7 Best Google Ads Remarketing Practices: Remarketing Tips

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30-Second Summary

30-Second Summary

  • Google Ads remarketing targets potential customers for completed purchases
  • Advertisers optimize campaigns with best practices
  • Google Ads remarketing practices: activate standard display, optimize dynamic display images, use search ads remarketing lists, and experiment with YouTube videos
  • Standard display targets website visitors, redirecting them to specific pages
  • Dynamic remarketing showcases exact products viewed by visitors
  • Combining Google ads with YouTube shorts is beneficial
  • Lead generation is essential for turning leads into paying customers

Based on research from 49 different studies, Baymard Institute shows that 70.19% of online shopping carts are abandoned.  

While this rate can be scary, abandoned carts no longer mean lost customers. Using Google Ads remarketing, you can show your ads to potential customers who might complete their purchases if given a little nudge.

With Google adding more functionalities and features to make these ads more targeted and compelling, advertisers can create and optimize remarketing campaigns with certain best practices in mind. Let’s explore them.

7 best remarketing practices for Google ads

You can see a great conversion and engagement rate with an effective remarketing campaign. Here are seven remarketing practices you can adopt to create successful remarketing ads.

1. Activate standard display remarketing


Standard display remarketing allows you to target those customers who have visited your website. You can show them images of generic products or services that describe your brand while they are surfing other websites.

You can bring these visitors to your homepage, product page, or targeted landing pages. 

display remarketing tip image

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This is the easiest kind of remarketing ad, and here’s a guide on how to set it up.

Below are some best practices regarding display ad specifications that you can follow.

Content Visual Specifications Static Display Ads

2X Square Image: min 1200 X 1200

2X Landscape: 1200 X 628

2X Portrait: 900 X 1600

Max KB: 5120 kb

Content Textual Specifications 5 X 30 Characters Headlines

5 X 90 Characters Descriptions

2. Optimize images for dynamic display remarketing ads


Dynamic remarketing ads take your campaigns one step further by showcasing the exact products and services the visitors saw on your website.

By optimizing images for these campaigns, you can get higher success. When Bedder Way showcased images of their Murphy beds, they increased conversion rates by 50% and decreased their cost per conversion by 25%.

To ensure a high-quality product view on your ads, you can optimize your product images in the store’s library so they don’t look blurry or pixelated.

Pro-tip: Increase conversions by showing a discount code or providing incentives such as free shipping on these dynamic ads.

Dynamic display remarketing ads image

3. Use remarketing lists for search ads (RLSA)


Remarketing Lists for Search Ads have been here since 2013 but are still highly underused despite their benefits.

This feature lets you target users who have visited your site using different ads or keywords instead of just the display network.

Remarketing tips for search ads image

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One advantage of RLSAs that we love is you can bid on more generic terms because your audience is more qualified. For example, an online store that sells Allen Solly clothes, but not accessories might avoid bidding on the term “Allen Solly” because it could invite people searching for accessories and not clothes.

With RLSAs, they could put this term in the ad group and apply a list to include those who have already visited the Allen Solly clothes section on the site. The result is less ad spend wastage and the ability to bring in more conversions with generic terms.

Content Textual Specifications 15 X 30 Characters Headlines

4 X 90 Characters Descriptions

4. Experiment with YouTube video remarketing


YouTube video remarketing allows you to step out of the character limit of conventional text ads as well as the static nature of display ads. In a 30-second clip, you can explain your product or service in a much better and more engaging way.

You can even combine your data segments to create targeted audience lists or reach people who have taken certain actions, like viewed/liked certain videos from your channel. This helps increase your conversion rate.

Here’s how people are benefiting from combining Google ads and YouTube shorts.

Youtube video remarketing image

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Content Textual Specifications 2 X 15 Characters Headlines

5. Re-engage shoppers with shopping ads remarketing


This strategy should be on your checklist if you’re an online store or ecommerce portal. Google has specifically designed Product Listing Ads (PLAs) for ecommerce stores. These include real-time product information like images, pricing, etc.

They are prominently positioned and are drawn from the Google Merchant Centre. You can target two ad groups (Website Visitors from last 14 days and Specific Product Page Visitors from last 30 days) for this remarketing campaign.

Here’s a Twitter thread you should not miss out on if you use Google remarketing ads for your ecommerce store.

Shopping ads remarketing image

Image source

6. Implement a bidding strategy


Not all visitors who visit your product page or website are good targets for your remarketing campaigns. That’s why you should adopt a bidding strategy.

For example, you can bid higher on those who have visited specific product pages as opposed to those who have just visited your website.

You can even tailor retargeting ads based on user variables like gender, age, etc. This is a good practice for companies that target a specific set of people. For example, beauty stores that sell products for females.

7. Set up frequency capping


This denotes the number of times a visitor will be shown your retargeting ad in a specific time period. You can choose a frequency cap for limiting the number of impressions for a day, week, or month.

This is important as you don’t want to overwhelm your visitors or deter them from associating with your brand.

frequency capping image

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While determining this limit, consider how many remarketing campaigns you’re running, how many ad groups there are, and if you have the same visitors in multiple groups.


While these best practices will help guide your remarketing campaigns, always tweak these practices to suit your specific industry, objectives, and target audience.

Don’t be afraid to try new things and new formats to bring back lost visitors and boost your online presence. Seeking guidance from a specialized Google PPC agency can provide valuable insights and expertise, making the process more straightforward and effective.

If you need help creating these remarketing ads, get in touch with our Google ad experts that will guide you on the right path.


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Nikhil Dhoot

Introducing Nikhil Dhoot, a digital marketing dynamo having an analytical mindset with a passion for performance marketing. With unmatched expertise in marketing strategies, funnel optimization, and data analysis.
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