Remarketing and How it Works

Updated: Mar 15


Remarketing - KaeRae Marketing
Remarketing - KaeRae Marketing

What is Remarketing? I get this question a lot. But that surprises me. Remarketing is one of my favorite types of ads for many reasons, I will get into them in a bit.


Let me explain what Remarketing ads are and how you can use them for your business.


First, Remarketing is a type of ad that is triggered to follow around a user once they have visited your website. The ad is triggered using Google Analytics code to track the cookies of the device that came to your site.


What are Cookies?: "An HTTP cookie is a small piece of data stored on the user's computer by the web browser while browsing a website. Cookies were designed to be a reliable mechanism for websites to remember stateful information or to record the user's browsing activity." (Wikipedia)


A quick tip when using remarketing as part of your campaign, remember to organize your ad groups to design specific display ads to "follow" users that visited a specific page on your website.


If someone was interested in women's' sneakers, the ad following should be the specific product they viewed or a variety of women's sneakers available on your site.


Remarketing is extremely effective for eCommerce websites and any business with a long buying cycle.


The best thing about remarketing ads is that these ads will show to past website visitors for up to 30 days. And during that time the user will see your ad several times on many different websites.


If the user doesn't click on your ad, there is no cost. You only pay per click.


Typically, display ads are very inexpensive. The average cost per click is $0.63 (WordStream).


This makes Remarketing an excellent ad strategy to use. But there are some requirements before your ads will start running.


First, you need to have a Google Ads account created to organize your campaigns.


Next, you need to set up Google Analytics and add coding to your website. This tool will track all of the activity on your site.


You must link your Google Ads and Analytics accounts together for your remarketing campaign to work.


Create your Audience Lists in Google Analytics to target specific types of website visitors.


Some examples I usually set up are All Users, New Users, Non-Converters, Users that Visit a Specific Page, Users that Subscribe, and Smart List. You can create any variation of criteria to have an ad follow those users.


"Remarketing lists targeting the Google Display Network must have a minimum of 100 active visitors or users within the last 30 days for your ads to show; lists targeting Google search must have a minimum of 1,000 active visitors or users." (Google Support)


Once you have done all of this, you can design your ads. There are specific dimensions that you need to create within.

Google Ads
Google Ads

Remarketing ads can be the best ad strategy to use with a low budget. Be sure to create ads to stand out. Below you can see an example of how the display ads will look while someone is on other websites. The Display Network is made up of 2 million websites and growing, that partner with Google to show ads on their site.


Remarketing - Paid Ads
Remarketing - Paid Ads

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Tags: #Google #GoogleAds #GoogleAdWords #GoogleSearch #Keywords #KeywordPlanner #GoogleTrends #KeywordList #GoogleSearchConsole #GoogleAnalytics #NegativeKeywords #GoogleAdsExpress #GoogleExpert #GoogleManager