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Two Ways Your Nonprofit Must Test Google Remarketing Ads
2 min to read ✭ In this post, you will learn about two types of Google Remarketing Ads that your nonprofit must be utilizing: Google Display Remarketing Ads and RLSA (Remarketing Lists for Search Ads). We are diving into why these methods are important and how they can help step up your Google marketing and advertising strategy.
Why Remarketing Ads Are a Game Changer
Remarketing is a very smart facet of digital strategy. When you utilize remarketing ads on Google, you are targeting visitors who have already been to your website, viewed key pages, but did not take the actions you wanted them to take. Whether that valued action to donate, fill out a contact form, or subscribe to your email list, with remarketing ads you are able to reengage with these people.
For example, just think of all the times you might have been browsing for an item online but decided not to purchase or checkout your cart right away. Next thing you know, that item that you have been looking at pops up on sites you browse each time after that.
Google makes remarketing easy with two different methods: Display Remarketing Ads and Remarketing List Search Ads (RLSA).
Google Display Remarketing Ads
Think of all the times you browse or shop for something online, but do not purchase right away. Those items in your online shopping cart then magically manifest on other websites that you visit each time after that. Well, it’s not magic. It’s remarketing.
Using Display Remarketing, your goal is to accomplish two different things: build brand awareness and encourage people to finish a transaction.
Build Brand Awareness
From a brand awareness standpoint, the average user who visits your website needs at minimum six touchpoints before they decide they are ready to donate.
With Display Remarketing Ads, you can take the people who have visited the homepage or other key parts of your site, and at minimum, get your nonprofit’s brand in front of them. This way, when it comes time to donate, your nonprofit is at top-of-mind.
Finish a Transaction
You can utilize Display Remarketing Ads to encourage people to finish a transaction, or a donation, on your website as well. Use display ads to follow the people around who have visited your donate page and remind them with an image or a call-to-action to get them to make that donation. Your ads will act as a reminder that they almost donated, but haven’t yet – and hopefully encouraging them to go back finish that transaction on your website.
Remarketing Lists for Search Ads (RLSA)
In paid accounts, Remarketing Lists for Search Ads allow you to show up for expensive keywords and cut out the users who are wasting money by clicking your ads but not wanting to take action. RLSA allows you to only target people who have already been to your website before.