Google retargeting helps you convert at least 70% more retargeted users compared to cold audiences. Retargeting will drastically increase your conversion rates, and ROAS (return on ad spend).

Remarketing is when you use email ID or phone number or some sort of known information and reach out to the customers who have already registered their identifiable information with you. Whereas, Retargeting focuses on reaching out to those users who did not share their identifiable information with you but have visited your website or social media profiles, etc. Retargeting is done through paid ads.

For running Google Retargeting Ads on Search, you need a minimum of 1000 audience and to run on display network, you need a minimum of 100 audience. To use first-party data, i.e., your data segment targeting, you need to have a minimum of 100 active users’ data in your segment for running display ads on Google Display Network. Similarly, you need to have a 1000 active users’ data in your segment if you opt for Remarketing List Search Ads (RLSA) to target the audience across search engines. The duration taken into account is in the last 30 days.

Retargeting or remarketing is really cost-effective. It is not at all expensive as it improves sales and increases brand awareness among people who are already aware of your brand. All these result in lower customer acquisition cost than targeting a new user who is unaware of your brand.

To personalize and tailor the ad experience & sequences to the users can be a costly affair. The more micro-segments you adapt to, the more creative the work. This leads to complex ad sequences resulting in making the management of ads more difficult.

The duration you can run your Google Retargeting Ads depends on how much data you have. The more the data, the longer the ads. Therefore, it is recommended to shift to a Customer Data Platform which helps you collect your own first-party data to leverage it for running your Google Retargeting Ads effectively as long as you want.