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Strategies for improving conversion rate in remarketing campaigns in Google ads

I created this post with strategies to optimize Display Network remarketing campaigns in Google ads.

Because I want remarketing campaigns to do much better than you do now. Because I want to double the conversion rate. Or three times as much. Or quadruple.

That’s why you should forget about the traditional method “I create a remarketing list and run the same campaign for all users who visited my website in the last 30 days” and follow my advice.

Using these strategies, you’ll learn how to do this so that users who already know you end up converting, without costing you an eye.

Certainly, you are also interested in:

What is the conversion rate and how is it calculated?

Let’s see, my friend, before you start a chica post, let me tell you (if you still don’t know what it is) what is the conversion rate and how it is calculated. After that, I do not want complaints at the end of the post “Irene is, of course, you did not tell me what is the conversion rate because I do not know what to do or what to say and of course I do not know what you are talking about so I leave comments to bother you and waste your time.”

Well, the conversion rate is the percentage of goals achieved in a period of time. And as for goals, I mean anything you want to achieve: sales, leads, new followers, contact forms provided, etc.

The ratio between the numerator and the denominator is calculated. That is: the numerator / denominator * 100 =%

If we wanted to know the percentage of sales that we made in our online store (for example), we need to know:

The number of sales that we made to Product X in a given time period. The number of users who entered the X product page in the same time period.

If I had 500 visits to the product page but only bought 22 people, my conversion rate would be:

5/2200 = 0.044 * 100 = 4.4% (not bad)

The higher this rate (obviously, Irene!) The better. But don’t be discouraged when you find that your product’s sales conversion rate, for example, is less than 3%. It is the most common.

What is a remarketing campaign for Google ads?

Come on, now that you know your conversion rate, it’s time to explain what the remarketing campaign is in Google Ads. Review all terms of the equation (Equation = this message that I write).

Regarding remarketing in Google ads, I will talk about Display Network campaigns. Be aware that you can also remarket in search, but you need a list of multiple users in order to do this, which is not the most common.

Remarketing campaigns in Google ads (the Display Network) are the ones where your ads only (static or dynamic banners) are shown to people who have already interacted with your brand (who visited your website or one of your landing pages, who viewed one of your videos, It is on your subscriber list, etc.).

To do this, you must first include the remarketing tag in Google ads on your website or enable remarketing audiences in Google Analytics (as long as you link them to a Google Ads account, which I hope will be the case!).

Ready? Next, let’s see TOP strategies to optimize the conversion rate (check!) For your remarketing campaigns in Google ads (check!).

Follow these strategies to improve your conversion rate in your remarketing campaigns in Google ads.

1. Segment your remarketing audience well

Don’t treat all the traffic on your website the same way, profiles. It’s not worth creating your remarketing audience and you’re done. Come on, I show the same resale ads for all my lover that have entered my website!

No, sir.

Each page of your website, for every landing page, has a different value. The person who left a product in the cart and left closer to converting (he is a much more valuable user) than someone who entered your homepage and left without doing anything else.

For example, paying 1 EUR per click for a person who spent more than 5 minutes in e-commerce and visited more than 5 pages would be a more positive investment than paying 0.10 EUR for all visitors to your website.

For this reason, I recommend that you segment your audience according to the behavior they practice on your website. I give you some examples.

Time on the web


Goals accomplished

So you can better optimize your remarketing budget. And don’t spend it foolishly on all the people who entered your website (from those who spent 0.5 seconds to those who only clicked to click to complete the purchase).

You have two options for creating this type of audience using Google ads or Google Analytics. I tell you how to do it with this last tool, which is more chachipiruli.

Go to the Administration section from the left side menu.

Click “Audience Definitions” in the “Ownership” section.

And choose “fans”.

If you haven’t already, it will make you choose the Google Ads to account you linked to your Google Analytics account.

If you don’t have any audiences created, you’ll see this screen, where you can create audiences.

Here you can create your own custom audience, then send it to Google ads and launch remarketing campaigns on the Display Network. So you can see how to do that, I’m going to create an audience with the following features: Users who visited my online store at least 3 times in the last 30 days from a mobile device. They were more than a minute in my store for every session. They haven’t bought anything yet.

As you can see on the right, only 47 users stick to this label in the last 30 days. The more specific your audience, the fewer users. But it definitely works better.

Of course, this example would be null because you need at least 100 users on the list in order to launch a remarketing campaign on Google Display Ads.

Once you’ve created your audience, give it a name and click “Next Step.” It will make you point to the audience destination = your Google Ads account.

And ready. This audience will appear in the “Audience Manager” list of Google ads.

2. Prevent advertising stress (advertising fatigue) by separating your audience by the duration

What is ad fatigue? Or overwhelm my ad? Or overwhelm my ad?

This is the number of times someone sees your ad himself before reaching the limit. And when it comes to the contract level, the performance of this ad decreases, because the user does not pay attention to it.

In other words, ad stress is a decrease in the performance of your campaign ads due to the overexposure of your ads to your audiences.

