Remarketing in Google AdWords consists of static images, animated images, video, responsive ads, and text ads that are placed on the Google Display and Google Search Network. What makes remarketing different from standard Display and Search advertising is the targeting. Remarketing consists of using a special tracking code to place cookies on the browsers of people visiting your website, and then serving ads to those with that cookie, specifically, on the Display and Search network. It can be a very powerful component of a PPC campaign.
The main point with remarketing is that you want to find those people who have shown enough interest in your products or services to visit your website. These people are more likely to perform whatever activity you’re considering a conversion than people who have not yet been to your website. There are a variety of strategies for how to best target these people, which website visitors to target, how to make the most of your remarketing ads, and how to optimize these remarketing campaigns. In this guide, we will delve into these topics and give best practices based on experience and Google recommendations.
AdWords Remarketing Options
- Standard remarketing – This AdWords 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 AdWords that lets you show ads to past visitors that have any products or services they viewed on your site.
- Remarketing for mobile apps – If someone used your mobile app or mobile website, AdWords 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 AdWords 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 – AdWords 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 of your customers, you can upload them to AdWords. This feature enables you to serve ads to them if they are signed in to Google Search, Gmail, or YouTube.