Google Ads and remarketing an excellent combination


You have probably invested a lot of effort and money to increase your website traffic. It also means that you need to convert as many visitors as possible to make this investment worthwhile.

Unfortunately, many people will visit your website without becoming real customers. There is an interesting technique to increase conversions at a lower cost: remarketing.

Remarketing or retargeting

In the world of online marketing, remarketing is also known as retargeting. The purpose is to run an advertising campaign against visitors to your website who have not yet taken the expected action.

For example, for visitors who abandoned their carts but didn’t complete their purchases. This can help when you realize that around 70% of ecommerce visitors abandon their shopping carts.

Easily set up remarketing in Google Ads and Facebook. Together they can reach 90% of international users. So don’t hesitate to combine Google Ads and Facebook Ads.


By placing tracking codes on their websites, the two giants track all visitors to their sites and show them their ads after those visitors leave. Email marketing is also widely used for abandoned cart remarketing.

What are the benefits of remarketing?

Remarketing is mostly a reminder. In addition to conversions, it also helps build your brand awareness, as the goal is to get them to think about your business or brand first, not your competitors.

Remarketing is based on a cost-per-click (CPC) system: you only pay when a visitor clicks on your ad. Additionally, the average CPC achieved through remarketing is half that of the Google Adwords search network.

You can limit your budget – With remarketing, you can set your daily budget and CPC to any amount you want. It can be changed at any time.


Target potential customers – everyone who visits your website is initially interested. These visitors can be classified as “curious”.

On the other hand, those who fill out forms or subscribe to your newsletter, download files or fill out contact requests are called “intents”. Remarketing can only target this audience.

Remarketing works automatically: you only need to set it up once. Of course, you need to constantly monitor and optimize the performance of your campaigns.

You can add or change ads, adjust bids, refine audience segments, and manage your account on an ongoing basis.

4 Google Ads Audiences You Should Know


Google Ads audiences are part of the fun tricks you should know about optimizing your campaign performance. They are typically used by SEA consultants or freelancers.

To implement this type of strategy, it’s important to identify the people you want to target and separate them from the people you want to exclude. So you should consider analyzing your target audience.

A targeting strategy allows you to optimize ad spend while ensuring a good delivery rate of your message while respecting the stages of the conversion funnel.

To help you make your choice, we’ve shown 4 common audiences used in Google Ads campaigns.

1 Remarketing List (RSLA)

These lists are based on a feature of Google Ads that enables you to tailor campaigns and bids to your website’s visitors. Remarketing lists can be segmented in three different ways:

  • All visitors
  • Visitors who visit only specific pages (product pages, category pages…)
  • People who have made micro-conversions (such as downloading documents such as white papers).

2 Customer Match

With this Google Ads feature, you can target audiences that may or may not have been previously relevant to your campaigns. In other words, you can choose to target people who are already customers or not.

This feature is especially useful for reactivating customers who haven’t placed an order or visited your website in a while. By using this solution, you can personalize your event information by offering exclusive discounts for this target.
3 Lookalike features.
This option allows you to target new users with search behaviors similar to your remarketing lists. These viewers are considered (due to their attitudes) more qualified than regular visitors.

This target group is then interesting to optimize your campaigns for conversions and activate sales with ease.

4 The “affinity market” public

Until recently, these two audiences were reserved for display and YouTube campaigns. Google Ads choose to make them available on the Search Network and should take advantage of it.

“Affinity” target groups, as the name suggests, are interests based on users’ online behavior. For example, you can use this audience to target people whose interests are shopping, men’s or women’s clothing, specific sports, food, foodies, technicians, and more.

Google Ads gives you the option to target these audiences or let them “watch” to evaluate their behavior and decide if it’s worth targeting them in the future.

An “In-Market” audience is an audience defined in terms of what users want to buy or what they are actively searching for. These audiences are based on strong consumer purchase intent and based on tools like recent searches. Very interesting audience during the holidays or during discount promotions like Black Friday.

It can be fun to test these different audiences in your Google Ads campaigns, which will allow you to target your ads more accurately, which in turn will generate more business.