[MUSIC PLAYING] In a few minutes, I'm going to show you how display ads work and, specifically, how retargeting ads work in Google. But, first, I want to highlight the three types of retargeting ads to focus on. Remember, retargeting ads are shown to people who have already visited your website. These ads are intended to entice them to come back to buy your product.
To make your case even more compelling, you can customize the experience based on the exact page someone visited. Now, here are the three retargeting display ads I love to use. The first is for anyone who visited your home page. When your potential customer leaves the home page, they see display ads that reinforce the brand's message. For example, with my brand, I could share details like, made by some Africans and made in the USA.
For [? Bolton ?] buyers, these are important messages. Now, think about your own business. Beyond just the product benefits, what are your brand benefits? A product benefit for Nike would be something like, high-tech, breathable fabric. A brand benefit for Nike would be more like, feel like a professional athlete. Think about what high level benefits your brand offers.
And incorporate that messaging into your home page retargeting ads. The second is for anyone who visit the product page. If they visited your product page, chances are they are seriously considering buying your product. They looked at the price, considered all the benefits of the product, have a good understanding of the value. Although they considered buying, they didn't complete the purchase.
With retargeting ads for this group, consider adding benefits like free shipping. Or add customer reviews to show real people have bought this product. And, lastly, there is a surprising number of people who add a [? price ?] to their cart and then leave the website. I like to show this group very specific messaging, like, we'll reserve your cart for 12 more hours.
This creates a sense of urgency. And they should check out before it's gone. I encourage you to start by retargeting anyone who had visited any page in your site. I'll show you how to do this in the next lesson. But when you're ready to invest more time into a Google Ad strategy, consider running more of these precise campaigns. In the next video, we'll jump into Google Ads manager and set up your first retargeting campaign.
