The Beginners Guide to Remarketing for Business

Table of Contents

    Google remarketing or retargeting is a form of textual and visual Advertising that ‘follows’ users of your website around the internet.  You are not limited to your website and can continually push your brand and pull back in your potential customers with your business’ point of difference.  Through the Google Ads platform, you control the frequency at which this occurs, and even what websites across the internet.

    Types of Remarketing

    Google has alliances with over 2 million Display Ad Network sites that reach over 90% of Internet users worldwide – this sites opt in to revenue sharing so when their users click on the ads and are directed to the advertised website, the hosting site are paid an advertising commission. With this sort of arrangement it is no wonder the network is so extensive which is good news for advertisers and businesses that want to take advantage of remarketing – there is a wide presence. Remarketing can be textual, or display. The difference is the display is a visual banner ad. Here are examples of each:

    Remarketing Text Ad

    16 12 2014 8 37 54 am

    Remarketing Display Ad

    16 12 2014 8 38 40 am

    How do your Ads identify who has visited your website and then follow them around the net?

    How Remarketing Works on Your Website

    After the remarketing code is added to your website, a ‘list’ of users that have accessed your website is collated in Google Analytics starts compiling

    A ‘cookie’ is dropped into the user’s browser, and then anonymously identifies them with a user ID once they visit your site. For example if you have a website visitor and their name is Joe Smith who lives in Bicton, the cookie may label them as “User X456J12”and not ‘Joe Smith of Bicton”. It enables the display network to know that user has accessed your website, and follows the user around the net for a period of up to 540 days. Most common is 30 and 90 days.

    Popular websites ranging from News, Sports, Blogs and ‘How To’ websites, feature the remarketing for your business. An additional feature is having contextual match. This is selecting certain keywords you would like to bid on relevant to your business and then the ads will only display when there is an article with these words in. Similar to placement of Ads in a traditional newspaper aligned to a story from the same industry.

    You can also elect to have a particular section of your website as the qualifier to your website. For example, you may know the highest converting users of your website are those that visit your ‘Contact Us’ page and therefore opt for that location to be the qualifier for serving your remarketing ads.

    There are two further options for users of remarketing; similar to lists and smart lists. ‘Similar to’ looks at your existing remarketing data and then seeks out users from related industry websites associated with your business and industry which could include direct competitors. This is a further step into remarketing.

    Furthering that, Google has this year released Smart Lists which makes use of websites entering into sharing data through their Google Analytics accounts, analyses them and serves your Ads to those users that have converted.

    With all these options available at your disposal, it is really about getting your brand in front of as many potential customers’ eyes and pulling them in to purchase your product or use your service. I don’t know about you however I have been guilty of succumbing to guerrilla email marketing campaigns and as anyone in sales can attest to, repetition eventually equals results.  No one likes a hard selling soul selling sales person, so save face and consider the suitability and control a remarketing campaign will have for your businesses’ next paid search campaign.

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