Remarketing is the practice of showing ads to people who have already visited your site.
You can create the ads, choose who sees them, and determine when they see them based on the parameters that Google Ads gives you.
These parameters are so versatile that you can create multiple campaigns that all target highly-specific niches. So for every person who’s read about a product or service on your site, you can tailor a campaign based on what they read.
Standard remarketing lets you show ads for your business to people who’ve previously visited your website.
That activity is tracked via cookies in users’ browsers, which Google then uses to identify someone who’s been to your site before.
Dynamic remarketing scales your products and services to your target recipients so someone doesn’t see the same ad over and over. Instead, your target audience will see ads that appeal to what attracted them to a product or service in the first place. So if you owned a landscaping company, someone might come to your site and read your page on lawn mowing services. But then they don’t convert. Dynamic remarketing takes that information and interprets what else they’d like to see based on your parameters.
Mobile app remarketing uses the same principles as standard remarketing, but it applies them to mobile apps.
This approach targets users based on two main criteria:
If they’ve visited your mobile site
If they’ve used your mobile app
When someone qualifies for either criteria, you can reach them with ads for your business in other apps and mobile websites.
Search ad remarketing is a PPC strategy that specifically targets people who have visited your site before. With search ad remarketing, you can place ads on keywords that only show up when Google sees that someone has visited your site before. So let’s go back to our lawn care company. The keyword “how to care for a lawn” is purely informational, so the searcher probably isn’t ready to convert into a new client yet. But if someone’s visited your site already, then they’re already familiar with your brand. So the next time they search “how to care for a lawn,” you can add a PPC ad to your organic SEO results and show up twice in search results.
Video remarketing is based on videos you’ve posted to YouTube. When you use video remarketing, you create lists of YouTube users who you know are interested in your business. Then, you add that list to a certain video on your channel, and promote that video to your list of previous viewers. Your videos can also show up in search or display networks. So whether someone’s searching on Google, visiting one of their ad partners, or watching videos on YouTube, they could see your ad.
Email list remarketing is a huge opportunity for any business that uses email marketing. Google’s remarketing option uses its Customer Match feature to add a full list of email addresses to your ad campaigns.It specifically targets users’ Gmail accounts or other email accounts that use Gmail as the platform. Then, whenever someone’s signed into that account, they’ll start seeing your ads, and this applies to Google Search, YouTube, and Gmail. This is the most recent form of remarketing that Google has introduced for Ads. As a result, its best practices are still a little fuzzy.
