It doesn’t matter how great your sales are online. There are some visitors who won’t convert into customers during their first visit. The good news is there is a cure for both these problems and that is remarketing. Simply put, remarketing is the process of adding a cookie or a pixel to your customer’s browsers so that when they leave your website without completing a sale, your image, text, and email follow them around the web until they come back and convert.

Remarketing has been a typically paid advertising strategy for a long time, but over the years, has been reshaped by new ad types, analytics integrations, and advanced user targeting to improve who and how remarketing campaigns are optimized.

It can be an effective way to connect with the customer. The facts speak for themselves, as 30% of consumers had a positive reaction to retargeted ads. Whilst 59% had a neutral reaction. In addition, Remarketing is excellent for audience targeting. This can be done by installing remarketing tags only for visitors who do certain actions within a website. By using behavior segmentation to send appropriate ad messaging to prospects, a brand’s ads become more relevant and appealing which increases the likelihood of conversion down the line.


Whether you’re looking to drive sales activity, increase registrations or promote awareness of your brand, remarketing can be a strategic component of your advertising.

  • Access to people when they’re likely to buy: You can reach people who’ve interacted with your business. You can advertise to them when they’re searching, visiting other websites and using other mobile apps.
  • Lists focused on your advertising: Create remarketing lists for specific cases. For example, a list targeted to people who added something to their shopping basket but didn’t complete a transaction.
  • Large-scale reach: You can reach people on your remarketing lists across their devices as they browse over 2 million websites and mobile apps.
  • Efficient pricing: You can create high-performance remarketing campaigns with automated biding. Real-time bidding calculates the optimal bid for the person viewing your ad, helping you win the ad auction with the best possible price. There’s no extra cost to use Google’s auction.
  • Easy ad creation: Produce text, image and video ads for free with Ad gallery. Combine a dynamic remarketing campaign with Ad gallery layouts to scale beautiful ads across all of your products or services.
  • Campaign statistics: You’ll have reports of how your campaigns are performing, where your ads are showing and what price you’re paying.
  • Help customers find you: Show ads to previous visitors who are actively looking for your business on Google Search.

Getting Started with Google Remarketing

It will allow a company to retarget their services to an audience. Yet, this will be determined by the actions they perform on the website.

Google Remarketing Retargeting

No matter which way you choose to use Google for remarketing, it all begins with setting things up in AdWords. Every Retargeting campaign begins with these three steps:

Add the remarketing tag to your website or app. Tagging your website or app for remarketing begins with signing in to Google Adwords and then clicking on Shared Library and locating the “Remarketing tag” box in the top right. Next, click Tag details, then click Setup, and then click View AdWords tag for websites. Select and copy the remarketing tag code.

This tag works on both desktop and mobile websites. Place the code at the bottom of all pages on your website, before the closing tag. If your website uses a common file for a footer, you can place the code snippet there rather than on every page of your website. Save and publish your pages.

Create Remarketing Lists. For example, you can create a remarketing list for visitors to your most popular product category page. The remarketing tag tells AdWords to save visitors to your “Popular category list.” When people visit that page, their cookie ID is added to the remarketing list.

Build Remarketing Campaigns that use your lists. Finally, build a campaign with a specific message to show only to people on your “Popular category list” while they search on Google or browse Display Network websites. Your remarketing messages won’t be shown to people who aren’t on the list.

Beyond lists and creating segmented user targets, using different ad types to engage the audience is just as important. There are multiple ad variations that can help improve click-through rates by engaging users in different ways.

1) Standard Text Ads

The most common remarketing format is the standard text ad. You also have the option to customize an ad’s background color, font fa, e and a button.

AdWords can also add your website’s favicon to the text ad, as well as the visible URL.

2) Remarketing with Image Ads

Another common way to remarket on Google is through image ads. Via AdWords, advertisers are allowed to upload different types of image ads including non-animated image ads (e.g .JPEG), Animated image ads (i.e .GIFs), HTML5 ads (.ZIP files containing files including .HTML), and Flash ads (i.e .SWF).

All image ads must be relevant to a website or application. Not only that, but each ad must be both recognizable and clear, featuring legible text for the visitor. Google will not abide by blurry, unclear or indistinct image ads.

3) Video Ads

As Google says, “videos can be an effective way to build awareness” and utilizing video ads can help give more context to a product or service to users who have already visited your site and need a little more insight into making a purchase or filling out the form.

Enable the Similar Audiences Feature

Want to connect with users who share the same characteristics as your past web visitors? If so, it would be a smart move to enable the “similar audiences” option on Google Remarketing. All you need to do is add the “similar audiences” feature to your ad group. Once you have done so, you will showcase ads to those with similar interests to previous visitors.

As a result, your company will be able to drive new leads to visit your website to make a purchase. Google is pretty smart. It can identify the qualifying audiences from each remarketing list. For example, it can compare them to when visitors joined the list or the websites they browsed It’s important to note, Google will only be able to determine a similar audience to a remarketing list.

Final Recommendation

Remarketing has always been a great strategy for all digital campaigns to drive more traffic and conversions, but with a few updates and strategic changes, remarketing can be a top performing campaign.