The Complete Guide to Google Remarketing

-By Rohan Tiwari

What is Remarketing?

The method of distributing targeted advertisements to those who have been or done activity on the web is remarketing (also referred to as retargeting). For technological implementation, remarketing uses a JavaScript tag to put a cookie in the user’s window (known as a pixel). The cookie then allows a remarketing network to use an ad exchange to deliver different display advertisements, depending on the domains or items that the website and device consumers previously checked for or have used.

Benefits of Remarketing

  • Guide Users Further Down the Funnel :

Remarketing not only reminds visitors of their desire to engage with your brand but can facilitate the transition to the next step of the conversion funnel. If a user has left a product page, for instance, the remarketing ad can be presented to them immediately, leading the user back to the product page where they can be incentivized to move to the next stage of the funnel—adding the item to cart.

  • Increasingly Relevant Ads :

Remarketing ads can be personalized to fit the preferences and needs of each user or to specific customer segments. This can be done through the use of dynamic ads, which automatically adapt content and promotions specifically to each user and ensure they are exposed to the most relevant creative. Making use of dynamic advertising solutions fused with automated personalization capabilities increases the richness of remarketing campaigns, resulting in deeper user engagement and higher marketing ROI.

The Different Types of Remarketing:

  • Video Remarketing (Google Ads): Your ads are shown as pre-roll video ads on YouTube and other Google display partners to people that have previously visited your site.
  • Search Remarketing (Google Ads): Your ads are shown at the top of the search engine results when someone who has already visited your site searches for specific terms or services.
  • Display Remarketing (Google Ads): Your ads are shown as display ads on other websites within the Google display ad network.
  • Dynamic Remarketing (Google Ads): 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.
  • Social Media Remarketing: You can use LinkedIn remarketing, Facebook remarketing, and Pinterest remarketing to serve ads to people who have visited your website while they browse those social media channels and partner websites.
  • Customer List Remarketing: With both social media marketing and Google AdWords remarketing, you can upload lists of contact information that your customers have given you. When those people are signed into Google or that specific social media site, you can show them ads across different websites or on that social platform.

Examples Of Remarketing:

  1. Nike:

After searching Nike’s website for a pair of new running shoes, I encountered a series of remarketing ads. The remarketing ad let me scroll through several pairs of sneakers “suggested for me” based on my previous activity on Nike’s website. And it included a call-to-action (CTA) button to direct me back to Nike’s site to finish shopping.

  • Airbnb:

Create custom remarketing campaigns to reach social media users who have shown interest in your brand, products, or services. Like Airbnb, you can customize your ads based on visitors’ activity on your site or social media pages. This is a great way to remind people of your offerings and point them to your site to complete a desired action, like booking a stay.

  • Spotify:

Spotify uses traditional display remarketing to reach people as they browse other sites on the web. After seeing the ad, people can easily click the CTA button to get three free months of Spotify Premium. The offer speaks to traditional Spotify users, who have yet to upgrade to the premium version. And the free trial eases the burden of opening your wallet for Spotify Premium.

Future Of Remarketing:

  • One of the most successful remarketing campaigns is the cart abandonment remarketing email – automating an email to check in with potential customers to ensure that they reconsider the product they added to the cart. This is a powerful strategy for getting nearly-there customers over the finish line.
  • Cross-selling is another great remarketing strategy where you determine the complementary products within your retail line and send emails suggesting other similar or complementary products to people who have already purchased something that would be enhanced by another product like a comfortable pair of yoga pants after the purchase of a yoga mat.
  • Currently remarketing is only just beginning to be fully optimized; at times companies spend more on ad spend for less results and so the next generation of remarketing advertisements will be focused on streamlining the process so that every single ad exposure moves your customer down the conversion funnel.


Dynamic remarketing where display ads for your product show up on other sites through services like Google is one of the major trends in remarketing. While not the same as traditional email campaign-based remarketing, these ads are now available to a wider and wider group of ecommerce businesses rather than just the big retailers. These ads are trending toward more and more complexity and customization. After an abandoned cart there should be multiple varied ads rather than one repetitive ad for the item left in the cart since there is a chance that a different item will actually be the one that pulls the customer back in. Remember: your ad spend can go farther if you don’t expose the same person to the same ad twice but rather vary their exposure. There will also be more remarketing optimized for mobile where purchases are increasingly being made. Make sure that every single remarketing effort looks just as good on a cell phone as it does on a laptop screen.

As the use of social IDs and emails (captured data that helps you link your list of leads to particular social media accounts) becomes more prevalent there are more ways to connect to those who have already expressed interest in your brand and remarket to them in their social media feeds like Facebook and Twitter.