Using Google Remarketing to Acquire New Donors & Givers

The Power of Remarketing in Your Google Ads Strategy

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In this blog post, we will explore the power of remarketing in your Google Ads strategy. We'll discuss the unique benefits of remarketing, delve into the different channels available on the Google Ads platform, and provide practical insights on how to effectively utilize them. Additionally, we'll touch upon the future of remarketing and its evolving role in online advertising. Let's dive in and unlock the full potential of remarketing for your campaigns.

Leveraging Remarketing in the Marketing Funnel

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Remarketing plays a crucial role in leveraging your current advertising efforts or utilizing traditional advertising methods, such as Word of Mouth, to guide users further down the marketing funnel. The remarketing process begins with creating awareness among your target audience, ensuring they know your organization exists. Once awareness is established, the goal is to move users toward the decision-making and buying phase, encouraging them to engage with your organization. After user engagement, the focus shifts to closing the deal and driving conversion. However, the marketing funnel doesn't end there. It is essential to nurture and maintain customer loyalty, generating repeat business and positive Word of Mouth referrals.

Segmenting Your Audience: Warm and Hot Users

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When it comes to remarketing, not everyone gets to see the ads. It's important to segment your audience based on their level of engagement. In this case, we'll focus on warm and hot users. Warm users are already aware of your organization, while hot users have shown meaningful interest but haven't taken the final step, such as making a donation or signing up to volunteer. Hot users are the primary target for remarketing, as they have already expressed a significant level of interest. Consider the economics of targeting cold users versus engaged users and allocate your budget accordingly.

Setting Up Remarketing Audiences: Recency and Depth of Engagement

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When should you approach users with remarketing ads? It's recommended to set up your remarketing audiences as soon as possible, even if you plan to use them in the future. Two key considerations for setting up these audiences are recency and depth of engagement. Recency refers to how recently the user engaged with your organization, while depth of engagement indicates how far down the marketing funnel they have progressed. Depending on the speed of your decision-making process, you can set up audiences for users who engaged in the last 1, 7, 14, or 21 days. Alternatively, if time is limited, you can create an audience for users who engaged in the last 540 days, allowing for the largest remarketing audience.

Crafting Effective Messaging for Remarketing Ads

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Now that you have set up your remarketing audiences, what type of messaging should you show them in your ads? Unlike cold ads that focus on generating awareness, remarketing ads should emphasize why and how users should engage with your organization to support its mission. Testimonials can be a powerful tool for remarketing, as they provide social proof and an emotional connection. Consider the previous messaging the users have been exposed to and build on it accordingly. If users saw your advertising 500 days ago, they may need a reminder of what your organization does, whereas users who engaged seven days ago don't require the same level of repetition.

Creating a Fresh Experience for Remarketing Users

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While you can technically use the same cold ads for remarketing, it's advisable to create a new experience for users. By showing them a fresh and compelling creative, you increase the chances of getting them to take action. Avoid sending users to the same landing page they previously visited, as it is unlikely to yield different results. Instead, curate a new landing page that builds off their previous exposure and provides a unique experience

This can include personalized content or exclusive offers to incentivize engagement.

Amplifying Your Messaging with Google Ads Channels

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Google Ads offers multiple channels to amplify your remarketing messaging. In addition to the traditional Google Display Network, you can leverage YouTube and Google Search to expand your reach and connect with your remarketing audience in different ways. Each channel has its unique strengths and can be utilized strategically based on your goals and audience preferences.

Benefits of Google Display for Remarketing

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The Google Display Network (GDN) provides an extensive reach and allows you to target your remarketing audience on various websites and apps across the internet. By utilizing GDN, you can increase your brand's visibility and reinforce your messaging among warm and hot users. With a wide range of ad formats available, including responsive ads and dynamic remarketing, GDN offers flexibility in delivering creative and engaging content to your target audience.

YouTube Remarketing: Capturing Attention and Making Connections

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YouTube is an incredibly popular platform for consuming video content, making it an ideal channel for remarketing. YouTube remarketing allows you to connect with your audience in a visually appealing and engaging format. By showing remarketing ads before, during, or after videos, you can capture users' attention and create a memorable connection. Additionally, YouTube offers precise targeting options, ensuring your ads reach the right audience at the right time.

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YouTube Creative Elements: Making an Impact with Simple Videos

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When creating YouTube remarketing ads, simplicity can be key. Focus on clear messaging and compelling visuals to make an impact. Keep your videos short, concise, and relevant to your audience's interests. Utilize eye-catching thumbnails and compelling titles to entice users to watch your video. Don't forget to include a strong call-to-action at the end of the video, guiding users to take the desired action.

Targeting and Setup for YouTube Ads

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To effectively reach your remarketing audience on YouTube, ensure your targeting and setup are optimized. Take advantage of remarketing lists for YouTube ads (RLSA), which allow you to create specific audience segments based on user behavior and engagement. Combine remarketing lists with other targeting options, such as demographics, interests, or topics, to narrow down your audience and increase relevancy.

Leveraging Google Search for Remarketing

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Google Search Ads provide an opportunity to capture immediate visibility and drive direct response from your remarketing audience. With search ads, you can reach users who are actively searching for keywords related to your organization, increasing the chances of engagement and conversion. By leveraging the power of intent-based marketing, you can serve highly relevant ads to users who have previously engaged with your organization, creating a personalized experience.

Google Search Ads: Immediate Visibility and Direct Response

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When setting up your Google Search Ads for remarketing, consider using ad extensions to maximize visibility and convey additional information. Extensions such as site links, callouts, and structured snippets can help provide more context to users, increasing the likelihood of engagement. Additionally, consider using ad customizers to dynamically update your ads with specific information based on user behavior, creating a sense of urgency or exclusivity.

Tracking and Analyzing Remarketing Performance

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Tracking and analyzing the performance of your remarketing campaigns is essential to measure success and optimize your strategy. Utilize conversion tracking to understand the impact of your remarketing efforts on key actions such as form submissions, purchases, or donations. Additionally, leverage Google Analytics to gain deeper insights into user behavior, engagement, and conversion paths. Use this data to refine your audience segments, adjust bidding strategies, and fine-tune your messaging for optimal results.