What is Google Ads Re-marketing And It’s Types?

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Google Ads Remarketing

What is Google AdWords Remarketing?

Remarketing helps you in reaching people who had visited your website or used your app. It is one of a clever path connecting with the visitors to your website who may or may not have made an immediate purchase or inquiry. All your previous visitors or users will be able to view your ads as they browse through other websites which is a part of the Google Display Network. Or as they search for terms that are related to your products or services on Google. That is remarketing ads will be shown on any website which accepts advertising from the Google Display Network. You will have a high degree of targeting flexibility and you will be able even to filter your target, whom to show, maybe specific sites or exclude specific sites.

How Google Remarketing Works?

If you have already advertised on Google, all that you are should do is just add a bit of Google remarketing code, which is also known as a tag or pixel, to your website. With this your visitors will get added to your remarketing audiences via browser cookies. The codes can be customized for different pages in corresponding to more defined categories.

For example, let’s consider you carry out an e-commerce business that sells Bathing Soap supplies. You may create an “essential oil” remarketing audience that is based on people who visit the pages of your site where you sell essential oils. With this way, you can display these particular visitors highly targeted display ads that market your essential oils. You are already aware they are in-market for essential oils, and now you can get them back, conceivably with a special offer like “free shipping” or “Freebies”.

Making use of remarketing, will allow you to show Google ads to your prior site visitors as they browse a numerous number of Google partner sites in the Google Display Network.

Google recommends you that as you are starting off with your first remarketing campaign, you should begin by targeting everyone who prior viewed your homepage. You should remember, that this is going to increase your Google remarketing costs because your ad is being retargeted to more number of individuals, and you will not be able to create ads which are quite as targeted. As you target more narrowly, you will, therefore, be able to increase ad relevancy and reduce your cost per click.

Ultimately, one can actually create various Google remarketing lists for your super-targeted remarketing campaigns; for instance, you can decide to show your users who had already purchased from your site of different ads from non-buyers (just like an offer for 50% off on your second purchase).

Google Remarketing Campaign

Remarketing operates by setting out cookies on your website visitor’s device(s) as they meet your criteria. Their cookie ID will be added to your remarketing audience list. You can keep multiple lists with a collection of different criteria.

There are a various advertising controls that include the duration a cookie ID will stay on your remarketing list, impression caps are how many ads are shown per day to an individual and it also likes the ability to block ads on certain websites. You could even set criteria to manage the targeting of your ads, for instance: by gender, age, location and interests based on their browsing behavior.

There is the slightest threshold of 100 cookie ID’s that can become active for each remarketing list before a campaign.

Types of Remarketing in AdWords

AdWords Remarketing can be categorized into five main types:

  • Dynamic Remarketing
  • Standard Remarketing
  • Remarketing Lists for Search Ads
  • Video Remarketing
  • Email Remarketing

Dynamic Remarketing

Dynamic remarketing engages in serving visitors ads that are designed particularly for them relying upon how they had browsed a webpage. This type of remarketing consists of ad messages which was created exactly for the visitor who is viewing the ad, increasing their chances to visit back your webpage for retrieving those dropped-out items.

Standard Remarketing

This remarketing gets into showing display ads to previous visitors (visitors who had landed on to your webpage and then exited) as they skip their path through various websites that use the Google Display Network apps and the social media websites like Twitter, Facebook. Standard remarketing also targets visitors using search engines like Google for searching a term that relates to the products or services that you may offer.

Remarketing Lists for Search Ads (RLSAs)

Remarketing lists for search ads was put forth by Google AdWords that lets you customize your search ad campaigns for visitors who had been on your webpage previously. The search network allows you to modify your bids and ads for the visitors who had been on your website while they’re searching Google along with other partner search sites.

This kind works of remarketing ads work well for visitors who leave the website and then go in search on Google to find similar solutions.

Video Remarketing

Video remarketing is displaying the particular visitors with the remarketing ads who had recently viewed your videos or to those people who had been on your website.

Your video remarketing ads can be displayed on YouTube at the beginning or in-between the videos while your potential customers are viewing (they’ll even have an option to skip the ad). Your remarketing ad videos can also be displayed on the right-side margin where you find the video suggestions.

Email Remarketing

Email remarketing is encased with two techniques:

Distributing remarketing display ads through various websites to users who open the email from you.

AdRoll, a retargeting agency they help your business compete online and to grow your revenue, they use Facebook newsfeed remarketing display ad to reach out customers who had opened the email by the brand and connected on the link but did not complete the purchase. The adjust does not remind the visitor about the visit to the AdRoll website, but also gives them an understanding of how AdRoll does retarget for them:

Contacting visitors who had left your website without finalizing a purchase, with targeted follow-up emails which will convince them to return back to your website.

Amazons shopping cart reminder email will be a perfect example for a targeted personalized email remarketing, the email will not just give the visitor a written and visual reminder of the item they have forgotten, nevertheless they also provide a CTA for visitors who do not want to visit the website and move through other items to search what they want to buy.

Despite the type of remarketing techniques that you use, it’s crucial to remember exact segmentation. With this, you will be able to present visitors targeted, personalized email and ads that are more likely to convince them to revisit your brand and buy a product.


Hi! I am Rajesh. I created this blog in 2018 influenced by various bloggers and an increasing interest in Digital Marketing. I founded Rankwebner to provide the finest information, Product reviews, Practical tips and expert advice for readers from diverse fields.

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