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Basics of Google Remarketing

2018-09-03 ONE NET WIKI


What is Google Remarketing?

Google Remarketing is a form of online advertising that enables sites to show targeted ads to users who have already visited their site or used your mobile app. 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.

Google Remarketing helps you reconnect with the past visitors by showing relevant ads in other websites they visit. This can dramatically increase your conversion rates and ROI because past visitors who are already familiar with your brand are much more likely to become customers or complete other valuable actions on your site.


Benefits of Google Remarketing (refer to Google website)

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 cart 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 bidding. 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.


Types of Google Ads Remarketing campaigns (refer to Google website)

1. Standard remarketing

Show ads to your past visitors as they browse sites and apps on the Display Network.

2. Dynamic remarketing

Boost your results with dynamic remarketing, which takes remarketing to the next level with ads that include products or services that people viewed on your website or app.

3. Remarketing lists for search ads

Show ads to your past visitors as they do follow-up searches for what they need on Google, after leaving your website.

4. Video remarketing

Show ads to people who have interacted with your videos or YouTube channel as they use YouTube and browse Display Network videos, websites, and apps.

5. Customer list remarketing

With customer match, you can upload lists of contact information that your customers have given you. When those people are signed into Google, you can show them ads across different Google products.

How does Google Remarketing work?


  • When visitors browse your website, Google Remarketing will placing cookies on their device(s) if they meet your criteria.

  • Then their cookie ID is added to your remarketing audience list. Each cookie has a unique ID which is automatically added to your remarketing list. You can have multiple lists with a range of different membership periods, goals and criteria.

  • When the visitors whom you add to your remarketing list browse other websites which belong to Google Display Network, Google Remarketing will display your ads to them on the current website by the unique cookie ID.

For example you may wish to target visitors that viewed a particular page or section on your website but didn't make a purchase or complete and enquiry form.


There are a number of advertising controls including the period of time that a cookie ID stays on your remarketing list, impression caps on how many ads per day are shown to an individual and the ability to block ads on certain websites. You can also set criteria to control the targeting of your ads, for example: by age, gender, location and interests based on your browsing behaviour.

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