How to Duplicate a Google Ads Campaign (+ Why You Should)
Here, we'll break down how to duplicate a Google Ads campaign (as well as ads themselves, audiences, and keywords) -- and why you might want to....
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Website visitors don’t always convert on their first visit. In fact, 92% of first-time site visitors are there to do something other than make a purchase.
Some may browse around to gather more information about your products and services.
Others may feel compelled to add items to their cart but leave without completing the purchase.
In both cases, these customers have shown interest in what you had to offer but weren’t ready to pull the trigger just yet.
Thankfully, these users aren’t lost forever.
By setting up a remarketing campaign in Google Ads, you can create ads that target previous website visitors and re-engage them to nudge them further along the customer journey until they convert.
We’ll teach you how to create a remarketing campaign in Google Ads below.
Before diving into the specifics behind setting up a remarketing campaign in Google Ads, let’s first discuss the definition of remarketing.
Remarketing is a strategy specifically created to target prospective customers who have already engaged with your business in one way or another. They could have:
“Remarketing allows you to show ads to people who have previously visited your website or used your mobile app, re-engaging with potential customers,” says Lead Strategist at HawkSEM Sarah McKraken. “[This] is super important since it can re-engage with people who are already more familiar with the brand and therefore more likely to convert.”
A Google Ads remarketing campaign is a powerful tool that offers numerous ways to set the parameters of each campaign, controlling who, when, and how different demographics can see your ads.
“We utilize custom-made remarketing lists to accomplish this,” McKraken adds.
You may come across the term ‘retargeting’ while on the subject of remarketing. But are retargeting ads the same as remarketing ads?
Technically, yes.
Remarketing is an umbrella term that refers to a broad scope of strategies to reach and target people who have previously interacted with your brand.
This can include a combination of digital marketing strategies, such as search campaigns, display campaigns, social media, search engine optimization (SEO), pay-per-click (PPC), and email marketing, as well as offline marketing tactics like billboards, flyers, and TV ads.
Retargeting is one of the more specific types of remarketing and is also the most common. It is a term used to mainly refer to online methods of remarketing.
Basically, retargeting only refers to a method of remarketing that targets people who have visited specific pages on your website.
But, when speaking about an online remarketing strategy, you can use both terms interchangeably.
The main point of a remarketing campaign is to find people who have shown interest in your product or service and serve ads that appeal to that interest.
This process begins with a small snippet of code called a remarketing tag and proceeds as follows:
For instance, an ad showcasing an offer, discount, or hard sell may be more effective for users who recently visited a sign-up page. Meanwhile, users visiting the home page could still be considering a purchase and may instead benefit from personalized ads that lead to more information.
Remarketing targets potential customers who are already warm, leading to higher conversion rates and an excellent return on investment (ROI).
There are six different ways to remarket and appeal to your intended audience. Check out the following:
Most transactions do not occur during a prospective customer’s initial visit to your website, even if they did check out a product page or two.
Implementing a remarketing strategy is one of the best ways to recover that traffic, reach your target audience, and increase your company’s revenue.
Aside from that, the following are ways remarketing can benefit your business:
Brand awareness is crucial in attracting potential customers and fostering loyalty.
But this can be difficult to achieve when your customers are easily drawn away to look at other brands.
Fortunately, you can create ad campaigns that remind people about your business and get repeated brand exposure. Once they visit other websites, they can see your ad, be reminded about their interest in your brand, and return to your site.
Finding and reaching your target audience is one of the most critical elements of successful digital marketing.
If you’re broadcasting your brand message to an unreceptive audience, your message will only fall on deaf ears since they do not want or need what you’re offering or have no capacity to buy.
Remarketing is an excellent strategy that helps you reach a specific audience with a vested interest in your products or services, which increases your likelihood of success.
When delivering targeted ads to prospective customers, timing is everything in ensuring the effectiveness of your ad campaigns.
The challenge comes from being unable to determine whether the people you’re reaching are in the right stage of the customer journey.
Do they need your product or service?
Are they even interested?
