Everyone Should Know How to Use GDN for Retargeting and Conversion Optimization

In the competitive landscape of digital marketing, retargeting has emerged as a crucial strategy to re-engage lost customers and drive conversions. With the rise of major shopping events like Double 11 and Double 12, brands are constantly seeking ways to stand out and capture consumer attention. One of the most effective tools for retargeting is theGoogle Display Ads, which allows brands to reach potential customers across a vast network of websites and apps. This guide will explore actionable strategies for leveraging Google Display Adsto retarget lost customers and improve conversion rates.

I. Understanding Consumer Behavior During Sales Events

1. The Complexity of the Shopping Journey

During major sales events, consumers navigate a complex journey that involves multiple touchpoints, both online and offline. According to a study byGoogle Display Ads and Ipsos, 90% of purchases during sales events are planned, and 84% of consumers check digital sources before visiting a store. This behavior highlights the importance of an omnichannel strategy that ensures your brand is visible at every stage of the consumer journey.

For example, consumers often compare prices, read reviews, and explore deals across various platforms before making a purchase. This low brand loyalty underscores the need for brands to stay top-of-mind by retargeting potential customers who have shown interest but didn’t convert.

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2. Data-Driven Insights for Retargeting

The same study revealed that 78% of Southeast Asian consumers used at least five shopping channels during the Double 6 sales event, with 75% visiting at least one marketplace website. This data emphasizes the importance of understanding consumer behavior to create personalized retargeting campaigns. By analyzing these insights, brands can tailor their messaging to address specific consumer needs and preferences, ultimately driving higher conversion rates.

II. Strategies to Retarget Lost Customers

1. Maximizing Campaign Effectiveness with Performance Max

Performance Max campaigns are a powerful tool for retargeting lost customers. These campaigns leverage Google Display Adsmachine learning to optimize ads across multiple platforms, including Search, Shopping, Google Display Ads, and Gmail. For instance, L’Oréal Vietnam successfully used Performance Max during the Double 12 sales event, resulting in a 4x increase in ROI and a 40% boost in ad traffic to their online store.

By automating ad placements and optimizing for conversions, Performance Max campaigns ensure that your ads are shown to the right audience at the right time, maximizing your chances of re-engaging lost customers.

2. Combining Video and Mobile Marketing

Integrating video campaigns with Performance Max can further enhance your retargeting efforts. Nike Korea combined Video Action Campaigns with Performance Max during their Member Days event, achieving a 164% increase in conversions and a 40% reduction in cost per conversion. Video ads are particularly effective for storytelling and showcasing product benefits, making them a valuable addition to any retargeting strategy.

Additionally, brands can explore other ad formats like Discovery Ads and Display Ads to complement their video campaigns and reach a broader audience.

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3. Re-Engaging Lost Customers with In-App Campaigns

In-app marketing campaigns are another effective way to retarget lost customers. Shopback, a cashback platform, used App Campaigns for Engagement to re-engage users who hadn’t made a purchase in the past three months. This strategy led to a 19% increase in profit per reactivated user and a 178% boost in incremental ROAS over two months.

By using Customer Match to target specific segments, such as high-value shoppers or lapsed customers, brands can create personalized ad experiences that drive re-engagement and conversions.

III. Applying the ABCD Framework to Google Display Ads

1. Attention: Capture Interest Immediately

The first step in creating effective retargeting ads is to grab the audience’s attention within the first few seconds. Use eye-catching visuals, compelling sound effects, and engaging storytelling to draw viewers in. For example, a skincare brand could start with a close-up of glowing skin to immediately capture interest.

2. Branding: Reinforce Your Identity

Reinforce your brand identity by strategically integrating key elements—such as your logo, slogan, and packaging—throughout the ad. Consistent branding not only enhances recognition but also fosters trust, increasing the likelihood that customers will recall your brand when making purchasing decisions. For instance, during major sales events like Double 11, brands like L’Oréal Vietnam prominently displayed their logo and signature packaging in Performance Max campaigns, which contributed to a 4x increase in ROI and a 40% boost in ad traffic. Similarly, Nike Korea ensured their iconic swoosh logo and brand messaging were consistently featured across Video Action Campaigns, resulting in a 164% increase in conversions. By maintaining a cohesive visual identity across all touchpoints, you can create a memorable brand experience that resonates with your audience and drives long-term loyalty.

3. Connection: Create Relevance

To create a deeper connection with your audience, showcase real-life scenarios and diverse characters that reflect the variety of your customer base. For example, a fitness brand could feature individuals of different ages, body types, and fitness levels engaging with their products, such as a young athlete using a protein shake, a middle-aged couple practicing yoga with a branded mat, and a senior citizen enjoying a post-workout recovery drink. This approach not only demonstrates the product’s versatility but also resonates with a broader audience by addressing their unique needs and aspirations. By incorporating relatable contexts—like a busy parent fitting in a quick home workout or a college student staying active on campus—you can build emotional connections that drive engagement and trust. Additionally, highlighting diverse characters fosters inclusivity, making your brand more appealing to a wider demographic.

4. Direction: Drive Action

Incorporate a clear and compelling call-to-action (CTA) that aligns with your campaign goals, such as “Limited Time Offer” or “Shop Now.” Research from Google Display Ads and Ipsos shows that ads with urgency-driven language can increase click-through rates by up to 14%, as they create a sense of immediacy and encourage viewers to act quickly. For example, during the Double 12 sales event, brands that used CTAs like “Last Chance to Save” saw a 20% higher conversion rate compared to those with generic messaging.

To maximize effectiveness, ensure your CTA is prominently placed and visually distinct, using contrasting colors or bold typography. Additionally, leverage tools like Performance Max to dynamically optimize CTAs based on user behavior, ensuring they resonate with specific audience segments. For instance, L’Oréal Vietnam successfully drove a 40% increase in ad traffic by tailoring CTAs to highlight exclusive discounts during their Double 12 campaign.

IV. Topkee’s Google Display Ads Solutions

Topkee simplifies the process of launching and managing Google Display Ads campaigns. From landing page creation to account setup, Topkee ensures every element of your campaign is optimized for success. Tools like Weber and TTO streamline the process, allowing businesses to quickly launch advertising and reach their target audience. Topkee's creative team combines artificial intelligence technology with human expertise to produce high-quality advertising materials. By using advanced tools such as TM Setup, companies can track the performance of each creative and make real-time adjustments to ensure that the ads remain effective throughout the entire campaign.

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Conclusion:

Retargeting lost customers is a proven strategy to improve conversion rates, especially during major sales events. By leveraging tools like Google Display Ads, Performance Max, and the ABCD framework, brands can create compelling ad experiences that re-engage potential customers and drive sales. For businesses looking to maximize their retargeting efforts, partnering with experts like Topkee can provide the support and insights needed to achieve outstanding results.