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Boost post-holiday sales with Google Ads remarketing

Back to all resources

Boost post-holiday sales with Google Ads remarketing

Key take-aways

The festive season is often the most fruitful time of year for retailers, with sales skyrocketing and potential customer numbers growing quickly both online and offline. Once the seasonal shopping frenzy is over, however, many businesses find themselves suffering from a post-holiday slump.

Fortunately, Google Ads remarketing can be a helpful tool for attracting traffic to your website, creating a boost in visitors, and giving you the opportunity to build relationships with new customers acquired during the holidays. Learn how to use Google Ads remarketing to maintain your momentum throughout the year.

1. Explore and analyse your performance data

2. Cater your Google Ads to different audience segments

3. Include mobile in your remarketing strategy

4. Connect with users through YouTube remarketing

5. Track, measure, and refine your strategy

What is Google Ads?

Google Ads is an advertising service by Google for businesses that want to display ads on Google search results and its advertising network.

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1. Explore and analyse your performance data

One of the best kick-starts to your remarketing strategy is to look at your Google Analytics and Google Ads performance data to identify key opportunities.

For example, you can segment your remarketing ads to cater to users who:

  • Browsed a few pages on your website and left
  • Joined your email list but haven't yet made a purchase
  • Visited the same product's page one or more times
  • Reached the checkout page but never completed their purchase
  • Bought something a while ago but haven't been back since

The closer you can match Google Ad content and placements with a user's past behaviour and preferences, the higher your chances of re-engaging them and closing the sale.

Remarketing

A feature that lets you customise your display ads campaign for people who have previously visited your site, and tailor your ads to these visitors when they browse the web and use apps.

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2. Cater your Google Ads to different audience segments

Once you've observed how users interact with your brand, focus on the best approach to remarketing them. For example, if a customer has visited the same item's page more than once, this indicates a heightened interest in the product. This may be a good opportunity to “sweeten the deal" and create urgency for them to buy. You could use your Google Ad content to offer free shipping or loyalty program points if they make the purchase.

When a customer orders an item that requires replenishing, such as vitamins, or an item that's part of a series, like a novel, a remarketing ad might encourage them to restock their vitamin supply or buy the follow-up novel at exactly the right moment.

Google Analytics

A free tool that tracks and reports your website activity. The platform offers comprehensive data demographic and behavioural data on your visitors and how they interact with your website.

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3. Include mobile in your remarketing strategy

Mobile remarketing is especially helpful if your company has an app. Google Ads allows you to reach people based on mobile browsing activity, like users who interacted with your brand on their smartphone.

Say that a user has downloaded your mobile app but hasn't used it since. You can focus your remarketing campaign on re-engagement by showing them ads announcing new app features, encouraging them to upgrade to the latest version, or reminding them of useful capabilities and options.

For enhanced personalisation, try reaching users who have performed a specific action within your app, like those who added products to their shopping cart but didn't complete the checkout process. Your app remarketing campaign can remind them of their interest in the product, perhaps by offering an incentive to complete their purchase through the app rather than the browser version of your website. This brings the user's attention back to both the app and their abandoned shopping cart.

Additionally, you can optimise ad display options to create a seamless cross-device experience for users who move from desktop to mobile. A cross-device strategy can help you understand a user's preferences and behaviours, which in turn enables you to create a more personalised and meaningful experience with your brand.

Cross-device linking capabilities allow you to show ads to users across devices, while cross-device attribution shows in-depth data on how users interact with your Google Ads before clicking through to your website.

Google Display Network (GDN)

A group of more than 2 million websites, videos, and apps where your Google Ads ads can appear.

Learn more

4. Connect with users through YouTube remarketing

You can also use Google Ads remarketing to focus on users who have interacted with your YouTube channel. For example, you can reach users who viewed or subscribed to a specific channel, viewed a video or group of videos, or interacted with one or more videos by liking, sharing, commenting on, or adding them to a playlist.

If a user has watched one of your product demo videos, for example, Google Ads can also help you create a remarketing campaign that shows ads for that particular product in various formats across the web. These include ads on other YouTube videos, as well as image, text, and rich media ads on the Google Display Network.

5. Track, measure, and refine your strategy

Top-performing brands consistently track and monitor their performance. Set specific goals that can be measured with metrics that are easily accessible through your Google Ads and Analytics dashboards, and use them to see if your campaigns are performing optimally. Consider goals and their corresponding metrics such as:

  • 10% more revenue over the prior month. This can be measured by conversion rates, website traffic, and monthly, weekly, or daily sales revenue.
  • 15% more website traffic. This can be measured by traffic volume, traffic sources, click-through rates on current campaigns and promotions, bounce rates, and social shares.
  • Re-engage 20 holiday shoppers who have been inactive since their last purchase. This can be measured by ad engagement rates, click-through rates, bounce rates, and conversion rates for customers you've added to a remarketing list campaign.

Keep the post-holiday slump at bay by tapping into the wealth of visitor data in your Google Ads and Analytics accounts, and using this data to create strategic remarketing campaigns across various channels. Learn more about Google Ads remarketing and how to set up your first remarketing campaign.

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