Everything you Need to Know about Google Remarketing and YouTube Remarketing

Remarketing – in other words, targeting customers who have already visited your website or social media pages – is a vital part of a digital marketing strategy. If it’s not, and you’ve only just heard of remarketing your ads – be it on Facebook, Google, YouTube or anything else – now is the time to consider it properly.

What is Remarketing?

Remarketing is the process of showing Google Ads, Facebook ads, YouTube ads, or any other form of social media advertising, to people who have already interacted with your site in some way. A remarketing campaign is a useful and cost-effective way to reach customers who are further into your sales funnel than standard cold leads, because they’ve already expressed interest in your products or services.

Remarketing campaigns, mainly via Google and YouTube ads, are enormously useful for converting visitors into customers. When done right, with the help of expertly-created and distributed video marketing campaigns, you can significantly boost your conversion rates. However, just as easily, you could struggle if you’re not managing your remarketing campaign properly.

Remarketing through Google Ads is one of the most important strategies, and we’ve outlined how that can be done effectively, along with YouTube video campaigns.

YouTube and Google Remarketing

Video Remarketing

Google is continuously making the search process a more visual, interactive experience, so people can find what they’re looking for quickly and efficiently. Video ads campaigns are integral parts of this immersive experience, hence why companies opt for remarketing with YouTube videos.

Video remarketing is an excellent way of:

  • Grabbing customers’ attention by explaining your product or service benefits.
  • Offering engaging video content instead of static text in PPC ad campaigns.
  • Connecting directly with your audience, for example, with a product explainer video or overview video. 

When remarketing with Google Ads, you’ll need to use the global site tag to ensure your ads targeting is expertly fine-tuned. Refer to Google’s support hubs for learning how to tag your site for remarketing, dynamic remarketing or using ads with mobile apps. 

To begin your first remarketing campaign, you’ll need to:

  1. Sign in to your Google Ads account.
  2. Select “Campaigns” from the menu.
  3. Create a new campaign.
  4. Choose your “Goals”.
  5. Select “Display Network” from the “Campaign Type” section.
  6. Set your campaign parameters (i.e. name, location, language settings, budget, strategy).
  7. Add any additional settings such as device targeting, scheduling, omissions or exclusions.
  8. Look for “Audiences” in the “People” section.
  9. Select “Remarketing”.
  10. Choose which of the audiences you want to add to your remarketing campaign.
  11. Click “Save”.

In Google Ads, you can select videos from your YouTube channel to include as part of your remarketing campaign. You can add them directly via the YouTube integration, or upload them by copying and pasting the URL.

Tips to Make Remarketing Ads Work

If you want your YouTube and Google remarketing campaign to succeed, you need to take note of these vital tips. 

  • Spread your video content across multiple channels.

Your consumers aren’t always likely to be on one particular channel. Therefore it’s essential to consider all potential avenues with your video marketing campaigns, even if they’re used for remarketing. Don’t just use Facebook or Instagram ads, as other potential customers are waiting on platforms like Twitter or LinkedIn.

  • Be specific with your remarketing audiences.

Segmenting your audience lists into particular behaviours will help you create laser-targeted video remarketing campaigns. For example, if a customer lands on the checkout page but doesn’t complete the purchase, have an audience list for those people. Similarly, have one for people who add products into their basket, but don’t check out.

  • Test and don’t be afraid to fail.

It’s unlikely your remarketing campaign will be a success right off the bat. Learn from what didn’t work, and capitalise on what did work. Keep testing your YouTube and Google remarketing campaigns, to find the perfect formula.

While the above steps and tips may sound straightforward, it’s challenging to master it in practice. If there’s one thing that Ginger Digital understands, it’s how challenging digital marketing can be on your own. Without the guidance of video remarketing and production specialists, you may be navigating a proverbial minefield.

YouTube and Google Remarketing

Google and YouTube Video Remarketing Campaigns

Fear not, as we are here to help you. 

We want your digital marketing campaigns to be a success, and video is very much at the heart of what we do. We optimise and implement strategies for our clients, delivering campaigns designed to give them a tangible Return on Investment (ROI). 

To see how we can help with your remarketing strategy, get in touch. 

  • Objective setting
  • Keyword research
  • Campaign creation
  • Ad copy
  • Set campaign live
  • Optimisation
  • Reporting

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We have developed a 7-Step digital success strategy to ensure we are providing the best service possible. We also pride ourselves on being transparent in our process throughout, ensuring our clients are fully informed with regular reporting.

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    Iain Gray, Business Growth & Partnership Manager, MSC R&D
  • We’ve been really pleased with the results. Over the 3 week campaign our website views increased by 400%, the video had over 80,000 views, and we sold £300K of our product.

    Stuart Devoil, Group Head of Marketing, James Latham Ltd
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