This page explains how to set up Google Ads retargeting campaigns to re-engage website visitors who didn't convert. It covers how retargeting works, the role of first-party data (specifically mentioning Prospect Hub), step-by-step setup instructions, and the benefits of retargeting such as reducing cart abandonment and increasing conversions.
Overview
This page explains how to set up Google Ads retargeting campaigns to re-engage website visitors who didn't convert. It covers how retargeting works, the role of first-party data (specifically mentioning Prospect Hub), step-by-step setup instructions, and the benefits of retargeting such as reducing cart abandonment and increasing conversions.
Google Ads Retargeting | Complete Guide to Campaign Setup
Google Ads Retargeting | Complete Guide to Campaign Setup V DIGITAL SERVICES Product Insights Google Ads Retargeting: How to Set Up Your Campaign Posted by --> On October 29, 2024 Website visits that fail to convert are a missed opportunity. Yet with the right tools, they don’t have to be. Businesses hoping for a second chance to make an impression often turn to Google Ads retargeting campaigns. Retargeting campaigns in Google Ads allow you to target individuals who have visited your site in the past with relevant, personalized messages and offers to encourage their return. You can effectively target visitors who didn’t take action on a page, those who abandoned carts, or those who didn’t see a page you’d like them to see. How Do Google’s Retargeting Ads Work? Retargeting ads in Google allow businesses to upload an audience list with email addresses of past website users to the marketing platform to deliver targeted ads when these customers use their Google accounts. However, there are certain restrictions. Your email list can only include emails you gather through first-party data. This means the customers you target must have willingly given you their information. A strong first-party data solution is the best way to achieve this. First-Party Data & Retargeting Campaigns Prospect Hub is a first-party data technology that helps you identify up to 10 times more anonymous website users to develop a detailed email list for retargeting purposes. Once you can identify who is visiting your website, you can create targeted and personalized ads using the actionable insights provided by Prospect Hub’s enriched data. Not only will you have the contact information to reach your audience with Google Ads, but you’ll also have access to data points like age, homeowner status, marital status, and the like to create a personalized message to better connect with your audience. Steps to Set up a Retargeting Campaign in Google Ads Setting up a Google Ads retargeting campaign requires you to create a retargeting list using first-party customer data. You can then upload your list to Google Ads, and create an ad campaign that aligns with your objective. Step 1. Creating a Retargeting List Before you can craft a retargeting campaign, you need a list of high-intent contacts to target. Website visitor tracking software plays a pivotal role in understanding your potential customer base and gathering first-party data to develop this list. Prospect Hub stands out with its ability to leverage sophisticated algorithms and cutting-edge technology to accurately identify and profile your website visitors using first-party data. You can then use this data as a source to create a retargeting list . To create your list, log into Google Analytics, go to the admin section, click on audiences, and create a new audience. Set the specific parameters you want for the audience (ie 30-90 days, all website visitors, etc.) Click the check box to allow it to connect the new audience to Google Ads, then save…you will now be able to apply the Retargeting List in your Google Ads Campaign. You can also create your Retargeting List using Prospect Hub Data. To create your list, when prompted to choose a data source, click Connect a new data source, and select Prospect Hub as your source. After connecting your source, you can save the details to target customers for retargeting. Step 2. Build the Retargeting Campaign Once you have your list set up, you can create a retargeting campaign. Go to your Google Ads account and click the plus button in the top left-hand corner to create a new campaign. You’ll have an opportunity to select a campaign type and enter the target URL (the page visitors will go to when they click on your ads). Give your campaign a name and follow Google’s guided instructions to choose the campaign details and create your ads. Benefits of Google Retargeting Campaigns Retargeting campaigns allow you to target potential customers who have shown interest in your brand and are actively searching for a product like yours. By engaging with recent site visitors, you can gain several valuable benefits. You don’t have to enter your goals to start your Performance Max campaign. However, having well-defined goals will make it easier to choose your targets for conversion which must be entered to get your campaign off the ground. Stay top of mind. 83% of consumers conduct research online when shopping for a new product (Google/Ipsos, Global Retail Study, 2019). Your retargeting campaigns can ensure they don’t forget your product during their search. Reduce cart abandonment. Almost half of US consumers abandon online purchases during checkout. Retargeting to customers who have abandoned their carts can help you rekindle their interest and encourage them to complete the purchase (Statista; Baymard Institute, 2024). Increase conversions. Customers fail to convert for a variety of reasons. Retargeting a user who visits your site can help them engage with your brand and find what they’re looking for. Consumers who view retargeted ads are 70% more likely to convert . Use Prospect Hub for Conversion-Driving Retargeting Strategies Google Ads retargeting campaigns are a powerful tool for reconnecting with visitors who have previously interacted with your website or app. The right data can help you target your potential customers more accurately to achieve more conversions. When you use Prospect Hub as your data source for retargeting with Google Ads, you can identify more website users and use enriched data to target customers most likely to convert. Get in touch with our Google Ads specialists to learn more about how we can help you transform your retargeting efforts and get that second chance at converting anonymous users into loyal customers. 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Frequently Asked Questions
What is Google Ads retargeting?
Retargeting campaigns in Google Ads allow you to target individuals who have visited your site in the past with relevant, personalized messages and offers to encourage their return. You can target visitors who didn't take action, those who abandoned carts, or those who didn't see a page you'd like them to see.
What data restrictions apply to Google Ads retargeting?
Your email list can only include emails gathered through first-party data, meaning the customers you target must have willingly given you their information.
What are the main steps to set up a Google Ads retargeting campaign?
Step 1 involves creating a retargeting list using first-party customer data through Google Analytics or by connecting a data source like Prospect Hub. Step 2 involves building the retargeting campaign in your Google Ads account by creating a new campaign, selecting a campaign type, entering the target URL, naming the campaign, and creating your ads.
What are the key benefits of Google Ads retargeting campaigns?
Key benefits include staying top of mind with potential customers, reducing cart abandonment (which affects almost half of US consumers), and increasing conversions. The text notes that consumers who view retargeted ads are 70% more likely to convert.
What is Prospect Hub and how does it relate to retargeting?
Prospect Hub is a first-party data technology that helps identify up to 10 times more anonymous website users to develop a detailed email list for retargeting purposes. It provides enriched data points like age, homeowner status, and marital status to create personalized ads and can be connected as a data source for creating retargeting lists in Google Ads.
Source & Grounding
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