Remarketing in Google Shopping with Product Listing Ads (PLAs) is a great way to bring back visitors who have previously shown interest in your products but didn’t make a purchase. By targeting these potential customers with relevant ads, you can increase the chances of them returning to your site and completing a purchase. Here’s how to make the most of remarketing with PLAs.
Set Up Remarketing Campaigns
To start using remarketing with PLAs, you first need to set up a remarketing campaign in Google Ads. This can be done by creating a Smart Shopping Campaign, which combines your PLAs with remarketing ads. Once you have your remarketing list in place, Google Ads will automatically target users who’ve visited your website but didn’t complete a purchase. By doing this, you can increase your chances of converting these users into customers.
Create Remarketing Lists for Your PLAs
Next, you need to create remarketing lists. These are groups of users who have visited specific pages on your website. For example, if someone looked at a particular product but left without buying it, you can create a remarketing list to show them ads for that same product or similar items when they browse the web. You can set up these lists using Google’s remarketing tags on your website.
Combine Remarketing with PLAs
Once you’ve set up your remarketing lists, the next step is to combine them with your PLAs. You can link your remarketing lists to Smart Shopping campaigns in Google Ads, ensuring that your ads reach people who are more likely to buy based on their previous actions. For instance, you can target users who added products to their cart but didn’t finish the checkout process. When these users browse other websites, your ads can show them the exact items they were interested in.
Use Dynamic Remarketing
Dynamic remarketing takes this a step further by showing ads for the exact products that a user viewed on your website. For example, if someone was looking at a specific jacket on your site, dynamic remarketing will show them an ad featuring that jacket, along with other similar products they might like. This helps you target users with personalized ads that are highly relevant to them, increasing the chance they’ll come back and complete their purchase.
Adjust Your Bidding for Remarketing
When using remarketing with PLAs, it’s important to adjust your bidding strategy. Since you’re targeting users who’ve already shown interest in your products, they are more likely to convert. To take advantage of this, you can increase your bids for users who are on your remarketing lists. Google Ads lets you adjust bids based on the remarketing lists, so you can bid higher for users who have visited your website before, ensuring that your ads are shown to the right people.
Monitor and Optimize Your Campaigns
Finally, keep an eye on how your remarketing campaigns are performing. You’ll want to track metrics like click-through rate (CTR) and conversion rate to see if your ads are effectively bringing customers back. If your results aren’t as good as expected, try adjusting your targeting or bidding strategy. Regular monitoring and optimization will help you get the best possible results from your remarketing efforts.
Call to Action
Remarketing with PLAs is a great way to re-engage users who are already interested in your products. If you want help setting up and optimizing your Google Shopping campaigns, Social Media Max is here to assist. Our team specializes in Paid Ads and SEO and can help you create effective remarketing campaigns that drive more sales. Contact us today to get started and boost your online sales!
