Only 2 - 4% of website visitors convert on their first visit. The other 96 - 98% leave, often to never return. Google Ads remarketing solves this by showing targeted ads to people who have already visited your website, keeping your brand top of mind as they browse other sites, watch YouTube, or search Google.
Why Remarketing Works
Remarketing works because it targets people who have already expressed interest in your product or service. They visited your website for a reason - they were interested. Remarketing reminds them of that interest at a fraction of the cost of acquiring a new visitor. Remarketing ads typically achieve 2 - 3x higher click-through rates and 50% lower CPCs than standard display ads.
Types of Google Remarketing
1. Standard Display Remarketing
Show banner ads across Google's Display Network (over 2 million websites) to people who visited your site. Best for brand awareness and staying top of mind during long consideration periods.
2. Dynamic Remarketing
Automatically show ads featuring the exact products or services a visitor viewed. Essential for e-commerce and businesses with large product catalogues.
3. RLSA (Remarketing Lists for Search Ads)
Adjust your search bids for people who have previously visited your site. When a past visitor searches for your keywords again, you can bid more aggressively, knowing they are further down the funnel.
4. YouTube Remarketing
Show video ads on YouTube to people who visited your website or watched your previous videos. Video remarketing is increasingly effective as YouTube consumption grows.
Remarketing Best Practices
- Segment your audiences: All visitors, product page viewers, cart abandoners, and past customers should see different messages
- Set frequency caps: Limit ad impressions to 3 - 5 per day per user to avoid ad fatigue
- Exclude converters: Stop showing conversion ads to people who have already converted
- Use sequential messaging: Tell a story over multiple ad exposures rather than repeating the same message
- Optimise landing pages: Pair remarketing ads with dedicated pages via conversion rate optimisation
The Bottom Line
Remarketing is one of the most cost-effective advertising strategies available. It targets warm audiences, achieves higher conversion rates, and costs less per click than cold prospecting. If you are running Google Ads without remarketing, you are leaving your most valuable audience untouched.
Ready to recapture lost visitors? Contact our team for a remarketing strategy tailored to your business.