With remarketing, because you’re targeting people who’ve recently interacted with your brand, you already know they have an active interest in your products or services.
This means that with a retargeting ad, it’s always the right time to advertise your message.
Cart abandonment occurs when customers add items to their cart but leave without completing the purchase.
It is caused by a number of reasons, from problems encountered during the checkout process to distractions pulling the user away from the shopping site.
While this is a common reason for reduced conversions for most businesses online, the opportunity cost is even greater, which is estimated to cost ecommerce companies a staggering $18 billion annually in lost sales.
Fortunately, remarketing can help bring customers back and get them to complete their purchases:
Here’s an example of what you can do: set up display ads to remind visitors to revisit their abandoned carts. This produces a 900% higher click-through rate than regular display ads.
The main point of any digital marketing campaign is to generate conversions as it leads to higher revenue – the more conversions you generate, the higher your revenue will be.
And in this regard, having a remarketing strategy offers a distinct advantage.
How?
Well, it simply leads to more purchases.
On average, only 2% of website visitors will make a purchase on their first visit. This means an astounding 98% of prospective customers will leave without performing a single meaningful action.
But by targeting the right people at just the right time, these customers are able to reconsider your offering and return to your website to complete their purchase.
This is how retargeting campaigns can enjoy 147% higher conversion rates than regular campaigns.
The returns on ad spend (ROAS) is an important metric that determines how much profit you’re making from running an ad campaign.
Essentially, you want your ad costs low and your conversions high. This is why adjusting your bidding strategy is always recommended to ensure you’re meeting your campaign goals with minimal spending.
On that note, this is where remarketing campaigns offer the final benefit.
Through remarketing, reaching your target audience becomes significantly easier. Moreover, with reduced ad spending delivering a higher conversion rate, remarketing is really worth the investment.
Now while remarketing can be a powerful marketing tool for digital marketers, you may find that creating a new campaign for the first time can be quite challenging. To help with these concerns, we’ve compiled a step-by-step guide on how to create campaigns for remarketing in the following section.
There are four main components involved in creating and setting up a Google Ads remarketing campaign:
We’ll delve into each component below.
The first step is to set up the Google remarketing tag, which is a piece of code that tracks user actions on your website.
There are two ways to accomplish this: through Google Ads and Google Analytics. For best results, we recommend using both options.
Via Google Ads
To set up Google Ads conversion tracking via Google Ads, check out our Google Tag Manager Guide.
Via Google Analytics
After Google Signals have been activated, you can proceed to create remarketing lists on Google Ads.
There are two versions of this list you have to build.
One is a list of all site visitors, including those who visited in the past 90 days. The other list comprises only site visitors from the past 90 days.
This is crucial in distinguishing visitors that need to be retargeted from those who have already converted.
There are many ways of accomplishing this. One is by excluding users who have completed their purchase, which means they were redirected to your website’s Thank You page. This will be the example we’re using below.
Now that you were able to create the audience lists, it’s time to begin setting up your displays for the campaign. Follow the steps below:
Finally, it’s time to create ads and ad groups that will be used throughout the entire display campaign.
By default, you will be able to create responsive ads containing visual elements (static images and videos) that your audiences will interact with. This is a great DIY option for those looking for a simple yet effective way to create display ads.
Assets you’ll be needing for display ads include:
Upload all your assets to Google Ads. Google will test different variations to find the best performers for different queries.
Once they’re uploaded, click Add to Ad Group, then Create Campaign.
The last step in the campaign setup process is to configure your remarketing audience to exclude those who have already converted.
Once you hit Save, you can start your campaign. At that point, your ads will be shown to users who visited your website but haven’t completed a purchase.
Remarketing is a powerful tool that can help you re-engage with previous and existing customers. As a result, you create additional opportunities for customers to complete their purchases, which translates to higher conversion rates and recovered revenue.
When done right, Google Ads remarketing campaigns are able to generate significant growth for your business. However, this requires proper planning and execution to achieve the right results — something that a true expert can help you with. Get in touch with us to learn how HawkSEM can help.
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