How to combine Google Ads with other channels to retarget, nurture and convert

At present’s patrons have 1000’s of choices to select from and lots of of firms competing for his or her consideration. Operating an advert and anticipating customers to go on to buy isn’t a viable choice. It’s solely out of date.

A way more efficient technique is to retarget and nurture. The purpose is to remain prime of thoughts along with your audience till they’re able to make a purchase order. 

When used strategically, retargeting and nurturing improve model search and direct site visitors, in the end driving conversions and enterprise development.

Let’s check out how this all works collectively.

What’s Google retargeting?

Retargeting is a technique that makes use of Google Advertisements to carry customers again to your web site after they’ve taken a sure motion, reminiscent of visiting the positioning from one other channel (i.e., SEO) or partaking with an advert beforehand.

Show retargeting advertisements are the most typical kind. There are two major codecs: uploaded show advertisements and Google’s responsive show advertisements.

• Uploaded show advertisements are advertisements that you simply create in GIF, JPEG, or HTML5 format.
• Google’s responsive show advertisements are created in your Google Advertisements account. 

Different advert retargeting format choices embody video, app, and search advertisements or particularly focusing on guests who’ve accomplished a sure motion in your web site.

One fashionable variation of a show advert appears to be like like this: 

How does retargeting relate to the client journey?

Many individuals get hung up on the concept retargeting advertisements (particularly show advertisements) should generate direct conversion (and even clicks) to be definitely worth the funding. After they don’t, companies flip them off as a result of they assume they’re a waste of cash.

However direct conversions aren’t the aim of retargeting advertisements. Moderately, they keep consciousness for a particular services or products after a consumer has proven curiosity in it. Retargeting advertisements nurture those that engaged towards conversion. 

They maintain your model top-of-mind or incentivize a purchase order with a proposal reminiscent of a reduction (ecommerce) or prolonged free trial (B2B). Then, sooner or later, when the consumer is able to make a purchase order, they’re extra prone to come on to your web site quite than clicking on one other retargeting advert. 

Remarketing is crucial in your PPC campaigns as a result of they:

• Deliver customers who’ve deserted carts again to finish purchases (which may be as high as 98% depending on the industry).
• Enhance model searches, which majorly impacts conversions.
• Incentivize prospects to make a closing buy resolution as a result of a reduction or particular supply.
• Drive consciousness and consideration amongst new audiences, increasing the ROI potential of your campaigns.
• Encourage model loyalty by partaking with former prospects to generate new purchases and upsells.

So though retargeting advertisements require funding to your PPC marketing campaign spend, the ROI may be great.

5 strategies to mix Google Advertisements with different channels to retarget, nurture, and convert

Whereas retargeting advertisements are nice, they’re only one piece of the nurturing puzzle.

To create a extra holistic technique, you should utilize Google Advertisements in a number of alternative ways together with retargeting advertisements to drive conversions and model visibility. Listed below are some strategies I’d counsel making an attempt.

1. Google Advertisements with e-mail advertising retargeting

Create focused e-mail campaigns that correspond with Google Advertisements retargeting. Ship follow-up emails to customers who’ve opted in to obtain e-mail advertising updates, in addition to who’ve interacted along with your advertisements or web site, however haven’t transformed.

Instance

A consumer visits your ecommerce website and appears at a specific product. You’ll be able to retarget them with a Google Advert displaying the identical product whereas concurrently sending an e-mail providing a reduction on that product, reminding them of their curiosity. This methodology is especially efficient for producing purchases amongst earlier prospects.

Such a retargeting e-mail may look one thing like this:

2. Natural site visitors with Google Advertisements retargeting

Mix your content material advertising efforts with Google Advertisements. You are able to do this by retargeting customers who engage with specific content pieces from natural search, reminiscent of weblog posts or movies, with related advertisements on third-party web sites that the consumer views.

Instance

Say a consumer reads a weblog put up about “greatest tenting gear” in your web site however doesn’t purchase something. You’ll be able to then retarget them with a retargeting Google Advert for a tenting gear sale, driving them to make a purchase order.

The retargeting advert seemingly seems one thing like this:

3. Google Advertisements to cross-device and cross-platform retargeting 

Implement cross-device and cross-platform retargeting by monitoring consumer habits throughout completely different units and channels to create a cohesive consumer expertise.

Instance

A consumer explores your journey web site on their cellular system throughout their lunch break, so that you implement retargeting advertisements in order that they later see a Google Advert on their laptop computer whereas shopping different web sites.

Perhaps this advert gives a particular low cost for the vacation spot they had been researching, which ties collectively the 2 experiences and additional drives conversions.

Some of these advertisements span throughout many channels in a big selection of codecs, together with:

4. Offline advertising to Google Advertisements retargeting

Mix conventional offline advertising with on-line retargeting, reminiscent of with unsolicited mail. You’ll be able to construct and use customized touchdown pages in Google Advertisements for customers who obtain unsolicited mail items, which create a way of personalization.

Instance

You ship a unsolicited mail postcard promoting your new restaurant’s grand opening. Embody a singular URL or QR code redirecting them to a Google Advert touchdown web page.

The touchdown web page can supply an unique “first-taste” low cost. This on-line part captures consumer knowledge and helps convert recipients who have interaction with the postcard.

Right here’s a fast visible overview of the method:

5. Google Advertisements with social media retargeting

Use platforms like Fb or Instagram to retarget customers primarily based on their interactions along with your Google Advertisements to make sure constant messaging and a number of touchpoints.

Instance

A consumer clicks in your Google Advert for a health app however doesn’t enroll. You’ll be able to retarget them with the same advert on Fb, highlighting the app’s advantages and providing a free trial.

The sort of retargeting advert may appear like this:

Assist information buyer actions to drive conversions

With retargeting, you may successfully nurture and convert customers by leveraging Google Advertisements with varied advertising channels.

The bottom line is to keep up a cohesive and constant message throughout all touchpoints, making certain that customers obtain the best message on the proper time to encourage conversion. Whether or not they’ve deserted their cart or maintain ending up in your web site, retargeting advertisements make it easier to drive conversions and improve PPC ROI.