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Google Ads Remarketing VS Email

Google Ads Remarketing vs Email [How to Think Like a Google Ads Agency]

You can use the Google Display channel to share the same information you would share via email to your remarketing list. Low open rates become no longer an issue.

— Petra Manos
High ROI Ecommerce Google Ads Specialist

Maybe you never thought of Display advertising for this purpose, but did you know that anything you send via email can be sent via display? Take advantage of long-term remarketing lists to reach out to people who know you and love you but who hate wading through emails.


Unlike email, you do need to pay for remarketing ads. But you are not getting unsubscribed, and you’re not competing for attention in a crowded email inbox.

— Petra Manos
High ROI Ecommerce Google Ads Specialist

Maybe it’s just me, but I am so exhausted from all the email these days that I just unsubscribe from almost everything, or filter them away to a promotions folder. I’d much, much, much rather receive a targeted ad over an email. I am sure there are others out there like me. No need to ditch all your email addresses, but instead take advantage of the far-reaching power of Display remarketing campaigns to reach a wider audience of people who know and love you. Display remarketing will share your promo or content efficiently, and you only pay for people who are interested enough to click on it.


By default, Google gives you only 30 days user retention on a remarketing list. This is akin to deleting your email contacts every month! Create additional lists up to 540 days.

— Petra Manos
High ROI Ecommerce Google Ads Specialist

The default remarketing list that comes with Google Analytics is “All Users” and it is a 30-day list. This means it includes everyone who came to your website in 30 days, even the people who bounced immediately, but the people who know you and love you (such as past customers who last transacted 3 months ago) are no longer on your list! Not having your best audiences on your remarketing list is crazy, because these are the people who are most likely to buy from you again since they had such a good experience last time. Google lets you create lists up to 540 days. I recommend creating a 540-day list of anyone who interacted favourably on your website for at least a minute and running it as a separate campaign alongside a shorter-term cart saving one. (And the cart saving list shouldn’t count people who bounced). You’ll be surprised at how profitable your past customers can be when they are reminded to buy from you again.

Google Ads Remarketing Strategy

Google Ads Remarketing Strategy [How to Think Like a Google Ads Agency]

You can specify remarketing audiences with Google Search and Shopping campaigns if you want to targer users who have previously clicked through from Social Media promotions.

— Petra Manos
High ROI Ecommerce Google Ads Specialist

Essentially you set this campaign up just like any other Search or Shopping campaign, but you set your campaign to “Target” your remarketing audience. Set up a long term remarketing audience for this; for example up to 540 days! (You will need at least 1000 people in your list, so make sure you use a long time frame).

Now that you have your remarketing campaign set up you might want to bid a little more in the Google Ads auction for these users so that you get more clicks from them. Depending on how you adjust your bid, you will want to set it up to offer a little more than usual. With manual CPC you can add a “Bid Adjustment” on the Audience itself. So for example a 20% bid adjustment means you are prepared to pay 20% more per click from these users. If you are using automated bidding, you can adjust the target to a higher CPA or lower ROAS target and this will cause Google Ads to set a higher CPC in order to reach more people in this group.


The people on your remarketing list won’t always click on the ads, but you will be top of mind, and when they want your products they will search for your brand or come to your website directly.

— Petra Manos
High ROI Ecommerce Google Ads Specialist

The way that advertising works online is not always as cut and dry as simply “They clicked. They bought.” Online is simply an extension of offline shopping, and the way people shop generally is a random jumble of what brands they like best, what they saw the day they needed one, what was on sale, what was promoted in a catalogue they read, which one their friend just bought etc etc. You can bet that your online shoppers buy in pretty similar ways.

You can get ahead of your competition by using Display advertising to say “top of mind” (brand of choice) so that this becomes one of the considerations your shopper uses to decide where to buy from. When you are the brand of choice, your shopper will type in your brand name and go straight to your store, so you might not see that your Display advertising was the one that worked.


These days, the most profitable campaigns are typically remarketing campaigns because you are capturing the attention of people who are already in your market.

— Petra Manos
High ROI Ecommerce Google Ads Specialist

I find that remarketing campaigns typically outperform almost every other campaign type, but the catch is that if you want to grow, you need to continually add to the remarketing list as not everyone on your list wants to buy right now. You can’t rely on remarketing alone, but it should always be a part of your advertising mix.