Google Remarketing

Google Remarketing is a service offered through Google for businesses that advertise with the search engine.  Remarketing allows a business to display ads to people who have recently visited the company’s website while visiting other websites.  This means that after they leave a website, they will receive advertisements about that site in case they later decide to return and make a purchase. 

How it Works

Users first have to have a marketing campaign running with Google’s AdWords.  They log into their AdWords campaign and copy a small segment of code that Google provides.  This code is the remarketing tag and needs to be included on every page on the business’s website.  Often, this code is placed in the footer or header since that code is included on every page.

Next, businesses have to create a remarketing list for their webpages.  This list can be the same for every page in a website or unique for specific pages.  When visitors visit a page on the website, the visitor’s cookie ID is added to the remarketing list of the pages they visit.  For example, if a website has a men’s clothing list, then when a visitor clicks to view a pair of men’s pants, they will be added to the men’s clothing remarketing list.  When they do a search on Google or visit another website that is a part of Google’s Display Network, they will see ads for men’s clothing from that website.  Visitors who aren’t on this specific list will see other ads.

Why Use Google Remarketing?

Google Remarketing is a great way for a business to follow up with a potential customer and to continue to engage that customer across a number of websites.  Some users visit several different websites and may do research for a number of days before they make a final decision on buying a product.  Google Remarketing makes sure that visitors don’t forget earlier sites they visited. 

Google Remarketing is also another way businesses can hyper-focus campaigns on specific groups of people.  It’s possible to combine Remarketing with other types of advertising like keyword campaigns, demographics, and interest categories.  This allows businesses to show ads to specific age ranges, those with certain interests, or to only men or only women who have visited a specific page on the business’s website.  The end result is that these visitors would see ads that are highly relevant to their interests.