So, as much as they tell you that “remarketing campaigns work very well and nothing happens because a user is seeing your ad over and over because they really care about your brand or products”, you don’t trust them very much.

There will be a time when the user gets tired of your ad and (worse) than your brand. You will lose your money through ads and (worse still), you will lose a potential buyer.

I don’t know if you know, but it is said that ad stress can lower your clickthrough rate (CTR) to 74.4% and increase your CPA (cost-per-acquisition) to 335%. So I would not risk it.

In order not to get tired of the users, instead of displaying the same ad over and over for the number of days, segment your audience according to how long since they last logged onto your website and taught them different designs.

For example, it displays a different ad every week that passes since a user visits your website. You can also decide to take a few days off to return, then launch a great promotional offer if they haven’t purchased yet.

This way, you can create a story with your ads, because you know that users will see it based on the days you affected it (with your website or with another ad).

To do this, you must create different remarketing lists in Google ads according to the number of days and the exclusion of other days. Don’t worry, I’ll tell you how to do it.

Go to “Audience Manager” in the Google Ads List as we saw in the last screenshot, and in the remarketing lists, create a list of + website visitors.

In “Membership Duration” set 7 days, as you will see below.

Now create other matching lists but change 7 to 14, 21, and 28 (to do this for weeks).

Once finished, you need to create 4 different ad groups in the remarketing campaign (set for the first week, set for the second week, set for the third, and group for the fourth week) and define the corresponding audience.

In the group of seven days, you will not do anything.

In a 14-day group, you must go to the “Exclusions” section (in the list directly below “Audiences”) and select the 7-day remarketing list, in order for this group’s ads not to appear.

In a 21-day group, you will do the same but the 7-day and 14-day list will be excluded.

And in the group of 28 days, the same. Except for the 7-day list, 14-day list, and 21-day list.

This way you will have a sequenced remarketing campaign that will work much better than a simple remarketing campaign from “Show the same ad to all users who have accessed my website”.

3. Check the sites to get rid of low or related quality sites

I don’t know if I know, but there are over two million webpages and apps on the Google Display Network (i.e. websites and apps where your banner ads can appear).

You can imagine a great percentage of them would give you NEFAST results in your campaigns.

For this reason, in remarketing campaigns, you want banners to appear on relevant webpages of your audience.

This is why you should go through the “Sites” report within your Display Network campaigns to see the pages, videos, YouTube channels, and apps that your banners appear on. This way you can check whether they are sufficient or better to exclude them from your ad group.

To view this report, go to your Display Network campaign in the “Sites” menu.

But be careful! Since your ad group is segmented by the audience (remarketing) and not by placements (you didn’t choose the websites/apps/videos where you want your ads to appear manually, but you give Google the ability to choose where you’ll see your banners), at a glance you won’t see sites.

Don’t worry, you didn’t make any mistakes.

You have to go to “Where your ads are shown” to see the sites.

To find out which sites are best excluded, I recommend requesting results with clicks, CTR, and/or CPC.

This way you will see sites that have a lower clickthrough rate (if your banner ads are shown multiple times but not clicked, BAD). Or where CPC is more expensive (we are not interested either).

Click on it and exclude it (group or campaign).

You can create a list of excluded sites so that you can use them in all of your campaigns (as with negative keywords) and it’s not always necessary to go to the same websites you know don’t work for you.

4- Use dynamic remarketing ads

If you have e-commerce with many products, it is essential that you use dynamic display ads. Yes or yes. No exceptions are worth it.

Only in this way, you can show users the products that interest them most (those they visited but did not purchase).

Imagine that Amazon did not work with dynamic ads and notified everyone who entered your site with the same ad. Like this year, so as not to hold your fingers.


When you go to Amazon and search for products, they chase you for days until you end up buying them in boxes (or until you stop being on the remarketing list and stop appearing).

This is not done by SEM professionals who manually handle Google’s advertising campaigns on Amazon. Are you imagining?

This is up to Google. Who knows how to do this without having to spend hours, hours, and hours on it.

In order for your ads to be highly intelligent and study (yes, learn themselves) to people who have seen another product or product (without having to create hundreds of ad groups) and get many other conversions of RISA pricing, you must create dynamic ad campaigns.

Do you need help creating it? Contact us (yes, here I sell our services, Pim pam).


We all know that remarketing campaigns are TOP TOP TOP to get more conversions at a better price. Yeah.

But maybe what we all did not know is that there are different ways to make these remarketing campaigns in Google ads more useful and that your conversion rate will increase.

Today, I brought you 4 tactics that we use in Oink My God to make remarketing campaigns on the Display Network very profitable. Us and all our clients.

Let us briefly review:

Split your audience well (don’t put all web visitors in the same list)
Prevent advertising stress (separate your audience by duration)
– Review and exclude the sites where your ads appear
– Create dynamic ad campaigns

Do you really follow these strategies when launching remarketing campaigns? Do you think it could make your ads’ conversion rate rise?



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