Effective Ad Retargeting for Paid Search

Paid Search remarketing is the perfect strategy for those looking to re-engage and convert potential customers who have previously interacted with their brand. 

Audience segmentation

Rather than implementing a one-size-fits-all approach, segment your audience based on behaviour and past interactions. For example: you can create a specific audience segment for website users who abandoned their carts or visited certain product pages. Tailoring the messaging used in your retargeting campaign makes for a more personalised and relevant experience for each individual user.

Dynamic Paid Search remarketing

Using dynamic Paid Search remarketing, you can automatically show users the exact products or services that they viewed on your website previously. By dynamically updating paid search ad creatives based on users' browsing history, you create a more personalised experience which increases the chances of conversion.

Sequential messaging

A sequence of paid search ads can tell a story and guide users down the conversion funnel. Start with general brand awareness, then move to more specific product information, and complete with a compelling call-to-action (CTA). Use your ads to keep your brand top of mind and help users navigate their way through the customer journey.

Frequency capping

Avoid overwhelming or even annoying your audience with excessive Paid Search ad frequency. Implement frequency capping to control the number of times that a user sees your remarketing ads within a specific timeframe to avoid ad fatigue. Stay engaging, but not intrusive!

Remarketing Lists for Search Ads (RLSA)

RLSAs allow you to tailor your Paid Search campaigns based on users’ past interactions with your website. For example: marketers can customise their specific remarketing lists to target users who have previously visited their site when they perform subsequent searches on a search engine. This personalised approach allows for more tailored ad messaging, bid adjustments, and increased relevance in search results – all of which ultimately increase the chances of engaging and converting users who have already shown interest in your brand or your products.

Cross-device remarketing

Cross-device remarketing provides a more seamless user experience. Use existing data to understand how users switch between devices to deliver consistent messaging across desktop, mobile, and tablet devices.

A/B testing

Continuously optimise your Paid Search remarketing campaigns by conducting A/B testing on ad copy, visual and calls-to-action. Experiment with different messaging to identify what resonates best with your audience, and then refine your strategy based on the performance data you collect.


Exclusion lists can be just as important as targeting lists. Exclude audiences that have already converted to prevent them from seeing ads designed for those who have not yet converted so that your Paid Search budget is being utilised more efficiently and you can focus on driving conversions from new users.


Paid Search remarketing can be a powerful tool for boosting conversion rates when used correctly. By implementing the above techniques, you can refine your strategy and maximise the effectiveness of your Paid Search budget.

Capture attention and drive valuable conversions using Paid Search ad retargeting with ExtraDigital.

Monday 29th January 2024

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