1,000 times your ad is shown.
  • CPA (Cost Per Acquisition): You pay when someone takes a specific action after clicking your ad, like making a purchase.

[Infographic: Comparison of Cost Models]

🤑 Budgeting Tips

  • Start with a test budget to measure performance.
  • Adjust your budget based on the ROI.
  • Monitor your campaigns regularly to prevent overspending.

Benefits of Google Ads Retargeting

📈 Increased Conversion Rates
Google Ads retargeting enables you to reconnect with potential customers who showed interest in your products but didn’t convert. By targeting them with personalized ads, you can increase the chances of converting these leads.

[Infographic: Conversion Rate Improvement]

🌐 Enhanced Brand Awareness
Retargeting keeps your brand in front of potential customers, improving brand recall, and recognition.

📊 Data-Driven Insights
You can utilize Google’s extensive analytics tools to understand your audience better and refine your strategies.

Google Shopping Remarketing 

Google Shopping Remarketing is a form of retargeting that targets individuals who have previously viewed specific products on your website. When individuals search for these products on Google, they will be shown your shopping ads, making it more likely that they will complete a purchase.

📌 To set up a Google Shopping Remarketing campaign, you need to create a Google Merchant Center account and upload your product feed. You can then create a remarketing list based on the specific products that visitors have viewed on your website, and create your retargeting ad campaign in Google Ads.

Setting up Google Ads Retargeting? Don’t forget this! 

As with any form of online advertising, it’s important to ensure that you are compliant with privacy laws and handling user data responsibly. 

If you’re using Google Ads retargeting, make sure to disclose this in your privacy policy, including which kind of data you’re sharing with Google, the purposes, how long you’ll keep the data and what rights the user has.

In today’s digital world, privacy concerns are at the forefront of consumer consciousness. Google Ads retargeting, like other forms of online advertising, requires the collection and utilization of user data. This must be handled with utmost care and in full compliance with applicable privacy laws. Here’s how you can do it:

1. Understanding Relevant Privacy Laws

  • General Data Protection Regulation (GDPR): If you target users in the European Union, you must comply with the GDPR.
  • California Consumer Privacy Act (CCPA): For those targeting users in California, the CCPA must be followed.
  • Other Jurisdictions: Different regions may have specific privacy laws, so make sure to understand those that apply to your audience.

[Infographic: Map Highlighting Different Privacy Laws Around the World]

2. Transparency with Your Users

  • Privacy Policy: Clearly state in your privacy policy that you’re using retargeting and provide details on the data you collect and how it’s used.
  • Opt-in/Opt-out Options: Offer users the choice to opt-in or opt-out of tracking and data collection.

[Infographic: Example of Privacy Policy Clauses]

3. Secure Data Handling

  • Data Encryption: Ensure that the user data you collect is encrypted and stored securely.
  • Data Retention: Define and communicate how long the collected data will be retained and ensure its proper deletion after that period.

4. Regular Compliance Checks

  • Legal Consultation: Regularly consult with a legal expert to ensure continued compliance with evolving laws.
  • Audits: Conduct periodic audits to ensure that your practices align with stated policies.

Sound complicated? It doesn’t have to be.

Add all your Google Ads retargeting disclosures in less than 1 minute.

Generate your Google Ads Retargeting Privacy Policy

Try it free!