Google Ads Remarketing

What Is Remarketing?

Google Ads remarketing is a form of online advertising that enables sites to show targeted ads to users who have already visited their site. Past visitors will see these ads while they are browsing the web, watching YouTube videos or reading news sites, for example—keeping your brand top-of-mind and enticing visitors to come back for more.

Remarketing, also known as retargeting, can dramatically increase your conversion rates and ROI. This is because past site visitors who are already familiar with your brand are much more likely to become customers or complete other valuable actions on your site.

How Does Google Remarketing Work?

If you already advertise on Google, all you need to do is add a piece of Google remarketing code, also known as a tag or pixel, to your website so that visitors can get added to your remarketing audiences through browser cookies. You can customize the code for different pages to correspond to more defined categories.

For example, let’s say you operate an e-commerce business that sells kitchen supples. You might create a “toaster” remarketing audience based on people who visit the pages of your site where you sell toasters. That way, you can show these specific visitors highly targeted display ads that market your toasters. You already know they are in-market for toasters, and now you can draw them back, perhaps with a special offer like “free shipping.”

Google Ads Remarketing Options

• Standard remarketing – This Google Ads feature allows you to show ads to your past visitors as they browse websites and apps on the Display Network.
• Dynamic remarketing– A feature of Google Ads that lets you show ads, to past visitors, of any products or services that they viewed on your site
• Remarketing for mobile apps – If someone used your mobile app or mobile website, Google Ads will let you show ads to them when they use other mobile apps or are on other mobile websites.
• Remarketing lists for search ads – This Google Ads feature is also known as RLSA. It enables you to target past visitors on the Search Network. You can target and customize search ads for these past visitors while they search on Google and Google’s Search partner sites.
• Video Remarketing – Google Ads will allow you to serve ads to people who have interacted with your YouTube channel or other videos. You can serve them ads on YouTube or through Display Network videos and websites.
• Email list remarketing – Also known as Customer Match, if you have a list of emails from your customers, you can upload them to Google Ads. This feature enables you to serve ads to them if they are signed in to Google Search, Gmail, or YouTube.

Why Remarket? The Advantages of Google Ad Retargeting

Google Ads retargeting campaigns are powerful because they allow you to stay connected with your target audience, even after they leave your site.

By presenting your display remarketing banner ads to visitors even as they browse other parts of the web, you are gaining brand exposure and becoming more recognizable to your target audience, raising trust and making them more likely to purchase from you.

You’ll see even better conversion rates when you start to combine remarketing campaigns with additional targeting methods, such as targeting by demographics and dynamically targeting individuals with products they viewed on your site.

How Much Does Google Remarketing Cost?

Your Google remarketing costs will vary depending on how your campaigns fit into your online marketing strategy as a whole. However, in general, Google remarketing ads are some of the most cost-effective ad campaigns available to online advertisers.