Today’s buyers have thousands of options to choose from and hundreds of companies competing for their attention. Running an ad and expecting consumers to go directly to purchase isn’t a viable option. It’s entirely obsolete.
A much more effective strategy is to retarget and nurture. The goal is to stay top of mind with your target audience until they’re ready to make a purchase.
When used strategically, retargeting and nurturing increase brand search and direct traffic, ultimately driving conversions and business growth.
Let’s take a look at how this all works together.
What is Google retargeting?
Retargeting is a method that uses Google Ads to bring users back to your website after they’ve taken a certain action, such as visiting the site from another channel (i.e., SEO) or engaging with an ad previously.
Display retargeting ads are the most common type. There are two primary formats: uploaded display ads and Google’s responsive display ads.
- Uploaded display ads are ads that you create in GIF, JPEG, or HTML5 format.
- Google’s responsive display ads are created in your Google Ads account.
Other ad retargeting format options include video, app, and search ads or specifically targeting visitors who have completed a certain action on your website.
One popular variation of a display ad looks like this: